Video marketing, especially short videos, is a substantial contributor to marketing. According to Hubspot, “A staggering 90% of marketers using short-form videos will increase or maintain their investment next year, and 1 in 5 marketers plan to leverage short-form video for the first time in 2023.” Videos appear on the majority of social media platforms and receive a high success rate: 95% of a message received through video is retained opposed to only 10% of written text. With such high results, what was predicted of the video marketing world in 2023?
- User-generated content will rise: In action, influencers, or even unsponsored individuals, will display products or services through videos. Some examples are cleaning, organizing, cooking, working out, self care, and similar videos. Viewers are hooked by personalization and relatability and are drawn in by process videos. These videos have obtained their own title, ASMR, which means autonomous sensory meridian response. Viewers love seeing a process unfold from clean to dirty, ingredients to a meal, and from confused to organized. Thinking back through your social media intake, have you recognized some of your favorite creators highlighting a brand?
- Simplified video production: The more common video format will still require high-quality content, but the result will be easy, authentic videos. Instead of putting hours into one video, creators will turn to filming everyday processes and using that as content. This format helps the viewers connect with the creator and helps the creator be more authentic through their work. If you are struggling to create engaging content, try keeping it simple, authentic, and relatable.
- Greater accessibility for further reach and inclusivity: Captions on videos come with a plethora of benefits. They allow for deaf and hard of hearing viewers to be included, they help with SEO and visibility, and they also allow for viewers to still watch the video without sound. As 2023 sprang into action, it was predicted captions would be more utilized and encouraged. 80% of viewers are more likely to finish a video with subtitles, 85% of all videos on Facebook are watched with the sound off, and 37% of viewers said video subtitles encourage them to turn the sound on. The benefits of including captions on videos are numerous and will not go away anytime soon.
Video marketing has seen a quick rise in recent years. As it continues to grow, it shows no sign of slowing anytime soon. As we walk into 2024, be sure to carry with you the momentum video marketing accrued in 2023 through user-generated content, simplified video production, and utilizing captions on videos. Done properly, you will see growth and engagement on your profile and, in turn, through your sales. Need help with professional marketing? Contact us today for a FREE consultation!