Are you part of the 91% of marketers using video content in 2023? Here’s why you should be.
Video marketing has fast become an essential part of modern marketing campaigns. No matter the platform you’re on, scroll for a moment, and you’ll be hit with video content – from brands, creators, and consumers – almost instantly.
Fuelled in part by the pandemic, we’re more connected and online than ever before. But to capture (and retain) the attention of an online audience, brands need to produce content that excites and entices their target market. Video content has become the go-to.
But yes, video content takes more time and effort than many other forms of marketing. So why bother?
Opting out of video won’t cut it in today’s fast-paced digital landscape. Not only can video help a brand connect with its audience, but it can be a valuable tool to highlight the unique aspects that makes a brand stand out in an increasingly crowded marketplace.
In this article, we’re diving into the importance of video marketing and why it should have a firm place within your digital marketing strategy in 2023 and beyond.
Understanding Video Marketing in 2023
Video marketing comes in many formats:
- Long-form video content marketing
Think YouTube or Vimeo, this type of video content covers documentaries, series, or anything over 1 minute. It’s used to generate connections, tell a story, or build awareness.
- Short-form video content
Appearing on social media for the most part, short-form video content typically lasts seconds but can range up to one minute and can be utilized on websites and in email campaigns, too. Its purpose is to share one key piece of information, which is great for shareability and brand awareness.
- Video advertising
Typically short-form, video advertising content is video (paid or organic) with the intent of conversion – be it sales or sign-ups. It can be used across social media, websites, or email campaigns anywhere with video-playing functionality.
- Live video
Live streaming; via YouTube, Twitch, or social apps like TikTok; is a powerful way to connect with an engaged audience. It’s great for awareness, connection building, and conversions and is fast becoming a trend to watch for 2023. Data shows that consumers watch live video for 3x longer, with live video typically generating 6x more interactions on Facebook alone.
Video spans multiple mediums, too. From the traditional camera to animation, motion graphics, or a mixture of both, video marketing encapsulates any moving image – there’s a format to suit every kind of business.
If you’re unsure which route to choose, there are some trends on the rise within video marketing to give you a starting point:
- Smartphone video production is on the rise.
Ideal for small businesses, professional-grade phone cameras mean video creation needn’t eat too much into the budget.
- Businesses are vlogging.
AKA video blogging, vlogs are an effective tool for storytelling, breaking down the barrier between brand and consumer. Want inspiration? Watch Vogue or Forbes’
behind-the-scenes content.
- Video is becoming search-friendly.
Google is indexing video content, making it a new and necessary part of any SEO strategy.
- Short-form is becoming more casual.
Again, great news for the amateur brand, video – especially on social media – performs well when it’s not overly polished. Consumers (especially Gen Z) prefer content that is ‘real’ and relatable.
Incorporating Video Marketing into Your Campaigns
Whichever format you choose, it’s essential to understand both your audience and your goal for video content.
Once you know who you’re targeting, and where, you can determine the type of video content that will give you the best return on investment (ROI). If you’re like the 18% of businesses surveyed by Wyzowl who say they just don’t know where to start with video, here are some ideas:
- Product demos or instructional videos, like how-tos
- Brand stories
- Q&As with the founder/designer etc.
- Documentary or vlog
- Testimonials
- Interviews
- Case studies
- User-generated content (UGC – can be repurposed with consent from the creator)
- Collaborations
As a brand, there are so many benefits to including video content in a digital marketing strategy. For starters, video is a visual, engaging way to share a story, and storytelling captures attention by generating an emotional response.
If you’re unconvinced, these video content statistics may sway you:
- 89% of consumers say watching a video convinced them to purchase.
- 93% of social media marketers say video is a vital part of their social media strategy.
- 41% of marketers claim that video has a high ROI.
- To generate the biggest ROI, 39% of marketers report that short-form video is best, while 68% say showcasing their product or service is the most effective.
- 95% of brands say video marketing has increased brand awareness.
The evidence is pretty strong. But why does it work so well?
Video content is favored among social media platforms. Because moving image captures our attention for longer, video is preferred by the algorithms and, in turn, pushed out to more viewers.
Not just on social, video content can be beneficial in other places, too. Try adding a welcome video to your website, demonstration videos on product pages, or short clips into email marketing campaigns.
If it aligns with your brand identity, 24% of marketers say funny content is most likely to go viral…
Design Force tip: Start small, and short. Aim to produce one 5-10 second video for social media per week to test out ideas. Assess the analytics and tweak until you find a formula that works for your brand.
Creating Compelling Video Content
Ready to create video content? Great! Here are some key elements of a successful video to keep in mind:
- Include a strong storyline.
It’s vital to have a clear message so that your audience doesn’t get confused. Even if your video is 5 seconds short, there needs to be an obvious point. Consider the feeling you want your audience to get when they watch.
- Make the visuals engaging.
Attention spans are short, and often, moving images alone isn’t enough to stop people in their digital tracks. Experiment with on-brand colors, fun fonts, or creative camera angles to see what captures your ideal audience. (If you’re in need of inspiration, take a look at some of the work our team has done.)
- Include a clear call to action (CTA).
Make sure to tell people what you want them to do once they’ve watched. Buy? Subscribe? Sign-up?
Video marketing Is the Future
It’s clear that video marketing isn’t going anywhere. It’s getting more prevalent as the digital landscape evolves.
While you can succeed as a business without video in 2023, the evidence supporting video is overwhelmingly positive, so why would you dismiss it?
We encourage you to give video marketing a try if you haven’t already and find ways to incorporate it into your own marketing strategy. Test and experiment with different formats and styles until you find the most engaging and goal-supporting format for you.
Remember, help is always on hand! Get in touch with us here at Design Force to give your marketing content a glow-up without the risk. We’ve got a subscription package to suit every business, take a look.
