The year 2023 is just around the corner and video marketing will continue to gain momentum as a powerful tool for strategic communication and brand awareness. In today’s digital world, it is almost impossible to ignore videos as they grab viewers’ attention across OTT platforms, social media channels, and other digital platforms. 

So, here we have compiled the top video marketing trends for you to look out for in 2023!

10 Video Marketing Trends for 2023

Let us discover the upcoming trends in 2023.

 #1 Live videos 

Post-pandemic, live videos became popular as a direct way to interact with consumers. Live video streaming is being used by brands, influencers, organizations, etc. to promote products, do virtual concerts, conduct trade shows, and much more. This trend is bound to grow. 

Even major TV networks are integrating live videos to reach out to their customers directly. Many marketing experts believe that selling products in real-time will become quite common like what Instagram influencers do. Big brands will explore and invest in live streaming in the time to come. 

#2 SEO videos

Search engine-optimized videos are more likely to be indexed to appear in search results for the target keywords. YouTube, which is the second most popular search engine after Google, sifts through millions of videos to give you the best search results. Additionally, reports suggest that Google will put video snippets next to about 26% of search results, encouraging users to click on them more. 

Interestingly, TikTok which has become the go-to social media platform for Gen Z and millennials has already incorporated powerful search features such as location tagging, a prominent search box, search-friendly captions, etc. This is pushing brands to leverage search optimization techniques to improve discovery. In fact, experts believe that TikTok SEO is going to be the next big thing in 2023. 

#3 Short, vertical videos 

Short-form videos, especially vertical ones have become a dominant form of video consumption on social media—the creation, and sharing of Instagram Reels and Stories, YoutTube Shorts, and TikTok are not slowing down. This means, in 2023, marketers need to focus on different types of content that can be consumed as short-form videos and also resonates with the target audience.  It will not only require investment in video production but also measuring the impact of these short-form videos. 

However, this can be challenging because, unlike long-from videos which keep attracting viewers, 60-second short-form videos do not work that way as viewers readily move on to the next. Marketers need to balance both long-form and short-form videos, view these shorter videos as fillers, and do market research or surveys to assess the overall impact on their brand. 

#4 Community building on niche platforms

There has been a trend seen in 2022 that there is a migration towards non-Meta platforms such as Mighty Networks, Circle, Slack channel, Discord, Telegram, etc. Moreover, Thinkific added a new community feature and Kajabi acquired a community solutions business. These networks allow you to live stream videos, publish video content in the feed, and produce courses, classes, webinars, etc. within a group of like-minded people. Many creators are using the clips and snippets from these videos on social media to drive traffic to their communities. 

#5 LinkedIn videos 

Although TikTok and YouTube are go-to platforms for videos, LinkedIn is not far behind. Its Creator Accelerator Program is one such step in that direction to encourage. Moreover, LinkedIn Creator mode helps you create content (including live videos) and increase your reach and influence. 

The good news is this mode is available to everyone. So, get started with LinkedIn videos in 2023 and spearhead your B2B marketing!

#6 User-generated video content 

User-generated content (UGC) helps establish a brand’s credibility and loyalty among the target audience. This type of video content is genuine, unfiltered, and gives a more humane touch to your brand. Plus, it is absolutely free! Therefore, marketers and brands should leverage UGC as part of their video marketing strategy. 

Moreover, you can also gain useful insights from UGC—what type of content is being produced by your audiences, is that the preferred form or topic, is it getting more attention from the viewers, etc. 

#7 YouTube videos 

YouTube videos will not be slowing down in 2023. With the introduction of separate tabs for Live videos and pre-recorded videos and 60-second Shorts, this platform for video creators and businesses is expected to keep growing. Brands are investing in their YouTube handles, collaborating with other creators, tagging in the content, using the power of SEO in the video titles and descriptions, and much more to stand out from the competition. 

Moreover, with easy access on mobile, TV, and desktop, it opens cross-channel engagement and growth opportunities. In fact, many believe that YouTube Shorts is giving competition to TikTok, Reels, and other short-form video content. Plus, with YouTube Partner Program, you can create a store or memberships to monetize videos even with few subscribers. 

#8 Shoppable content/eCommerce videos 

There is definitely growth in the video content that is driving digital commerce on social media platforms. Influencers will continue to play a crucial role to create powerful shoppable content for brands. Be it live videos on Facebook, Instagram Reels, or TikTok videos, a combination of content and commerce is being experimented with to promote products, offers, etc., driving sales in e-commerce platforms. Even on Amazon, brands that have used product videos have seen a significant increase (up to 3.6 times) in their sales.

Live streaming and video marketing are expected to become popular ways to shop in 2023. 

#9 AI technology 

AI tools can help create personalized videos and that can be a game-changer in 2023. Businesses will be able to personally call out their customers without manual recording. Automated personalized video messages that can be delivered directly to the customers can effectively increase engagement and increase the lifetime value of customers. 

AI technology will also help create virtual avatars with your voice to give that authentic experience to the customers. Technologies like stable diffusion can make editing easier with quick replacement of objects in videos. There is also a possibility of making multiple variants of your video with AI tools and still carrying out complicated A/B testing to figure out what’s working for you. 

#10 AR/VR videos 

Augmented reality or virtual reality content has been attracting audiences and it will have a big impact in video marketing too. Interactive content will make videos more accessible and engaging to the customers. 

For instance, retail stores are offering virtual “try before you buy,” options, healthcare providers are using AR/VR for self-guided diagnostic facilities, and academics are engaging students in AR/VR-driven educational activities and games. 

The in-person experience offered by AR/VR video content will be a trend to watch out for digital marketers. 

Final Words 

Businesses will need a strong video marketing strategy in 2023 to stand out from their competition. With that being said, the focus would be on creating consistent, high-quality, engaging videos that drive results. AR/VR video content, short-form vertical videos, user-generated content, AI technology, eCommerce video content, and video-sharing social media platforms will continue to grow. 

Get in touch with BOXmedia today to ace your video marketing strategy in 2023!