Emerging video marketing trends in the USA can help your business expand this year. From user-generated content creation to educational videos, these strategies will give your company an edge against its competition.
Users that enter an ecommerce site via User Generated Content (UGC) are 184% more likely to make a purchase – so don’t miss this chance!
1. Social Media
Virtually all marketers currently utilize video marketing, with most planning on continuing. With an average US consumer possessing nine video streaming apps on their phone and short-form videos like TikTok or Instagram Reels leading users directly to ecommerce sites, social media will remain one of the primary video channels by 2023.
As a result, brands are turning to this medium as an avenue to showcase their personalities and engage with consumers. Authenticity has never been more important, and audiences respond well to unique communication styles like humor or sarcasm. In addition, the COVID-19 pandemic made viewers open to educational content.
Social media video platforms like TikTok and YouTube have paved the way for snackable, shorter form video content to be consumed via mobile devices in both vertical and square video formats.
Search engine optimization (SEO) has become increasingly vital to video marketing. SEO allows brands to organically build audiences and increase engagement with a video by making it easier to locate. This may involve optimizing its title and description so as to rank higher on search engine results pages; or by including captions or audioless visuals such as GIFs that enable viewers to watch without sound.
2. Video Streaming Apps
With more people turning to streaming apps such as Netflix, HBO Go, Roku and Disney Plus as an alternative source for video content than traditional cable providers can provide, demand has skyrocketed – leading marketers to explore a new form of video marketing in order to promote their products and services effectively.
Video blogs (vlogs) have quickly become a powerful way for influencers and brands alike to connect with their audiences, building trust while simultaneously increasing engagement.
Shoppable videos offer another way to capitalize on this trend, enabling viewers to purchase products seen in video advertisements by simply clicking them. This feature has become more widely available and its usage is expected to rise throughout 2023.
Another emerging trend is creating videos designed for silent viewing, making this an effective way of reaching consumers who prefer watching in private and providing business-to-business marketers an avenue to promote themselves without disrupting work environments. Video editing tools enable this by enabling text and graphics addition without altering audio levels.
3. Short-form Videos
Short-form videos are an effective way for brands to connect with new audiences, though some critics may accuse them of encouraging mindless scrolling. Short-form video marketing can actually serve many useful functions beyond mindless scrolling – it can teach viewers something, make them laugh or share an uplifting story – often focused on topics relevant to your target audience such as how to apply makeup or use certain products; plus they build trust as end users are more likely to trust what others say about the product than its makers themselves.
Short-form videos offer another distinct advantage: their versatility across platforms. Instagram, TikTok and YouTube all prioritize short-form content within their app interfaces and algorithms, making it easier for brands to create and repurpose videos without having to consider how each screen will appear when viewing their videos.
Although short-form videos may seem easy to produce, it is still essential that they contain high quality imagery, lighting and audio. Aim for crisp images with vibrant lighting conditions as well as clear audio. Also ensure captions are present to improve accessibility for hundreds of millions of hearing and visually impaired people worldwide.
4. Authenticity
Since 2018 was named “authenticity”, marketers are striving to achieve it in their videos. An authentic video is content that comes across as genuine and relatable – it doesn’t matter whether it was recorded with professional equipment or your smartphone!
User-Generated Content (UGC) can make your marketing more authentic by drawing upon free video footage provided by your audience members, making them feel valued and appreciated while showing that you care what their opinions of your product or service are, building trust among your audience members. In fact, those arriving to an ecommerce website through UGC videos are 184% more likely to purchase than those who do not see one first!
As we mentioned in our blog post on video marketing trends, to maximize results from video content you must pair it with engaging written material. If creating such written pieces is beyond your ability, consider working with a professional copywriter who can develop an editorial strategy and produce optimized, ready-to-publish copy for you.
5. Behind-the-Scenes Content
According to a Wyzowl study, consumers prefer shopping from brands that appear authentic and create direct interactions between themselves and the company they’re purchasing from. According to this trend in video marketing, 87% of customers desire seeing behind-the-scenes photos and videos from businesses they buy from; this can help foster brand loyalty while creating lasting relationships between your business and your customer base.
Video marketing trends include increased personalization and use of virtual and augmented reality technologies. As artificial intelligence (AI) and machine learning advance, more businesses are employing video marketing to tailor content specifically to specific audiences and better understand their behavior; for example by including personalized videos featuring their name or tailored product recommendations in their videos.
Silent videos have become an increasingly popular form of video marketing, particularly among businesses with tight budgets or who wish to reach customers on mobile devices.
Video marketing can be an invaluable way for businesses of all sizes to connect with their target audiences and showcase their products or services. To be effective, video marketers must produce engaging, high-quality videos that capture attention while reflecting your brand messaging and are visually attractive as well. Once produced, these videos must then be disseminated across various social media channels, email newsletters and paid advertising campaigns in order to reach wider audiences.
6. Search Engine Optimization
Consumers want a way to connect with brands on their terms. Video personalized marketing creates that connection by tailoring video content specifically to users’ preferences, interests and actions. Marketers can leverage data insights and automation tools to deliver content that best engages audiences.
Gone are the days when effective video marketing required expensive equipment and an extensive budget; today all you need is your smartphone and some creativity to produce engaging videos that deliver results. Apple’s #ShotOniPhone campaign has proved that smartphone videos can look just like high-production footage!
As search engines increasingly prioritize user intent and engagement, marketers are seeking ways to optimize video content for SEO. Doing so is an excellent way of increasing search engine ranking while simultaneously adding value to a webpage.
One simple way of accomplishing this goal is by including a video transcript on your website page. Not only will this boost SEO, but it may also assist those unable to watch your video due to noisy public spaces or no sound enabled – ensuring all viewers can easily access its contents.
7. Webinars
More than 90 percent of marketers agree that videos play a pivotal role in their marketing strategies. From product launches and demos, to employer brand promotion and employer recruitment videos can help drive traffic and conversions – but one form of video marketing that many overlook is webinars.
Webinars are live virtual events in which an audience can engage directly with the speaker and ask questions. You can host them yourself or embed them into blog posts or YouTube channels, email blasts and social media. Furthermore, webinars can also be used as an avenue for collaborating with content creators and influencers; creating communities around your brand while expanding its reach beyond its core target market.
Webinars are an excellent way to educate your audience and raise brand awareness, with webinars often used as an instructional medium or providing expert-led training on various subjects. You could use webinars as a demonstration, career advice, or expert-led training on any given topic. They also serve as an excellent way to engage your audience if multiple speakers and interactive features are employed; using tools like Zoom or vFairs allows your participants to follow along on mobile devices ensuring your message reaches everyone. You could even include captions or subtitles so videos are more accessible for people who would rather watch without sound or are hard of hearing.