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Video Marketing Trends

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As we approach 2023, marketers are looking forward to a new year with new trends in video. Predicting what the new year will bring isn’t always easy, so we asked marketers and business owners to use their expertise and log their prediction for video marketing trends in 2023. The 220+ marketers and business leaders we talked to pretty much all agreed on the video trends for 2023. They talked about video lengths, platforms, emerging technologies and how to focus your video marketing strategy. Most said that all of these things mattered for 2023, but many disagreed on where these trends might be headed. Let’s take a closer look at their predictions.

Long or Short? Video Trends for 2023

The debate over how long a video should be has raged for decades, and it seems like marketers still have diverse opinions on the topic.

Sudhir Khatwani, Founder of The Money Mongers, says “Gone are those days when the long format of video content used to be a thing. In today’s time, short video content is the way to go. Thanks to TikTok, Instagram Reels, or YouTube shorts…marketers planning to create video content should focus more on short-duration content, which is about 15 to 30 seconds long.”

David Zhang, CEO of Kate Backdrop agrees. “The demand for shorter-format videos is on the rise… consequently, marketers should focus on creating more concise videos that can be easily

consumed on the go and waste no time getting to the point.”

But Anthony Martin, CEO and Founder of Choice Mutual and member of Forbes Financial Council says the short video trend is already fading. “Right now, the trend is for short, engaging videos, but moving into 2023, video content will grow in length as people become more comfortable watching longer videos.”

Sarah Jameson, Marketing Director of Green Building Elements says: “Don’t worry. Long form videos aren’t going away. Our standard practice is to cut longer videos into five- to seven-minute segments and show them one at a time. We’re more likely to get people’s attention and keep it long enough to make our point if we break up the information into smaller pieces.”

At IdeaRocket, we usually recommend that our clients cut it up into even shorter portions. Two-minutes or less is a good starting point.

Authenticity and User Generated Content are Trending for 2023

When it comes to the content of marketing videos, experts are putting their bets on authentic storytelling and user generated content.

Sarah Walters, Marketing Manager of The Whit Group, says, “Consumers are getting savvier every day, and they want to know more about the brands they buy from. If you can use video to show your customers what makes your business unique and interesting, then they’ll be more likely to trust and support you.”

To do that, Kristen Matthews, Senior Marketing Director of Overit recommends that brands humanize themselves and showcase their personality. “Don’t get too hung up on industry jargon and complex topics, keep it simple and human.”

One way to do that is with user generated content says Zach Suprenant, Marketing Director of Bennett Packaging. He expects UGC to be explosive because of its potential to increase trust.

Jeremy Scott Foster, Founder and CEO of TravelFreak agrees and thinks that the demand for UGC will also spur a rise in influencer marketing. “Nothing will beat genuine User content as a marketing moment when it comes to video,” Foster says. But, influencer marketing “is the most realistic way for a business to create that feeling of user generated content, and have the potential to create viral moments in a way that still remains under control and professional.”

Live video, behind the scenes video, and educational content can all help humanize your brand and forge connections with viewers.

 

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