Video shows no signs of slowing down as it dominates the digital world. It currently represents over 82% of global internet traffic and reaches 92%of users worldwide. Even though video gets more popular each year, the video landscape itself changes on a regular basis. Therefore, businesses must continually revisit their video marketing strategies to ensure they remain relevant.

With the thought of remaining relevant and reaching new audiences in mind, here are six important video marketing trends you should know going into 2023, and how to apply them.

1. Short-form Videos

Short-form videos such as those seen on TikTok, YouTube Shorts, and Instagram Reels, dominated the space in 2022. The same looks to hold true in 2023. The rapid growth of TikTok and use by many large mainstream brands and influencers indicates this is an area every small business needs to explore.

How to apply it:

Attempt to be as casual and authentic as possible. You want to stand out within your industry area but not in a bad way. Formality and ridigity are not looked upon with great favor on these platforms. For example, most TikToks are candid, raw, silly, and relaxed…let your brand’s personality shine. Also ensure that your are engaging and interactive with those who follow.

2. Live Video

Live video options are more accessible now than ever before across almost every social media platform. 63% of viewers between the ages of 18 to 34 are watching live-streaming content on a regular basis. Live videos allows for much of the same casual feel that makes TikTok, but it allows for longer duration video, which allows for more informative and educational engagement. If not over-used, audiences will sit and watch live streams for several hours. Many like me will use it as background entertainment while at work or play.

How to apply it:

Consider the following approaches to using live videos:

• Live-streaming events, even if an event being attended
• Testimonial segments
• Behind the scenes of how you produce a product
• Interviews with staff or people from your industry
• Product demonstrations
• Product unboxing – highly effective in closing a sale
• Live demonstration of a product or service
• Q&A session with viewers

Also consider including an interactive component within each live video you create such as exclusive promotions for those who watch live, giveaways, and discounts, which helps to build your live audience for the future events.

3. Mini Productions

When growing up each time I watched an advertisement it appeared to be a major production and highly professional. That was the right approach for the time and generation of consumers, but today, most consumers gravitate toward video in a Tick Tok or reality TV format. So, you don’t need much more than a smartphone and a computer to create as many marketing videos as you can imagine.

How to apply it:

The same way we began here at Mach 1 Video. Simply use your smartphone (in vertical format) to film videos for TikTok, Reels, Shorts, live streams, and Instagram stories. If producing for Facebook or with intention to overlay text or lower-thirds, film in landscape. Important note: audiences will tolerate lower-quality video, but they desire good sound quality. So don’t hesitate to invest a reasonable amount into a good-quality microphone.

For a more polished video that is still affordable and easy to make, try using Mach 1 Video Pro for a more cinematic look and the addition of text, logo splash, intro, social media callouts and more. In a very short time and often with just three clicks, you can create a highly memorable and engaging video with no special editing skills.

4. Social Media

A form of casual video content that most are familiar with regarding social media is the story and reel. This format originated with Snapchat, which displays videos for only 24 hours before they disappear. Since Instagram created its own version of this content type called the story, it has become a popular feature on many social media platforms, such as TikTok, Facebook, and WhatsApp.

How to apply it:

Use the story format by posting interactive content designed to engage with your audience and increase your brand loyalty. Content such as polls, questions, surveys, and quizzes are effective ways to encourage your audience to interact with you. This helps to build relationships and a sense of community with those specifically interested in your product or service.

5. Customer-generated Content

If you struggle with creation or just want more content while investing less time, you may consider customer created video content. This strategy involves posting content created by your audience to your social media feeds. It serves as both a free source of content and a form of audience interaction and engagement that helps build a sense of community. Special note: you want to ensure you establish a standard of what is acceptable for posting as your goal is to attract a following and not drive potential customers or clients away. An added bonus with this strategy is consumers are 2.4xmore likely to say user-generated content is authentic compared to brand-created content.

How to apply it:

Consider the following ways to source content from your followers:

• Creating a contest in which people submit videos and the winner receives a prize of your choosing – also effective for list building
• Hosting a giveaway in which users must submit a video to enter
• Paying influencers to create videos for or about your brand, or share your creation on their site with a funnel to your sites
• Take the simple and direct approach of asking people to post videos of them using their products, reviewing your services, explaining why they love you, etc. – ensure to review these and remove any that paint your business in a bad light
• Recycle previously posted video content when you have a slow creative period

6. Educational Videos

One of the byproducts of the COVID-19 period was viewers became savvy at using video as a tool, especially if there was something they wanted to learn. 58%of those surveyed report using digital video to learn new skills.

A significant part of any marketing strategy is educating the audience as to why they need our product or service. Instructional video is highly effective and not only showing viewers how our product or service works, but also educating them on why it’s important that they consider our product. It is often used as a stand-alone marketing and sales tool.

How to apply it:

When using educational videos, balance the clarity and thoroughness of the video with its length. Don’t ramble on and turn your audiences off. Don’t neglect to include all the necessary information but be deliberate in your messaging. Also remember that audiences today lean is short succinct bites. Here are some additional tips.

• Create multiple videos in a single learning series. This way, you keep each video at a more digestible length that won’t overwhelm your audience. Remember, small bites.
• Script your videos in advance to ensure you cover all the important content and don’t spend time on things that are irrelevant. This is worth the few extra moments.
• Don’t post raw educational videos with no editing – this is a mistake made by many. Use an online all-in-one video creator like Mach 1 Video Pro to cut out the fluff and ensure it is clear and focused.

Video Marketing and Your Small Business

If you’re a small business and short on resources, don’t shy away from ensuring 2023 your year to shine. Video marketing trends that are forecasted to take rise this year and at no time in the past has video creation been more accessible and the barrier to entry so low. It’s time to begin implementing a simple video marketing strategy that allows your small business to swim in the larger ocean without being overwhelmed.