More than ever before, video is an essential part of our everyday online experience. As of 2022, the average person is predicted to spend 100 minutes per day watching videos online. And while 100 minutes already seems like a long time, our video consumption is only expected to grow in the future.
Why Videos Are Important
Videos help support our content marketing goals, paid campaigns, and improve a client’s social media presence. They’re also a great tool to meet specific objectives for the awareness, consideration, and transaction stages of the marketing funnel.
For example, the awareness stage of the funnel is perfect for brand and lifestyle videos. The consideration stage provides opportunities to get more in-depth about who you are, what you offer, and what sets you apart. Explainer videos and product videos are most valuable in this stage. Finally, in the transaction phase, you can provide social proof to your audience by utilizing video testimonials and case studies.
So, without further ado, here are the five video trends we’re most excited about in 2023.
1. Short-Form Videos 
As we make our way through 2023, short-form video continues to be as relevant as ever. There’s no definitive consensus on short-form video length, but most sources consider it to be less than 60 seconds. You can use short-form video to feature products, distribute information, or express ideas—all in a fast and simple format. Typically, the shorter the video, the better the results.
The reason that short-form video is so effective is that they’re engaging, often introducing double the content and information in a fraction of time compared to more traditional 5-10 minute videos. Social platforms like TikTok and Instagram have championed their short-form video features and given rise to the desire for more bite-sized content.
2. Silent Videos
Research has shown that when silent autoplay is the default setting, 85% of Facebook videos are watched with the sound completely off. To enhance this viewing experience, add closed captions or subtitles. Adding captions is important when it comes to accessibility. Viewers that are hard of hearing or deaf will be able to experience the brand’s messaging and content with the addition of these features.
3. Unedited Videos
Gone are the days of big budget video creation: unedited video upholds the idea of going ‘back to the basics.’ It underlines the resurgence of DIY, arts and crafts, and the earlier days of YouTube. Unedited video content provides additional authenticity and creates a window into everyday routines, hobbies, and pursuits.
Viewers are also interested in seeing behind-the-scenes content such as outtakes, bloopers, and extra footage that didn’t make it to the final cut. This type of footage gives your audience insight into the personality of your brand and helps expand on storytelling elements from the complete production.
4. Video and Your Brand Voice
Video in 2023 and beyond is more than just a marketing tool—it’s an opportunity to build upon your brand’s voice and character. Video has become a vehicle for more nuanced and complex communication styles, such as sarcasm and satire.
Building a brand voice and ensuring that voice is consistent across all communication is vital to establishing a well-known brand. Brand consistency across platforms can increase revenue by up to 23%.
5. Video for eCommerce
Video marketing and streaming is shaping and evolving eCommerce globally. It continues to create a smoother customer shopping experience across various platforms. It also helps create a feeling of personal touch with each purchase. More than 50% of consumers will watch a product video before they purchase a product. Brands on Amazon have increased sales by 3.6 times by using a product video.
Stay Up-To-Date with the Latest in Video Trends
Video is a constantly evolving medium that is growing and changing every year. Our team of experts can create a customized video marketing plan that is tailored to your specific business goals and needs. Contact us today to learn more about how we can help you succeed in your video marketing efforts.
