6 Things to Know About Video Marketing in 2023

If you’re a small business planning for the start of a new year, video marketing needs to be on your radar if it isn’t already.

From the creation of whiteboard animations to the exploration of short-form videos, there’s a lot to unpack in the video marketing trends for the upcoming year. We discuss some of these things below.

1. The Stats

Some of the following statistics to keep in mind as far as video marketing include:

  • In 2022, streaming videos and downloads online made up 82% of total internet traffic.
  • The video marketing industry just in the U.S. is worth around $135 billion.
  • Video is preferred by 80% of people when compared to written text.
  • Eighty-seven percent of businesses say they already use video in marketing.
  • Video used as a marketing tool helps more than 80% of marketers generate leads.
  • Eighty percent of consumers report wanting to see more videos from businesses.
  • Fifty-eight percent of people say they’re more interested in brands or products after they see them on Instagram stories.
  • If an email has an embedded video, it has a 300% higher click-through rate than the ones that don’t.
  • Video ads are the number one way that people discover brands.
  • This year, it’s estimated that online users watch one million videos per second.
  • Around 83% of video marketers say that using video helps lengthen the amount of time visitors are spending on their page.

2. Search-Optimized Video

One thing that’s going to become increasingly important in video marketing is video SEO or search engine optimization. It’s not necessarily new, but it’s just more mainstream for brands to optimize their videos for search engines.

Some best practices to keep in mind for optimizing your videos for search include:

  • Make sure you’re choosing the right hosting platforms for your videos based on your business goals.
  • Publish video content consistently.
  • Use keywords in your title, tags, and descriptions.
  • Don’t use generic thumbnails.
  • Upload video transcripts for each video you create.
  • Have a strong CTA.
  • Don’t upload the same video to different pages of your website—this can actually negatively affect your SEO.
  • Use social media to drive traffic to your videos on both your website and your hosting platform.

3. The Atomization of Videos

The concept of atomizing videos means that you’re taking the same video content and repurposing it depending on the channel and platform, helping you achieve more with each piece of video content.

An example would start with a long-form video you created for YouTube. You can then take parts of that longer video on using them on platforms like Instagram or TikTok.

You can also take video content and turn it into a blog post with transcription and editing, or you can create a carousel post where you highlight the key points from your video.

You can save time and money and get the best possible ROI on all of your video content with atomization.

This can also work in a reverse way. You can take written content, like blog posts that you’ve already written, and turn them into videos.

4. Live Video

Live video can be a little intimidating, especially if you’re a small business and you’ve never tried it before, but it’s a big trend for 2023.

For example, on Facebook, users spend more time on live videos. Live videos on the platform also have higher rates of engagement than videos that are pre-recorded. Platforms like Twitter and TikTok, as well as Instagram, also have features where you can go live.

When you’re using live video as a business, you can share events, or you can provide a behind-the-scenes look at your business itself or your products and services.

Live video for businesses is also good for showing interviews or educating your audience on how to use your products or services.

You can do question-and-answer sessions, too, so that followers can directly interact with you, and you can then engage with them on a very personal level.

5. Short-Form Video

Short-form videos first rose to popularity with Vine. This was in the early 2010s, and creators could share clips and skits that were six seconds long. Vine was shut down after a few years, and then Muscal.ly came onto the marketplace. Now, that’s known as TikTok. Users can create original video content, and they can combine it with trending sound bites.

Instagram, Facebook, and Snapchat have also entered the short-form video space, as has YouTube, most recently with YouTube Shorts.

The short-form video has a lot of potential uses in business, and these videos are easy and less time-consuming to produce than long-form video.

In a business situation, you can use short-form videos to show your products and demonstrate how they’re used. You can share success stories and testimonials, and short-form videos are a good way to build overall brand awareness.

Educational content is another potential use for short-form videos. You can show people different bits of information with these short clips, and that’s going to help you establish yourself as an authority, but in a fun and engaging way.

Behind-the-scene looks at your business, and what you do and spotlights on experts are other potential reasons to think about integrating short-form video into your marketing.

6. Long-Form Video

Finally, just because short-form videos are trending doesn’t mean the long-form video is pushed out. You want a healthy mix of both in your strategy for 2023 because long-form videos are still incredibly important.

People are getting more accustomed to watching full-length videos online, but the deal with these is that they have to be very good.

When we say long-form, we mean something that’s anywhere from 2-10 minutes long in most cases, but if the content is highly engaging and compelling, maybe even longer than this.

Videos longer than 15 minutes account for around half of all video engagement, but they make up only about 8% of all available content, so there’s a lot of opportunity to stand out here.

You can produce a few longer-form videos and potentially get great results. You just need to have a video that people are going to want to watch, and a good way to make this happen is by solving a problem for them in the video. They need to reach the end to fully understand how the problem is solved.

Adam Hansen

Adam is a part time journalist, entrepreneur, investor and father.