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In today’s digital age, video marketing has become an essential tool for businesses looking to engage their audience, increase brand awareness, and drive sales. With the rise of platforms like YouTube, TikTok, and Instagram Reels, video content is more accessible and influential than ever. In this blog post, we’ll explore the latest trends in video marketing and provide actionable tips to help your business make the most of this powerful medium.

According to HubSpot, individuals watched an average of 17 hours of online videos per week in 2023. As video’s popularity continues to increase, it is essential that businesses take advantage of the growing medium. Users will scroll past content that does not catch their attention in a matter of seconds. This creates space for video since the multisensory experience of video can help capture users’ attention and keep them engaged while simultaneously enhancing SEO rankings and increasing conversions.

Trends in Video Marketing

Short-Form Video Content

Short-form video content is what you find on platforms such as TikTok, Instagram and Facebook reels, or YouTube Shorts. Videos are typically classified as short form if they are anywhere from a few seconds to about one minute long. Since these videos are so fast paced, they are able to capture viewers’ attention and keep them engaged.

Live Streaming

Live streaming is when an event is recorded and directly transmitted to viewers allowing them to watch in real time. Live streams allow people to virtually attend events that they otherwise would not be able to attend in person. Some examples of events that are often live streamed include keynote speakers, product launches and demos, training sessions, and athletic events. Popular platforms used for live streaming include Instagram, Facebook, TikTok, and YouTube.

Personalized Video Messages

Personalized video messages are customized to appeal to a specific user based on data such as the user’s demographics, their search history, and their recent purchases. Based on this information, the user will be shown videos that are specific to them and their interests while avoiding videos that are not relevant to them.

Interactive Videos

Interactive videos engage viewers by allowing them to become an active participant. Viewers may be asked to answer quiz questions or a poll, to click on an area to reveal additional information, or to click a link to take them to a separate webpage or different video.

360-Degree Videos and Virtual Reality (VR)

360-degree videos and VR can make viewers feel like they are actually at an event even though they are viewing it from behind a screen. By simply dragging their mouse, viewers can change their perspective and view the event from any angle. Businesses can use 360-degree videos and VR to allow viewers to browse the products in their store, to watch a product demonstration, to tour a venue, or to simulate using a product.

Educational and How-To Videos

In today’s world, many people are turning to videos to learn how to do something instead of reading a set of complicated instructions or digging through information on the web. Educational and how-to videos can provide viewers with quick answers to their questions, educate users on your products, and build trust in your brand.

Tips for Creating Engaging Video Content

Use Visuals

Think about what types of videos catch and hold your attention. They probably do not have a spokesperson droning on in front of the camera for the entire video. Rather, engaging videos may feature someone talking or doing an activity while also including other visuals like pictures, charts, or graphs.

Keep It Short

Even though video tends to be more effective at engaging audiences than other types of content, that doesn’t mean it will hold your audience’s attention forever. Get your message across as quickly as possible to avoid losing audience members who get bored and scroll. Also, put the most pertinent information at the beginning of the video in case viewers scroll before the video is over.

Know Your Target Audience

Identifying the target audience you wish to reach with your videos is important so you can tailor your videos to appeal to that specific group. It is also important to consider what platforms your target audience typically uses when deciding which platforms you will post your videos on.

Use Multiple Channels

After putting so much effort into making an engaging video, don’t publish it in just one place. Some platforms to post your video on include Facebook or Instagram reels, TikTok, YouTube, your website homepage, or LinkedIn. Pay attention to the analytics to know where your videos perform the best and which platforms are best at pulling in new customers.

Optimize for SEO

To make your video highly ranked by search engines, be sure to include important keywords in the title and description. Also, include a video transcript since the additional text will make it easier for search bots to categorize your video. Lastly, make sure the thumbnail image for the video looks interesting since the thumbnail will largely determine whether users will click on the video or not.

Include a Call to Action

Include a call to action in each video to ensure the viewer knows what the next step they are expected to take is. If you want the user to buy a product or book a service, include a link to your website. If you want the user to like or share the video, outwardly ask them to do so during the video. Regardless of your goal, make sure there is a website link, phone number, or email address where users can go if they have questions.

For help with video marketing for your business, contact Walsh Marketing Group today for a free consultation!

Works Cited

Bump, Pamela. “How Video Consumption is Changing in 2023 [New Research].” HubSpot, 3 Apr. 2023, How Video Consumption is Changing in 2023 [New Research] (hubspot.com).

Robinson, Trey. “Understanding The Power Of Video For Marketing.” Forbes, 7 Mar. 2024, Understanding The Power Of Video For Marketing (forbes.com).

“Video Marketing.” Adobe Experience Cloud Blog, 19 Aug. 2021, Video Marketing (adobe.com).

Whitney, Margot. “Video SEO: 9 Ways to Optimize Your Video for Search.” WordStream, 14 Nov. 2023, Video SEO: 9 Ways to Optimize Your Video for Search (wordstream.com).

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