Expectations Have Changed

As little as a year ago, consumers would visit websites, look at online reviews, watch commercials, and wear out watching several YouTube videos to learn about a product. Now, with video being accessible on every major social media network, they are learning to rely more heavily on this type of content in their research phase.

According to HubSpot Blogs research, 66% of consumers have watched video content (i.e., product demos, reviews, FAQs, unboxings, etc.) to learn about a brand or product.

In 2022, consumers increasingly expected to see video content from brands. Why?

Videos give consumers the opportunity to see how a product or service works in real life. They can discover all the flaws before purchasing the item, and they will identify perks that they would not learn about in the text-based description.

Further, this content might also appear to be more authentic in a quality-produced video than a heavily edited (chopped up) product shot.  Quality-produced videos boost a consumer’s trust in a brand or offer.

Marketing Has Changed

Back in the day, older generations might have turned on their favorite TV sitcom or gone to the movies to escape from the stresses of daily life. While the social platforms have changed, the need for relaxing or entertaining content hasn’t.

According to HubSpot Blogs research, consumers say they primarily watch videos to “help me relax and unwind.” Additionally, people cited, “To laugh or be entertained,” as the second most common reason.

Even if you’re creating informative marketing videos, you should consider experimenting with funny anecdotes or adding other entertaining qualities. Interested in adding fun elements to your next marketing video? Get inspired by major brands that effectively used humor in their marketing.

Quality Video Is A Must

36% of consumers feel production value is “somewhat important,” while 28% feel it’s “very important.”

Marketers report they will be increasing their spending on marketing videos in 2023 by 40%.  28% of brands surveyed report being willing to spend more for marketing videos to get the quality they demand.

Even though video software like Vidyard, Bonjoro, and TwentyThree make it easy to record and send short video messages most consumers view brands attempting to sell them something on these platforms as a waste of time.  35% of consumers who see a brand’s video on the short form video platforms will not react to their promotions until they see the brand’s website or YouTube channel.

Short Video, But NOT Too Short

Consumers are demanding quick, snappy videos by clicking off long boring lectures.

Videos under three minutes fall into their sweet spot.

If you’re new to video, starting with short-form videos can help you get your feet wet — and tell you what resonates with your audience.

You also need to set the right pace for your video content. Before you put a marketing video online, re-watch it from the point-of-view of a somewhat busy consumer. Then, ask yourself, “Does this video pull viewers into the action quickly and keep their attention?”

If you’re worried that parts of your video seem dull, you might want to shorten it. But, if your team thinks it’s entertaining or informative the entire time, you can experiment with publishing your longer-form video and learning from its results.

Videos in 2023

The video world will continue to evolve.

However, at this point, the video landscape is changing in favor of marketers.

Not only do consumers prefer to learn about brands via video content, but they use it as a vital tool in the information-gathering phase of their buyer’s journey.

Additionally, the vast majority of video consumers now strive to learn something new about an interest or hobby, rather than just using video to entertain themselves.

This means marketers need to use educational videos in their strategy and offer their consumers content that relates to their niche, while also marketing their brand or product.

2023 Will Have More Videos

Marketing videos will always be around. Video quality will continue to improve, change, and evolve to fit new consumer needs.

As video content continues to evolve with each new generation, marketers should continue researching video consumers’ interests, hobbies, and behaviors.

We Are Here To Help

Of course, the entire staff at SyncLab Media is here to help.  We will be celebrating our 10th year as a Video Marketing and Consulting firm.  We now have a number of products and services that focus on helping a brand’s marketer develop sound marketing strategies.

Contact us today to learn more about how we can help.