9 Biggest Video Marketing Trends for You to Stay Relevant and Fresh in 2023

Over the past ten years, video has grown in popularity as marketers and content producers have welcomed it as a means of communication.

In fact, 59% of marketers claimed that video marketing had a profitable return on investment, and 58% stated they intended to incorporate additional videos in their upcoming marketing plans. These statistics provide strong evidence that video is advantageous for businesses.

Need further convincing? According to Marketing Insider Group:

• 86% of companies state they were already using video as a marketing strategy,
• And an outstanding 93% of them claim it is an essential component of their strategy.

So if you haven’t joined the bandwagon, it's time to embrace that video is now one of the most popular types of web content, being without a doubt a crucial component to a successful content marketing strategy.

If you’re a marketer,  you know the importance of staying on top of the digital marketing trends at all times so as not to fall behind.

Today, let’s explore the many video marketing trends for 2023 and the many ways that this can help grow your business too.

9 Important Video Marketing Trends to Know for 2023

Below are the biggest video marketing trends that every marketer should be aware of:

1. Silent videos with captions
2. Video adding more value to existing content
3. Endless loops (popularized by TikTok)
4. Smartphone production
5. Company vlogs
6. Live videos
7. Short form videos
8. BTS (behind-the-scenes) content
9. Social media shaping brand identity

Let’s dive deep into the details of each so that you can also start producing the most creative types of video content that best resonates with your audience.

More than ever before, online users watch video content that has no sound whatsoever (this means no audio or background music).

That’s because soundless videos are rather popular on platforms where autoplay is set as the default. In fact, a majority of videos on platforms such as LinkedIn and Facebook are seen without sound.

This means that you should pay extra attention to ensure that your video can also be watched without any sort of sound by including subtitles. Equally important, you must pay attention that these don't distract from the viewing experience but instead improve it as a whole.

Also, the small step of adding subtitles to your video marketing strategy will likely keep your audience engaged, watching it for a longer period of time.

And when it comes to accessibility, including closed captions is crucial. Some of your audience may have hearing impairments or be deaf, in which case their experience won't be as enjoyable without on-screen features.

Finally, did you know that including subtitles and closed captions also helps with SEO?

The goal of every marketer is to maximize their investment, and “content atomization” (breaking up content into smaller pieces of content which add greater value on the whole) is an ideal approach to doing this. That’s why, last week, we discussed the many creative ways in which a marketer can repurpose content to further expand upon its reach.

And of course, video marketing is one of those brilliant ways to add value to existing content that is already popular (or those that need a little extra push to get more views).

So to increase the value of your marketing material, videos must be part of your strategy, and this also means repurposing these to be used on a variety of platforms.

You might have a lengthy interview that is archived on YouTube, for instance. After that, you may use that content again by creating a teaser video for Instagram before further chopping it up into segments to post on TikTok or Instagram Reels.

Even better, you can create a podcast using the audio from the video.

Are you aware of the infinite loop video trend invented by TikTok's creators?

According to Jen McKinnon, Video Marketing Manager at Envato, "TikTok has significantly transformed how video creators think about short-form content."

The infinite loop (also known as endless loop) is where a video continuously loops until the viewer swipes to the next piece of content.

The benefit of the infinite loops video trend is that you may easily rack up more views by smoothly transitioning between the video's end and starting point, blurring the boundaries between the beginning and end of the graphics.

The infinite loop is a clever video trick that gets more views because it doesn’t make it obvious when the video has ended. It was inspired by the fact that videos continue until you proactively swipe onto the next one.

If you want to hop onto the video trend bandwagon but feel like you don’t have the necessary equipment to produce quality material, we’ve got good news for you.

The days of needing expensive equipment and a large production budget for video marketing are long behind us. In fact, brands are making use of their smartphones to produce more real, genuine content.

As an example, with the enormously popular #ShotOniPhone campaign, Apple provided the tools needed for anyone with a smartphone at hand.

The campaign demonstrated that video content produced on a quality smartphone may be identical to that found in traditional media.

And don’t fool yourself into thinking you need to sign up to ‘’Spielberg’s university’’ to master video creation and production. The finest smartphone video creators right now are amateurs, whether they are creating vlogs, sponsored advertisements, TikToks, or anything else.

And smart brands are joining in as they recognize that this kind of authentic content resonates with customers more than pushy advertisements.

Therefore, if you've been considering making more video content, here's your cue. All you need is a little imagination and the equipment you have on hand.

One of the best methods to engage audiences, interact with customers, and establish your brand personality is through brand storytelling.

Yes, storytelling is huge. Be it in video or written format, it’s a fantastic way to evoke emotion in a customer and create impacting memories.

And when it comes to video marketing trends, vlogs are excellent platforms for telling stories.

They present the author or brand as the main character, narrating issues, occasions, and experiences from their point of view and assisting customers in better understanding who they are.

In today’s digital age, you can find vlogs on just about any subject, including parenting, sports, pet care, and travel (you name it).

But research also shows that the overwhelming majority of vlog content is published by individual creators, meaning it’s time for brands to get on board with this video marketing trend.

Vlogs are a great opportunity to create a human connection between your team members and your audience, showcase your brand personality, and keep consumers coming back for more of your content.

You can pre-record your videos, or spontaneously do them on the go.

This leads us to our next topic…

Remember back in 2020 when we suddenly all stopped attending in-person events and activities? Yep, that's when live streaming suddenly took over as a new trend.

Live videos helped us connect during the pandemic's peak when social distancing kept us apart.

Today, our perspective on what kind of information is "streamable" has completely changed. It emerged as a crucial way for startups and larger organizations to continue communicating with consumers.

Everyone seems to be making use of live videos. From influencers pushing goods to musicians performing virtual concerts to Broadway firms broadcasting entire shows. Some even attended weddings from the comfort of their homes.

The key takeaway here is that live video should be the top priority for content marketers in terms of video marketing trends. Even though things are (almost) back to normal, there remains an increasing demand from consumers for live video content.

Additionally, consumers interact with video considerably more when it is live.

A Facebook study found that live videos get 2x the engagement than prerecorded ones. But be it because of shyness or lack of experience, most people tend to avoid using the live video functions in their plan of action.

With the rise of TikTok, short-form video content became increasingly popular.

Other services quickly hopped on the short-video bandwagon following TikTok's breakthrough. In addition to Instagram Reels and YouTube Shorts, practically all other social media platforms also have a "stories" function that lets you publish brief films.

Despite the fact that short videos are increasingly popular, long-form material is far from dead.

According to research conducted by HubSpot, YouTube continues to be the most popular site for Millennials to watch videos.

But still, from the sheer number of short videos that are published every day, it's evident that bite-sized information in short-form videos is a significant part of people's lives.

Consider creating a TikTok channel for your company where you can highlight your corporate culture. The good news is that, unlike Instagram, you can quickly grow an audience on TikTok because, at least right now, the platform's content still allows for a respectable amount of organic reach.

For some reason, we’re attracted and fascinated by real people carrying out everyday activities.

This behind-the-scenes (BTS) movement was motivated by a desire for authenticity and tapped into the rebirth of arts and crafts and DIY projects.

It provides your audience a glimpse into your brand’s daily routines, workflow, and company culture as a whole.

The way individuals interact with content online has radically changed as a result of social media.

Since audiences' attention spans are shorter than ever, and authenticity is more crucial than ever, the only brands that will stand out from the crowd are those that add personality to their postings.

The surge of video on social media has given the opportunity to brands to behave as real people, making use of techniques like sarcasm and satire.

Brands are embracing these peculiarities in their larger marketing content in new and inventive ways. This can be clearly seen in the now-famous RyanAir videos.

These videos allow businesses to convey considerably more personality than other mediums and encourage genuine and fun communication.

People are seeking less formal, more immersive media experiences, and video can satisfy both of these needs, according to general consumer trends.

With these video marketing trends, we are seeing an evolution in terms of content and communication. Here, creativity can flourish.

In fact, we’d say that video is no longer an “optional” marketing tactic.

As we head into the new year, it’s safe to say that integrating video into your marketing strategy is essential for those who are interested in engaging with their audience across all channels.