Video content will lead trends in 2023 – experts
By Abimbola Mohammed
From start-ups to big corporations, brand awareness will always be a factor crucial to a business’s success. And as storytelling continues to be among the best strategy any brand ever thinks of to get its consumers emotionally attached to its product, it is important for brands to include video marketing into their marketing strategy to promote the brand message.
According to Smart Insight, 72% of people prefer video over text content when learning about a new product or service. In many cases, video is not even the quickest way to learn about something. However, research has proven that it is what people overwhelmingly prefer. Video marketing educates the audience effectively and helps increase engagement on social and digital channels.
In light of the aforementioned facts, global experts in the digital space have made predictions on how video content will help shape marketing strategy in 2023.
Paul Prince, Executive Chairman and Founding Partner of Sweetshop, said: “Video will still be the primary marketing tool to tell Brands stories, especially Short videos.”
James Schiefer, Schiefer Chopshop, said: “Video is still one of the best ways to connect emotionally with a consumer. Data will increasingly drive content strategy and optimization, while the speed at which video content is produced will continue to get even faster.”
Jessica Hawthorne-Castro, Chief Executive Officer Hawthorne LLC, an award-winning technology-based advertising agency in the Los Angeles Area, U.S.A., said: “Video continues to be a key driver to close the sale of your company’s product. Partner with influencers who successfully use or demo your product in a time-lapsed or simple version without sound or a voice-over. This is key to having the product pop up in consumers’ social media feeds, leading users to demo it and click through to purchase.”
On his part, Gai Le Roy, CEO of IAB Australia, noted: “The video landscape continues to grow and blossom. The increasing number of opportunities from short-form video, CTV ad formats, shoppable formats, video ads in gaming environments and more offers marketers a smorgasbord of options.”
As more and more brands continue to look for ways to engage their customers with content that will keep them in top of consumers mind, video content continues to be the best choice because it enables brands to tell their stories in a unique way.
Videos are the most effective and popular way to grow an audience on social media. At this moment, there are only two free features to promote a product or service on Instagram, and both are video-based content: Reels and Live Rooms. TikTok is growing faster than other apps because videos keep users engaged better than text-based posts.
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