Table of Contents
Introduction
Digital marketing is an ever-evolving field, and staying up-to-date with the latest trends and changes is crucial for marketers. In this article, we will discuss the new changes happening in digital marketing in 2023 and how marketers can adapt their strategies accordingly.
Consumers’ Increasing Reliance on Marketing Videos from Brands
In the past, consumers would rely on websites, online reviews, and commercials to learn about a product. However, with the widespread availability of video content on social media platforms, consumers now heavily rely on marketing videos from brands.
According to https://www.scrollreads.com/ research, 66% of consumers have watched video content to learn about a brand or product. In 2023, consumers expect to see more brand video content because videos provide a realistic view of how a product or service works. They also allow consumers to discover any flaws and identify unique features that may not be apparent in text-based descriptions.
To meet this demand, marketers should focus on creating authentic and relatable marketing videos. Consumers value authenticity, with 69% of U.S. consumers stating that it is more important for a marketing video to be authentic and relatable than polished with high-quality video/audio.
Escapism is the Name of the Game
Consumers have always sought out entertaining and relaxing content to escape the stresses of daily life. While the platforms may have changed, the need for escapism remains the same.
According to https://www.scrollreads.com/ research, consumers primarily watch videos to relax and unwind. Additionally, many consumers watch videos to be entertained and to laugh.
Even when creating informative marketing videos, marketers should consider adding elements of entertainment or humor. Incorporating funny anecdotes or entertaining qualities can make videos more engaging and memorable for viewers.
Consumers Lean into Their Passions
Consumers are motivated to watch videos that teach them new things, particularly related to their passions, interests, hobbies, or social causes. Many consumers watch videos to explore their interests or learn something new.
To effectively reach their target audience, marketers should create buyer personas that align with their product or service. Identifying video topics that are valuable and relevant to the target audience’s interests will help marketers create content that resonates with viewers.
Production Quality is Becoming More Important
While production value is not the most important factor for consumers, it is still a consideration for many. According to https://www.scrollreads.com/ research, 36% of consumers feel that production value is somewhat important, and 28% feel that it is essential.
Marketers do not need to invest in expensive studios or celebrity endorsements to achieve high production quality. Many affordable options exist for creating solid-quality videos from home or workspace. The value of a video lies in its content, so focusing on providing valuable information or entertainment is key.
Additionally, there are various video software tools available that make it easy to record and send short video messages to customers without breaking the bank.
Consumers Prefer Shorter Videos
The rise of platforms like TikTok has popularized short-form content, and consumers now prefer quick, snappy videos. Videos under three minutes are especially favored by viewers.
For marketers new to video, starting with short-form videos can help them gauge what resonates with their audience. It is essential to set the right pace for video content to quickly engage viewers and hold their attention.
If certain parts of a video seem dull, shortening it can improve viewer engagement. However, if a video is entertaining or informative throughout its duration, marketers can experiment with longer-form content to gauge its effectiveness.
Navigating Video in 2023
Video continues to play a significant role in marketing strategies, and marketers must adapt to the changing landscape. Consumers now rely on marketing videos from brands, seek escapism and entertainment, lean into their passions, consider production quality, and prefer shorter videos.
As the video landscape evolves, marketers should continue to research consumer interests, hobbies, and behaviors to create video content that resonates with their target audience. By staying up-to-date with the latest trends and changes in video consumption habits, marketers can optimize their video marketing strategies for success in 2023.
Conclusion
Digital marketing is constantly evolving, and understanding the new changes happening in 2023 is crucial for marketers. Video consumption habits have shifted, with consumers relying more on marketing videos from brands, seeking escapism and entertainment, leaning into their passions, considering production quality, and preferring shorter videos.
By adapting to these changes and incorporating them into their video marketing strategies, marketers can effectively engage and connect with their target audience in 2023.
