Month: February 2023

Video marketing is transforming how businesses distribute content and establish relationships with target audiences. The future of video content presents abundant opportunities, from in-house content production to user-generated videos. 

As companies work to modify their video marketing strategies, videos will become a necessary medium. This guide will cover crucial video marketing stats and trends to be aware of heading into 2023.

7 Video Marketing Trends Appearing in 2023

The demand for engaging content is only going to increase. Content trends show that 53% of consumers want to see more video content in the future. Brands that want to reach their customers must focus on producing and distributing video content. 

With this in mind, here are 7 video marketing trends that will transform how businesses accelerate their content marketing objectives in 2023.

1. Increased Video Production Budgets

Given its popularity as a reliable medium for audience engagement, it’s no surprise that video production budgets will likely increase. In a survey conducted in 2021, 60% of content marketers planned to increase their video budgets in 2022. Furthermore, 52% of marketers expanded their budget because of video content. This trend is likely to continue.

2. More Social Media Distribution

Social media is becoming the primary driver of audience engagement and brand cultivation. Going into 2023, companies will leverage the power of multiple platforms for content distribution. 

Facebook continues to hold superiority over its competitors, with 2.93 billion active users. The second most popular platform, YouTube, has 2.52 billion users. Data from 2021 showed that the number of TikTok users grew by 18.3% that year. 

The social network is dynamic. Predictions are that by 2023, the number of social network users over 65 will be greater than those in the 18 to 24 group. Marketers will have to deliver content suitable for these multiple platforms.

3. Emphasis on Short-Form Video Content

Short-form videos present an incredible opportunity to distribute relevant, reliable, and engaging content without overwhelming viewers. People have short attention spans, so it should be no surprise that viewers want instructional content to be between three and six minutes long.

Here’s another intriguing online video marketing statistic: Short videos (one minute or shorter) produce the highest ROI (return on investment) as of June 2022. When it comes to content, sometimes less is more.

4. Taking Advantage of User-Generated Content

User-generated content (UGC) helps companies establish authenticity and improve trust with target customers. Consumers are more likely to trust a brand or a company when peers speak highly of them. According to a report, approximately 93% of respondents trust recommendations from friends and family.

Across all ages, 55% of consumers trust user-generated content over other forms of marketing. As video marketing trends evolve, UGC will become a vital tool for companies hoping to establish authenticity and increase brand loyalty. 

5. Doing More In-House Video Production

Think of in-house video production as a do-it-yourself tactic. You purchase equipment and assign people to become a part of the production team to create your videos. Here are some key benefits: Your employees are the ones that truly understand your company’s brand and can convey a specific message to an audience.

Your in-house team gains valuable insights into the company’s operations, including areas where they can add more value. 

6. Increased Live Videos

Live video streaming is exactly what it sounds like—presenting something to your audience in real time. Video streaming is a powerful tool for marketers looking to interact with their audiences and provide an authentic brand experience. 

Data shows that 80% of a brand audience would rather watch a live video than read a blog. Another 63% say that live streaming brings a human touch to digital marketing. These numbers exemplify how real-time content connects with existing target audiences and builds brand engagement.

7. Using Search-Optimized Videos

Search engine optimization (SEO) tactics exist to help marketers improve online search visibility and increase website traffic.

Optimizing videos will become a crucial marketing strategy in 2023— users spend 88% more time on a page with video content. Some key strategies involve developing clear content goals, answering users’ questions, creating relevant material, and optimizing your videos with high-ranking keywords.

Advance Your Video Content with Channel Factory

Now that you know the critical video marketing stats and trends to look for, it’s time to propel your brand forward. Here at Channel Factory, we strive to accelerate your organization and help you establish meaningful relationships with your target audience. Whether you want to learn more about video advertisements or find ways to customize your YouTube brand presence, we can lend a helping hand.

Contact us to learn more about our offers. 

With more than 2.6 billion active users, YouTube remains one of the most popular platforms for content consumption. In an era where social media dominates the digital atmosphere, YouTube remains the go-to platform for audiences across several demographics.

Brands have multiple opportunities to establish brand recognition and connect with different audiences through YouTube influencer marketing. In this article, we will go in-depth on strategic ways you can cultivate your business through the globe’s most popular video platform. 

Influencer Marketing on YouTube

At its core, influencer marketing is about collaborating with online celebrities and social media influencers to advance brand recognition. The idea is to rely on influencers, or content creators with impressive followings, to market your services and products. 

Think of it as a celebrity endorsement where individuals with thousands or millions of followers leverage their influence to help your company achieve recognition. There are several benefits of influencer marketing for brands. By executing a proper influencer strategy, you can:

• Amplify your company’s brand.
• Connect with a larger target market.
• Distribute targeted and engaging content.
• Minimize advertisement spending.
• Share your company values.

YouTube as an Influencer Marketing Solution

Marketers relied heavily on video as a content marketing strategy in 2021. This is because YouTube presents an incredible opportunity for startups and established businesses to advance brand initiatives, connect with target audiences, and make their presence known in a competitive industry. 

People engage with video content, especially short videos that are entertaining, memorable, and relevant. The demand for video is not going away anytime soon. Influencer marketing on YouTube is about establishing connections with reputable influencers and garnering a loyal customer base to help grow your business.

YouTube influencer marketing examples include: 

• In-depth product reviews
• Service tutorials
• Daily vlogs
• Sponsored videos

All of these video types allow you to nurture a relationship with prospective customers. You can also partner with influencers for company contests and free giveaways. This not only increases brand recognition, but you’ll also be engaging your target base with the allure of free products.

Leveraging Your Brand with YouTube Influencers

A successful YouTube influencer marketing campaign requires strategic planning, reputable representatives, and clear initiatives. Here are five steps to make the most of your YouTube influencer campaign. 

1. Set Clear Objectives

What are you hoping to achieve by partnering with influencers? Are you looking to increase engagement through video tutorials? Showcase your brand’s energetic culture? Increase your company’s ROI? Establishing clear initiatives will streamline your campaign and take your business to the next level.

2. Establish a Budget

Like other forms of marketing, working with influencers costs money. How much you pay depends on several factors, including how popular your representative is, their total reach, and how much content they generate for your business. 

For example, a YouTuber with 10,000 subscribers might charge $200 per video. Expect to pay upwards of $20,000 for YouTubers with at least one million subscribers. Finally, if you’re working with nano Instagram influencers (1,000–10,000 followers), they may charge anywhere from $10 to $100 per post.

3. Hire the Right Influencers

To partner with the right influencers, you need quality representatives who can engage your customer demographic, align with your brand, and have an established following on social media platforms. It makes no sense to hire a beauty blogger to create video tutorials on setting up a data privacy program. 

4. Measure Your Influencer Campaign

Tracking your campaign is essential to gauge its effectiveness. For example, you can use UTM parameters to track online traffic coming from a specific campaign. You can also determine the type of content that resonates best with your customers and make modifications when coming across weak points. 

5. Allow Creativity

Avoid the temptation to overly control your campaign without offering room for flexibility. To generate valuable results, let your influencers do the heavy lifting. Sure, you can collaborate and coordinate specific guidelines, but your influencers are the ones that understand how to connect with their audience and ultimately heighten your organization’s image. 

Boost Your Brand with Channel Factory

Are you ready to accelerate your brand and maximize your advertising performance by using YouTube influencer marketing but aren’t sure where to start? Channel Factory can help you get going!

Our mission is to connect brands to the right audience. We can also help you navigate the complexities of YouTube engagement. Dive into our insights to learn more, and contact us to get started.

The basic idea behind advertisements is to draw attention to a product or service to distinguish it from the competition or solve a specific pain point or need. The intended outcome of the advertisement is for the targeted audience to purchase.

While it may appear simple, advertising is often a hit-or-miss endeavor, particularly when brands don’t understand their market and its preferences. Furthermore, companies deluge today’s consumers with advertisements, which they frequently skip, ignore, or tune out.

That’s why brands must learn how advertising influences consumers’ purchase intentions.

Why Is Purchasing Intention Important?

Purchasing intention is a customer’s desire to buy the advertised product or service. It depends on several internal and external factors and measures a respondent’s attitude toward a good or service—are they likely to purchase it or not based on the ad?

Since buyers often have numerous choices, brands must effectively communicate with consumers to influence their purchasing intention. Directly addressing a consumer’s wants, needs, and pain points influences their predisposition and decision to spend money, translating to an actual sale. And for brands, this outcome drives up revenues and long-term growth.

But how does this relate to brands and digital advertising on YouTube? While there are many reasons to advertise on YouTube, doing so to affect a consumer’s purchase intent isn’t easy—it has to reach the right audience at the right time.

What Influences Purchase Intentions?

Before understanding how advertising influences consumers’ purchase intentions, brands must be aware of the factors that can impact their target audience’s buying behavior and decisions.

1. Brand Credibility

Today’s buyers have many options available on the market. One primary reason most consumers prefer a particular brand is its perceived credibility. When they deem it trustworthy because of its quality products or service, they’re more likely to purchase and become a repeat customer.

2. Usefulness

A successful product doesn’t need bells and whistles—it only has to be useful. Brands must focus on the essential elements of their products to get people to buy them. If they don’t, consumers will spend their money on something new and useful.

3. Product Placement

The content into which you place your ads significantly impacts a consumer’s buying decision. This is called “brand suitability,” and it means that advertisers should choose content that fits the brand’s core values. For instance, an alcohol ad may seem off-putting in an auto-review channel, signaling harmful behavior to its audience.

How Advertising Influences Consumers’ Purchase Intention

For an ad to make its target audience buy a product or use a service, it must accomplish several things.

Here are 5 ways an advertisement can influence a consumer’s purchase intention:

1. Elicit a Response

An effective ad must grab the consumer’s attention and evoke their intended response. For example, your market comprises people who own cats and want the best for their furry friends. If you sell cat toys, your ads should show how much fun cats can have with your products. When pet owners feel happy watching it, they’re more likely to make a purchase.

2. Motivate Them

When brands reinforce a particular need in their advertising strategy, targeted consumers eventually become motivated to buy the product or service to satisfy their curiosity. A good example would be an ad for a cloud-based service highlighting how it can significantly help digital nomads and freelancers. And if placed in the right video content, the ad can translate to sales conversions.

3. Stimulate the Senses

Most effective ads have one thing in common—their appeal to the senses. It’s not surprising to watch food commercials with their appetizing sights and sounds, enticing you to order from this restaurant or buy that ingredient. Consider running your food-related ad in aligned content, like on a food vlogger channel.

4. Reflect Their Beliefs

Beyond the psychological and physiological factors, a consumer’s beliefs may influence their buying behavior. Their attitudes, opinions, and habits often determine the brands they prefer. For example, a buyer who associates brands with status will likely purchase luxury goods. If that’s your intended audience, stay away from themes that don’t match your brand values.

5. Relate to Their Culture

Brands are losing out on potential customers if their advertisements are not inclusive. With diversity in advertising becoming more of a necessity than an afterthought, buyers go with brands that closely resonate with their culture and understand their pain points more. Also, advertisers should tailor their message according to their market’s language and cultural nuance.

Influence Purchase Intention Effectively

Now that you understand how advertising influences consumers’ purchase intention, it’s time to find the right partner to send the right message. Reach out to us so we can build customized YouTube advertising solutions to enhance your brand’s sustainability.