5 Video Advertising Trends to Watch Out for in 2023

Video marketing has become a critical part of a successful content marketing strategy. In 2022, 86% of businesses used video content to increase brand awareness, reach new audiences, and convert leads.

Shifting customer behaviors also contribute to the increasing relevance of video. Modern consumers are watching more videos now than ever and increasingly relying on video content to learn about products and brands. This content tremendously impacts customer purchase behavior, with 88% of consumers revealing that they became convinced to purchase a product or service after watching brand videos.

These compelling statistics showcase the importance of marketers capitalizing on the booming video landscape. We’ve compiled the best video advertising trends to watch out for to help you create a winning content strategy in 2023.

1. Rise of Short-Form Videos

Increased media exposure has made the human attention span shorter. Short-form video content is critical for businesses to maintain audience engagement in the digital age. TikTok, YouTube Shorts, and Instagram Reels are the leading platforms for short-form video advertising. 83% of marketers recommend videos that are less than one minute in length for optimal results.

Short-form video content can also help brands appeal to younger audiences and keep up with trend culture. Platforms like TikTok are dominated by trending music, dances, and challenges. In 2023, brands are expected to use short-form videos to create authentic, inspiring, and educational content for their audience.

2. Communicating and Selling Using Live Videos

Live streaming became a powerful medium for businesses to connect with customers amidst the COVID-19 pandemic. This medium has transformed how brands promote their products and services by providing a means to interact with consumers in real-time. Through live streaming, businesses share live events, conduct product demonstrations, host Q&A sessions, and much more.

According to Facebook, live videos are three times more engaging than pre-recorded content. Marketers can strengthen customer relationships, increase awareness and reach new audiences by capitalizing on this video advertising trend.

3. Social Media Video Advertising

The total number of social media users worldwide in 2021 reached 4.26 billion, and will likely increase to almost 6 billion in 2027. YouTube tops social media use for U.S. adults, with 81% of Americans using the platform more than any other social network in 2021.

Businesses aiming to grow their audience base in 2023 should optimize their video content for sharing on social media platforms to make the most of this audience reach. According to Sprout Social, Facebook, YouTube, and Instagram are among the top social media platforms consumers anticipate using for the next 12 months.

4. Optimizing Videos for Silent Viewing

One of the most recent video advertising trends is optimizing content for silent viewing. The evolving video consumption behavior of consumers influences this trend. According to recent industry research, 85% of consumers now watch videos with the sound off as they view content on the go. As a result, social media platforms like YouTube, Instagram, and Tiktok are now embracing audio transcription features.

To keep engaging customers in 2023, brands should leverage captions and on-screen instructions to optimize video content for silent viewing. Preparing videos for soundless playback can also help your business provide a more user-friendly experience for consumers and make your content more accessible to a broader audience.

5. Building Trust through User-Generated Content

Original, brand-related content that customers publish is called user-generated content (UGC). This content can come in many forms, such as testimonials and reviews. UGC provides the authenticity and personalization consumers seek in content. A whopping 93% of consumers find this content helpful when making a purchase decision.

Brands can hop on this video advertising trend in 2023 by partnering with satisfied customers and encouraging them to share video content on their social media channels. You can create brand advocacy programs or offer incentives to get customers on board. In the long run, user-generated content can help build consumer trust and brand loyalty.

Take Your Content Marketing Strategy to the Next Level

These powerful video advertising trends can help elevate your brand’s content marketing strategies in 2023. If you’re ready to leverage the power of optimized video content, rely on Channel Factory. We help businesses reach brand-suitable audiences and grow their bottom line through optimized YouTube advertising solutions. Reach out today to learn how we can help your business!

Top Video Advertising Trends for 2023