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How To Leverage Video in 2023
Posted on February 25, 2023
Video is predicted to be a primary focus for marketers. in 2023, and is becoming increasingly important as most major apps prioritize this type of content..
As trends shift in the digital space, our eyes are on the evolution of video content and the things marketers must be aware of to find their voice in this arena. Gone are the days of a simple YouTube video. Today’s videos must consider new technology and multi-channel opportunities to maximize their reach online.
Piggybacking off of our learnings from 2022, today we are sharing our best practices for making video work for your brand.
Short Form Video
Apps like Tiktok and features like “Reels” on the Meta platform have revolutionized the way we consume content using short-form video.. Short-form video is a video under a minute (although this can vary depending on the app). The reason they are so popular is because they satisfy our short attention spans, they are to the point, shareable and they often celebrate user generated content.
User Generated Content
User generated content is any type of content created and posted by consumers of the products or services and not a brand. A recent study reported that consumers are almost 2.5x. more likely to find user generated content more authentic than branded content. This is a huge opportunity for brands because it suggests that their resources may be best spent on creator campaigns and influencer marketing, rather than traditional video advertisements.
Educational Content
One of the most searched phrases on Google. this year was “how to,” and that trend stems from our innate desire for knowledge. Brands should leverage this data and create fun interactive video content that provides their audiences with new information. Examples of educational content include DIYs, tutorials, guides, recipes, reviews, and step-by-step instructional demonstrations. The wonderful thing about this type of content is that virtually every brand has something to contribute.
Shoppable Videos
Shoppable Videos are videos that allow watchers to click and buy instantly.. These interactive videos may look different depending on where you see them, but they always offer consumers the opportunity to shop without leaving the video. For video content creators, this is another layer that enriches the experience for users, but ultimately tries to close the gap between discovery and conversion.
Trending Audio
You may have noticed, as you casually scroll Instagram or TikTok, that you hear videos using the same sound. over and over again – this is trending audio. This is actually the foundation of what made TikTok so popular in the first place, so it is definitely worth understanding how to use it to build momentum for your brand.
Channel Diversification
Channel diversification. means that content now lives in various places at once – think Tiktok, Instagram, YouTube and more. More and more marketers are responding to this diversification by creating unique content and editing videos for each channel specifically, but is that always necessary? It depends on your audience. Contact us to see if channel diversification makes sense for your brand.
Together, these tactics provide some insight into how important video is in our media landscape. They also suggest that there is more to consider than ever before. At BTI, we love using trends along with consumer data to create strategies that resonate. Contact us to learn more.
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A website is often the first interaction a potential customer has with your brand. It's not just about having a presence online; it's about creating an experience that is engaging and enticing.