A condensed version of our blog post on Video Marketing Trends. This is helpful information for every video production company in the UK.
As an experienced video production London company, we've seen these trends slowly emerging over the last few years.
VERTICAL VIDEO
Vertical video has now become an absolute must for brands who want to harness the power of TikTok. To keep pace with TikTok, Instagram, YouTube, and even LinkedIn are all promoting the use of vertical videos. And the data suggests that this approach is effective. A vertical-video-first strategy has been shown to increase views by 507% and watch time by 319%.
However, producing native 9:16 content as part of a high-end commercial becomes a little more difficult. Production companies and brands are therefore producing more authentic, behind-the-scenes content shot in 9:16. This helps to forge the link between their work and the vertical video platforms. This approach can be difficult for corporate video production as it requires extensive re-editing.
“HOW-TO” CONTENT
Just as YouTube became the place for “How-To” content in the mid-2000s, that torch has now passed to TikTok in 2023. Through the recent media campaigns, it’s plain to see that TikTok is positioning itself as a go-to source for “how-to” content. Brands and creators, take note. For some brands, “how-to” content on TikTok should be one of the primary video marketing trends in 2023, to implement. As users become more comfortable with the platform, they are increasingly turning to it for information and guidance on a wide range of topics.
SHORT(ER) FORM
It seems that every year, attentions spans get shorter and 2023 is no exception. Driven by the the rise of video on certain social platforms, short videos that get straight to the point will be the biggest winners. People don’t have the time or attention span to watch long, drawn-out videos. Reels, in particular, will be more popular than live videos.
AUTHENTICITY
Authenticity will be key in 2024. As most online video content is created by ‘regular’ people, there’s a lack of appetite for overproduced, sales videos. Even the biggest brands can adopt this personal approach within a wider marketing strategy. However, to translate this trend in to the world of “overproduced” high-end commercial productions, brands should ensure we’re seeing a genuine reflection of your core values. Many brands are producing high-end commercials that showcase their CSR, or unapologetically show a darker, more realistic side to the world.
SUSTAINABLE PRODUCTION
The Production Industry had to come to grips with a global pandemic and discovered that work, and talent, can be outsourced and localised. The additional benefit to this was a more sustainable approach to Production. Since the pandemic, Lambda Films has partnered with many Production Companies around the world, to shoot content for, or contract ourselves. For clients, this can potentially result in a greater reach for your production, and at a lower cost, but most importantly, with a smaller carbon footprint. As ever, you can consider an animation production company to produce your content, resulting in a digital workflow and minimal carbon footprint.
ARTIFICIAL INTELLIGENCE
2022 saw an increased consumer adoption of new AI tools; from chatbots and story generators to image creators. While AI hasn’t exploded onto the video production scene, it’s already being tested in script-writing, ideation and concept art. 2023 is the year that AI-Powered Video & VFX Tools will continue to develop, and could become part of the production process. Brands, and production professionals, will need to keep an eye out for new opportunities to use these AI Video Production.
There you have it; our countdown of the video marketing trends in 2023. Whether you’re a brand, or offer video production services company, consider these trends and incorporate them in your strategy for 2023. The more prepared we are, the better we can leverage the massive potential of video marketing to reach and connect with the target audience.
