Today, video is the most transformative marketing tool for increasing business performance. The world will have 48 billion digital video viewers by 2023, according to predictions. Compared with 2022, this represents an increase of 700 million users watching quality video content each month.
To capitalize on this trend and reach your target audience, make sure your business incorporates videos into its marketing strategy. We’ve put together a list of the most popular video types, so you’ll know what video marketing trends you should put into action to improve your ROI.
According to HubSpot, short-form videos have the highest ROI. The popularity of short-form video content continues to grow, especially with the rise of TikTok and Instagram Reels, so if you’d like to gain momentum for your brand, be sure to prioritize short-form videos in your content strategy.
However, not every short-form video has to be of a TikTok style but be sure to adapt the TikTok strategies to your short-form video strategy that help brands generate outstanding results: make it quick and easy to consume. Keep the video length to a minimum and make sure the content is concise. Engage your audience through the use of music, visuals, and eye-catching elements. Additionally, consider using subtitles to ensure the message is understandable to all viewers. This short-form video from Later.com is a perfect example for that:
People love the visual experience that full-screen videos provide, so vertical video has become the new norm on social media platforms. And as the number of people consuming video content on their mobile devices is rapidly increasing, the demand for 9:16 ratio videos has exploded. As a result, every social platform today tends to prefer vertical videos. In March of this year, Meta rolled out new Facebook Reels features, encouraging content creators to create more vertical videos.
You can still post horizontal videos on Facebook and Instagram as feed posts so when your prospects scroll through their feeds, these videos pop up just like imagery posts. On Instagram, the tricky part comes when you tap on a feed post video. It will automatically turn into a Reel but will remain as a widescreen video with a black frame around it, which is often less sexy than a full-screen video, so consider this before getting to filming.
On LinkedIn, you don’t have multiple options for posting like on Facebook and Instagram. The platform will post your content as a normal video, adjusting to its size.
This TikTok from Volvo is a perfect example of how you can grab attention like a pro while staying on brand with a vertical video:
Explainer videos are still going strong. From tutorials to how-to videos, 94% of consumers rely on explainer videos before buying, so this video type is an essential tool for converting prospects into paying customers.
These videos generate stellar results because they provide all the information viewers need to decide whether to buy a product while entertaining and engaging them as well.
Landing pages with embedded explainer videos drive 20% more conversions. So if you’re ahead of a product launch, we highly recommend you to go for an explainer video – or more, if you have the budget!
Explainer videos are also a gold mine for SEO. By providing valuable content that is relevant to the audience's search queries, you can increase visibility and traffic to your brand’s website.
Check out this explainer video we created for Futurhome to support the successful introduction of their new solution, Smart Home configurator:
Live video streaming
Most people want to see a human side to a brand before they interact with it. Having a consistent brand message that sets you apart is essential, but you also want to support that message with human faces to build trust and ultimately increase conversions.
With live video streaming, you can create relatable video content in real time that your prospects will love. It has 2 major benefits:
1. Viewers feel urgency due to the fear of being left when missing you going live. Thus, they will be more likely to watch your live streaming to the end than a pre-recorded video.
2. You create a sense of “right here, right now”, so people feel they connect with you directly on a personal level. Even if they know what they see is virtual.
Just like Sparktoro goes live on YouTube every Thursday in their "Office Hours" Live Stream, answering questions they get from their audience.
When you create an educative video, you demonstrate your expertise in a particular field and provide your audience with solid value. Whether your prospects go online in search of a specific solution to their problems or just hanging out on social, educative videos are perfect for earning their trust.
These videos are placed at the beginning of the Buyer’s Journey because when your audience comes across your brand for the first time, they are not interested in buying anything just yet. But people love learning new things effortlessly because it makes them feel smart. The visual and audio effects of educative videos help them process information quickly, so you can massively increase your reach and potential impact. Like in this Weebly video:
Video advertising growth is also on the rise. According to Statista, video ad spending is projected to reach USD 176.60bn in 2023, with an annual growth rate of 6.80%. This suggests that the demand for video ads is drastically growing.
The reason why video ads overperform non-video ads is the powerful combination of visuals, sound, and movement to capture the viewer's attention. This increased engagement can lead to higher click-through rates and increased brand awareness. As a result, you can build a stronger emotional connection with your audience, making them more likely to remember the ad and take action.
Video ads tend to deliver better storytelling as well and showcase your products or services in a more engaging and memorable way. Like this ClickUp video ad:
FAQ videos are among the easiest and most cost-effective video types that persuade viewers to take action.
Just pick one from the most common questions your customers ask and make a video explaining your answer.
The best scenario is when you create a whole series of FAQ videos, like Semrush did. It will definitely boost your ROI.