By Cokey Falkow, Content Strategist for Meritus Media
Way back when the Internet first started it was almost exclusively text content. It was restricted by the bandwidth available. But being that we are a visual species, the desire for visual content drove the development of greater and greater bandwidth.
Back in 1995 predictions were made that in 20 years everyone would have access to broadband and video content would be the norm We are living that predicted future right now. Video is the most watched type of content online.
The sci-fi films that predicted video conferencing and the ability to live stream news from anywhere in the world is what we experience as a daily reality. Each year video usage online continues to grow and it is getting bigger all the time. As we get faster mobile internet speeds and can share video to any place on earth from practically anywhere, with 5G, video will continue its rise.
Video trends for 2023
Telling a story that resonates with your target market is essential if you want to cut through the noise online. To do this effectively, you must understand your audience. Then you can create content that will speak to their needs and emotions.
The best use of video is to enhance and extend the viewers experience and understanding of a story. Instead of ‘talking heads’ describing something, show it.
Align your stories with your brand purpose
Every piece o f content should have a purpose and should align with your overall brand purpose. And it should move them emotionally. If your audience doesn’t feel anything when they watch the video, they will switch off or scroll on by. Social media listening can provide invaluable insights when it comes to telling the story of your brand.
PR has gone digital because the world has done so, and it is easier than ever to uncover stories that will get traction. With audience analytics and tracking, and social listening, you can identify the conversations you need to participate in and stoke the fires of those conversations.
Users on Facebook and Instagram spend half their time online watching videos. The success of Reels on Instagram led to Meta expanding that feature to Facebook as well. It’s caught on in a big way and the reach of Facebook reels right now is huge.
According to Gary Vee, Facebook’s organic reach is through the roof right now and Facebook Reels have exploded. 2023 is the time to get serious about your video content on Facebook. Live video is an excellent way to reach your target audience and show a story in action.
Ninety percent of consumers watch videos on their phones because it is far easier than firing up a laptop or other device. Short, punchy videos that tell a story quickly and have an obvious call to action at the end will do far better than a longer form video.
TikTok is getting bigger and bigger. It is not just an app for teenagers to post videos of themselves dancing in strange locations. If you and your clients ignore TikTok, you do so at your own peril.
TikTok is a very interesting platform because there are a number of different types of videos that can be found, and the videos are finding their way into mainstream media. The social media platform has changed people’s lives and increased business all around the world. The variety and shareability of the videos have proven to be a really big hit in the space.
One example of this is the rise of the buzzwords “Quiet Quitting” and “Moonlighting multiple jobs.” What started on TikTok became a mainstream media frenzy. Reporters and media are looking for content and TikTok is providing it.
Another example is a musician based in London who taught himself how to produce music during the pandemic when he was locked down in his apartment. He had always been interested in music from the 1980s. He made some tracks and launched a TikTok called Dreamkid83. One of his videos went viral on TikTok and that led to over 100,000 new followers within a week and then radio stations far and wide picked it up. He sold out all of his CDs and merchandise four times over. He has now been approached by studios to compose some scores for films.
What are people watching? This graphic from Statista shows the breakdown.
If a picture is worth a thousand words, a video really brings a story or brand to life. According to Animoto, video is consumers’ #1 favorite type of content to see from brands on social media. Research found 73 percent of consumers have been influenced by video on a brand’s social media presence when they are making purchasing decisions. So, it is no wonder that 89 percent of marketing professionals report using videos as a marketing tool.
2023 is just around the corner. Start thinking about video in your plans for the new year or you will be missing out on business and Public Relations opportunities.