Predicted Video Marketing Innovations for the Coming Years
Businesses must stay on top of the latest trends to effectively reach their target audience and promote their products or services. In 2023 and beyond, there are a few key strategies that businesses should keep in mind.
First and foremost, data and analytics will play a crucial role in video marketing. Companies must use data to better understand their audience and tailor their video content to meet their needs. Additionally, targeting and optimization will be important to ensure that the right people are seeing the right videos at the right time.
Another trend to keep an eye on is the use of interactive and immersive video content. By using new technologies such as virtual reality and augmented reality, businesses can create an engaging experience for their audience, which can lead to better engagement and conversions.
Lastly, businesses should focus on creating authentic and relatable video content. This means being transparent, honest, and authentic in their messaging and storytelling. This will help build trust with their audience and create a deeper connection with them.
Overall, in 2023 and beyond, businesses must stay on top of these trends and use them to their advantage in order to effectively reach and engage their target audience. By focusing on data and analytics, targeting and optimization, interactive and immersive video content, and authentic storytelling, businesses can create a powerful video marketing strategy that drives results.
Vertical video is the future of advertising
Vertical video is a trend that has been gaining momentum in recent years, and it is one that businesses cannot afford to ignore. With the growing popularity of platforms such as TikTok, Instagram Reels, and YouTube Shorts, vertical video is becoming an increasingly valuable format for reaching consumers and promoting products or services.
In the past, businesses have primarily relied on YouTube TrueView Skippable Ads as the most valuable impression in the ad space. However, as more consumers turn to vertical video platforms, businesses must adapt their video advertising strategies to take advantage of the unique opportunities offered by this format.
One of the major benefits of vertical video is that it allows businesses to reach a wider audience and drive better engagement. By using the same, or similar, creative elements in their ads across multiple platforms, businesses can create a seamless experience for consumers. Additionally, each platform offers its own unique targeting options, which can help businesses reach more high-quality users.
- For ecommerce businesses
My recommendation would be to start with Instagram Reels due to the platform’s integration with Instagram Shops. Next, businesses should explore TikTok to take advantage of the platform’s trends, audience, and engagement opportunities.
- For B2B businesses
I recommend starting with YouTube Shorts. This platform offers a better transition for users to move from an ad to the brand’s YouTube channel to engage with more content. Additionally, businesses can leverage the power of Google Ads and Analytics to serve ads to audiences who have shown interest in the brand or provided a level of intent within Google Search and/or YouTube.
In conclusion, vertical video is a trend that businesses must pay attention to in 2023. By adapting to this format, businesses can reach a wider audience, drive better engagement, and see better results.
Leveraging TikTok for B2B Success
Many marketers may question the effectiveness of using TikTok for B2B purposes, particularly when it comes to reaching high-level executives. However, it is important to consider that these executives may not be directly engaging with the platform themselves, but rather relying on key stakeholders such as partners, assistants, and managers to relay relevant information to them.
Therefore, it is crucial for the content, messaging, and product being promoted on TikTok to be impactful enough to attract the desired target audience and prompt them to pass the information along to decision-makers.
While TikTok can be a valuable tool for certain brands, it may not be as effective for others. However, the platform has been developing features to support B2B advertising such as:
- Hashtag targeting: This new feature allows advertisers to target specific keywords that users have searched for or used in their own content.
- Lead generation campaigns: By streamlining the conversion process, users can easily move from an ad to a CRM with a maximum of ten survey questions.
- Increased video length: Recently, the platform has extended the length of organic videos to three minutes, and it’s likely that in the future we may see an even longer limit as TikTok aims to rival other platforms such as YouTube.
- Influencer marketing: While not a specific product, partnering with influencers whose following aligns with the target demographic can prove to be a powerful tactic for B2B campaigns.
Navigating the Choice between Trendy Videos and Compelling Ads:
During a recent presentation, a common question among attendees was whether it is more beneficial to jump on a popular video trend or create a compelling ad from a video marketing perspective. The answer to this question is not a straightforward one and ultimately depends on the unique circumstances and goals of your brand.
If budget allows, it may be worth testing both options to gain a better understanding of their respective impacts. However, here are a few factors to consider when making this decision:
- For well-established and larger brands, jumping on a video trend may be more advantageous as they likely have a larger audience who may be more likely to join in and amplify the trend. For smaller brands, creating a compelling ad that stands out may be a more viable strategy to achieve significant results.
- Regardless of brand size, creating a compelling ad can be an effective approach as it is designed to capture the viewer’s attention and persuade them to take a specific action. Compelling ads can be effective at reaching a wide range of audiences.
The Future of Advertising
In the near future, vertical video will play a significant role in advertising. With this in mind, it’s essential to take a closer look at the platform opportunities for these types of placements.
The Variable.Media team and I have been researching and compiling case studies on vertical video advertising. Our findings include:
This platform is a must-use for anyone currently running YouTube ads. We’ve seen high engagement levels and average cost per view/mille (CPM/CPV) rates, with longer watch times. The increased viewing time may be attributed to users being more invested in the content due to having already viewed other material from their subscriptions or search tab.
Hashtag targeting has proven to be effective on this platform, but we’ve found scalability to be limited, particularly for B2B brands. While TikTok offers a great audience target, growth is necessary to make it a more viable option for large-scale advertising.
Compared to stories or the newsfeed, reels are a much more engaging placement at a fraction of the cost. We’ve found that audiences are more likely to share, comment or save a reel rather than click through, which is a shift in behavior from newsfeed to stories and now reels.
Elevate your advertising strategy with vertical video
Video is a powerful medium that offers a wide range of opportunities to connect with audiences on different platforms, boosting engagement and conversion rates.
Vertical video ads are a valuable tool for businesses looking to promote their offerings. However, it’s essential to keep in mind that the success of these ads will depend on the business’s objectives and target audience. Tailoring your approach to align with these factors can make a significant difference in maximizing the impact of vertical video.
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