Video Consumption in 2023
Video content is a valuable tool to connect with consumers and keep your brand relevant. More than
90% of businesses use video as a marketing tool, and for good reason. With its entertainment value and potential for reaching new audiences, video is an important part of any marketing strategy. But, it’s important for marketing professionals to keep up with the ever-evolving user demands and best practices. Like everything in the digital landscape, the way users interact and engage with video content has changed since its inception. Here’s how consumers are using video in
2023:
Video as Escapism
What do you do at the end of a long day? While previous generations used to watch their favourite sitcom or tune into a radio show to decompress, the majority of today’s consumers are watching mobile video as a way of relaxing. Instagram users spend an average of
30 minutes on the platform per day, while TikTok users spend anywhere from
45 to 95 minutes watching content per day. While they’re on the platform, users are looking to disconnect from their day and be entertained. When you’re incorporating video marketing into your digital strategy, think about ways you can entertain your audience while staying true to your brand.
Pro tip: reels and TikToks are a great way to run ads that don’t feel like ads.
Preference of Shorter Videos
TikTok and Instagram have changed the way people watch videos. When traditional TV was the predominant form of entertainment, people would stop and watch 30-60 minute shows on a regular basis. When YouTube was at its height of popularity, this time span was cut in about half and 15-20 minute videos became the norm. Now, consumers are busy and have much shorter attention spans. They want to see content that pulls them in quickly, keeps their attention and calls them to act. Most TikTok and Instagram users prefer videos that are a minute long or less. And YouTube paid attention. YouTube introduced Shorts this year as an additional option for creators. Focus your attention on creating scroll-stopping, quick, bite-size content that entertains and educates.
In some cases, longer form video content is needed. Experiment with it, analyze the results, and adjust the content to make an impact.
Video as Education
Consumers want to learn new things and video is a great way to do it. Many people with passions, hobbies or interests will use video content to further their knowledge and improve their skills. Think about how you decide what to cook for dinner, how you choose your next skincare product, or even how you troubleshoot a problem at work. People increasingly rely on video content as a source of information.
Focus some of your video content on educating your audience about what you offer and how your product or service can fill a need, solve a problem, or answer a question. By being a source of information, your audience will continue engaging with your content and look to you as a reliable source.
Video Quality is Key
When you’re watching reels or TikToks, do you ever skip a video because the quality is poor? Many consumers consider production quality to be essential to videos. The production quality of a video creates value and your video’s success relies on it. That doesn’t mean you need to spend thousands of dollars on video equipment. What consumers want to see is good lighting, a steady camera, and good quality. You can do that with your mobile phone, a stand and a good ring light or phone light.
If you’re looking for higher production value, another good option is booking a video shoot with a professional videographer. Working with a videographer will allow you to capture professional-grade video content in both long and short form that you can use in organic social media, digital advertising, and on your website. The final product will set you apart from competitors with its professional grade quality and skilled editing. If you’d like to learn more, contact us today.
Stand Out in Your Industry
With the current state of the digital landscape, it’s no longer a question of if you should be using video in your strategy, but rather how you can use it to connect with your audience and reach new customers. As shifts take place in the online space and trends come and go, it’s important to pay attention to how consumers are engaging with and responding to your content. What we see consistently is that businesses who create entertaining, educational and engaging video content show positive ROI and increased analytics.
If you’re looking for support with improving your video marketing strategy, reach out to us at
hello@thesmallsocial.com. You have goals, we’ll help you achieve them.
