Are you already familiar with the main trends in video production for 2023? Knowing what they are will help you create videos more effectively for your communication needs.
Any company, digital influencer, or business that wants to remain competitive in the digital sphere already understands the importance of videos for their communication. That’s why understanding the trends for this year is crucial to guide production, so that it generates engagement and resonates with your audience.
In recent years, with the rise of TikTok, short videos have increasingly captured people’s attention. But beyond that, there are several details to consider when producing a video. Continue reading to learn everything about the current trends!
According to the Global Digital Overview 2022 research (We are Social), the Brazilian population is highly connected. Almost 80% of Brazilians are active on social media, which means 171.1 million people are connected daily and consuming content on these platforms.
Given this, it’s safe to say that the main trends for video production in 2023 include social media as the primary platforms for dissemination. Let’s look at the trends we’ll be discussing:
- Short videos
- Live streams
- Influencer marketing videos
- Full-screen videos
- Authenticity
1. Short Videos
It’s no secret that short videos have dominated social media for a few years. However, recent research shows the power of this type of video to convert leads into active customers. At the end of 2022, Google published an article discussing the difference between short and long videos, as the two formats cater to different audiences with completely different purposes.
Short videos, in this case, serve a discovery role, where users are typically enticed to later purchase a product or watch longer content.
These data suggest that short videos, definitely, are not the only format to be explored. However, they play an important role in lead qualification. Longer videos, on the other hand, should be directed towards other purposes, such as instructing a customer on product usage or discussing a topic related to the company’s niche.
2. Live Streams
Live streams became quite popular in 2020, at the height of the Covid-19 pandemic. From then until now, a lot has changed, and we’ve even seen many brands and influencers move away from this format.
However, during the World Cup, the scenario was quite different. The matches narrated by streamer Casimiro on his YouTube channel exploded with record engagement, showing that live streams still have a lot of potentials.
Recently, live streams have also started to be categorized, such as live commerce, a type of live broadcast focused on sales. According to sales experts, this format serves to bring brands and customers closer, humanizing the sales process.
In other words, more than just advertising a product through a video, today’s audience wants a closer, more human connection, even if it’s through screens. With the boom in e-commerce sales that continues to grow, investing in live streams allows customers to see a “face” they can trust and feel that the purchase process is less automated.
3. Influencer Marketing Videos
Still considering the humanization of the sales process, people want to buy when they trust the person promoting the product. Seeing a personality, like a digital influencer using a certain product, can instill more trust in the process.
Of course, hiring influencers for video production can be a significant investment. That’s why in 2023, just as we’ve seen in recent years, we can observe the rise of nano-influencers. These are smaller, more accessible influencers who can work together with brands.
The results are quite effective, as brands can hire influencers whose audiences align with their business, achieving great results with low investment
4. Full-screen Videos
One of the main features that set TikTok apart from other social networks was its vertical feed with videos in the 9:16 format. Recently, Instagram also released this feature in the explore tab, where, just like on TikTok, videos appear full-screen.
YouTube is also adapting to this format. It is now possible to view ads in videos that can be played vertically and in full-screen, providing more space for brands to advertise their products.
The vertical format is already dominant in the production of videos for social media. The novelty, however, is the possibility of using the full screen to entertain, inform, and captivate customers through videos made available on these platforms. It’s worth activating this feature on YouTube, as the conversion rate, in these cases, tends to be 90% higher than horizontal videos.
Even though horizontal videos on YouTube are still widely consumed, the fact is that the vertical format is gaining ground, especially in short YouTube shorts. Ads are likely to follow the same trend.
5. Authenticity
Online life is becoming increasingly active. As a result, marketing also needs to evolve and adapt quickly. Artificial intelligence has improved, and ads are distributed more accurately to the correct audience, which doesn’t always necessarily translate into a conversion.
The audience is also becoming more discerning, especially when it comes to social issues and alignment with brand values. In other words, the public expects brands to be authentic, trustworthy, and pleasant, “like a friend giving advice on what to buy,” says Jacob Teeny, a marketing professor at Kellogg School.
Much more than well-produced advertisements that seem overly “polished”, today’s customers expect a more authentic stance from brands, which also comes through storytelling.
Recent research on the topic also reveals that live streams and videos that disappear after 24 hours are also effective for producing authentic and trustworthy content. A great piece of advice for brands in 2023 is that an authentic video is more valuable than a perfectly produced video.