How Video Consumption Has Changed in 2023

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During 2022 and the beginning of 2023, video is more important to consumers than ever before. This is because it is easily accessible now. Each day, we stream our favorite shows, watch YouTube videos to learn something new, or follow events, Q&As, and interviews via live video.



Video isn’t going anywhere anytime soon. It’s always expanding, changing, and evolving to fit consumer preferences and new platforms – and marketers must keep up.

Here are some of the video consumption habits this 2022 and how marketers can respond strategically:


  1. Consumers are relying on marketing videos from brands.

In a study, marketing videos were shown to be the most effective type of content for both brand recall and purchase intention. This is because consumers trust marketing videos more than any other type of marketing content. What’s more, marketing videos are more likely to go viral than any other type of content.

In recent years, consumers would visit websites, look at online reviews, watch commercials, and maybe watch a few YouTube videos to learn about a product. However, with the accessibility of video on every major social media network, consumers are learning to rely more heavily on this type of content in their research phase.

As a result, marketing agencies should focus on creating marketing videos that tell a story and connect with consumers on an emotional level. The key is to create videos that are shareable and will resonate with your target audience.

  1. Escapism is the name of the game.

In 2021, we’ve seen a surge in content consumption as people look for ways to escape the stresses of the pandemic and political landscape. This has led to an increase in demand for escapist content, particularly in the form of entertainment videos. As we head into 2023, marketing agencies should continue to produce escapist content that will capture their audience's attention and provide them with a much-needed respite from the outside world. What type of escapist content should marketing agencies produce? Anything that is fun, lighthearted, and entertaining. This could include behind-the-scenes videos, bloopers, fail compilations, or even just humorous takes on current events.

People always look for something to escape from the reality. According to research, consumers say they primarily watch videos to help them relax and unwind. They also mentioned they want to be entertained or just want to laugh.

Marketing agencies should consider experimenting with funny anecdotes or adding other entertaining qualities. Get inspiration from major brands that effectively used humor in their marketing, or you can also hire professional creative agencies in Miami for your video content.


  1. Consumers lean into their passions.

When it comes to video content, consumers are looking for something that speaks to their passions and interests. In fact, nearly half of all consumers say they would watch a video if it was about something they were passionate about. Aside from their drive to escape, YouTube viewers are more motivated to watch content that teaches them new things, especially when related to their passions, interests, hobbies, or social causes.

You can take advantage of this by creating videos for someone’s interests, hobbies, passions, or career. These are the type of people you’ll want to watch and enjoy your videos. You can do this by creating a buyer persona and target audience to help you identify video topics that they will value, benefit from, and remember.


  1. Production quality is becoming more important.

As the demand for marketing videos continues to increase, the competition among marketing agencies will heat up. This does not mean going into a high-priced studio or enlisting A-list celebs. There are a lot of ways to produce an affordable video with solid quality from any home or workspace. Additionally, there are times when the success of a video relies on the value it provides. In other words, fancy lighting alone is not worth it. This means that marketing agencies will need to step up their production quality in order to stand out from the competition. 

There are a few ways to improve production quality, such as investing in better video equipment, working with a professional video production company, and hiring skilled editors. While marketing agencies have always needed to produce high-quality content, the bar has been raised in recent years as consumers have become more sophisticated and discerning. In order to keep up with the competition, marketing agencies need to invest in better video equipment, work with professional video production companies, and hire skilled editors.

  1. Consumers prefer shorter videos.

Because of the rise of TikTok, short-form content is the trend now. Consumers are seeking quick, snappy videos. Specifically, videos under three minutes fall into a sweet spot. This can be highly beneficial if you are starting this video content. Short-form videos can help you get your feet wet and tell you what resonates with your audience.

You can start by setting the right pace for your video content. Before putting that video online, re-watch it from the point of view of a busy consumer. If there are dull parts, you might want to shorten them. However, if it is entertaining or informative for the entire time, you can experiment with publishing a longer-form video and see what happens.   Additionally, if you’re just starting out, it can be helpful to use TikTok as a guide. After all, they are the experts in short-form content.

  1. People are more likely to watch videos on the go.


As people consume more content on their mobile devices, marketing agencies should consider making videos that can be watched on the go. This means that your videos should be vertical, have subtitles, and be under three minutes. Mobile users are also more likely to watch videos without sound, so keep that in mind when creating your content. Marketing agencies need to be strategic about where they place their videos. Just because you create a great video doesn’t mean people will watch it. In fact, 78% of consumers say they would rather watch a video on a brand’s website than on social media. This means that marketing agencies need to be strategic about where they place their videos.

Some ideas for video placement include on your website, in email marketing campaigns, and on landing pages. While it’s important to be strategic about where you place your videos, don’t forget that social media is still a great platform for marketing videos. In fact, 78% of consumers say they would rather watch a video on a brand’s website than on social media. Just make sure that your videos are high quality and offer value to the viewer. Social media platforms are changing their algorithms, which affects how marketing agencies create videos. Live videos are also being given more weight in the algorithm. Marketing agencies should consider using this format as well.

Marketing agencies need to be aware of these changes and adapt their strategies accordingly. By 2023, video consumption is expected to rise to 82%. This means marketing agencies need to start creating video content now. However, it’s not enough to just create any old video. Marketing agencies need to be strategic about the type of content they create, where they place it, and how they promote it. By following these tips, you can create video content that will help your business succeed.


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Daniela Belevan

Written by Daniela Belevan

Daniela Belevan is the Marketing Director at DecoGraphic, managing and implementing inbound marketing strategies. When she’s not at Deco uploading blogs or optimizing client’s websites, you can find her lifting (or attempting to lift) heavy at CrossFit.


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