As the world continues to move towards a digital age, video marketing has become a powerful tool for brands to reach their target audience. In 2023, we expect to see some key trends emerging in the world of video marketing. In this blog post, I will apply HubSpot’s How Video Consumption is Changing in 2023 trends report to the Ghanaian social media environment. It is important to know this as part of your best practices for your 2023 social media strategy.
Trend 1: Consumers increasingly rely on marketing videos from brands
Consumers are increasingly turning to marketing videos from brands to inform their purchasing decisions. This is especially true in Ghana. People watch videos and go buy what they saw in the video.
So by creating videos that showcase your products or services and provide valuable information to your audience, you can increase your sales. Examples of such videos can be unboxing, product reviews, tutorials on how to use the product, and so on.
For example, a makeup brand or retailer can create tutorial videos that show customers how they can look like Nana Ama McBrown or Yvonne Nelson using their products. This type of video can be shared on Instagram, YouTube, or the brand or retailer’s website.
Consumers feel confident in using a product or service after watching such videos. They, then, go ahead to buy the product or service.
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Trend 2: Escapism is the name of the game
With the stresses of daily life increasing, people are using social media to escape and relax. When people are sad, bored, depressed, or even happy, they tend to go to social media to get the kind of feeling they want. Next time you are in a trotro going, you will probably see people glued to their phone’s screens to while away the traffic time.
This presents a great opportunity for businesses to create video content that provides an escape for their audience. In this regard, entertaining content or discussion of popular news is helpful. Or your ads can target the viewers of such accounts. This can be easily done with YouTube ads. The other platforms may not have such direct targeting.
Trend 3: Consumers lean into their passions
Consumers are increasingly using video content to explore their interests and passions. By creating videos that provide value to your audience in the form of information or entertainment, you can establish yourself as an authority in your industry and build a loyal following.
If you want to succeed with this trend, you will need to go to Facebook. Look at people’s Facebook posts, the activities they have listed as their hobbies in their profile, and their educational or career background, and try creating content around them.
For example, a cosmetic business can create a post about waterproof mascara for women whose hobbies (e.g. cooking) makes them stay in a hot environment.
Trend 4: Production quality is becoming more important
As more and more brands turn to video marketing, production quality is becoming increasingly important. Consumers have come to expect high-quality video content from brands, and subpar production quality can turn them off. By investing in high-quality production, you can ensure that your video content stands out from the crowd and resonates with your target audience.
The saying goes that on the internet, people don’t buy products. They buy pictures of products. So when the pictures look good, they will most likely buy the product. Keep this in mind.
Trend 5: Consumers prefer shorter videos
As attention spans continue to shrink, consumers are increasingly gravitating towards shorter videos. This presents a challenge for brands, but it also presents an opportunity. By creating short, engaging videos that get straight to the point, you can capture your audience’s attention and convey your message effectively.
In conclusion, video marketing is an ever-evolving landscape, and these trends represent just a few of the changes we can expect to see in 2023. By staying on top of these trends and creating video content that speaks to your audience’s needs and interests, you can build a strong brand presence and drive business growth.
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