How video consumption is changing in 2023 [New Research]

Video is now more important to consumers than ever. our annual Video Marketing Survey Status Shows with Viazol that 91% of businesses use video as a marketing tool, which is more than any time in years past since the survey began.

A family watches a video together on a laptop;  video consumption

While video isn’t going anywhere, it’s constantly expanding, changing, and evolving to suit consumer preferences and new platforms — marketers must keep up.

Here, we’ll highlight five research-backed ways video consumption habits are changing and how marketers can strategically respond.

Download Now: 2022 State of US Consumer Trends Report

Online Video Consumption Statistics Marketers Should Know

How video consumption is changing in 2023
1. Consumers increasingly trust marketing videos from brands.
2. Escapism is the name of the game.
3. Consumers succumb to their passion.
4. The quality of production is becoming more important.
5. Consumers prefer short videos.
Navigating Video in 2023

Online Video Consumption Statistics Marketers Should Know

As video continues to be an integral part of marketing strategies, marketers should keep the following statistics in mind:

How video consumption is changing in 2023

From video length to what attracts viewers—here’s what’s changing for video consumption in 2023.

1. Consumers increasingly trust marketing videos from brands.

In the past, consumers would visit websites to learn about a product, look at online reviews, watch advertisements and maybe watch a few YouTube videos.

Now, with videos available on every major social media network, they are learning to rely more heavily on this type of content in their research phase.

video consumption

According to HubSpot Blogs research, 66% of consumers watch video content (i.e., product demos, reviews, FAQs, unboxings, etc.) to learn about a brand or product.

The trend is clear: In 2023, consumers increasingly expect to see branded video content. Why?

Videos allow consumers to learn how a product or service works in real life, spot any flaws before purchasing the item, and identify perks they might not learn about in a text-based description Are.

Furthermore, this content can appear more authentic than a highly edited product shot, which can increase consumer trust in a brand or offer.

In fact, our most recent Consumer Trend Tracker survey found that 69% of US consumers say it’s more important that a marketing video be authentic and relevant than it is polished with high-quality video/audio.

2. Escapism is the name of the game.

In the past, older generations could turn on their favorite TV sitcom or go to the movies to escape the stresses of daily life. While the platforms have changed, the need for relaxing or entertaining content has not changed yet.

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According to research by HubSpot Blogs, consumers watch videos primarily to “help me relax and unwind.” Additionally, people cited “to laugh or be entertained” as the second most common reason.

Even if you’re creating informational marketing videos, consider experimenting with funny anecdotes or adding other amusing qualities. Are you interested in adding an element of fun to your next marketing video? take inspiration from remarkable brand who use humor effectively in their marketing.

some of the best received Advertisements aired during the 2023 Super Bowl featured humor as a major component. When we asked 150 viewers which was their favorite Super Bowl ad this year, most chose the funny Dunkin’ ad featuring Ben Affleck.

3. Consumers succumb to their passion.

In addition to seeking escapism, YouTube viewers are motivated to watch content that teaches them new things, primarily related to their passions, interests, hobbies, or social causes. In fact, according to research from HubSpot Blogs, 13% of consumers watch video to “explore an interest or passion,” while 11% want to “learn something new.”

Chances are your product is related to someone’s interests, hobby, passion or career. This is the type of person you will want to watch and enjoy your videos.

Creating a buyer persona and target audience around this type of person will help you identify video topics they will value, benefit from, and remember.

4. The quality of production is becoming more important.

36% of consumers feel that production value is “somewhat important”, while 28% consider it “essential”. But fear not — that doesn’t mean you need to rent a high-priced studio or enlist A-list celebs.

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Instead, there are many ways to make affordable, solid-quality video from any home or workspace. And remember, often, the success of a video depends on its value. In other words, more than fancy lighting is needed.

Additionally, video software like Vidyard, bonjoro, And twenty three Makes it easy to record and send short video messages – like pitches, welcome videos, and more – to clients without the need for a Hollywood budget.

5. Consumers prefer short videos.

thanks for the upvote TIC Toc — and the wave of short-form content — consumers are looking for quick, snappy video. especially, videos under 3 minutes falling in a sweet spot.

Optimum Marketing Video Length According to HubSpot Research-1

If you’re new to video, starting with short-form videos can help you get your feet wet — and give you an idea of ​​what resonates with your audience.

You also need to set the correct speed for your video content. Before you put any marketing video online, review it from the perspective of some busy consumer. Then, ask yourself, “Does this video quickly pull viewers into action and keep their attention?”

If you’re worried about parts of your video sounding boring, shorten it. But, if your team feels it’s entertaining or informative the whole time, you can experiment with publishing your long-form video and learn from the results.

Navigating Video in 2023

With each new generation, the world of video will continue to evolve.

However, at this point, the video landscape is changing in marketers’ favor. Consumers love to learn about brands through video content and use it as an essential tool in the information-gathering phase of their buyer’s journey.

Additionally, most video consumers now seek to learn something new about an interest or hobby, rather than simply using video for their entertainment. This means that marketers can use educational videos in their strategy and can also market a brand or product while offering consumers content related to their niche.

Video isn’t going anywhere but is constantly expanding, changing, and evolving to fit new consumer needs and platforms.

As this content evolves with each new generation, marketers must continue to research the interests, hobbies and behaviors of video consumers.

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