Start-up marketing strategies

New trends in Video Marketing

Video marketing has been gaining popularity over the past few years and is not going anywhere. On the contrary, it evolves to cover several angles of communication with the customer. These are:

Personalization and Customization supported by AI

Using video in B2C and B2B activities yields undeniable results – it increases user engagement, interest, and organic reach and helps customers understand the products better.

AI and machine learning will be commonly used by marketers worldwide in 2023, not only for analytical purposes. The provided insights will help guide a variety of marketing strategies, including video. The benefits of using AI-powered visuals are many:

• Targeting is better because AI can look at a lot of data to focus on specific demographics and segments.
• Personalization: AI can analyze how people watch videos and use that information to make videos more interesting and increase engagement and sales.
• Automation: Many parts of video marketing, such as production, editing, and distribution, can be done automatically by AI. This makes video marketing more efficient and cost-effective.
• Optimization: AI can analyze performance metrics and optimize video content for maximum impact, such as identifying the best time to release a video or the best captions to use.
• Creativity: AI can come up with new ideas for videos or edit them in real-time to make them more interesting and engaging for viewers.

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Short video popularity

Short videos initially created by TikTok gained extraordinary popularity. Facebook and Instagram followed the trend soon after. The full-frame portrait films are entertaining and engaging without consuming too much of a customer's time. That's why, in 2021, YouTube jumped on the wagon and created its own YouTube Shorts – clips that any YT user can create, as long as they have an account. The concept is very similar to that of TikTok – up to 60-second long videos, editable in-app, and scrollable. Vertical clips, including the YouTube Shorts, will continue to take the market by storm in 2023, so be sure to use them when launching a campaign, promoting a product or event, or sharing information about your company; and keep the conversation with customers going.

Promoting authenticity

The era of omnipresent social media filters is definitely behind us. Gen Z representatives want to see an authentic image of their friends and online personalities. BeReal is a photo-sharing application that serves that purpose. It notifies users at a random time of the day to share their authentic photos, giving them only two minutes to do so. The reasoning is that they will not have time to pose and filter their current look and surroundings.

Instagram Candid stories are based on the same idea – they will show the user's face and surroundings in a reel visible only to people who have already shared their stories. If the feature is fully rolled out, it will become a significant competition for the BeReal app. Using these kinds of applications keeps the customers interested. It's advisable to keep track of all the social media trends and new communication channels. This brings us to:

Omnichannel presence

A mere few years ago, companies had a choice of platforms they were active on, depending on the type of business they conducted. Some people preferred websites, while others added LinkedIn, Facebook, or a combination of social media channels to their marketing mix. This kind of choice no longer exists. Customers expect they can find you whenever, wherever, and on whichever platform they decide to visit.

A lack of presence on one of them means lower engagement, a weaker relationship with the target group, and worse business results. Going omnichannel means gaining more in-depth insights about your customers and their online behavior. It requires more work, but the digital world is a complex and demanding space that you need to adapt to.

The power of user-generated content

We predict that in 2023, their user-generated content (UGC) will be as powerful a marketing tool as the content provided by paid influencers. While larger and smaller nano influencers are not going anywhere, focusing on authentic and honest product content will make UGC creators more visible. So shake hands with YouTubers and TikTokers this year. It's their reviews, tutorials, and ratings that you will have to rely on when promoting the product.  

Focus on TikTok in SEO activities

With the increased popularity gained by TikTok last year, it's important to remember that Google algorithms analyze its content, which influences your overall search rankings. Therefore, pay attention to what you write and post on this medium. Here are some tips:

TikTok SEO (Search Engine Optimization) refers to optimizing a TikTok account, videos, and content to improve visibility and ranking and increase the chances of being discovered by users.

This can include tactics such as:

• Choosing the right hashtags and keywords for the caption, video title, and video description.
• Creating high-quality content relevant to your target audience and aligning with current trends and popular topics.
• Building a solid and consistent brand identity across all your videos and profile.
• Creating a consistent posting schedule and using analytics to track your performance and adjust your strategy accordingly.

Interactive content

Interactive content can be a powerful way to increase engagement and build stronger relationships with your audience. It is also a great way to generate leads and improve conversion rates. In 2023, try to enter into dialogue with the customer using the following:

• Quizzes: Quizzes are a great way to engage with audiences and provide personalized content. They can be used to determine audience knowledge or preferences, as well as to generate leads.

• Polls: They are a quick and easy way to gather feedback and insights from your audience.
• Surveys: They can be used to gather information on your audience's preferences, pain points, or customer satisfaction.
• Interactive infographics can be used to educate or showcase data for your audience.
• Interactive videos allow audiences to interact with the visual material in real time by choosing different paths or making decisions that affect the outcome.
• Virtual reality: These experiences can immerse people in a brand's story, product, or service.
• Games and gamification: Games can teach people about a brand or product while entertaining them.

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The rise of customer self-service

Many of today's customers are digital natives, and others can fully operate in the digital space. They, therefore, like to feel self-sufficient, even when it comes to solving problems. It's much easier than trying to reach someone in customer service. If you want to attract customers, allow the visitors to find the answers themselves using the guides, FAQs, knowledge base, insights, or community forums.

Chatbots are also not to be underestimated either. With their 24/7 availability, they help improve customer satisfaction while simultaneously reducing the cost of service by automating repetitive tasks and routine interactions.

Green marketing

Some can call today's customers pickier; we call them more aware of world events, geopolitics, and social issues. And certainly of the ecological challenges that we face. They are more conscious of their actions' impact on the planet, and they want to be sure that you, as a company, are too. Green marketing is more than just creating and promoting eco-friendly products. It's about creating a positive brand perception by investing in processes, advertising, packaging, and environmentally safe products. When focusing on a sustainable, responsible approach to product production and engaging in green initiatives, ensure that your current and potential customers know about it.

But avoid a self-sabotaging practice called "greenwashing," which describes using eco-friendly wording ("natural," "green"), colors, symbols, or bogus studies to depict products that are not sustainable. That's false advertising and can quickly cost you valuable clients.

Conclusion

We enter 2023 with a head full of ideas for improving digital marketing tactics and standing out from the competition. If you want to discuss the options and learn how we can help boost your business, contact our Human Intelligence on Demand experts.