Video Marketing Trends 2023

In recent years, most companies have come to realize that video is an extremely important tool in their marketing arsenal. But if you’re late to the video marketing game, don’t worry – 2023 is your year to catch up!

Before you venture out into the world of video marketing, it’s important to understand the top video marketing trends we’re seeing in 2023. Read on to see our list of the 2023 video marketing trends that every company should be aware of. The future of marketing is video, and there’s no better place to start than these top trends.

Reels and TikToks

Social media is dominated by video. With the rise in TikTok and Instagram Reels, never has video been more relevant or important. So how do you effectively utilize video marketing on Instagram and TikTok? This will completely depend on your industry, product, and target market, but here are some general rules of thumb to follow:

  • Know the Trends – to be successful on TikTok especially, it’s important that you know what is trending. Utilizing a trending sound or making a video based on a trending topic is extremely important to keep your content relevant and increase your chances of going viral.

  • Know Your Audience – while there might be some overlap, your audience on Instagram and your audience on TikTok are going to be different. It’s important that you pay close attention to your analytics to determine what is performing well on each platform. Tailor your content to each platform (if possible) so that you can be sure that each audience is more likely to engage with the content on their preferred platform.

  • Think Outside the Box – while staying up-to-date on trends is important, it’s also essential that you create unique content. Don’t just follow what other companies and creators are posting. Create something that is unique to your brand voice and connects with your audience.


OTT (or over-the-top) is another name for streaming services like Netflix, Hulu, and Disney+. One of the biggest video marketing trends in 2023 is the use of video in OTT advertising. Unlike traditional TV advertising, OTT advertising offers marketers the ability to capture data on their audience and truly understand their ad’s performance.

So how do you do OTT video advertising correctly? The first thing to be aware of is all the different device types and screen sizes that the viewer may be watching on. Whether they’re streaming on a 70-inch TV or their smartphone, you want to make sure your video is effective in every size. Another important factor in OTT video advertising is the content that the user is there to watch. Make sure that your video ad is relevant to the audience that is streaming that content.

User Generated Content

User-generated content is another top video marketing trend for this year. While influencers are a huge resource for video marketing, they are also extremely expensive. So if you’re looking for the relaxed, natural feel of an influencer video without the high price tag, then user-generated content is the way to go!

In today’s age of social media, everyone now has a platform, and users are taking full advantage of this platform. Be on the lookout for happy customers mentioning your product or company in their videos. Reach out to these customers through a comment or DM to see if you can utilize their content. There’s really nothing more effective than using a happy customer to sell your products for you.

Closed Captions

As you’re creating video marketing content this year, it is more important than ever to incorporate closed captions/subtitles. The purpose of closed captions in video is twofold. The first reason to include closed captions is for accessibility. Not all users will be able to hear the sound on your video, so be sure that you’re including subtitles for those users to be able to effectively consume your content.

Additionally, users may have the sound turned off on their device while they consume content. In that case, subtitles are also extremely important for all users to be able to understand the purpose of your video.

Behind the Scenes Content

One 2023 video marketing trend that is more up-and-coming is behind-the-scenes video. The rise in social media video has led to consumers expecting video that is less polished and more honest. With that, the behind-the-scenes video was born. Users like to see not only the finished product but also how that finished product came together. It tends to be a more vulnerable type of video, but when done well can also be extremely effective.

Live Video

The last technique on our list of top video marketing trends in 2023 is live video. Live video on Instagram and Facebook is getting more and more engagement when done properly. If you’re considering live video, the most important thing to keep in mind is using the right equipment. Even though you can’t prepare the video ahead of time with live video, one thing you can do is prepare your environment. Use proper lighting, the right camera, and make sure to check your sound quality. The right equipment is going to be the basis for an excellent live video.

If you’re ready to try any of the above top video marketing trends this year, then it’s time to get started. Send us a message or give us a call at 831-824-9660 today, and our team of experts can help get your 2023 video marketing strategy up and running.

Related Projects

6 Creative Ways Companies are Using Video Content for Marketing


How to Clean and Maintain Video Production Equipment


7 Tips for Creating Stellar Training Videos