2023's Video Evolution: Production & Marketing Trends

The digital landscape is ever-evolving, and video has firmly established itself as a dominant force within this realm. As we approach 2023, there are several video trends that are shaping the future of video production and marketing. Whether you are a brand, marketer, or a video creator, understanding these trends can help you stay ahead of the curve and leverage the power of video to its full potential.

1. Embracing Interactive and Immersive Videos

1.1. The Rise of Virtual Reality (VR) and Augmented Reality (AR)

With the advancements in technology, the field of video production is constantly evolving to create more engaging and interactive experiences for viewers. One of the key trends driving this evolution is the rise of virtual reality (VR) and augmented reality (AR). These technologies are used to create immersive videos that provide viewers with a captivating and interactive experience, allowing them to explore the content in a more engaging way.

1.2. The Power of 360-degree Videos

360-degree videos are another emerging trend within the field of interactive and immersive videos. These videos offer viewers the ability to control their viewing direction, providing an immersive experience that traditional videos can't match. This format is particularly effective for travel and tourism businesses, real estate & any industry where showcasing a location or space is crucial.

2. The Popularity of Short-form Videos on Social Media

2.1. The TikTok and Instagram Reels Phenomenon

Platforms like TikTok and Instagram Reels have revolutionised the way content is consumed. Their focus on short, creative, and engaging videos has captured the attention of millions of users worldwide. For brands and businesses, this presents an opportunity to create concise, attention-grabbing videos that can quickly convey their message and capture the viewer's interest within seconds.

2.2. The Power of Micro-Videos

Alongside the rise of TikTok and Instagram Reels, the popularity of micro-videos (videos that are less than a minute long) has also soared. Micro-videos are quick to consume, easily shareable, and are perfect for platforms where users are scrolling through a feed. They offer an effective way for brands to showcase their products, share tips & tricks, or simply entertain their audience.

3. Personalisation in Video Production

3.1. Tailoring Videos to Specific Target Audiences

Personalisation has become a key strategy in marketing, and video production is no exception. The demand for personalised and customised videos is on the rise. By tailoring videos to specific target audiences, businesses can create a more meaningful connection and deliver content that resonates with viewers on a deeper level.

3.2. The Role of User-Generated Content

User-generated content (UGC) is another trend that is reshaping the video production landscape. Incorporating content created by customers or fans into your videos can help build trust, foster a sense of community, and create a more authentic brand image. By leveraging UGC, businesses can forge stronger connections with their audience and amplify their brand's reach.

4. Live Streaming for Real-Time Engagement

4.1. The Growing Popularity of Live Streaming

Live streaming has gained immense popularity across various platforms, including social media and video-sharing sites. Businesses are leveraging live streaming to connect with their audience in real-time, providing a sense of immediacy and interactivity. Whether it's live product launches, behind-the-scenes glimpses, or Q&A sessions, live streaming offers a unique opportunity to engage with your audience, receive instant feedback, and build a loyal community.

4.2. The Rise of Remote Video Production

As the world continues to grapple with the COVID-19 pandemic, remote video production has become a necessary and common practice. This trend involves shooting high-quality videos in remote locations and editing them professionally to create engaging content. Remote video production has allowed businesses to maintain their video marketing efforts despite the challenges posed by the pandemic.

5. The Power of Video in Ecommerce

5.1. Shoppable Video Content

One of the most exciting video trends emerging in 2023 is the integration of video and ecommerce. Shoppable videos are short clips that allow audiences to click (or tap) and purchase products instantly through the video. This trend is set to revolutionise the way consumers shop online and provide businesses with a new & effective way to showcase their products.

5.2. Product Demo Videos

Product demo videos are a powerful tool for ecommerce businesses. They allow businesses to showcase their products in action, highlight their features, and demonstrate how they can solve the viewer's problem. Research shows that consumers who watch a demo video are 1.81x more likely to make a purchase than those who don't.

6. The Growing Influence of Social Media Platforms

6.1. The Dominance of YouTube

YouTube continues to be the most popular platform for video marketing. With 90% of marketers using it for their video content, the platform offers a vast audience and various features that make it an excellent choice for video marketing.

6.2. LinkedIn Video for B2B Marketing

LinkedIn has emerged as a powerful platform for B2B video marketing. The platform allows businesses to share professional and informative video content that resonates with their target audience. It's an effective way to establish thought leadership, showcase your brand's expertise, and engage with your professional network.

Reach out to our team who can help with your LinkedIn live journey.

7. The Role of Artificial Intelligence in Video Production

7.1. AI-powered Video Creation

Artificial intelligence is making its way into video production and marketing. AI can streamline the video creation process, automate tasks, and provide insights to make more effective videos. From creating video content at scale to offering A/B testing for more targeted data, AI is set to revolutionise the world of video production.

7.2. Voice Search and Video Content

As voice search technology continues to improve, it's becoming increasingly important for businesses to optimise their video content for voice search. This involves using conversational language in video descriptions and metadata, and including relevant keywords in video transcripts & captions.

8. Authentic and User-Generated Content

8.1. Embracing Authenticity

Consumers are increasingly drawn to authentic and genuine content. Brands that can convey their personality and values through video content will be able to connect with their audience on a deeper level and build stronger relationships.

8.2. Leveraging User-Generated Content

User-generated content (UGC) has become a powerful tool for brands. UGC involves incorporating content created by customers or fans into your videos, showcasing real-life experiences and testimonials. By leveraging UGC, businesses can build trust, foster a sense of community, and create a more authentic brand image.

9. Exploring New Technologies: AR and VR

9.1. Immersive Experiences with AR and VR

Augmented reality (AR) and virtual reality (VR) are opening up new possibilities for video content. These technologies allow brands to create immersive experiences that engage viewers in a completely new way. Whether it's a virtual tour of a property for a real estate company or an interactive product demo for an ecommerce brand, AR & VR are set to transform the way we consume video content.

9.2. 360-degree Videos

360-degree videos are gaining popularity as they provide viewers with a fully immersive viewing experience. These videos allow viewers to explore the video scene from every angle, creating a more engaging and interactive video experience.

10. The Impact of Video on SEO

10.1. The Role of Video in SEO

Video content plays a crucial role in search engine optimisation (SEO). Search engines favour websites with diverse content, including videos. Moreover, videos can help increase a website's dwell time, which is a positive signal for search engines.

10.2. Optimising Videos for Search

To fully leverage the SEO benefits of video content, it's important to optimise your videos for search. This involves including relevant keywords in your video titles and descriptions, creating engaging thumbnails, and including closed captions & transcripts to make your videos accessible to a wider audience.


In the constantly evolving digital landscape, video has emerged as a powerful medium that is reshaping the way businesses interact with their customers. Whether it's through interactive and immersive videos, short-form content on social media, personalised videos, or live streaming, the trends outlined in this article are set to define the future of video production and marketing in 2023 and beyond. By staying abreast of these trends and adapting your strategies accordingly, you can leverage the power of video to captivate your audience, increase engagement, and stay ahead of the competition.


The top video trends of 2023 range from interactive and immersive videos, short-form content on social media, personalisation in video production, live streaming, the power of video in ecommerce, the growing influence of social media platforms, artificial intelligence in video production, authenticity and user-generated content, exploration of new technologies like AR and VR, and the impact of video on SEO. These trends highlight the evolving nature of video production and marketing, shaping the way businesses connect with their audience and how consumers engage with content. By understanding these trends, businesses can stay ahead of the curve & maximise the potential of their video marketing efforts.

Want to Learn More?

If you're interested in harnessing the power of video for your business, or if you want to stay up-to-date with the latest trends and developments, don't hesitate to explore our blog for more insights and advice. Whether you're a start-up looking to launch your first video campaign, or an established brand seeking to refine your video marketing strategy, we have the resources and knowledge you need to succeed. Start your video marketing journey today and witness the transformative power of video for your business.

February 23, 2024