What’s the hottest digital marketing trend for local businesses right now? Of course, there’s no one-size-fits-all answer to that question. From voice search optimization to business directory listings, there are several ways to promote your local business on the internet.
But if there’s one technique that deserves your attention in 2023, it has to be video marketing. According to a recent report by NogenTech, 91% of businesses use video as a marketing tool in 2023. Also, 96% of marketers consider video as a crucial part of their marketing strategy.
Besides building online visibility and improving customer retention, video marketing can also help drive visitors to your store. When used judiciously, it yields a high return on investment (ROI) too.
But how do you ensure that your video campaigns deliver the desired results? The key is to stay on top of the latest video marketing trends. Let’s delve deeper into the top five trends every local business should leverage in 2023.
1. Growing Use of Live Videos
According to HubSpot’s 2023 Video Marketing Report, 32% of video marketers use live videos or streams. They’re the third most engaging video format and offer the fourth-highest ROI.
More than half of live videos have an average watch percentage between 41% and 80% of their total duration. Also, 23.7% of people on the internet use social media to watch live streams.
The rising popularity of live videos is understandable, considering that they facilitate real-time interaction with viewers. That’s what makes them more engaging than other video formats.
If you run a local business, you can use live videos and streams in several ways. Start by live streaming any events you host at your physical location.
Let’s say you own a cafe where you invite local musicians to perform on the weekends. You can live stream their performances on Instagram, Facebook, YouTube, and other platforms to stir a buzz about your cafe.
Alternatively, you can invite a local influencer to visit the cafe and host a Q&A session with them. Broadcast the live stream on different social media platforms. Boost engagement by accepting questions from viewers or reading out their comments during the session.
You can also live stream other anticipated events, such as a new product launch or the start of a seasonal sale.
2. Atomizing and Repurposing Long-Form Video
In 2021, a survey by TikTok revealed that nearly 50% of the platform’s users feel stressed out when watching videos that are longer than a minute. It’s understandable, given the decline in attention span plaguing younger generations.
While long-form video might help you showcase product features or tell your brand’s story, it isn’t the best way to grab eyeballs or go viral. In such cases, marketers are keen to repurpose longer videos into smaller, easily digestible, and shareable snippets.
That, in turn, has resulted in the growing trend of atomizing video content. Simply put, it’s the practice of repurposing long-form videos to make them suitable for different platforms.
Let’s say you record an hour-long Q&A session with an influencer and upload it to your YouTube channel. Select the session’s highlights and edit them together to create an intriguing teaser for your audience on Instagram and Facebook. You could even upload 10 to 15-second clips from the session as Stories on Facebook, Instagram, or Snapchat.
Of course, you’ll need a robust video editing tool to convert long videos into attractive bite-sized nuggets. A tool like Videoleap can help you repurpose existing videos into different formats. You can use trending templates from other content creators to add a spin to your assets. Or you can use special effects and transitions to ensure your videos glue every viewer.
Image via Google Play
Repurposing videos on different platforms using an editing app like Videoleap amplifies your reach and helps generate the maximum ROI. It’s particularly valuable for local businesses with limited marketing budgets.
3. Driving Engagement Through Instagram Reels
Launched in 2020, Instagram Reels have emerged as the most engaging content format on the platform. The average video view rate of Instagram Reels is 2.54%, while that for other videos on the platform is 1.74%. Also, at 1.95%, Reels boast twice the engagement rate of other Instagram post types.
And if your Reels strike the right chord with Instagram users, you can make it to the Explore page. That, in turn, will skyrocket your reach beyond your followers on the platform.
Therefore, if you want to create a winning video marketing strategy, you can’t ignore Instagram Reels. As a local business owner, you can use Instagram Reels in the following ways:
Remix trending Reels created by other local content creatorsUse trending audio and music in your ReelsParticipate in popular challenges or start a branded challengeAdditionally, you can use Reels to give viewers a sneak peek into the behind-the-scenes action at your establishment.
You can also create educational videos showcasing your products. Let’s say you own a home decor store. You can create short and snappy video tutorials explaining how viewers can use your products to decorate different areas of their homes. It’s a clever way to highlight your products’ features and benefits without using promotional messaging.
4. Using Customer Testimonials as Social Proof
Did you know that 39% of consumers feel more connected to a brand when it invites user-generated content (UGC)? Also, 37% of consumers expect brands to promote UGC. They usually consider it more credible and trustworthy than branded content.
How can you leverage that trend for your local business? A simple technique is to upload video testimonials from satisfied customers. You can invite existing customers to publish short videos highlighting their experience of visiting your establishment and using your product/service.
Use discount coupons or free gifts to incentivize them. Share these videos on your social media profiles to win your audience’s trust.
5. Maximizing Reach Through Video SEO
Creating entertaining, informative, and engaging videos isn’t enough. You must ensure that your content gets the traction it deserves. It can be challenging as more businesses hop on the video marketing bandwagon.
That, in turn, makes video SEO (search engine optimization) one of the most important trends for your business. When done right, it ensures that your videos are featured in the search engine results pages (SERPs) for relevant keywords.
To begin with, identify the most relevant and popular keywords your potential customers might use when searching for information related to your niche. Pay closer attention to location-specific keywords. Using keyword research tools like SEMrush for this purpose is a good idea.
Image via Semrush
Once you’ve selected target keywords, use them to craft a title and description for your videos. This is where a smart approach to copywriting can make a big difference.
When uploading videos on YouTube, make sure you choose the right category and tags. Similarly, if you’re uploading a video on Instagram or Facebook, make sure it has a meaningful and descriptive caption. Use the selected keywords to add relevant hashtags to the captions. Also, make sure the video has an attractive thumbnail that gives a clear idea of the content.
If you aren’t well-versed in graphic design, a tool like Canva could come in handy here. It lets you choose from a wide range of customizable templates. Also, you can add icons, illustrations, and even animations to the thumbnail.
Image via Canva
Lastly, don’t forget to add a transcript to every video. It helps search engine spiders understand and index video content. It’s a good idea to use tools like Flixier that automate the process of video transcription.
Use Video to Drive Footfall and Sales
A well-planned video marketing campaign can help your business in several ways, from boosting online visibility to driving in-store traffic. Use live videos to connect with potential customers in real time. Create and upload Instagram Reels to maximize reach and audience engagement. Repurpose long videos into smaller bite-sized clips and share them on different platforms.
Irrespective of the video format you choose, steer clear of promoting your products/brand outright. Instead, focus on entertaining or educating your audience through your content. It’ll help you earn their trust and motivate them to visit your brick-and-mortar establishment.
