Investing in product videos has been growing a lot rapidly, and I’ve started noticing some underground trends that have been happening this past year, and what I believe will become much more pervasive in 2023.
Here they are.
Number 1: Audio will start to phase out.
80% of Linkedin videos are watched on MUTE!
And 85% of Facebook video is watched without sound.
People are just reading the overlay text, and we’re going to have to create videos that accommodate this trend.
Rev, Veed, Zubtitle are all decent tools for helping with this.
Number 2: Snippets will start to surface.
So you ever go to a website and as you scroll through you see a feature + benefit and then next to it you see a quick little gif of that feature in action?
Prepare to see more and more of those on websites, but also in emails and social channels.
Go take a look at Spekit.com They do a great job of having product video snippets across their site.
Number 3: They’re going to be interactive.
Passive experiences don’t maximize knowledge transfer. Interactive does.
- The completion rate increases by 36% compared with linear video (Forrester)
- The click-through rate is 10x higher than a passive video (Business Insider)
- 35% of marketers using interactive video have seen increased conversion, and 25% increased sales (Brightcove).
- Overall, Interactivity results in 3x-4x greater viewer engagement and conversion than traditional linear video.
If you want your audience to effectively learn about your solution, you have to create an experience that actually lets them touch the product and get a feel for it.
Tools like Camtasia can help with this.
The learning curve is a little high though, so I’d recommend having a Camtasia freelancer if you’re going to go that route.
Number 4: They’re going to be dynamic.
In addition to being interactive, there won’t just be one path to choose.
A straight linear video experience on the website doesn’t satisfy the multitude of personas, use-cases, and problems that people are trying to solve.
And cramming it all into 1 or 2 videos won’t do the trick either.
According to Raptmedia, 34% of video consumers want to be able to jump to a different part of a video.
Letting buyers choose their own custom paths based on persona, use case, problem etc. is going to become the norm to help accelerate people into learning about WHAT they want to learn about as it pertains to your product.
Number 5: Companies are going to figure out how to do product videos in-house
There aren’t great stats out there, but from the last year of talking to marketers, the average product video costs around 10k … for 1 solid product video.
The process of outsourcing video is a nightmare. Money, time, more money for updates. It’s the biggest reason we don’t see more product videos across saas websites and channels.
Tools like Movavi can be used for recording.
Clideo, Canva can be used for editing.
Camtasia can be used for interactive.
Rev, Veed, Zubtitle can be used for adding captions.
And Adobe products for more advanced capabilities.
The problem is a lot of these tools have high learning curves AND multiple ones have to be used.
It’s definitely helpful to have someone who knows how to use them, but spending some time learning them will be necessary for building good product videos in-house
So to summarize:
- Audio is going to start going away.
- Snippets will be everywhere.
- Product videos will be interactive.
- Product videos will be dynamic.
- Product videos will be created in-house.
You may not be able to accomplish all this right away, but it’s time to start thinking about it for 2023.