{"id":530530689,"date":"2023-02-22T14:06:07","date_gmt":"2023-02-22T19:06:07","guid":{"rendered":"https:\/\/contently.com\/?p=530530689"},"modified":"2023-02-23T11:02:54","modified_gmt":"2023-02-23T16:02:54","slug":"how-video-marketing-is-reshaping-content-strategies","status":"publish","type":"post","link":"https:\/\/contently.com\/2023\/02\/22\/how-video-marketing-is-reshaping-content-strategies\/","title":{"rendered":"How Video Marketing Is Reshaping Content Strategies"},"content":{"rendered":"

Video is now the main way people consume content online. Much of that video content is pure entertainment<\/a>, but consumers are itching for branded videos. In fact, 91% of people say they’d like to see more videos<\/a> from companies they support.<\/p>\n

In response, brands are investing more in video marketing content<\/a> than ever to meet such strong engagement and potential ROI. Of the marketers who responded to Wyzowl’s State of Video Marketing 2023 report<\/a>, 92% say video gives them a good return on their investment.<\/p>\n

Yet marketers are still challenged by new, fast-moving video formats that continue to redefine the landscape.<\/p>\n

Let’s explore three emerging video formats and how brands can integrate them into brand awareness and lead-generation campaigns.<\/p>\n

Top 3 video formats and how they drive engagement<\/h2>\n

Brand videos can be lighthearted, but there’s a danger in thinking of video as only a top-of-the-funnel (TOFU) asset. If executed well, video formats such as short-form, live streaming, and user-generated content can serve all stages of the marketing funnel<\/a>.<\/p>\n

As you execute your video marketing strategy this year, keep these trends in mind.<\/p>\n

1. User-generated videos<\/h3>\n

User-generated content<\/a> (UGC) videos, from unboxings to tutorials to reviews, can help build trust in a brand because they come from regular people who simply enjoy the products they’re posting about.<\/p>\n

But UGC can also meet middle and bottom funnel goals such as leads and sales. Nearly eight out of 10 consumers say<\/a> user-generated content highly impacts their purchasing decisions. As any consumer can tell you: a thumbs up from a fellow shopper is often the final push to click the buy button.<\/p>\n

The benefits of user-generated videos are clear, but that doesn’t mean marketers should throw out branded content. Combining user-generated videos with more polished, professionally generated videos<\/a> is the sweet spot for most brands.<\/p>\n

To get your brand fans to submit UGC videos, you should:<\/p>\n