3 Emerging Video Formats to Boost Your Brand: User-Generated, Live Streaming, and Short-Form Content

Hey everyone! Did you know that video is now the main way people consume content online? It's no surprise that consumers are itching for branded videos. In fact, according to Wyzowl’s State of Video Marketing 2023 report, 91% of people say they’d like to see more videos from companies they support.

Brands are investing more in video marketing content than ever to meet such strong engagement and potential ROI. Of the marketers who responded to the report, 92% say video gives them a good return on their investment. However, marketers are still challenged by new, fast-moving video formats that continue to redefine the landscape.

But don't worry, we've got you covered. Let's explore three emerging video formats that can help brands integrate them into brand awareness and lead-generation campaigns.

First up, we have user-generated videos. User-generated content (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. Did you know that nearly eight out of 10 consumers say user-generated content highly impacts their purchasing decisions? Combining user-generated videos with more polished, professionally generated videos is the sweet spot for most brands.

Next up, we have live streaming. Live streaming — defined as video streamed in real-time where viewers can interact by liking and commenting — delivers numerous benefits, including humanizing your brand, generating revenue, and expanding your target audience. Consumers strongly prefer live video, too. Facebook Live videos drive three times more engagement and 10 times the amount of comments than traditional videos.

Finally, we have short-form video content. Influenced by TikTok, Instagram Reels, and YouTube Shorts, short-form videos that use humor, music, and on-screen text were the most popular type of content on social media in 2022.

As you execute your video marketing strategy this year, keep these trends in mind. To get your brand fans to submit UGC videos, ask followers who are active on your brand’s social channels to shoot short videos using your product. In return, you’ll feature them on those channels. To live stream effectively, have a plan, live stream where your audiences live, and record the livestream and repurpose it in blog posts, embed it email newsletters, and turn excerpts into Instagram Stories or TikTok videos.

Are you excited to try out these video formats? Let us know which one you're most excited to try in the comments!