How Vertical Video Is Shaping Content Marketing in 2023
Remember the good old days of internet marketing, when the written word was king, and everyone was a blogger? Well, those days are gone! Video content has taken over, and it’s not looking back.
In fact, according to a recent report by Wyzowl, online video is set to account for a whopping 82.5% of all web traffic in 2023. That’s right, the most popular content on the internet is now video, and it’s all about vertical video. So get ready to flip your screen and watch the world go vertical!
What You Need To Know About Visual Intent
So, before we go jumping into vertical video craziness, let’s talk about visual intent.
Visual intent refers to the purpose or message that a visual representation, such as an image, graphic, or design, conveys to its audience. It directs how the audience interprets and engages with the visual content.
Businesses that hire video designers can ensure their visual content is attractive and effective in communicating their brand’s story. A professionally designed video has a higher chance of capturing viewers’ attention and making a lasting impression.
A user searching for “best chocolate cake recipe” on Google is likely looking for visually appealing and easy-to-follow recipe videos or images that match their specific tastes and preferences. Similarly, a user searching for “DIY home decor ideas” may be looking for visually inspiring and creative ideas that match their personal style and budget.
Understanding the user’s visual intent and psychological perspective is crucial for businesses and content creators seeking to optimize their visual content for search engines and drive engagement to their businesses.
Bottom line, no matter how many hours you spend on a “text-based” blog, if it doesn’t include visual elements like relevant images, custom illustrations, charts, graphs or embedded videos, then your article might not even make it to the first page of SERPs. Most importantly, these visual aids need to satisfy intent, whether that means to guide users’ actions or present complex information in a clear and understandable manner.
So how do can you satisfy visual intent? With engaging, gripping, and aesthetically pleasing video content by leveraging video design services.
Recommended Read: Video SEO: Optimize for Visual Intent and Video-First Searches
Vertical Video: Why It’s So Important Today
TikTok has become the app of choice (and, at times, the search engine of choice) for Gen Z. According to an SVP at Google, over 40% of Gen Z is using TikTok and Snapchat like normal search engines instead of Google Search and Google Maps.
Speaking of TikTok, the app has grown 1167% since January 2018. In comparison, regular video platforms have not kept up. Experts attribute much of this to declining attention spans.
Vertical videos, particularly those of the short format, have risen meteorically over the past 2 years. And it’s not just TikTok, Snapchat, Facebook Reels, and Instagram Reels have all been dominantly popular in the same time frame.
Following suit, “YouTube Shorts” have entered the fray as well, signaling that pretty much every major platform wants to cash in on this trend.
Professional video design services can be a game-changer here. Small to medium-sized businesses that hire video designers can ensure their vertical content makes a splash on the leading social media apps. The outcome? Greater reach, more views, more conversions, and consistent revenue!
Search Engine Preferences
With this aforementioned rise of vertical video, we’ve started seeing TikTok search results on Google SERPs. Although Google would prefer to have the user stay on its page, the shift in search dynamics has forced their hand to make this move. This opens up a new door for search marketers: TikTok SEO. It’s not a way for TikTok creators to rank on Google SERPs with relative ease (at least for the time being).
The screenshot below shows how TikTok videos have started ranking on the first page in Google Search Results compared to YouTube shorts.
That is not to say that Google has conceded entirely.
As most of us know, Google-owned YouTube started “YouTube Shorts” to get in on the short vertical video act.
In fact, Google even created a $100 million YouTube Shorts fund to incentivize creators and try to convert some of that TikTok traffic to their own platform.
Needless to say, this strategy has worked like a charm. In Q1 of 2023, the number of YouTube Shorts’ daily views was upwards of 50 billion!
The Case for Video-First Content Rollout
With that mountain-load of evidence behind us, let’s discuss the obvious benefits of a video-first content rollout.
Impact of Video Content on SEO & Ranking
Even before vertical videos, regular video results seem to do much better on SERPs. According to research, video has an 11,000:1 probability of ranking on the first page, while text-only results have a 500,000:1 probability. This drastic difference emphasizes the need to consider video design services to create highly effective and engaging video content for your brand.
In the past 6-8 years, text-based content was usually produced first, and video aids helped complement the content. However, in 2023, you will likely see bigger gains by going video-first.
Having trouble ranking for a difficult keyword? Try ranking for the same on YouTube and include the video link in your webpage for a rankings boost!
Attention Spans & Audience Preferences
Multiple studies show that the current average human attention span is the shortest it has ever been. It now makes much more sense for brands to roll out short content for audience engagement, especially short BTS (Behind The Scenes) videos.
Audience response has confirmed that a series of shorts is better received than a long-form video. Once attention has been sparked, you can start funneling users to your long-form content.
The Decline of Blogging
The rise of visual content has had an impact on written content. Nathan Gotch, a very accomplished name in SEO, has predicted that somewhere in the near future, text blogging may die a “slow, painful death.”
While that may be a little dramatic, the point is we’re shifting to visual intent in most aspects of content consumption. Even if you still love your blog (I know I do!), you should start focusing on your video content.
Given the decline of text-based content, businesses must benefit from video design services and possibly hire a video designer to stay competitive in the ever-evolving digital landscape.
A Word to The Wise
In conclusion, the rise of video content, particularly vertical video, is shaking up the content marketing world in 2023. The shift towards visual content is undeniable, and brands that fail to adapt to this trend risk being left behind.
As our attention spans continue to decline and the popularity of short-form content increases, it’s clear that video-first content strategies will become increasingly important. If you want to stay ahead of the curve, hire a video designer. Video design services will help you stand out from the crowd, capture and retain your audience’s attention, and grow your brand. The ball is in your court!
