New and useful Product Video Trends for this year

Every year, product video trends change rapidly as tendencies evolve. So in this post, we will explain which trends we recommend following this 2023 and how to make the most out of them. Almost every marketing guide includes the same advice: add a video to your marketing campaign. But, what is the best video type? How much does video production cost? What are the product video trends? These and many other questions may have come to your mind after reading multiple sources. However, in this blog, were going to explore the latter.

Video is the major form of digital interaction, attracting 82% of worldwide internet traffic. Videos reached 90% of online users by the end of last year. Even more, in 2023 they are expected to keep this growth path.

Therefore, strong e-commerce firms are creating promotional films of their products to attract and convert more consumers. Also, it is a perfect opportunity to give an insight into your product features while marketing them.

As a video production company, it’s important for us to stay up-to-date on the latest trends and techniques to provide the best service to our clients. With that in mind, let’s dive into some of the product video trends we’re seeing for 2023.

product video trends 2023
follow the latest product video trends

12 Product Video trends in 2023

1. Shoppable Videos

Something commonplace on social media will be shoppable videos. Shoppable videos are videos allowing viewers to buy a product as soon as they see it. Viewers only have to click on the product to be redirected to the landing page where they can easily make the purchase. Many businesses are already using them to cope with impatient shoppers. Head over to Instagram or Facebook to see some examples.

2. 360 Degrees Videos

This year many businesses will use 360- degree video, an immersive video that allows the viewer to look in any direction. A lot of expertise is needed to produce these videos. Therefore, if you decide to produce one, consider hiring a video production company. The production process will be then simple and enjoyable.

3. Interactive Videos

Interactive videos will also be common as they are easily produced by brands and more engaging than regular videos. Whats more, those companies that produce interactive videos are positioned as tech-forward thinking companies, which is valued by modern consumers.

4. Less Production

Consumers demand more authentic content than ever before. They expect brands to post weekly or even daily content. Consequently, there is going to be an increase in the number of videos produced by the brands themselves (using their digital cameras or mobile phones) rather than by video production companies. Besides, user-generated content (UGC) will also grow in popularity as it has been proved that users arriving at a site via UGC are more likely to make a purchase.

5. Soundless Videos

Nowadays, many people prefer to watch videos without sound, especially if they are in a public space. In Facebook, for example, 85% of people watch videos without sound. Creating videos with captions and valuable content will help you reach larger audiences and increase view-through rates.

6. Training and Learning Videos

Most people avoid branded videos. They only click on them when the content is interesting and informative. Training videos will encourage viewers to click on the play button to learn more about a product, service or the brand itself instead. Therefore, we expect brands to substitute branded videos for training ones throughout this year.

7. Vlogging

Many companies, celebrities and influencers are currently using (and will use) vlogs to connect with their customers. Apart from being an amazing tool to showcase products, operations or behind the scenes, vlogging humanises a brand and helps businesses build brand trust.

8. Short Video Ads

73% of customers prefer learning about a product or a service by watching a video. With short videos, marketers may capture the attention of the audience without needing them to spend loads of time in front of the screen.

This type of video is especially popular among social media platforms and young people. Social media to promote them can be Tiktok (which is the most trendy one nowadays), but also Instagram Reels (and stories), or YouTubeShorts. So, short films are an important aspect of all of these platforms and a good way to promote a product or a new product launch.

9. Animation

Animated videos became an essential marketing tool in 2020 when companies were unable to film real footage due to lockdown restrictions. Nonetheless, animation will become even more popular this year as new styles and techniques emerge. Besides, it allows safety-conscious business to still leverage their messages while keeping social distance.

10. Live streaming

Live videos became a necessity for many businesses during lockdown restrictions as it was the only way to be in contact with existing and potential clients. Since then, its popularity has not stopped growing due to its authentic nature. Besides, it is an easier and cheaper way to host events or reach large audiences, which has caught the attention of many business owners.

11. Ephemeral and vertical videos

Ephemeral videos, which are videos that are only accessible temporarily usually 24 hours, are also going to be on-trend in 2021. They typically have high engagement rates due to their time-sensitive nature. Therefore, they are a great tool to increase engagement and interactions. Simultaneously, as most people are now consuming content on their mobile phones, were going to see a shift towards vertical videos.

12. Optimised videos

Finally, all videos produced in 2021 must be optimised to rank on SERPs. To do so, youd have to use video file names, titles and descriptions that contain the keyword you want to rank for, add relevant tags, subtitles and create attractive thumbnails.

13. User-generated content

Another way to market a product is by asking users on the internet to create their own videos with your product. This is an engaging way to advertise your product and even see customers’ reviews as well as what features they enhance.

Also, it is a more direct way to reach consumers and get to know them and their preferences. Furthermore, it can help you get a wider audience since they can upload their videos to social media and reach new potential customers.

Thus, start thinking of a campaign to do this, and then, you can make a recap video of all your followers’ videos.

Or as the following TikTok video shows, Tiger is now being promoted by users even without trying it. Since the beginning of 2023, this brand has been given free marketing by its users, mostly through Tiktok and Twitter.

@timeaxb_ Never too early for everything heart-shaped💘🎁 • • •

3. Influencer ads

In itself, influencer advertising is not a new trend, but using a short format video is the new tendency to create online and engaging influencer campaigns. Moreover, it is predicted to increase more in 2023.

Videos with a shorter form make a higher impact while giving an authentic view to followers, thus, achieving greater efficiency. All in all, influencer marketing can be combined with different formats.

4. Client testimonials

Customer reviews will become key in 2023, so start bringing testimonies to your social media platforms. This gives credibility to your brand.

For this, it is preferred short videos to attract viewers. The most popular form is an interview, but they can also be made in other ways such as reposts or compilations of various reviews.

5. Behind-the-scenes

These videos give the viewers an insight into what is behind a production. Sharing these clips can make customers connect and have curiosity about the brand. Also, if they are able to see who is behind the camera and their personalities, it can make them trust the company.

In addition, it provides more natural content and it can highlight the passion and creativity behind a video. All this can make new customers become loyal consumers of your brand.


View this post on Instagram


A post shared by Impress Video (@impress_agency)


Although we’re focusing on video here, it doesn’t mean you no longer need other types of content for your marketing campaign. Using text, videos and images all together will help you obtain overall better results. After reading this blog, you may have a better understanding of what the product video trends for 2023 are.

Thank you for taking the time to read it,

Marta & Sara


Contact Impress Video now

Do you want to do a Product Video, Social Media ad, or TV advert? Here at Impress Video, you will be able to do so with video production and marketing professionals. We make video production for businesses, the ones that impress. Don’t hesitate to contact us here!