BAM Key Details:

  • A new report from HubSpot & PlayPlay, “The Video Marketing Playbook” shares the latest video marketing research to help marketers create an effective video strategy for 2023. 
  • HubSpot’s annual “State of Video Marketing Survey” with Wyzowl reveals the biggest changes in consumer video consumption and why they matter.

HubSpot’s annual “State of Video Marketing Survey” with Wyzowl reveals how video consumption is changing and what that means for video content creators. 

As HubSpot’s latest report, “The Video Marketing Playbook” points out, video is a “need-to-have” in 2023—not just a “nice-to-have.” It’s something every real estate content creator needs in their marketing toolbox. 

Think of video as a low-stress face-to-face conversation. You may not be physically present, but do it right, and your viewers feel as though you’re speaking directly to them. Video has an immediacy to it that engages people by creating a sense of closeness and connection. 

All the more so when your message resonates with your viewer. And as more consumers rely on video to engage with brands, you can’t afford not to use it. 

The good news? Getting started is easier than ever. 

Video consumption statistics you should know

Here are just a few new statistics to keep in mind and motivate you to use video in your real estate marketing—or, if you’re already using it, to learn how to use it more effectively. 

  • Consumers are 52% more likely to share videos than any other type of content.
  • 75% watch short-form videos on their mobile devices.
  • 83% of marketers recommend keeping video length to under 60 seconds.

That’s not to say that long-form video isn’t worth making. On the contrary, one of the best things about long-form content is that it can yield multiple pieces of hard-hitting short-form content. And you can always refer your audience to the longer video if they want more. 

Five ways video consumption habits are changing

HubSpot research highlighted five specific ways video consumption habits are changing in 2023 and what marketers can do to adapt and respond strategically. 

The same strategies apply to real estate agents using video to generate leads, build brand awareness, and consistently deliver value to their clients and communities. 

#1— More than ever, consumers rely on marketing videos to learn more about brands 

About two-thirds (66%) of consumers have watched videos to learn more about a particular brand, product, or service. That’s good news for you as a real estate agent. 

Because, while ultimately you want to get face-to-face with your clients, videos on social media can get your foot in the door and keep you top of mind for those in your market who appreciate the value you’re delivering through their favorite social media channels. 

For 69% of consumers, authenticity and relatability are more important when it comes to videos than whether they’re polished or use high-quality video and audio. Obviously, you don’t want to compromise your message with poor-quality sound or visuals, but with today’s technology, you don’t have to spend a lot to get started creating value-packed video content. 

If you’re curious about what it will cost and what equipment is worth the money, check out BAM’s ebook, Video Gear for Every Budget

#2— Escapism is one of the top reasons for watching videos

Almost a third of consumers (32.8%) watch videos to help them relax and de-stress. And 26.3% watch videos to laugh or be entertained. But while 6.8% watch videos to escape from daily life, escapism isn’t just about avoiding stress. 

It’s also about shaking things up, maybe by clicking on a video title that jolts you out of your routine, piques your curiosity, or immediately provokes an emotional response. 

We’re good at distracting ourselves. And video is one of our favorite ways to do that. So, give your audience something worth the guilt they might feel later about “getting sidetracked.” Find a way to deliver value—whether it’s dropping knowledge, inspiring them, or making them laugh. 

Escapism isn’t always a bad thing. Use it as an opportunity to reward your audience with something they’ll remember. 

If you enjoy funny content, and you’d like to create some of your own, HubSpot recommends experimenting with funny anecdotes or getting inspiration from brands that use humor effectively in their marketing—like Matt Lionetti and The Broke Agent (to name a couple of obvious examples). 

#3— Consumers are leaning into their passions

According to HubSpot, 13% of consumers watch videos to learn more about topics related to their passion or to explore new interests. So, if you have a passion that you know many others can relate to, use that. 

One great example of this is Matt LaMarsh, a real estate agent who uses his passion for Porsches to connect with his Facebook community—both online and at local meetups. 

Those who share a passion of yours—whether it’s skydiving, photography, travel, or something else—are more likely to want to work with you, because you already have something in common. They know when they meet you in person, that shared passion will help break the ice and make the appointment less stressful (for both of you). 

Eleven percent of consumers watch videos to learn something new. So, whatever you know about your passion or about a topic of interest to many of your viewers, share that. The value you deliver doesn’t have to be all about real estate. 

If you’re not sure which interest to focus on, make a list of your own passions and curiosities and experiment with content related to each. See which videos get the most engagement. 

#4— Video production quality has become more important 

Over a third (36%) of consumers rated production value as “somewhat important,” while 28% rated it as “essential.” That said, you don’t have to rent a high-priced studio or get A-list celebs in your videos to get maximum engagement. 

If you’re watching other agents’ videos and thinking, “How am I ever gonna get that good at creating videos?” the only way you get good is to get started. The agents out there creating high-quality videos probably look back at their first videos and cringe—and you will, too, someday, if you keep at it and keep learning and improving. 

No one starts out as an expert. And you don’t need to spend a lot to get started, either. Some of Matt Lionetti’s most popular videos are just him in his car with his phone camera. 

Software for video editing doesn’t have to cost a lot, either. Video software like Vidyard, Bonjoro, and TwentyThree make it easy to get started recording and sending short videos—like welcome videos, pitches, short market updates, and more—to your audience without a huge financial investment. 

If you’re not sure you have what you need to get started, check out BAM’s ebook on Video Gear for Every Budget. If you’ve got a phone with a functioning camera, you’re off to a good start. 

Because ultimately, a video’s success, according to HubSpot, relies on its value—not on your equipment. Consumers care more about the value you’re delivering with your video content. 

So, don’t let your limited tech or your fear of failure stop you from getting started and learning from your mistakes. If you need an example, check out Byron Lazine’s Instagram Reel comparing his first video to a more recent one. 

Embrace the cringe. Think of it as another way to relate to your audience. 

You can start with one-to-one videos to your clients or potential clients with valuable information about their homes or about homes in their chosen neighborhoods. 

#5— Consumers prefer short-form videos

Thanks to the popularity of TikTok—and its impact on other platforms—consumers have gotten used to binge-watching short-form videos. The minutes fly by when you’re scrolling through YouTube Shorts. And you, as an agent, can use that (and you should)

As for video length, the HubSpot report shows one to three minutes is a sweet spot for short-form, preferred by 36% of consumers, followed by— 

  • 27% voting for 4-6 minutes
  • 16% voting for less than 60 seconds
  • 15% voting for 7-9 minutes
  • 4% voting for 10-12 minutes
  • 2% voting for 12+ minutes

Setting the right pace for videos is also important. Before you post a marketing video online, re-watch it and ask yourself, “If I were a somewhat busy consumer, would this video grab my attention right from the first few seconds? And would it hold my attention all the way to the end?”

For new video creators, short-form is a great place to start. Experiment to see what resonates with your audience. 

Goals and roadblocks for new video creators

HubSpot’s report highlighted five key goals marketers have for their videos: 

  1. Increasing sales and revenue (i.e., getting leads)
  2. Building brand awareness 
  3. Sharing the latest news about products or services
  4. Sharing knowledge & education (as the knowledge broker)
  5. Improving customer service & brand loyalty (as w/ Tom Storey’s one-to-one videos)

The report also identified the top three obstacles to creating video:

  1. No time — 39% of marketers say this is their biggest obstacle
  2. No strategy — 33% find it difficult to create an effective video strategy
  3. No content — 29% say coming up with content ideas is their #1 challenge

But if video creators like Matt Lionetti can build a loyal following with videos he takes in his car between appointments and showings—or Sharran Srivatsaa records himself while driving— making use of those little scraps of time in their busy schedules, what’s stopping you from taking a few minutes here and there to record a short video of you talking about something that’s on your mind? 

It’s a good place to start, and it gives you something to improve. 

Another good starting point is making one-to-one videos like Tom Storey’s twice-annual personalized “health check” videos. Or take a walk with your phone and a selfie stick and record yourself talking about something to teach or entertain your audience—as Tom Toole does for this Instagram post

You might have a completely different idea for a first video experiment. Go for it. And use that as your starting point—the first of many. 

Check out HubSpot’s full report: “The Video Marketing Playbook” for expert tips and trends for creating videos in 2023. 

Top takeaways for real estate content creators

The video landscape is changing—but it’s changing in your favor. Consumers actually prefer video as a way to learn more about brands. They use it as an essential tool for the information-gathering phase of the buyer’s journey. 

That’s as true for real estate as for any other business that needs customers. 

The more content you create that provides the information they’re looking for, the better your odds of being the first agent they think of when they’re ready to buy or sell. And the information that tips the scale in your favor might be related to a shared interest (other than real estate). 

So, find a way to overcome those obstacles and get started today. It doesn’t have to be Oscar-worthy material (and it won’t be). 

Give your future self a cringe-worthy first video to look back on.