6 Industries Capitalising On Video Marketing in 2023

In 2022, it was estimated that 3.37 billion internet users consumed video content (socialshepherd).

It’s a fact - whichever way you look at it, consumers love video content. There is no better way to tell your brand's story, than by use of video. Many trades that started rolling out videos in 2022 are continuing to do so in 2023 and even more industries are emerging with new short, easily digestible videos of their business. 

Especially in industries where your product or service is not understood by your potential customers or may not be of interest to them, creating a 1-minute explainer video can do so much more than the copy on your website. 

Adding video to your 2023 content strategy is crucial to the growth of a business. If a video makes sense for your industry, why not try it out? The brilliant thing about it is, it does not necessitate a large budget or big crew. There are plenty of different types of videos you can leverage and ones that will make a positive mark on your investments.

You are not alone - Below are some of the many industries that are capitalising on video marketing in 2023.

Online Videos Have an Audience Reach of 92% Worldwide (Statista)

E-commerce / Electronic Commerce

The increase in consumers relying on trading online as opposed to in-store has undoubtedly increased over the past 2 years and many brick-and-mortar businesses are shutting down to move their premises to the internet

This is a result of the high percentage of shoppers that find it more convenient and affordable. It is also less overwhelming for many, to choose clothes online than it is in-store amongst the madness of the crowds, where there is usually more choice online than in the confines of a store.

As many online shoppers will admit, a quick video of a product or service holds more weight to the likelihood of purchasing than any other form of communication. 

Take for example online clothing stores. Many websites will offer a quick video representation accompanied by multiple static images of the items from different angles, giving a full presentation of what it looks like on an actual person, as well as in different colours and patterns. 

It’s a lucrative way to help your buyers choose what they want and bring them one step closer to buying. Some of the best product videos on the market have 3 things in common: 

  1. they are short
  2. they are humanised
  3. they tell a story

Examples of e-commerce businesses that are killing it using video:

Solo Stove Bonfire uses a great video that shows the product being used and gives us a background about how the product came to be. This is a good example of product showcasing using the art of storytelling. It can be used on all platforms as well - your website, social media channels and online paid advertising. 

Etsy is another one. In our marketing trends for 2023 article, we mention one popular type of video that is making waves – UGC videos (User-Generated Content).

Etsy uses a combination of various videos but the most popular ones are their UGC videos. Nowadays it's more crucial to show your audience that there are real people behind businesses and brands, which increases the chances of them trusting and buying from you than most other robotic corporate videos.   

These behind-the-scenes footage created by its users i.e. small business owners are a lot more entertaining and thought-provoking to its buyers. One such example is this video where the seller records how she is making her products. This also adds a story behind the product you just bought or are thinking of buying.

Other e-commerce brands that use video include Nike, MADE, Newegg, Beardbrand and more.

For B2B companies, the most popular type of video content to create in 2020 was product videos (Statista)


Educational industries are one of the most indispensable sectors, next to Healthcare industries. Decisions are made every day, and the quality of education provided directly relates to individuals’ futures. For parents, deciding which school, university or nursery to send their kids to is a daunting decision. 

Of course, video is not the only factor considered here but it does take these parents to your doorstep. People will often go straight to your website first before they decide to meet you in person. Giving them the best first impression is key. 

One great example is the Department of Education UK, where their video is short, concise and gets you thinking about ‘your next steps’. Their YouTube channel has a bunch of videos from teachers and student testimonials and real-life experiences. It speaks to you and helps build connections.

78% of Marketing Professionals Say Videos Helped Increase Sales (Wyzowl)

Hospitality and Travel

Choosing your accommodation in a new city? Figuring out what foods you can eat? Or which restaurant to go to? What better way to show travellers what’s in store for them than by using the art of visual representation? 

Giving them a taste of the experience visually, has been known to bring in more visitors to different countries, hotels, restaurants and holiday destinations than handing them a pamphlet, or writing the most enticing blurb on your webpage. 

By showing them what their potential travel experience could be, it bridges the gap between dreaming and doing. Focusing on what makes your establishment unique, more enticing and enjoyable in a visual montage is ten times better than any piece of content you write on your website using the best descriptive words.

Here are a few examples to get you inspired for your next video: The Best Travel and Hospitality Explainer Videos

60% of Content Marketers Plan to Increase Their Video Budget for 2022 (Statista)


The manufacturing industry is vast and competitive. It is multi-faceted. From automotive to aerospace, bakeries, tailoring, technology, energy, there is a variety. What better way to set your business apart from the rest than by using a professional video showcasing your value proposition?

Examples of such companies that have embraced this idea include big-name brands such as Apple, Samsung, Daimler AG, Toyota and more, whether you are a make-to-stock, make-to-assemble or make-to-order type of business, you can never go wrong using the right kind of video for your business.

A few examples we found:

UK manufacturing industry video has everything from the right soundtrack to the right visuals, people, digital editing and more to show you so much in under 2 minutes than any text on a website could do.

London Energy’s latest flagship video showcases what they do, what they value and their brand identity. It tells a story using its employees and is a simple yet effective way of reaching its existing and potential customers.

71% of B2B Marketers Use Video Marketing, While 66% of B2C Do (Content Marketing Institution)


When was the last time you Googled a health issue, fitness routine, a type of diet or an ingredient in a supplement and watched a video on it rather than reading a piece of heavy-medical jargon text? Most likely, very recently. 

As one of the more complicated industries on the globe, the healthcare industry is crucial to the population. In showcasing the different healthcare providers, video has been one of the best and most effective ways to reach people on all levels. 

Google's survey showed that one in 20 google searches is related to health and wellness information. With the majority of these searches comes a video explaining everything. In the same survey it was reported that out of all the customers that watched healthcare videos, 79% of them went onto the manufacturer's website and over 60% discussed it with others. 

In this industry especially, it’s about building trust. Videos are created for almost every topic, and even informational explainer videos such as those about getting a flu jab or using other types of preventative measures are all done via video. Meaningful and relevant videos are watched more often because they connect better with their customers.

One of the best examples is the videos on the NHS YouTube channel which covers various topics, actual doctors speaking about different diseases, their symptoms and medication and tons of patients’ personal experiences and explainer videos detailing important educational information for everyone.

96% of People Turn to Videos to Learn More About a Product or Service (Social Shepherd)

Sports and Physical Activity

For any true sports fan, nothing can stand between them and their favourite game. Sports has been an age-old fanaticism. It is more than entertainment or a hobby. To many, it is a culture and a lifestyle.

For those who are fortunate to watch a game live, the excitement is unmatched. Many who don’t go to the game get the opportunity of watching it on television, on their smartphones or the internet on live streaming and subscription sites. True fans will always be committed to watching a game no matter where they are and however they can.

Given all of this, and how the entertainment industry benefits from marketing numerous games throughout the year, it is still not as mainstream as many believe. Unlike other industries, the sports industry already has a ready and willing audience

This is where personalised video marketing comes to play. Not only are more videos being made of games, but also collaborations of famous sports players with different brands are emerging from all sides. 

Take for example famous brand Walkers – Lays. They are a proud sponsor of the Champions League and 2 years ago, in 2021, they launched a video campaign that got huge traction from many people around the world. Of course, the star of the show was none other than – Lionel Messi. 

The campaign was dubbed ‘Messi Messages’ and was all done through artificial intelligence (AI) technology. It was a simple campaign, but the engagement from fans was beyond what the marketers expected. Over 120,000 messages were sent within the first 24 hours. 

Your video marketing efforts do not need to include famous people or brands, they can be just as effective if you put the right ingredients together, but most importantly, start somewhere. Build a short quick-bit video of under 1 minute to tell your story, or explain what your sports or physical activity offers. It could be a ticket launch, or a kit launch, like the one shortstories did for Wigan Warriors

Whether your establishment sponsors a game, organises an event or watches a game, fans want to see more. They want more options of events to look forward to, especially when it comes to sports or physical activities. If you are a gymnasium or fitness studio, you can leverage video marketing with so much zeal, you probably haven’t even thought about it yet. 

Tailored videos of instructors or trainers are few and far between, there is still a huge gap for video marketing with these. What about your customers? Encourage them to collaborate with you and create some smartphone videos on the fly. Check out some tips from this post on how to create a great sports video and gain ROI from them

What does your foundation or organisation stand for? Who are the players? What do they do? How do they do it? Answering these and other simple questions using a video format can get you far greater fan response within the shortest time than any other form of advertising.

Any type of sport can be entertaining when watched by the audience. Integrate it with some personalised editing tools and create something, anything. Football clubs, especially those in the premier league are only just starting to roll out various types of videos on the fly. You too can create a video every time something significant happens in your company or on your playing field. 

See how we do it: send us an email to hello@shortstories.media if you would like to discuss your next film project.

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