From social media stories to influencer content and live streams, today’s video marketing goes far beyond traditional TV ads. To put together an effective video marketing plan, creators need to understand the latest formats and approaches.
Influencer marketing, educational videos and AR-powered videos dominated 2023’s video trends. While we see many of these continuing to grow in 2024, technological advances and the way we consume content are the driving force behind emerging trends.
To help you get ahead of the curve, this article will highlight some video marketing trends for 2024. Plus, there’s some inspiration on how you can use them to connect with your audience.
Why Use Video Marketing?
Video marketing is an integral part of the content mix and marketers can now create effective videos more easily. As cameras, microphones, and other equipment are increasingly accessible. Plus, audiences love it, with 92% of marketers getting a positive ROI from video.
Indeed, there are a range of reasons why 96% of marketers see video as an ‘important part’ of their overall strategy. These include benefits such as:
• Supporting brand credibility and authority
• Increasing organic website traffic and visibility on search engines
• Driving audience engagement on social media
• Offering value to potential customers with informational or educational videos
• Boosting the conversion rate of products or services
By staying on top of the latest video marketing trends, creators can make sure their content is as effective as possible.
2024 Video Marketing Trends
Last year, user-generated content, augmented reality and new ad formats were trending. So, what types of videos will be leading the charge in 2024?
Social media and shorter audience attention spans are once again driving the demand for videos that are a couple of minutes or less in length. When 66% of viewers finish a video if it’s under a minute long, the shorter the better when it comes to engaging content. Indeed, the most successful creators know how to hook and hold their audience’s attention in just a few seconds.
This format is particularly effective in YouTube Shorts, Instagram Reels, and TikToks. User-generated content, frequently asked questions and product teasers. These all make great social media video marketing content.
Digital platforms are making live streaming possible for all creators. Live video takes the top spot for formats with high engagement rates. One Biteable study found that video views and interactions were higher for live videos than regular video content.
Using live video as part of your video content marketing strategy is an innovative way to engage with your audience in real time. Whether you’re launching a new product, live streaming an event, or hosting an interview, live video is a great way to create engaging brand experiences.
Social Media Stories
As long as social media continues to be popular, so will their story video formats. These short snippets enable quick interactions with users. Allowing businesses to connect with their audience without interrupting their main feed.
Using stories to publish your video content marketing means you can share original content with a sense of urgency. With most only being active for 24 hours, consumers feel like they need to interact before the content is unavailable.
Each platform also offers story elements that creators can use to increase engagement. From reactions and shares to direct messaging and ‘shop now’ buttons. These make it easier for consumers to engage and convert. For example, adding a ‘shop now’ link on a story takes the viewer directly to the product you’re sharing.
Adding the perfect playlist or audio to your video content can improve its production quality and evoke an emotional response from your viewers.
However, with mobile and social media browsing continuing to increase, many people are watching your videos without sound. So, creating videos that are equally as engaging when silent should be a consideration for creators.
Here are some techniques you can use to engage your audience in silent videos:
• Captions and subtitles: many platforms now auto-generate these. Adding descriptions also makes your content more accessible for those with hearing difficulties
• Text highlighting key information: make sure viewers don’t miss key elements of your video. Display key points clearly and summarize with bullet points. This will help your audience better understand your content, with or without sound
• Graphics and animations: adding these elements helps to break up your content and keep people interested. They also help emphasise brand personality with recognizable design elements or colors
Of course, high-quality equipment is the best choice for creating top-spec videos. However, the increased functionality of mobile phones also makes them great content-capture tools.
For instance, smartphones enable effective on-the-move shooting thanks to advancements in image stabilization. Plus, they’re always on hand for instant recording.
In the age of TikTok, video editing apps, and accessible audio, smartphone production has never been easier for creators. Apple’s #ShotOnIPhone campaign is a great example of how smartphones can create stand-out content.
Smartphones also make it easier to shoot and edit your content on-the-go, without needing complex tools and programs. Many phones have built-in functionality for instant content editing such as filters and snipping tools. A range of apps are available for editing, optimizing, and publishing your videos too.
As in other areas of content marketing, personalization will continue as a video marketing trend in 2024. Personalized videos meet audience needs in the right place at the right time, helping to increase engagement and, eventually, revenue.
By leveraging digital data, creators can tailor video experiences based on audience preferences. Say an individual has spent a long time on a particular product page. You could then send them a personalized video via email to give them more information about this product. Dynamic content, interactive elements and customized calls to action are other personalization techniques to try out.
Vertical Video Production
Globally, more than 55% of website traffic comes from mobile. Plus, social media platforms like TikTok and Instagram are mobile-only. Shooting and publishing videos vertically will help content fit smartphone screen dimensions better. However, there is still a place for landscape on YouTube and websites.
If you’re optimizing for vertical video production, TikTok and YouTube should have an aspect ratio of 9:16 to ensure full-screen coverage. Instagram and Facebook have a minimum aspect ratio of 4:5 which means you can be a little more flexible.
From Snapchat filters to text-to-video creative tools. Artificial intelligence (AI) is becoming more accessible to creators. Brands can stand out from the crowd by creating immersive experiences more easily. For example, you could offer virtual try-ons, interactive educational videos, and self-guided investigations.
AI can also support creators in producing content more quickly and efficiently by automating more tedious tasks. For example, creators can use AI for idea generation, caption writing, and video optimization.
Get Your Video Marketing 2024-Ready
There are lots of trends to try out as you compile your video marketing plan for 2024. But whether you’re experimenting with social media formats, personalization, or going live, why not browse our catalog of over 50,000 songs to add the perfect soundtrack to your next video marketing move.