Video content is everywhere! From the palm of our hands on smartphones to the screens in our living rooms and offices. As a marketer, it is not just my responsibility to jump on board but also my mission to drive it.
So, how do we do it in a world where people are constantly flooded with content? By staying ahead of the curve and understanding the changing dynamics of video marketing.
Today, we’ll look at the top 10 video marketing trends that are defining the future. These trends, which range from the power of live video to the authenticity of smartphone production and the immersive experiences provided by AR/VR, are reshaping the marketing industry.
Understanding these trends is important, whether you’re a seasoned marketer or just getting started in the video industry. They serve as signposts for a more connected, engaged, and visually driven future.
Key Points
- Video marketing trends refer to the current popular strategies and techniques in video content creation and promotion that marketers adopt to stay relevant and effective.
- In 2024, short-form video is not just a trend but standard practice, with platforms like TikTok, YouTube Shorts, and Instagram Reels leading the way.
- Interactive video allows audiences to engage directly with the content, enhancing the viewer experience and providing deeper engagement.
- AI technology is revolutionizing video production, enabling faster workflows and more creative possibilities.
The Top Ten Video Marketing Trends for 2024
From embracing AI-powered video workflows to optimizing for sound preferences, keep these ten video marketing trends in mind as you plan, experiment, and optimize your strategies this year.
The top 10 2024 video marketing trends are:
- Short-form video
- Interactive video
- UGC video
- Video production powered by AI
- Shoppable video
- AR and VR
- Video SEO optimization
- 360-degree video
- Long-form video content returns
#1. Short-Form Video
This isn’t even a trend; in 2024, it’ll be standard practice. When TikTok first launched in 2016, few could have predicted how much it would change how we watch content. After being the most downloaded app across all platforms in 2022, every other major player hurried to create their own TikTok experience. YouTube has shorts, Instagram has reels, and so on.
Marketers have already embraced this trend, exploring how short-form video enables the delivery of branded or ad content in an entirely new manner. However, given that these platforms are still experimenting with how to show ads, marketers should keep an eye on how short-form video evolves over the next year.
Short form started as a novelty. It quickly became the most talked-about topic. You most certainly have customers who solely consume short-form videos. So, as you plan your campaigns for this year, think about how short-form videos should fit into them. Many businesses have found success using short-form video throughout the funnel, from viral TikTok awareness campaigns to high-converting video ads.
#2. Interactive Video
Video is no longer a one-way channel. Social media platforms, augmented reality, and other technologies allow audiences to interact directly with the videos that appear in their feeds. While these ideas have been around for a while, we may expect to see them take on a whole new meaning in 2024.
“It’s more like interactive video in 3D space. It’s non-linear, so you’ll select which parts to interact with and click on hotspots. It ties in nicely with video shopping. So, if content creators are wearing something beautiful, you can click on it, engage with it, and look at it from their point of view.” Says Kristen Van Rooyen, head of visor strategy at Superside.
#3. User-Generated Content (UGC) Videos
UGC has had a rather intriguing history over the last few decades. It has evolved from fuelling the creation of dictionaries to providing easy content for brands to share on their social media profiles and repurpose in advertising to being an entirely different sort of content creation.
Now, many corporations are already using user-generated content in their campaigns, which they have either gathered from various social media platforms or commissioned from specialized content creators. Sometimes, it’s merely a part of a larger strategy. Other times, it’s the strategy.
UGC is not your regular social content. It’s lo-fi, low-budget, and created by average individuals. Usually. More on that in just a moment…
Why is user-generated content (UGC) a trend to watch in 2024? There is one solid reason: Gen Z can sniff out an ad on TikTok from a mile away. They’re probably not alone. How many times have you scrolled right past an ad on social media?
Brands are turning to user-generated content because it feels more authentic. It’s more like looking in the mirror than having an ad man shout at you over a megaphone.
However, in 2024, you can also make your own UGC-style advertising, which can be extremely effective.
#4. Video Production Powered by AI
AI is more than just a trend; it’s a revolution for both creatives and marketers. When the buzz began in 2023, everyone hurried to show off the newest amazing thing they had done using ChatGPT, ranging from poems recognizing coworkers to creating entire companies run by AI CEOs.
But Moving beyond the hype, creatives and marketers are actually beginning to explore AI’s potential.
AI can be a key part of your creative workflows—and should be. It can assist creatives in getting from initial ideas to pre-visualizations to finished products much faster. It can enable marketers to cycle through ideas and explore different points of view quickly. However, unlike last year, when most of that power was limited to static images, copy, and ideation, 2024 will see video workflows benefit from AI as well. However, as with design and marketing, the necessity for a creative mind at the helm won’t vanish.
#5. Shoppable Video
Live shopping and shoppable videos have long been popular in places like China, but this medium has also recently gained traction in other countries. TikTok Shop has been available in the United States for several months, and YouTube now allows creators and advertisers to produce shoppable videos.
That means you’ll get access to this new playground in 2024, allowing you to experiment with how brands can create amazing purchasing experiences for their audience by providing services and products they love.
Will you work with content creators to convert them into brand ambassadors? Perhaps you’ll launch a campaign with shoppable videos that direct your audience to a custom landing page and provide them with an entirely new experience.
While it’s tempting to dismiss shoppable videos as nothing more than the ability to add links to your online store, video marketers looking to gain a competitive advantage in 2024 would be wise to seize this revenue-generating opportunity.
#6. Augmented Reality (AR) and Virtual Reality (VR)
When Mark Zuckerberg made the metaverse a major focus of Meta’s—at the time still known as Facebook—Connect 2021 conference, he ignited an obsession with virtual and augmented reality that had marketers racing to capitalize on the trend.
But three years later, where do AR and VR stand in the video marketing landscape?
Though adoption has been slow in the marketing field overall, 2024 may be the year when these technologies gain traction. With the introduction of AI and the ease with which businesses can release content, everyone’s feeds will be more crowded than ever. As a result, marketers must lean towards mediums that allow them to interact more deeply with their audiences—and AR and VR fit the bill.
For example, marketers who incorporate augmented reality (AR) into their video advertising have already experienced a threefold increase in brand lift compared to traditional campaigns. As a result, people who bravely adopt this medium may find the rewards well worth it in 2024.
#7. Sound on vs Sound Off
There was a time when you used to expect your audience to hear at least a few seconds of audio from your marketing video, but that will no longer be the case in 2024. Formats like short-form video have made it far more common for audiences to interact with content without sound, which implies that concepts that rely heavily on audio may not perform as well as they formerly did.
However, this doesn’t mean that all video content should be soundless.
You may make a few simple changes to accommodate this new landscape, such as putting captions in most, if not all, of your video content. This is not only an excellent approach to recognising this trend, but it also contributes to the establishment of a new accessibility standard. When creating a video, always consider accessibility as well as the preferences of your audience.
#8. Video SEO Optimization
Marketers are well aware that search engine optimization (SEO) is an effective strategy for yielding results. Instead of investing all of your resources in paid acquisition channels, you can create content that gets organic traffic from search engines, increasing brand awareness and campaign effectiveness by providing value to your target audience upfront.
However, the SEO game is continuously changing.
Gen Z prefers TikTok as a search engine over Google, and other generations have also begun to adopt alternate platforms. YouTube is the original how-to spot. Many a light in my life has been rewired via YouTube.
That is why SEO will be an important aspect of your video marketing strategy in 2024. Creating video content for online platforms will be more than just conveying your message or promoting your brand. If you want to get long-term, sustained results, figure out what your audience is looking for and put optimized video content in front of them—just as content writers do.
#9. 360-Degree Video
360-degree video, particularly when paired with AR and VR, can be an extremely valuable asset for certain campaigns. Real estate agents, for example, are already using this format. As a marketer in 2024, think about how you can use these types of videos in the same way that realtors do: to provide your audience with an experience that is simply not possible in more static formats.
Whether it’s through a VR headset or a feature like YouTube 360, a percentage of your audience will not only appreciate but also anticipate this type of content.
You may think 360-degree video is more suited for B2C brands, but finding surprising, fun ways to engage your audience can apply to B2B brands. As we’ve all heard at this point, business-to-business doesn’t have to be boring!
#10. Long-Form Video Content Returns
Short-form video is here to stay—for at least another year. However, video marketing experts foresee a renewed focus on other kinds of video in 2024.
“I’m hopeful for more long-form content in 2024,” remarked Rayna van Beuzekom, a video editor and producer at commsor. “There’s more room for creativity vs. just trying to make something fast, like in short form.”
They specifically mention a surge in YouTube video marketing and advertising. And that makes sense. 78% of marketers believe YouTube is the most effective video marketing channel.
Similar to TikTok, the platform allows users to flip through vertical shorts, but its primary focus is on long-form videos. That means YouTube is an excellent platform for recorded podcasts, explainer videos, and even event recaps.
Here is a quick and FREE checklist that summaries all these 10 trends for easier assimilation, go through it:
Video Marketing Trends.pdf
What Is the Most Popular Video Marketing?
YouTube is one of the most popular video ad platforms, allowing marketers to target the 2.6 billion individuals worldwide (in 2022, that was 210 million in the United States alone) who use YouTube at least once a month.
Is Video the Future of Marketing?
The video has emerged as an essential content type at all funnel stages. Video is not the future; it is already the standard. If a company or brand isn’t presently incorporating video into their digital marketing strategy, they probably want to, are attempting to, or want to.
Here are the most recent social media video marketing trends to help your organization in 2024.
- short-form videos,
- live streaming,
- interactive,
- personalized,
- user-generated,
- shoppable
- Augmented and Virtual Reality.
How Do You Create the Best Video Marketing?
To Create a Video Marketing Strategy:
- Begin with your video goals.
- Identify your target audience.
- Determine what story you want to tell.
- Keep your creative requirements in line.
- Keep to your timeline.
- Maintain a realistic budget.
How to Make a Successful Video?
- Use a lot of light.
- Use a clean background.
- Select a good video editing program.
- Keep the editing simple.
- Prioritize crisp, clear audio.
- Avoid shaky footage.
- Understand the rule of thirds.
- Use your phone correctly.
Make Video Marketing a Top Performer in 2024
AI-powered workflows, new platforms, and formats—the list goes on. Marketers must keep an eye on these video marketing trends to stay ahead of the competition and keep their campaigns relevant in 2024.
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