Explore how video marketing can elevate your brand in 2024. This guide covers the latest trends—from short-form content to augmented reality and AI—to help you captivate your audience and expand your reach.
April 24, 2024
Whether you've been using video marketing for a while or are just starting to realize how powerful it can be for your brand, staying on top of the current trends will ensure your brand's video content gets views, creates leads, and generates sales. Why are videos so essential to your marketing efforts? As a professional Bend, Oregon, video production company, we've yet to find a medium that's as easy to interact with, entertaining, and compelling to share. A recent survey reported that more than 50% of participants stated they were more likely to share video content over blog posts, social posts, and landing pages, and 91% of companies used video as part of their brand building in 2023. Furthermore, 96% of marketers state that video is critical to their marketing strategy. If you want to increase your market share, incorporating video into your strategy is an excellent way. But, how should you use videos in your marketing strategy? This guide on the video marketing trends for 2024 will put you on the right track.
Since the internet has had the bandwidth to deliver videos to billions of concurrent viewers, we've seen the format undergo several evolutions. From short-form videos on TikTok, shoppable videos on Instagram, and augmented reality putting virtual, interactive products on coffee tables, digital marketing via video delivers limitless potential to engage with an audience.
TikTok, YouTube, Facebook, and Instagram have proven that short-form videos are a favorite way to consume content and have proven incredibly effective at keeping users engaged and glued to a particular platform.
Creating compelling short-form videos is a fine art because you have just 60 seconds to 3 minutes to deliver a compelling story that will generate new leads and create adoring fans for your brand.
Statistics show that short-form videos attract more shares, likes, and follows than static images, with the format generating the highest ROI of any social media marketing strategy.
Social ads delivered via short-form video are predicted to be number one in ad revenue in 2024, meaning it’s no longer a medium you can ignore.
While not a video format in the strictest sense, augmented reality is a growing segment attracting a lot of investment. The AR market is expected to grow to more than 220 million USD by 2028, and it has come a long way from putting rabbit ears and funny sunglasses on social media selfies.
Big brands like Home Depot and Ikea are using AR to great effect. Need to know how a paint color will look in the new nursery, or want to see if a lounge chair will fit your living room? It's easy with AR. The technology can paint the walls or insert virtual objects into your space, like viewing an alternate dimension through a portal to see how things could be.
With Google making constant adjustments to its search algorithm and AI throwing the entire search industry into disarray, newsletters delivered via email are receiving renewed interest.
Search engines can take away your organic traffic, but they can't take your email subscribers. As such, email is one of the few marketing channels where you have complete control and has long been the king in delivering a fantastic ROI.
If you've been building a list and are looking for ways to maximize its potential, add a video to your next newsletter and watch your level of engagement grow.
People retain information learned from videos better than they do from text, making them a fantastic method for getting your point across and, more importantly, remembered.
Connecting with your audience at a personal level often results in excellent returns, and one of the best ways to connect is through personalized video content.
A personalized video has been created to appear as if it was tailored to a specific individual. You do this by using data collected on the viewer that adds a personal element to the content.
Some data elements you can use include the viewer's name, company logo, age, gender, industry type, or gender.
You may think you must create each video from scratch for each viewer, but that would be a momentous task. Instead, you can use technology to create a video template that swaps out snippets with the relevant data, such as a video that greets each viewer with their name.
In a world where consumers are better than ever at filtering out irrelevant messages, personalized video has shown that it can break through the veil. This report shows that personalized CTAs are 202% better at converting.
With most people viewing short-form content on mobile devices, you must ensure your videos are optimized for this format.
Video-centric social platforms like TikTok and Instagram have made optimizing your video for vertical viewing almost mandatory compared to the traditional landscape format.
Best practices include creating a separate video specifically for vertical viewing. If time and budget are critical, you could create a video that's easy to manipulate into a vertical format but still looks good in landscape.
Many of your audience will also watch in public spaces with their phones on silent. Including a text overlay to convey the information will ensure you don't alienate these viewers.
We can't discuss video marketing trends in 2024 without exploring the growing popularity of AI in video production. When AI was all about the text, it was regularly tasked with creating video scripts.
However, it's since branched out into video production.Love it or hate it, there's no getting around the fact that AI will play an increasingly prominent role in video marketing.
While the first generation of AI videos were easily recognized because of their appalling quality and weird artifacts, the technology is improving by leaps and bounds.
Check out Wil Smith eating spaghetti to see what we mean, and compare that to the latest SORA videos from OpenAI to get an idea of how far the technology has come in just 12 months. Remember, this is the worst this technology will ever be.
SORA is not immune to producing oddly behaving characters that can spring out of nowhere, making AI's involvement instantly recognizable. However, more than a few examples require a keen eye to spot the forgery.
It's clear that AI has a growing future in video production but still has a long way to go when creating a cohesive marketing message. Human creativity, experience, and expertise will play a critical role for some time to come.
An interactive video is a digital video that allows viewers to experience it rather than be passive bystanders. Use them to better educate viewers about a particular product or service.
Allowing your viewers to interact with the video in engaging and meaningful ways will significantly boost engagement with a unique and memorable experience that will put your brand at the top of their minds.
Other benefits of interactive videos include the following:
Some of your audience will be on TikTok, while others will favor YouTube, Facebook, or one of the other social platforms.
Researching your demographic will be critical to reaching them where they prefer to hang out online. Each video platform prefers a specific format, so you must understand their nuances to maximize your results.
Regardless of where your videos are viewed, your campaign should deliver a cohesive message that reinforces your brand's presence to a diverse audience.
Branching scenarios and gamification have turned video marketing into an interactive playground. It's the video format of choose-your-own-adventure, with each decision leading down a different path. This engagement is growing in popularity because it's intelligent and engaging and can significantly boost brand loyalty.
Different types of interactive videos include real-time polls and quizzes, which allow you to get feedback with a simple quiz or give consumers the power to add their opinions to the discussion.
User-generated content is a powerful force in digital marketing, and brands that embrace the concept in 2024 will come out on top.
Companies can encourage customers to share videos of their experiences with a video review or create a product demonstration to help build a community around their brand.
Amazon has embraced this concept by allowing users to earn commissions with a video product review they create and upload themselves.
The above video formats are all set to grow in 2024 and beyond, but there are other video marketing trends to guide your content creation strategy.
Many video marketing messages use stock footage with professional actors and other footage replacing actual employees, founders, and locations. Rayna van Beuzekom, producer at Commsor, believes that in 2024, we will see an uptick in real people appearing on camera.
Company founders and employees appearing on camera create a deeper connection with viewers and build the trust they need to take a chance on your products or services.
While short-form videos are all the rage, 2024 will be the year when long-form content makes a resurgence. Shorter videos are intense bursts of information, but producing a lot of them can be taxing on time, creativity, and stress levels.
Long-form content gives more room for exploration and creativity and is still the mainstay of podcasts, livestreams, explainer videos, and in-depth product demonstrations.
Did you know that around 85% of videos are watched without sound? With the average user spending around 150 minutes watching and interacting with content, this trend is set to continue.
Millions of hours of Facebook Reels, YouTube shorts, Instagram Reels, and TikTok are watched on buses, trains, in doctor's waiting rooms, and in bed with partners, mostly in silence so as to not disturb those around us.
We've grown used to seeing search results filled with video links. However, Google has confirmed that it will reduce the number of video thumbnails by only showing pages where video makes up the bulk of a page's content.
We are already seeing the results of this change, so it's a good idea to plan your content creation strategy accordingly.
With this new policy, we expect pages that incorporate videos to beat out the pages that don't. Ensure that you include relevant keywords in your video metadata and that the content closely aligns with your overall SEO strategy. Doing so will significantly improve your organic traffic results.
We understand that developing a robust video content marketing plan can be challenging, especially if you are new to the medium. Everything from producing a compelling script to learning about lighting, filming, and editing is often too much when you already have a full plate.
Our Central Oregon video production company is here to help. We've created hundreds of hours of videos for marketing campaigns that get results. Whether you want to use video advertising to stand out, create short videos for social media or craft long-form videos to educate and inform, we have the experience and expertise to help you build a successful video strategy.
Get in touch and let us help you get your video marketing off to the best start with great stories that put your brand at center stage.
Reverb Films is an award-winning video production company based in Bend, Oregon. We partner with businesses, brands, and agencies to create videos that tell stories and drive massive results.
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