Now that 2023 is in the rearview mirror, it’s time to gaze into the 2024 crystal ball and see what’s in store for video marketing.
In 2023, video marketing underwent significant changes. We witnessed a surge in diverse video content with audio and trending audio playing a substantial role, content recycling became a key strategy, and flexible working models and cloud-based workflows made video creation and collaboration more accessible to everyone.
Video marketing shifted from being a trend to a necessity, embraced by both small creators and big brands. Short-form videos proved to be the most profitable format, setting the stage for them to continue dominating marketing trends in 2024:
No matter which social media app you are scrolling through on the bus, taxi, or even at work, silent content and silent scrolling was strong last year and will only become more interlinked with our day-to-day life this year. What does this mean for businesses and creators? It means that optimising video content is of utmost importance. Focus on visual storytelling and high-quality captions with the goal of optimising the video for mobile consumption and adapting them for different social media platforms. As well as being useful for those in temporary situations like public transport or a crowded place where they cannot have the sound blaring out, captions can also be helpful for people with hearing loss.
The popularity of short-form content has exploded with the help of sites like TikTok and features like Instagram reels and stories. This is expected to continue and garner even more views. However, this doesn’t mean that long-form content should be discarded entirely. Long-form content can be repurposed in many ways; podcasts can be cut into clips to advertise the video and gain traction or reduced for a streamlined version on YouTube or TikTok.
Is this Skynet?
The rise of AI has raised many questions:
While the future will answer the first two questions, AI will play a significant role in content creation, from assisting in editing to generating content. Augmented reality (AR) will also be used to make video content more immersive. AI and AR are likely to play a role in video creation, where AI-generated content could be used to personalise videos at scale, and AR elements could enhance interactivity and engagement.
User-generated content (UGC)
User-generated content (UGC) has been a significant digital marketing trend in recent years and the shift towards UGC will be more evident this year, with audiences valuing authentic opinions over traditional promotional tactics. Real user reviews are becoming crucial, and brands are adapting to this change. TikTok’s role as a search engine is noteworthy, suggesting that users now seek not just entertainment but also information. This emphasises the importance of UGC in providing genuine insights and shaping user perceptions. In 2024, successful brands are likely to incorporate UGC as a central element in their video marketing strategies, encouraging customers to share their experiences and opinions to build trust and make the brand more relatable.
The shift to UGC doesn’t mean the end of influencer marketing. However, in 2024, the trend in video marketing is all about teaming up with smaller influencers, known as micro-influencers, instead of big ones. This change is driven by a desire for genuine connections with audiences: authenticity is key. For brands, adapting to these changes is crucial for effectively reaching and connecting with their target audience in the ever-changing world of digital marketing. Platforms that prioritise short-form content are perfect for this trend.
Video search engine optimization (SEO) is expected to become more critical as the amount of video content continues to grow. Additionally, a focus on making videos accessible, with subtitles and transcripts, is anticipated to increase. In 2024, making eye-catching videos alone won’t cut it. To succeed in video marketing, you need to master SEO. This means tweaking titles, descriptions, and tags to make your content easily discoverable, especially on platforms like YouTube.
The video marketing trends of 2024 continue to evolve from 2023 and are filled with innovation, collaboration, and education. The essence is clear: embrace simplicity, authenticity, and smart optimization for a successful video marketing strategy in 2024. Could video become part of your marketing plans? Get in touch with our team today to find out how video can boost your business.