If you’re reading this, chances are you’re well aware of the powerhouse that is video marketing. And let’s be real, who isn’t? In a digital world where attention spans are fleeting and competition is fierce, video has emerged as the hero we didn’t know we needed.
Picture this: a whopping 85% of businesses are already tapping into the magic of videos for their marketing strategies. And it’s not just a passing trend – a staggering 92% of marketers not only consider video important, but they’re making it a cornerstone of their strategies. Additionally, nearly half of these marketers out there, 46% to be exact, are praising its newfound affordability, making it accessible to businesses big and small.
It’s also not just about cost; it’s about impact. When in video marketing, grabbing attention is the name of the game and 85% of these marketers agree that video is downright effective at it.
Also consider the satisfaction factor – 91% of marketers are expressing their contentment with the return on investment (ROI) they are reaping from social media video marketing.
As we ready ourselves for the 2024 digital landscape, it’s time we walk you through the trends that are set to shape the way we tell our stories and captivate audiences in the year 2024.
Stats from https://visme.co/blog/video-marketing-statistics/
Video Marketing Trends You Should Start Doing
Here are the top video marketing trends you should start incorporating in your video marketing efforts:
Rise of Interactive Videos
Interactive videos are transforming the way we consume digital content by shifting from a passive viewing experience to an active, engaging one. Unlike traditional videos where the viewer is merely a spectator, interactive videos invite the viewer to become a participant, creating a dynamic two-way dialogue. They offer a variety of interactive elements such as clickable links, swiping gestures, answering questions or even navigating their own paths within the video.
This level of interactivity leads to a higher engagement and retention rates as it allows viewers to actively participate in the content, making the experience more personal and memorable. A prime example of this is the “Bandersnatch” episode of Black Mirror on Netflix. The interactive film allowed viewers to make decisions at various points in the storyline, which would then dictate the subsequent events and ultimately the ending of the story.
If you’re considering incorporating interactive videos into your strategy, it’s advised to start small and gradually increase the level of interactivity. You can begin by adding clickable links to your videos, which can direct viewers to related content on your website. Quizzes can also be an effective way to engage viewers, as it encourages them to actively think about the content and reinforces learning.
Also check out this really cool example of an interactive video by LaCantina (click here)
Emphasis on Short-form Videos
Short-form videos, typically lasting 60 seconds or less, have surged in popularity in recent years, largely due to platforms like TikTok and Instagram Reels. These platforms have capitalized on the trend of consumers preferring quick, digestible content that can be consumed in a matter of seconds, rather than minutes or hours. This shift towards bite-sized content is reflective of today’s fast-paced world where time is often at a premium.
Tiktok, a platform built entirely around short-form videos, was the most downloaded app of 2020, demonstrating the immense power and potential of this format. The platform’s success can be attributed to its ability to deliver entertaining and engaging content in a concise format, catering to the decreasing attention spans of modern consumers.
One prime example of a successful short-form content is the viral dance type video challenges often seen on TikTok. These videos, which often last no more than 15-30 seconds, involve users performing “choreographed” dances to popular songs. The simplicity and fun nature of these formats have led to widespread participation and engagement, with some challenges reaping millions of views.
When creating short-form videos, it’s crucial to capture the viewer’s attention within the first few seconds. This can be achieved through the use of compelling hooks and clear messaging. For example, some people mix dance challenges with a floating text about facts, humor, or thought-provoking questions to immediately draw attention in.
Here’s a great example of a short-form content utilized by a food brand Fly by Jing to promote its latest product. (see video here)
Integrating AI into Video Marketing
Artificial Intelligence (AI) is making big steps into video marketing, revolutionizing the way content is created, distributed, and consumed. AI’s ability to analyze user behavior and preferences allows for a more personalized and engaging viewing experience, leading to higher engagement and retention rates.
One of the key applications of AI in video marketing is through personalized video recommendations. For instance, Youtube uses AI to analyze user behavior and preferences and provide tailored video recommendations. This keeps users engaged and on the platform longer, as they are presented with content that aligns with their interests and viewing habits.
Another thing to bring up is the emergence of AI video creation tools, these tools like Magisto and Lumen5 have processes that automate creation, making it more efficient in producing high-quality content. On top of that, these tools allow users to create professional looking videos with minimal effort while analyzing it’s content and helping determine the best sequences, transitions, effects and significantly reducing the time and effort to make a video.
One special mention for AI video making tools is called Synthesia. It’s a London-based AI video generation platform that transforms text into videos. It’s a really slap-and-go tool because it offers 120 AI voices, and 140 AI avatars for creating engaging content. The platform also provides easy editing, collaboration, and sharing features. Check out one of their works here (see video here)
AI does this much, and more so in providing valuable insights into user behavior allowing marketers to make more targeted and effective campaigns. In simpler terms, AI offers numerous benefits, from personalized content recommendations to automated video creation and optimization.
Dominance of Vertical Videos
Vertical videos, or videos shot in portrait mode, have become increasingly popular in recent years, particularly with the rise of mobile video consumption. This format is ideal for mobile viewing as it takes up the entire screen, providing a more immersive and engaging viewer experience.
Social media platforms like Instagram and Tiktok have embraced this trend, introducing features designed specifically for vertical videos. Now you might be thinking why are people choosing vertical over landscape videos? This is primarily due to the rise of mobile devices. Vertical videos are more mobile friendly and most people hold their phones upright about all the time, and on top of that, vertical videos fill up the entire screen in portrait mode. Secondly, as mentioned, Instagram, Snapchat, Tiktok were designed specifically for vertical videos which has encouraged the creation and consumption of vertical content.
Lastly, vertical videos are easier to watch without having to adjust the screen orientation. This makes for a seamless user experience, especially when scrolling through social media feeds.
But keep in mind that your video will be viewed on a small screen. Therefore, it’s important to keep your framing tight and your visuals clear and simple. For example, avoid using small text or intricate graphics that may be difficult to see on a small screen. Instead, people tend to use large, bold text and simple, clear graphics that can be easily seen and understood.
Enter 2024 Swinging and Kicking
It’s safe to say at this point that as we move forward in time, we will be completely inundated with digital content, video marketing has emerged as the undeniable champion for attention, engagement, and impactful messages. The statistics speak volumes-85% of businesses are already capitalizing the power of video, with 92% of marketers proving it as a crucial element of their strategies.
As we move closer to the year 2024, acknowledging evolving trends that will shape the digital world is important. Interactive videos blurring the lines between spectatorship and participation and ushering in a new era of engagement. Short-form content blitzing in to deliver bite-sized content that captivates in seconds. AI slowly making its way as king of customization and the domination of vertical videos for mobile viewing and seamless integration into social feeds.
At Socialize Video, we’re passionate about helping businesses embark on their video marketing journey. Our expertise lies in analyzing trends and crafting strategies that resonate. Let us help you hit the ground running by infusing your brand with captivating narratives and engaging content. Drop us a hello and let’s talk!