Video marketing trends for 2024 go way beyond “make live videos”, “use vertical videos”, or “partner with influencers.” While these tactics continue to be useful, the way customers interact with videos and how marketers produce them has changed dramatically in 2024.
While no one can predict what the future holds, we can certainly use industry insights to see where things are going, and adjust our video marketing strategies accordingly. That is exactly what this guide will help you with.
How is this post about video marketing trends different from the others out there?
We have listed 7 video marketing trends we believe (and have measured) are shaping the way customers perceive brands. We’ve used three criteria to make this list:
- The phenomenon is relatively new and has a strong impact on the ROI.
- There is potential for a trend to grow and evolve, rather than short-lived fads. This means marketers who bet on it will be more likely to reap rewards in the long run.
- There is interesting data to prove the trends are gaining interest from both customers and brands.
Let’s dive into each of these new video trends and take a closer look at how you can adopt them. Jump to a specific one:
- AI Video Content
- Mute Videos
- Short Form Video
- Talking Head Videos
- User-Generated Video Content
- Social Media Stories
- Shoppable Videos
[#TOC1]1. AI Video Content[#TOC1]
AI has become an integral technology to many tools and platforms today, making it easier than ever for marketers to produce high-quality videos with minimal effort.
With just a single prompt and a few clicks, marketers can now produce full-blown videos. Be it creating short-form videos, product walkthroughs, or interactive videos — AI video creation platforms have made it easier and faster for everyone to include videos in their content strategy.
And not surprisingly, it’s here to stay.
From 2020 to mid-2022, interest in AI video content shows a relatively flat trend indicating minimal interest or awareness. But, starting around mid-2022, things started to pick up the pace, and interest really skyrocketed in early 2024.
The spike around early 2024 likely correlates with breakthroughs in AI video tools, grabbing the attention of marketers and creators.
What Does This Mean for Video Marketers?
AI is a controversial subject amongst creatives. Whether you like it or not, it has become a huge part of the content creation process. It can help video marketers go from initial ideas and storyboards, to a finished video much faster.
It can dramatically cut down tedious tasks that used to take hours or days like adding subtitles, repurposing long-form content into short-form videos, pulling out key insights from content, and more.
Some interesting ways to use AI in your video marketing workflows could be:
- Using ChatGPT to come up with a first draft of your script
- Generating raw footage with AI video generation software, and then modifying it to your liking
- Using AI avatars and voice cloning to substitute real people on camera
- Filling in the background with AI
- Using AI tools to automatically remove unwanted background noise
- Automating video transcriptions to quickly generate accurate subtitles and captions
- Creating dynamic video summaries to provide quick highlights of longer content
All that to say, AI will act as an assistant that does the legwork while the creative minds will still own their projects.
[#TOC2]2. Mute Videos[#TOC2]
About 75% of viewers watch videos on mute and rely on captions for context.
The numbers are wild, but not surprising; using mobile phones has become second nature to humans, for better or worse.
Watching videos on mobile phones while simultaneously engaging in another task seems to be the norm. Anecdotal evidence even suggests that younger generations turn on their captions not only on their mobile devices but also while watching TV. Users share that it becomes harder to comprehend the meaning even with sound if the captions aren’t there.
Another reason silent videos are popular is that people on the go want to consume content in public places without disturbing others or using headphones. Plus, silent videos mean more accessibility for viewers who might have hearing impairments.
All things considered, captions have now become an integral part of any video.
The above graph shows there’s been a steady growth in video captions since 2020, and it continues to trend upwards.
What Does This Mean for Video Marketers?
Most social platforms offer auto-captions, but they’re often not accurate and can misspell certain words, especially names. That’s why you need to pay additional importance to the captions of your videos.
If you’re hardcoding the subtitles (i.e. editing them so that they become a permanent part of the video), then make sure to add them a little above the bottom (but not too high), so they don’t get hidden away by the media players of different channels.
Use semi-transparent background boxes for your captions to enhance contrast and make the text stand out against busy backgrounds.
Furthermore, make sure to use a color that offers ample context with the background. Keep each caption line short, ideally under 42 characters, to make them easy to read quickly. Use bold or color highlights to emphasize keywords or phrases in your captions for added impact.
You can generate and add subtitles automatically with VEED. You can even choose the font, size, letter spacing, background color, alignment, line height, bold, italics, and more for your subtitles.
[#TOC3]3. Short Form Video[#TOC3]
If you already haven’t, it’s time for you to embrace the short-form video.
About 96% of people prefer watching a short video to learn more about a product or a service.
Short form videos have been popular for a while now — which is clear from the success of IG reels, TikToks, and YouTube Shorts. And they’re only expected to grow from here on.
Short-form video statistics show a steady upward trend; people love quick, engaging content that they can consume on the go.
What Does This Mean for Video Marketers?
Creating videos shouldn’t be hard or time-consuming. And when it comes to creating engaging short-form videos, it’s important to plan your video workflows more strategically because you only have less than 90 seconds to communicate your message.
Start by researching your customers and ask questions such as what moves the needle for them, how they interact with short-form content, and what topics are they most likely to engage with.
You don’t necessarily need to reinvest the wheel. If you already have long-form videos like podcasts or webinars, use an AI video editor to convert them into shorter clips.
Remember, it isn’t solely about virality; it’s about driving high-intent buyers closer to the buyer journey so they become paid customers. Your storytelling and narrative will be among the key differentiators for your short-form videos.
To make the video production easier, rely on the tools and equipment you already have. A smartphone with a good-quality camera and an affordable lapel mic can help you with video creation. And post-production is where your video truly comes to life.
Choose a video editing platform that caters to various skill levels, offering tools for recording, trimming, editing, color grading, adding transitions, and various effects. With VEED, short-form video production becomes easier and faster than ever.
[#TOC4]4. Talking Head Videos[#TOC4]
Talking head videos are everywhere. We’ve all seen one. It’s a type of video where a person speaks directly into a camera.
What makes them special is that they create a direct and personal connection with your viewers. It builds a perception of one-on-one conversation, which in turn, builds trust and reliability over time.
There’s a reason why they’ve become so popular lately:
The graph seems a bit unstable, but the overall trend continues to be upward.
What Does This Mean for Video Marketers?
If your marketing videos — whether they are ads, promos, testimonials, or internal walkthroughs — have mostly been faceless so far, it might be time to pivot and start incorporating faces.
To build a personal connection with your customers, consistently feature the same person in your marketing or tutorial videos. Over time, your target audience will become familiar with and develop positive feelings towards that individual. Soon, your viewers will feel like they know that person — and, by extension, your brand.
Research agrees; to build rapport with your audience, using the "Aniston cell" recognition factor is an effective strategy. This taps into the familiarity principle, where we develop a preference for things we've seen repeatedly.
It’s even better if you can include a face that your target audience knows and trusts. If you can’t find anyone to stand in front of a camera (or simply don’t have the budget for it), you can always use an AI avatar.
VEED lets you choose from over 50 human-like AI avatars with various genders, attires, voices, and personalities. If you want you can even upload your image and turn it into a personalized avatar.
[#TOC5]5. User-Generated Video Content[#TOC5]
The concept of user-generated content (UGC) has been around for a while now, but market trends suggest it's one of the best bets you can make as a video marketer right now.
Why?
Because the discerning Gen-Z — which makes up roughly 1/3rd of the world’s population — can sniff out ads from miles away and are more skeptical of those conventional marketing efforts.
With UGC, there’s an innate authenticity that brands struggle to replicate with high-quality equipment or polished videos. And this is exactly what has made social media and creators drive viewers to TV shows, movies, and games.
Be it memes, short-form content, interesting carousels, or long-form videos with exciting challenges, UGC content wins over consumers in a compelling and engaging way.
Interest in UGC videos has been on a steady rise, particularly taking off from mid-2022. There's a noticeable spike around early last year, and the trend continues to climb through 2024.
What Does This Mean for Video Marketers?
UGC is the future of video advertising and the two most common ways brands use it in their marketing are:
- Source UGC from different sources on social media,
- Do commissioned projects with specialized content creators,
While these approaches may work for many brands, those on a tight budget/resources may struggle to launch influencer marketing campaigns.
The good thing is, you don't need a fleet of influencers to tap in the power of UGC. Mimicking the UGC tone and style using your in-house team can be just as effective. Use simple setups like shooting on an iPhone in a relatable environment to keep the content authentic and engaging.
Use UGC across different video platforms to maximize reach and engagement. For instance, you can adapt your UGC content for various platforms like LinkedIn, Facebook, and Instagram. Make sure to tailor the content to fit the format and audience of each platform to ensure it performs well everywhere you share it.
[#TOC6]6. Social Media Stories[#TOC6]
Social media stories are becoming increasingly popular with brands and creators, and this trend shows no signs of slowing down. This is mainly because stories provide a unique, clutter-free space where you can focus on content from one creator at a time, creating a more immersive experience.
The ephemeral nature of stories (usually disappearing after 24 hours) also creates a sense of urgency and exclusivity. This is a huge win for brands as viewers are more likely to engage with stories promptly, knowing they are time-sensitive. This is exactly why this format is perfect for sharing limited-time offers, behind-the-scenes glimpses, and real-time updates.
Social media stories are also incredibly versatile. You can feature interactive elements like polls, questions, or swipe-up links, and a lot more. This gives you room to experiment with different types of formats and content types to find what resonates best with your audience.
Social media stories are here to stay. For instance, social media video trends like Instagram Stories have shown a significant upward trajectory since early 2021.
What Does This Mean for Video Marketers?
Sharing behind-the-scenes moments, real-time updates, and unpolished footage is a go-to strategy for most brands. This authenticity builds trust and relatability, making your brand more approachable and human.
Consider doing “account takeovers” via stories. It’s a video marketing strategy where a brand allows a guest, usually, a customer, an influencer, or an employee to take control of their social media accounts temporarily.
The goal is to use the guest’s social equity and unique perspective to boost engagement and create fresh, compelling content.
In addition to the above, you can also share your latest posts as stories to drive your followers there. The possibilities are endless.
[#TOC7]7. Shoppable Videos[#TOC7]
The premise of shoppable videos is hard to miss. It proves that window shopping is no longer confined to the offline streets, and is rather “always open” because of its inherent online nature.
While they have been popular in places like China, they’re finally casting a wider net by going global in 2024. Take, for example, YouTube. The platform has allowed creators and advertisers to create shoppable videos. Plus, TikTok launched their TikTok Shop in 2023 in the U.S. allowing users to create shoppable videos.
Don’t mix up how-to product videos with shoppable videos though.
The former are straightforward walkthroughs of products while the latter help you tell a story and connect with customers better. Shoppable videos often don’t feel like a commercial because stories are relatable and you see the product in action.
Brands that integrate product feeds into their video action campaigns see over 60% more conversion rates at a lower cost. This aligns with the fact that 60% of shoppers say online videos have provided them with ideas or inspiration for their purchases.
What Does This Mean for Video Marketers?
Shoppable videos can close the gap for your customers between discovery and purchase. Consider designing eye-catching, browsable product imagery alongside your video ads to inspire viewers and guide them to specific product pages on your website.
Use clear and compelling CTAs to guide viewers to take immediate action. Phrases like “Shop Now,” “Learn More,” and “Buy Today” can drive clicks and conversion rates. Before you make your videos live, ensure that CTAs are visible and easy to interact with on both desktop and mobile platforms.
Double-check check the interactive elements (clickable links, tags, and buttons) are seamlessly integrated into the video content. They should enhance the viewer's experience, not disrupt it.
And last, but the most important; use engaging storytelling to showcase your products naturally within the video. Instead of a hard sell, weave your products into the narrative in a way that demonstrates their value and relevance to the viewer’s life.
Conquer with Video
From videos with AI-generated avatars to moments driven by content creators, video marketing is moving toward an even more democratized landscape. One where anyone can create, manage, and optimize videos with ease
The increasing appetite for engaging videos among viewers is pushing the pace and inspiring more brands to consider ways to make video work.
If you’re looking to optimize your content marketing and SEO strategy, make sure you include videos in there. And if you’re looking for an all-in-one video editor that lets you create, edit, manage, share, and optimize videos in one single platform, VEED is the perfect solution for you.
