Video marketing is currently experiencing a boom, and its significance is
poised to further escalate in the years ahead. It's not a novel concept; many
marketers have recognized and harnessed its power to engage audiences, foster
brand awareness, and achieve impactful results.
Whether you've been incorporating videos into your strategy or are just
beginning to tap into their potential to stay ahead of the curve, this article
delves into various video marketing trends that are proving highly effective
and gaining popularity. These trends are expected to be embraced by marketers
in the upcoming year.
Video Marketing Trends that are Working Wonders and Rising in Popularity
1. Short-form video content
The rise of short-form content on social media has been a game-changer in the
digital space. Think TikTok, Instagram Reels, and YouTube Shorts. The
appeal of short-form videos lies in their ability to provide quick,
entertaining, and easily shareable content that aligns with the preferences
and habits of modern audiences, especially those who value convenience and
creativity in their online experiences.
Why shory-form video?
These bite-sized, attention-grabbing videos are perfect for today's short
attention spans and mobile-first consumption habits. They're great for
showcasing products, sharing snippets of stories, and capturing quick laughs.
Economy of Attention: As attention spans continue to shrink amid an
onslaught of information, short videos—typically under a minute—prove
invaluable. They swiftly capture attention and convey messages concisely,
seamlessly aligning with the swift pace of the digital landscape.
Short-form videos are sweet and snappy, enabling consumers to get the
information they need quickly. They’re also entertaining, which is why
customers enjoy them so much
HubSpot's 2022-2023 report
indicates short-form video maintaining its top spot for highest ROI,
followed distantly by long-form. Interviews, podcasts, and video-enhanced
content also boast high returns. Live streaming and user-generated content
remain highly effective strategies in the digital landscape.
Mobile-Centric Consumption: The predominant mode of content
consumption now occurs on mobile devices. Short videos are tailor-made for
this mobile-first approach, providing easily digestible, bite-sized pieces
of information that are well-suited for viewing on smaller screens.
Enhanced Engagement: In comparison to text or longer video formats,
short videos boast heightened engagement levels. Their dynamic visuals,
captivating music, and brisk storytelling captivate viewers, fostering
sustained interest. This heightened engagement translates into superior
completion rates and enhanced recall of the conveyed message.
ROI: 39% of marketers in a 2022 survey found the short-form video to
have the highest ROI compared to other video formats. (
Statista)
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A chart provided by Statista about the number of users that watched
short-form videos on social media platforms compared to long-form
videos
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Engagement: 66% of consumers consider short-form videos as the most
engaging content on social media. (Source: Sprout Social)
Conversions: 93% of marketers have acquired customers through social
media video, with short-form being increasingly impactful. (
Sprout Social)
2. Live Video
Live video is here to stay for marketers in 2024 and beyond. Live
videos have been researched to be a focus by marketers in the coming year due
to the following compelling reasons:
Live video consumption is booming
Video consumption was indeed on the rise, driven by the popularity of
platforms like Facebook Live, Instagram Live, YouTube Live, and others. The
trend was fueled by the immediacy, interactivity, and authenticity that live
videos offer.
Cisco predicted that live video will account for 17% of all internet traffic
by 2023, and a growing trend suggests a further increase in 2024
According to the 2023 State of Video
Marketing report by Wyzowl
(highlighted on page 8: 73% of marketers plan to boost live video investment,
and 86% leverage videos as marketing tools), the industry is thriving.
Additionally, the Global Livestreaming Industry Market Report 2023 from
Grand View Research forecasts
explosive growth, projecting a market size of $184 billion by 2028.
Engagement powerhouse
Live videos stand out as engagement powerhouses, with 10 times higher
engagement than pre-recorded content, fostering profound connections with
audiences (StreamYard).
Providing authenticity and immediacy, live video builds trust and brand
loyalty, a crucial aspect in an era where consumers value genuine
connections with brands (Source: Animoto).
Real-time interaction
Real-time interaction allows brands to address queries, receive immediate
feedback, and build communities around their offerings (Source: Social Media
Today).
This level of direct engagement contributes to a dynamic and responsive
brand-consumer relationship, enhancing customer satisfaction and loyalty.
Evolving platforms
Platforms like Instagram Live, YouTube Live, and TikTok Live are at the
forefront of innovation, consistently introducing new features and
functionalities to enhance the live video experience (Source: Social Media
Examiner).
This evolution ensures that brands have diverse tools at their disposal to
keep their live content engaging and relevant to changing audience
expectations.
Increased mobile consumption
The mobile-centric nature of live video is particularly relevant in a world
where people increasingly rely on their smartphones for content consumption.
Successful case studies
Supported by successful case studies across industries, live video proves
effective in driving engagement, sales, and brand awareness. Brands that
have embraced live video campaigns have witnessed remarkable results,
showcasing the medium's potential to achieve diverse marketing objectives
Though the percentage may be low from the chart, Our findings from the chart above indicate that “Quality of product” was the top reason for livestream shopping for respondents both in the US and the UK. Live video is the future of shopping. It’s never been easier to get a feel for what a product is like and whether it’s right for you
Many users love Livestream. Livestream shopping allows buyers to visualize a product and learn about its quality, unlike any other online shopping experience.
3. Shoppable Video
The concept of shoppable videos has gained popularity as a powerful e-commerce strategy. Shoppable videos integrate interactive elements directly into the video content, allowing viewers to engage with products in real time.
While not without its challenges, evidence strongly suggests that shoppable videos will see significant growth in 2024.
Page 9 of the
Wyzowl survey says that In 2022, diverse video content became a pivotal aspect of marketing strategies. Notably, 70% of marketers crafted informative explainer videos, while 50% delved into engaging presentation videos. Testimonial videos saw a 46% adoption rate, alongside an equal percentage for the creation of impactful video ads. Additionally, 42% explored teaser videos, 40% ventured into compelling sales videos, and 36% produced product demo videos, illustrating the multifaceted use of video across various marketing channels.
How Marketers are reaching a wider audience with video
While there's no guaranteed formula for creating a viral video ad, we can draw
insights from successful examples to inspire our media strategies.
Research and surveys on this matter provide valuable information.
In our exploration of this subject, we sought insights from ThinkWithGoogle.
The researchers at ThinkWithGoogle collaborate closely with YouTube owners and
creators, making their perspectives valuable. Sharing their insights on how to
elevate videos to their peak performance and achieve the best return on
investment seems like a worthwhile idea.
Read it here: Secrets behind 3 of the most-watched YouTube ads
Conclusion
In the ever-evolving landscape of video marketing, the trends outlined here promise continued success for marketers. Short-form videos dominate, aligning with modern audiences' preferences for quick, entertaining content. Live videos, an engagement powerhouse, thrive with authenticity and real-time interaction. Shoppable videos emerge as a rising e-commerce strategy, integrating interactive elements. As we plunge into 2024, leveraging these trends will be crucial for marketers aiming to captivate diverse audiences and achieve impactful results.
Recap
This comprehensive exploration of video marketing trends unveils strategies that are reshaping the digital landscape. Short-form videos, reigning supreme, cater to short attention spans and mobile-centric habits. Live videos, with unmatched engagement, foster authenticity and real-time connections. Shoppable videos emerge as a potent e-commerce tool. Marketers are leveraging these trends, supported by statistics and successful case studies, promising an exciting trajectory for video marketing in the coming year.
