2023 brought great maturity to the video commerce space, with more and more brands adopting online video as a key part of their sales and marketing strategies.
As we approach the new year, we wanted to bring you 5 key trends we believe will help shape video commerce in 2024 and beyond, so you can stay ahead of the curve.
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#1 The Power of AI in The Video Commerce Space
With AI being on everyone’s lips in 2023, we expect to see the true applications of artificial intelligence (AI) technology develop even more in 2024 - and that certainly includes video commerce.
AI will most certainly play a crucial role in everything from content creation - ideation, script generation and editing - to real-time conversations and highly tailored product recommendations.
As AI’s capabilities evolve, they will most likely help reduce today's teams' workloads significantly.
AI will most certainly play a crucial role in everything from content creation - ideation, script generation and editing - to real-time conversations and highly tailored product recommendations.
#2 Video SEO Will Become Even More Important
With search engines like Google already taking into account factors such as watch time, engagement and viewer retention to determine the quality of video content and TikTok becoming the go-to search engine for Gen Z consumers, it is clear that optimizing video content to rank better on search engines will be crucial to a video’s reach and lifetime value.
Focus on creating genuinely valuable, keyword-rich content to engage viewers, and be sharp with titles, hashtags and meta data to make sure your videos get found by the right audience.
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#3 AR and VR Will Go Mainstream
AR (augmented reality) and VR (virtual reality) have been around for years, but, in 2024, they are likely to start playing an even bigger role in video commerce. At Bambuser, we already use AR within our Personalized Video Commerce (One-to-One) solution, allowing users to try on makeup shades while shopping digitally, but be prepared to see the technology flourish even more in the video commerce space.
Regardless of your industry, now is definitely a good time to start thinking about how you could include both technologies in your video commerce strategy to provide more interactive and personalized experiences.
#4 The Right Balance Between Short-Form and Long-Form Content Will be Key
Short-form video has been the new, cool kid on the block in 2022 and 2023, but we are starting to see long-form content gain momentum again.
This is not necessarily going to cannibalize short-form video or diminish its importance. Instead, we’re most likely to see the two work side-by-side to give audiences the best viewing experiences possible according to their individual needs. To create a well-rounded video commerce strategy, make sure to incorporate both in your video content plan. For example, you can create long-form educational content for certain platforms such as YouTube and the documentation section on your website, while using snappy short-form video on your product detail pages (PDPs), Instagram and TikTok.
Regardless of your industry, now is definitely a good time to start thinking about how you could include both technologies in your video commerce strategy to provide more interactive and personalized experiences.
#5 Repurposing Content Will Be Integral to Success
As demand for video content continues to rise, you will need to be even smarter about your production and creation process. One way to make the most out of your existing assets is to repurpose them across channels, tailor them to different audiences and industries, and even monetize them.
Why not upload your most popular video content from social media to your website and make it shoppable? Or even dive into multistreaming by going live on several channels all at once - now with several of them being shoppable directly via Bambuser’s video commerce platform, you have a great opportunity to amplify your reach and boost your sales.
By looking out for these 5 key trends and optimizing your video commerce strategy to incorporate them, you’ll be most likely to develop a stronger, multi-channel approach to video commerce that will boost your sales and help your brand’s reach.
Stay tuned for some news from Bambuser in the coming months. We’re working hard to bring you some exciting developments in 2024 and beyond.
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