With the average person consuming nearly three hours of video on digital devices daily in 2023, it’s not an overstatement to say that consumers are voracious for video. It’s no longer a question of whether businesses should invest in video marketing. Rather, marketers need to keep on top of today’s swiftly evolving trends in video marketing to make sure their video content hits the mark every time.
The Importance of Video Marketing for Businesses
Once upon a time, businesses could get away with overlooking video content marketing. That day has long passed with the ubiquitous use of smartphones and the continuing popularity of video-forward apps like TikTok, Instagram, and YouTube.
While video-crazed audiences certainly love checking out the latest video memes or following their favorite influencers, they also want to interact with brands through video. In a survey of nearly 1,000 people, video creator Wyzowl found that 89% of consumers want to see more videos from brands, and 82% of respondents bought a product or service after watching a video.
Marketers have taken notice. In a survey of 2,000 marketing professionals, Wistia, a video marketing platform, found a whopping 93% of businesses rate video as an important part of their marketing strategy.
To sum this up, your customers love watching videos, and many of them are eager to watch videos from the brands they admire. For better results, meet them where they’re at with video marketing that hits current trends!
Types of Video Marketing
Rather than throwing video spaghetti at the wall to see what sticks, take the time to develop a well-researched, well-organized video content marketing strategy. That includes researching the latest and greatest video marketing trends and choosing the right video format.
You have plenty of video formats to choose from. Here are some of the most popular types of video marketing.
- Explainer Videos: Short videos that introduce and break down a product or service. Explainer videos are popular for product and service web pages as well as social media pages.
- Social Media Videos: Videos designed specifically for sharing and engagement on specific social media channels, such as TikTok, Instagram Reels, or YouTube ads
- Testimonials: These videos highlight a specific customer’s experience, showcasing how they enjoyed your company’s product or service.
- Educational Videos: Teaches audience members about a particular topic that relates to your business’s product or service. May showcase you using the product or service to solve a problem.
- Interviews: Spotlights an individual with a relationship to your product or service. This may be someone from your company, a customer, or someone well-regarded in your field. The interview includes a series of questions and answers.
- Brand Video: These videos communicate a brand’s mission and vision while introducing a product or service. This video content is ideal for social media advertising.
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What Are the Current Video Marketing Trends?
It’s not enough to simply create videos and send them out into the world. In today’s hectic environment, where attention spans are minimal, marketers need to create the right type of videos that will hit a viewer’s sweet spot. That means staying on top of current trends in video marketing.
Here are our top video marketing trends for 2024.
Silent Videos Are In
Many viewers prefer to watch videos without the sound turned on. Think of viewers scrolling through Instagram at work, in line at the grocery store, or in a doctor’s waiting room. In fact, as much as 85% of short videos watched on Facebook are muted. It’s absolutely a must that your video can be watched, enjoyed, and understood without the sound. In most cases, that means adding captions to your video.
Check all your current videos. If they can’t be understood without sound, many of your viewers will simply scroll away.
Low Budget Still Works
Viewers still appreciate authenticity. They have a keen sense of when a slick video has been produced by a committee with a large budget. According to Wistia’s “State of Video Report,” “Audiences willingly watch, and sometimes prefer low-budget video content…” The good news is that you don’t need to cater your marketing budget to make a top-end video. Instead, focus on conveying messages that are meaningful to your viewers. Videos taken on smartphones or even just featuring talking heads can still gain a lot of momentum if they hit the right notes.
Be Upfront About Product Placements and Ads
Many viewers don’t mind watching video marketing as long as they’re in on the game. More and more, viewers appreciate when influencers disclose affiliations and paid products in their videos and when brands take ownership of their videos rather than trying to pass them off as organic. Be upfront when you put out a video on behalf of your company and brand. Viewers will give you credit for your transparency.
The Shorter, the Better
A popular trend that continues into 2024 is a strong appetite from audiences for short-form video content. For example, 44% of people in Wyzowl’s survey said they’d prefer to learn about a product through a short video rather than from an ebook, infographic, article, sales call, or webinar.
Short-form videos capture an audience’s attention quickly, are easy to consume, and are highly shareable across social media platforms like TikTok, Instagram Reels, and Facebook videos. As a bonus, they’re also usually easier and cheaper to make.
How short should your video be? Try for 60 seconds or less.
Tailor Your Videos to the Format
A great way to get the most mileage out of your video is to repurpose it for multiple platforms. For example, you can post a long interview with an expert in your field on your YouTube Channel, then break the interview up into snackable bites for TikTok and Instagram Reels. Just make sure you heed the formatting requirements of each individual platform.
For example, Instagram is famous for its video tiles, and fewer than 30% of viewers are willing to turn their phones to watch an ad. You must make sure your video content marketing is as accessible as possible for every marketing platform.
Keep on Top of Video Marketing Trends for Marketing Success
Being a marketer in today’s fast-paced world means keeping your finger on the pulse of constantly changing trends, including trends in video marketing. We hope this article has given you some new insight into what viewers expect of your videos in 2024. By sticking to these trends, you’ll enjoy more views, stronger engagement, and a higher conversion rate.
Need help creating exciting and dynamic shoppable videos? Check out our best-in-class video commerce platform.
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