14 Video Marketing Trends for 2024: Latest Forecasts You Should Be Thinking About

Over the years, we’ve seen video marketing trends evolve from 30-second ads and viral videos to vlogs and live videos. Moreover, new technologies have paved the way for more engaging video formats such as 360-degree experiences, ephemeral videos, and shoppable videos. The only question now is: how do you incorporate these new video marketing tactics into your current campaigns?

To help you out, we’ve collected some of the most important video production trends. From the rise of interactive videos and the emerging video formats to changing customer expectations and the increasing use of marketing platforms, we have tackled the developments critical to optimizing your video marketing campaigns.

They say a picture is worth a thousand words. So, one can only imagine the impact that a video can deliver.

Videos engage auditory and visual senses, allowing your message to get across more efficiently than other visual content. Plus, since we’ve gotten so good at merely scrolling past images on social media, videos have become the best way to capture the attention of your audience and keep them engaged longer.

Over half of consumers say they engage with brands that use video content for distributing information about their offerings (Accenture Interactive). This can be attributed to the fact that most shoppers today want something more substantial than ads.

This is further supported by a more recent study that showed that 68% of consumers prefer watching videos to learn about new products or services (Wyzowl, 2020). This makes it more popular than text-based articles, infographics, presentations, and eBooks.

However, the same study also mentioned an increasing level of competition and noise in video marketing over the past few years. This goes to show that even if videos are at the top of the virtual food chain, simply producing them for your brand doesn’t equate to campaign success. After all, there are so many branded videos out there vying for consumers’ attention.

Also, since the heyday of TV commercials, branded video production has become more and more sophisticated. The prevalence of social media has also forced marketers to make their videos more interactive, creative, and innovative. So, to help you keep up, we will be detailing different video marketing statistics to check the latest trends in this field.

1. Video Funnels

Nowadays, more consumers are discovering brands through video. Eighty-four percent of buyers have decided to purchase a product after they watched a brand’s video. On top of that, 80% of consumers went on to buy software or an application after they watched a video about it. These numbers show that video is becoming an integral part of the customer journey. Plus, the pandemic has increased video consumption, with 96% of consumers saying that they have increased the time they spent watching videos (HubSpot, 2021).

Does this mean that traditional marketing methods are no longer relevant? Not at all. However, supplementing your current marketing strategy with video means that you are covering more bases. Eighty-seven percent of consumers search for product information online before they make any purchasing decisions (Retail Dive) and video can help push them to buy from your brand.

Moreover, this leads consumers to interact with brands, as they might have further questions before completing the purchase.

2. LinkedIn and Video

LinkedIn, considered the social media site for professionals, has around 722 million users. As people access the site looking for work because of job loss due to the pandemic, engagement on LinkedIn has jumped 31% in Q3 2020 (Social Media Today, 2020). But the platform can be more than just a job-hunting place and a space for sharing white papers.

A while back, LinkedIn announced that it is going in the direction of B2B video marketing (LinkedIn).  This is an opportunity for businesses to utilize video to reach out to potential employees as well as clients.

It still remains to be seen, though, how much of a positive impact this can have on the metrics of businesses. However, it would be prudent to factor this development into your marketing plans, considering that video marketing has been a boon to brands on any platform.

3. Live Videos, Real-Time Selling and Buying

Social media has changed the business landscape drastically. It has bridged the gap between brands and consumers by providing them with a platform through which they can interact on a more personal level. This is great for engaging existing customers and leads that are highly interested in what your brand has to offer.

The only problem here is, this is not enough to reach out to new prospects. Back then, regularly posting on your feed, replying to comments, and sharing substantial content are surefire ways to build a strong online presence. However, with social networks focusing more on meaningful social interactions between individuals (Forbes), brands are having a harder time than ever landing on their target audience’s news feeds without paying.

One thing that can help you change this is live videos. Live video events are often prioritized by social media algorithms because they’re happening in real-time. A case in point is Facebook Live, which was revealed as the most engaging format on the platform in a Q3 2020 report (Socialbakers).

What’s more, live videos can hook viewers three times longer than pre-recorded videos and can produce six times more interactions (Facebook). This can be attributed to the fact that many feel live videos offer a more authentic experience for audiences (79%) and that it adds a human touch to digital marketing campaigns (63%) (GO-Globe).

Apart from that, a new trend these days is live selling through Facebook Live. Individual sellers and shops are utilizing live video to sell products before they post them on their online stores. Consumers who are tuning in to the video are also reserving the items during the stream and finish the transaction afterward.

But Facebook and Instagram are about to roll-out a different feature for real-time shopping. This capability is already available to a handful of creators or accounts and will be rolled out to more users within the year. Instagram has also mentioned that they will make the feature available not just for online retailers with physical goods but for all kinds of businesses (Wave.video, 2021).

4. 360-Degree Video Experiences

Videos are great for giving customers a visual representation of what your brand has to offer. Unlike pictures, videos allow viewers to see the product or service in action. However, if you want to showcase your products and services, you might want to opt for something a little more immersive, like 360-degree videos.

This is one of the video content trends that has redefined the viewing experience for many consumers. It gives them more control over how they view a product or service. Moreover, they feel like this type of video allows them to “demo a product” before they decide to buy it. Thus, it makes sense that 98% of consumers say 360-degree videos are more exciting compared to other formats of videos (Advrtas).

Also, 360-degree videos have a +46% video completion rate compared to regular videos and a +300% click-through rate compared to other display ads (OmniVirt).

One example of how 360-degree videos are used for marketing include Qantas Airlines’ Hamilton Island VR experience (Qantas Airlines on YouTube). With this, they were able to promote the travel destination by giving travelers a better idea of what to expect when they visit. Meanwhile, Visit Dubai created a similar campaign to promote the Dubai Mall (Visit Dubai on YouTube). Here, they used the tech to give viewers a virtual tour of the mall.

Of course, these examples were done on a much larger scale, so it might be challenging to pull off for smaller companies. But, you might be able to use this tech to give a tour of your show, document an event, or even offer a sneak peek of your production line.

Most Popular Content Marketing Software

1. HubSpot Marketing. A best-in-class content marketing platform that helps marketing teams increase site traffic and lead conversions. One of these comprehensive HubSpot Marketing reviews discuss its product offerings and benefits.
2. UpCity. An online marketplace designed to help SMBs boost their content marketing strategies. For more details, check out these UpCity reviews.
3. Wrike. A smart content marketing solution that empowers marketers to achieve better operational efficiency, thus improved marketing outcomes. Discover how this intuitive software works in one of these Wrike reviews.
4. Optimizely. A content marketing tool that helps optimize site optimization activities. For more information, read one of these Optimizely reviews.
5. Percolate. Allows marketers to conveniently perform all content marketing activities from a single place. Read more about it in one of our Percolate reviews.

5. Less Is More Video Production

New technologies for video production are introduced almost every year. Think cinemagraphs, 4K videos, hyper-lapse tools, and high-speed cameras. However, it seems that businesses don’t need to keep up with these complex, not to mention, expensive trends.

The trend towards simple video production is expected to continue, if not surge further ahead, into 2020 as more businesses double down on releasing more content to stand out in the crowd.

Just a few years ago, luxury car brand Bentley shot an entire ad using an iPhone. They could have used expensive Gimbal stabilizers and lens adaptors, but all the footage was recorded using a phone. Other brands have followed since to record short videos for social media marketing.

Take Code.org, for instance. The organization has interviewed professionals to speak about creativity and its role in computer science. As you can see, most of the videos are filmed in the format of a vlog with what seems to be smartphones or digital cameras. Meaning, you don’t need fancy equipment to create content that can grab the attention of your audience.

Granted, Code.org might have interviewed quite a lot of high-profile personalities. However, you can always put your own twist on it, depending on the resources available to you. You could perhaps compile interviews from your customers, employees, and the like. In addition, you can use it to provide behind-the-scenes footage of an event that you organized.

The point here is, businesses can decide to stick with simple video production for marketing. As long as you put more focus on substance, there’s a good chance that your message will be heard.

6. Search-Optimized Videos

As search engine algorithms become more intelligent and more businesses wise up to these changes, optimizing video content will continue to be central to your video marketing strategy.

Back in 2018, Google added a “Featured Videos” card to their search engine results (CNBC). This particular update will play short parts of certain videos that are related to your search keywords. For example, if you look up “Nara, Japan,” you’d probably see featured vlogs showcasing the area or travel agency-sponsored videos, which are supposed to give you a quick tour of the place. After this, you can simply hover over each video to get a preview of its content or click on it to watch the whole thing.

In addition, if we backtrack a little bit, video SEO has already started way earlier than this through the YouTube search engine. After all, in recent years, an increasing number of internet users have relied on the video-sharing platform for their daily dose of interesting, educational, and entertaining content.

Of course, where there’s demand, you can expect an increase in supply. Thus, as more content pops up, the more it is necessary to optimize your videos for search so that it stands out in the noise.

Some tips that might help you do this include:

1. Using video file names, titles, and descriptions that contain your target keyword.
2. Adding relevant tags, particularly popular keywords, related to your video’s topic
3. Adding subtitles and closed captions.
4. Creating original thumbnail images for your videos.

7. Educational Videos

Videos are great as learning tools–there’s no doubt about it. Touching both auditory and visual senses, videos make it easy for educators to produce effective and compelling instructor-led lectures, how-to tutorials, and simulations. From a marketing perspective, however, you can leverage this to draw leads more effectively.

Right, now we’re living in an era of advertisement overload. Whether you are watching TV, browsing the internet, scrolling through social media, or just commuting to work, you will see ads. Not only are there too many ads, sometimes, but they are also too intrusive and even slow down page loading times. As a result, consumers are blocking ads wherever they can. In fact, according to GlobalWebIndex, 47% of internet users now utilize ad-blocking applications (Social Media Today, 2019).

As a business, you can avert this by investing in informative content. For starters, these aren’t ads, so as long as you are diligent with SEO, your content has a good shot at getting noticed. More importantly, this type of video aims to educate and not sell. Thus, if your video is interesting enough, leads are bound to click on them.

One brand that you can draw inspiration from when it comes to this is HubSpot. Like other well-known companies in the SaaS industry, HubSpot has plenty of resources on popular strategies in their field. So, they decided to share this knowledge through tutorials on their blog and YouTube channel. For example, they have a how-to video on creating how-to videos, which you can check out below.

As a result, they are not only known for offering software solutions; businesses have also come to know them as a thought leader in the industry.

8. Vlogging for Brands

As online viewing habits go, vlogs are perhaps one of the most popular forms of video content among internet users. As a matter of fact, more than 44% of Internet users watch vlogs every month (Vlogging Pro, 2020).

More often than not, individuals use vlogs, or video blogs, to document day-to-day life, share their expertise, showcase their talents, or simply express themselves. However, in recent years, we’ve seen celebrities and micro-influencers leverage this to interact with their fan base. Similarly, we have seen several brands following suit.

Take, for example, Gwyneth Paltrow’s lifestyle brand, Goop. Currently, the brand curates a YouTube channel where they publish updates on their brand and how to use their products. On a more personal level, Gwyneth uses the channel to share her skincare routine, favorite recipes, and daily activities. They even have content featuring their company’s staff members as well as customers (who are also influencers, of course).

The question now is, how exactly does this kind of content reinforce your marketing strategy? The best answer to that is it allows you to humanize your brand. The raw and unfiltered feel of vlogs allows you to connect with your target audience on a more intimate level. Thus, making your brand more approachable and authentic is especially important now that many consumers seem to distrust brands (Edelman).

If you want to start incorporating this but have no experience creating vlogs, don’t worry. There are plenty of video editing tools for beginners out there.

Goop is a lifestyle brand that uses vlogging to educate about their products as well as to interact with their customers.

9. Interactive Videos

Customers have higher expectations now more than ever (Microsoft). Gone are the days when providing good services and offering quality products are enough to build a loyal customer base. Now, customers gravitate towards brands that can provide them with unique, tech-forward shopping experiences. In fact, 75% of consumers expect brands to leverage new technologies to build better experiences for them (Salesforce).

One of the emerging trends that aim to solve this problem is interactive video. After all, with the rise of augmented and virtual reality technologies, creating this type of videos is easier than ever. So much so that almost 1/4 of video marketers have started using interactive video as a channel (Wyzowl, 2020). Experts even predict that by the end of 2019, this number will go up to 50%.

Among the brands that have already used this as part of a marketing campaign is the beauty brand Maybelline. To launch their product line in North America and Europe, they produced an interactive step-by-step make-up tutorial featuring their new products (Rapt Media).

A more recent example of this includes Disney’s promotion of their live-action Jungle Book movie. There, viewers can take a sneak peek at the movie, and if they wish to do so, they may move the video slider to uncover how Disney filmed it. They can even click on the characters to open up short descriptions of each character.

These are only two examples of what interactive videos look like now and how it’s changing video marketing in 2020. Keep in mind that AR and VR technologies are still developing. So, as these technologies get more advanced, we can expect interactive videos to be more multifaceted in the near future.

10. Longer Ads

When social media platforms like Twitter and YouTube introduced the 6-second video ads (WARC), many brands braced themselves for what they thought would be the age of micro advertisements.

For starters, Eggo waffles launched the L’Eggo Your Eggo commercial (Eggo Waffles on YouTube), where they simply poured syrup on freshly cooked waffles. Meanwhile, Halls released a short video for Halls Kids Throat Pops that featured a kid taking the candy for cough relief (Halls on YouTube). Aside from these, there are countless other similar ads from popular companies like Dove, Subaru, and Doritos.

At that time, it seemed like micro-videos were about to overhaul the video marketing game. After all, by keeping ads short, they can boost video completion rates and increase their reach more efficiently. What’s more is because these ads are so short, there was a slim chance that prospects will find them annoying.

However, it seems that even with the benefits that these 6-second ads bring, many companies are opting to produce longer ads. In a study by Digital Content Next, they found out that 40% of all online ads launched from 2018 to 2019 had an average of 15 seconds. 0-5 second ads only made up 3% of the total online ads during the research period.

That said, we can conclude that longer video ads are not going to be obsolete any time soon. If anything, it might even thrive as more engaging and interactive types of video formats emerge.

11. Videos Go OTT

With the cord-cutting movement in full swing, over-the-top (OTT) media services such as Netflix, Hulu, and Amazon Prime have surely become one of the go-to sources of video content (BestTechie). In fact, it is predicted that OTT service users will climb to 197.7 million by 2022 (eMarketer). That said, it makes sense for video marketers to utilize OTT platforms and devices for their campaigns.

In fact, if you haven’t done this yet, you might be a little late in the game. Just recently, Hulu earned over $1 billion from OTT ads alone (MobileAds.com, 2020). Meaning, quite a lot of companies are already leveraging these platforms to their advantage.

However, before you join the bandwagon, you should know that there are things you should consider. For example, OTT content is streamed not only on desktops and mobile gadgets; they are also watched via smart TVs, game consoles, and streaming boxes. That said, you’ll have to make sure your videos will be responsive to all these devices.

Moreover, as most OTT services rely on algorithms to provide users with the most relevant content (and ads), you might want to use highly targeted video content for this platform. If you’d like other ideas on how to maximize this channel, a good place to start is this guide on how retailers leverage OTT from Hubbard Chicago.

12. Changing Social Media Video Specs

Just as there are many devices on which you can watch videos, there are various social media platforms that can be used for the same purpose. For the connected brand, this can only mean something positive–having more channels to reach target audiences. However, it does come with one downside. That is, the difficulty of keeping up with video specifications.

Different social media sites have different layouts. For example, on Instagram, you’ll see most videos are displayed in a square video format. Meanwhile, on Facebook, Twitter, and LinkedIn, the videos are either in landscape or portrait. That said, marketers will have to be mindful of the sizing of their video content if they’re going to publish them on multiple social networks. Otherwise, their content might not play or might end up displayed wrong.

The point here is, before you publish a video on social media, you have to know their specifications first. If you want to play it safe, you can choose to use vertical or square videos. This is because more platforms can accommodate the format. In addition, it is less likely to be cropped on the display. In fact, 39% of video marketers now opt for vertical or square videos over horizontal videos (Animoto).

On the other hand, if you want to play by the rules, there are many sites that keep tabs on these video specifications for you. To learn more about how to format your videos according to different sites, here’s an always up-to-date social media video specifications guide from Sprout Social that you can refer to.

13. Videos in Stories

FOMO or the fear of missing out is an effective tactic to get the customer engagement you want quickly. For starters, an Eventbrite survey revealed that 7 in 10 millennials experience FOMO (Eventbrite). Moreover, it can influence purchasing decisions. In a more recent study by Credit Karma, they found that a quarter of Millennial shoppers FOMO-spend several times a year (Credit Karma).

If you want to leverage this, one of the best ways to do so is by publishing ephemeral content. These are those social media “stories” that automatically delete themselves 24 hours after posting. They often include text-based posts and photos. However, considering videos are increasingly popular, we should expect that more people will use them for this format.

This is great for posting product announcements and real-time updates. After all, because of its temporary nature, individuals tend to check it out immediately because they might not have a chance to view it later. Plus, millions of people interact with this type of visual content daily. There are 450 million daily users of the Stories feature on WhatsApp alone (Social Media Today, 2019). So, you can be sure that there will be social media users who will interact with your content.

This compilation of social media trends will help you learn more about ephemeral content and how you can use it to your advantage.

14. Soundless Social Videos

Silent films may not be as popular now as it was in the 1920s. However, a modern version of these videos is now all the rage in social media.

A few years ago, Facebook released a video autoplay feature that lets users stream without sound. This helped people prevent watching something with the sound on full blast when you’re in a public place. To paint a clearer picture, just imagine how embarrassing it would be if while you were riding the train, people suddenly hear a screaming goat–yes, you know the meme–coming from your phone.

This is why it’s not surprising when Verizon Media revealed that 92% of people watch videos with the sound off when they’re using their mobile devices (Forbes, 2019). What’s more, is as other social sites start to utilize this feature, captions have become a standard among social videos. According to the same Verizon study, consumers want to find captions on videos about tips (55%), food (53%), and news (52%).

This just goes to show that a lot of social media users now prefer to consume videos sans sound. So, it would be a good idea to utilize captions or make videos that don’t necessarily need sounds to be understood. NowThis, a social media video news brand, is one company that uses this technique extensively. Just look at how they edited this report on the Hamilton Education Program (NowThis News on YouTube).

Start Updating Your Video Marketing Strategy

Content is king; we’ve heard it a million times before. However, it seems that not all types of content are created equal.

Among the different digital marketing trends, video arguably has an edge, and for a good reason. Modern consumers want information, and they want it fast. Thus, video allows you to give them what they want. It’s also harder to overlook videos compared to other types of content.

Furthermore, the future of video marketing is only bound to get even more immersive and interactive as the industry leads towards the use of more advanced technologies. So, it will become more effective in engaging leads and keeping customers hooked to what your brand has to offer.

Of course, this is not to say that you no longer need to leverage other forms of content for your marketing campaign. Using text-based articles, images, videos, and other types of content together will allow you to yield better results for your campaigns.

That said, to help you manage your overall marketing efforts, be sure to check out our compilation of digital marketing trends. This should help you align your video marketing efforts with a broader marketing strategy.

Key Insights

• Interactive Video Trends: Interactive videos are becoming more popular, with almost a quarter of video marketers using them. They enhance engagement by allowing viewers to interact with the content, providing a more immersive experience.
• Video Funnel Impact: 84% of buyers are influenced by brand videos to make a purchase, indicating the importance of incorporating video into the customer journey. The pandemic has also increased video consumption significantly.
• LinkedIn Video Marketing: Engagement on LinkedIn has increased by 31% in Q3 2020, with the platform moving towards B2B video marketing, making it essential for businesses to include LinkedIn in their video strategies.
• Live Video Benefits: Live videos are prioritized by social media algorithms and can hold viewers’ attention three times longer than pre-recorded videos. They also produce six times more interactions, making them valuable for real-time selling and customer engagement.
• 360-Degree Video Experiences: These videos offer a more immersive viewing experience, with a 46% higher completion rate and a 300% higher click-through rate than regular videos, making them highly effective for product demonstrations.
• Simplified Video Production: The trend towards less complex, more authentic video production is gaining traction, with brands using smartphones and digital cameras to create engaging content without expensive equipment.
• Search-Optimized Videos: Video SEO is crucial for standing out in a crowded market. Tips include using target keywords in titles and descriptions, adding relevant tags, and creating custom thumbnails.
• Educational Videos: Informative content that adds value to the customer experience is preferred over traditional ads. Educational videos can position brands as thought leaders and attract more organic traffic.
• Vlogging for Brands: Vlogs humanize brands and foster a more personal connection with the audience. They offer a raw and unfiltered view of the brand, building consumer trust and engagement.
• Longer Ads: Despite the rise of micro-ads, longer ads (15-30 seconds) remain effective. They provide more detailed information and can be more engaging than shorter formats.
• OTT Video Marketing: With the increasing popularity of OTT platforms, creating content for these services can help brands reach a broader audience. Videos must be responsive across various devices and highly targeted.
• Changing Social Media Video Specs: Different platforms require different video specifications. Square and vertical videos are becoming more popular as they are more mobile-friendly and accommodate various social media formats.
• Ephemeral Content: Temporary content, such as stories on social media, leverages FOMO to drive engagement. Videos in stories are particularly effective for urgent announcements and real-time updates.
• Soundless Social Videos: Many users prefer watching videos without sound, especially in public places. Including captions and creating videos that can be understood without audio is essential for accommodating this preference.

FAQ

1. What are interactive videos, and why are they important? Interactive videos allow viewers to engage with the content through clicks, choices, and other interactive elements. They are important because they enhance viewer engagement, provide a more immersive experience, and help brands stand out by offering a unique and personalized viewing experience.
2. How do live videos benefit brands on social media? Live videos benefit brands by being prioritized in social media algorithms, which increases their visibility. They hold viewers’ attention longer and generate more interactions compared to pre-recorded videos. Live videos also offer a sense of authenticity and immediacy, which can strengthen the connection between brands and their audience.
3. Why should brands consider using 360-degree videos? Brands should consider using 360-degree videos because they offer a more immersive experience, allowing viewers to explore the content from different angles. This type of video is more engaging and has higher completion and click-through rates compared to regular videos, making it an effective tool for product demonstrations and virtual tours.
4. What is the trend towards simpler video production, and how can brands leverage it? The trend towards simpler video production involves using less complex and less expensive equipment, such as smartphones and digital cameras, to create authentic and engaging content. Brands can leverage this trend by focusing on the substance of their videos and producing content that resonates with their audience without the need for high-budget production.
5. How can brands optimize their videos for search engines? Brands can optimize their videos for search engines by using target keywords in video file names, titles, and descriptions, adding relevant tags, including subtitles and closed captions, and creating custom thumbnail images. These practices help improve the visibility of videos in search results, making them more likely to be discovered by potential viewers.
6. What are the advantages of educational videos in marketing? Educational videos provide value to the audience by offering informative and helpful content rather than just promoting products. This type of content can attract more organic traffic, position the brand as a thought leader in the industry, and engage viewers who prefer learning through videos over traditional ads.
7. How do vlogs help brands connect with their audience? Vlogs help brands connect with their audience by providing a more personal and unfiltered view of the brand. They humanize the brand, build trust, and foster a sense of authenticity. Vlogs also offer a platform for brands to share behind-the-scenes content, customer testimonials, and personal stories, which can strengthen the bond with their audience.
8. Why are longer ads still relevant in video marketing? Longer ads are still relevant because they provide more time to convey detailed information and create a more engaging narrative. While short ads may capture attention quickly, longer ads can build a stronger connection with the viewer and deliver a more comprehensive message.
9. What should brands consider when creating OTT content? When creating OTT content, brands should ensure that their videos are responsive across various devices, including smart TVs, game consoles, and streaming boxes. They should also focus on creating highly targeted and relevant content, as OTT platforms rely on algorithms to deliver the most suitable content to users.
10. How can brands effectively use ephemeral content in their marketing strategy? Brands can effectively use ephemeral content by leveraging its temporary nature to create a sense of urgency and drive immediate engagement. Videos in stories can be used for product announcements, limited-time offers, and real-time updates. This type of content is particularly effective for reaching millennials, who are more likely to engage with content that they perceive as exclusive and time-sensitive.

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By James Anthony

A senior FinancesOnline writer on SaaS and B2B topics, James Anthony passion is keeping abreast of the industry’s cutting-edge practices (other than writing personal blog posts on why Firefly needs to be renewed). He has written extensively on these two subjects, being a firm believer in SaaS to PaaS migration and how this inevitable transition would impact economies of scale. With reviews and analyses spanning a breadth of topics from software to learning models, James is one of FinancesOnline’s most creative resources on and off the office.