Video marketing is evolving in 2024 as businesses seek new ways to boost brand awareness and connect with audiences.
With the power of sight and sound combined with compelling storytelling, videos provide unmatched opportunities for brands to increase their visibility.
That’s why 70% of people who haven’t used video marketing before plan to use it, according to the 2023 State of Video Marketing study by Wyzowl.
As consumer attention spans shorten and platforms like YouTube and Facebook dominate the video landscape, marketers must adapt their strategies accordingly.
In this article, you’ll learn 5 video marketing tips to boost brand awareness in 2024.
1. Put More ‘Real People’ in Front of Your Camera
Putting authentic faces on camera can humanize a brand and build valuable trust with audiences.
Video has an unmatched ability to forge genuine connections. That explains why 78% of marketing experts believe that videos have helped boost sales, as per the previously cited Wyzowl study.
By featuring real employees, founders, and partners rather than paid influencers, brands can authentically tell their stories.
For example, ecommerce companies might film shop floor workers packing orders.
Similarly, startup founders telling their origin stories in a conversational vlog-style video can establish approachability and transparency.
Ben Francis of Gymshark comes to mind as the perfect example of this. Through his YouTube channel, he shares founder stories and takes viewers behind the scenes of the brand’s day-to-day affairs. Like this video about a week in his life.
Image Source: YouTube
When real people share behind-the-scenes glimpses, audiences feel like they personally know the humans behind your brand. This emotional bond boosts brand affinity and awareness by turning customers into loyal advocates.
Ultimately, authenticity is key for video marketing in 2024. Ditch the stock footage in favor of honest, engaging footage of your team on camera.
2. Keep It Short and Sweet
Short form is the future of video marketing. Attention spans are shorter than ever in 2024, making short video content key for boosting brand impressions.
By limiting video length to under 3 minutes, you can distill only the most visually impactful footage that establishes your brand ethos quickly.
Tight editing like this filters out unnecessary segments while spotlighting your most captivating selling points and core messaging upfront. You can find exceptional editing tools from the list of video editing software curated by Attrock.
Compressing content can boost video engagement, ensuring viewers remain captivated from start to finish and thereby enhancing video completion rates.
For instance, GoPro’s Fireman Saves Kitten rescue video clocks in at just over 2 minutes. Yet it still delivers an emotional wallop. This brevity keeps the story gripping as it rapidly unfolds.
Image Source: YouTube
So make every frame count in your short videos. Lead with your brand’s hero moments and then wrap up strong. Brevity brings clarity and can turn fleeting attention into lasting brand awareness.
3. Recognize That Long-Form Video Still Has Its Place
While short video content grabs attention, long-form storytelling should not be overlooked.
Extended cuts allow for more comprehensive brand narratives that build in-depth connections.
Rather than a swift brand montage, devote time to an origin story chronicling your founders’ vision or a 10-minute factory tour showing behind-the-scenes craftsmanship.
For example, an athletic apparel company could publish weekly 30-minute yoga class videos highlighting customers integrating their sustainable fabrics into their exercise routine. This spotlight on consumer lifestyles humanizes the brand.
Alternatively, a food startup could post an hour-long documentary tracing the development of their proprietary recipe from testing to the final product.
Sometimes audiences crave an immersive story or brand experience versus a rapid-fire sales pitch. Give viewers options by diversifying video length across channels.
4. Take Part in Trends
Tapping into trending topics and timely cultural moments is an effective video marketing tactic for raising brand awareness in 2024.
When viral headlines catch fire in popular discourse, crafting content that creatively capitalizes on the hype can engage viewers.
Aviation Gin’s ad featuring the “Peloton Girl” acted quickly around the controversial ad’s peak frenzy. By playfully referencing the ad’s questionable messaging, Aviation Gin aligned its brand with the cultural conversation and went viral as a result.
Image Source: YouTube
This ad demonstrated relevance and ingenuity while spotlighting their product.
Similarly, when lighthearted trends, like pet costumes, become popular, share videos on social media of customers joining in and mentioning your brand.
This way of interacting with the community helps your videos get more views. Also, showing content with personality makes your brand seem more human and relatable.
Act nimbly around buzzworthy topics that attract attention, adding your brand voice to the dialogue through entertainment, information, or inspiration.
5. Create Targeted Video Ads
Strategic video ad placement is instrumental for directing your branding efforts toward ideal target demographics rather than taking a spray-and-pray approach.
Platforms like YouTube and Facebook offer robust advertising options, from customized audience targeting to video category selections ensuring your brand appears alongside relevant content.
For example, Brilliant strategically promoted their animation-enhanced math and science educational product through a YouTube video precisely positioned before one of Kurzgesagt’s famed edutainment videos.
Image Source: YouTube
This precision matching attracts viewers already invested in that learning niche, converting impressions into tangible growth in brand awareness.
Similarly, sportswear brands can target fitness enthusiasts through ads curated around workout tutorials and sports documentaries.
The key is identifying video contexts where your products or services organically enhance lifestyles. Analyze the viewing habits of your best existing customers then mirror those patterns through video ads directing lookalike consumers toward purposeful branding touchpoints.
Ultimately, there is no one-size-fits-all approach to video marketing. Laser-focused advertising optimizes videos to resonate with the right crowds, thereby multiplying relevancy and brand memorability.
Conclusion
Video marketing is changing fast in 2024.
However, with these tips, you too can reap the benefits of video marketing for businesses.
Experiment with short and long videos and see which ones people like the most.
Find out where people like to watch videos and show your videos there. Then, use different ways to keep people interested in your videos all year.
Good luck!
Gaurav Sharma is the founder and CEO of Attrock, a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions | 300K organic monthly traffic. He also contributes to top publications like HuffPost, Adweek, Business 2 Community, TechCrunch, and more.
