Video marketing continues to evolve at a rapid pace, dramatically altering the way brands connect with their target audience in a virtual space. Looking into 2024, new trends and technologies are likely to reshape the future of video marketing, adding to its popularity and making it a more effective way for brands to reach their goals.
Here are some emerging trends and technologies that are likely to have an impact on video marketing in 2024 and beyond.
Audio Will Still Be Part of Compelling Videos
With platforms like TikTok, adding audio to video content is an important part of boosting engagement and staying on trend. Whether background music or sound effects, including different sounds is a great way to connect with the audience emotionally and drive the message home.
While audio is already part of social media video marketing, this trend is likely to continue – or even ramp up – in the next few years as more tools and functionalities are available on major social media platforms.
Platforms Will Improve Video Features
There’s no question that video content is here to stay, but more and more social media platforms are adding features specific to video to improve how users and brands interact. Though YouTube and TikTok rely entirely on video, we’re seeing more video-first features on platforms like X and Pinterest.
More Brands Will Repurpose Video Content
Video can be a boon for a brand, but it’s not an easy process. Commercial video production takes resources, so brands are likely to repurpose video content more to get more bang for their buck. Rather than creating new videos from scratch for each platform, brands can take a longer video and break it into smaller clips for standalone posts or video series to prompt more engagement.
We’ll See More Video Ads
Video advertising has been on the rise. Brands can use video ads to capture the attention of viewers and get more traction out of their ad spend, so it’s expected that video advertising will become the predominant method for advertising campaigns.
More Interactive and Shoppable Videos
With the popularity of video and social commerce, it’s likely that interactive and shoppable videos will become more commonplace on social channels. These ads create an immersive on-platform shopping experience that’s seamless and convenient, allowing people to shop for their favorite products without disrupting their viewing experience. For example, viewers can browse and purchase products without clicking a link or navigating away from the video, prompting more engagement.
We’ll See More Educational Video Content
Educational videos are popular because they present complex ideas into a format that’s easier for viewers to digest and retain. We can expect to see more brands harnessing this power with educational content in the form of product launches, demos, reviews, or how-to videos to showcase their offerings and keep the user engaged.
Videos Will Be Enhanced by AI Personalization
Personalization has been a buzzword in marketing for a few years. Now, it’s becoming the key trend for video content with the aid of AI. Using advanced algorithms to customize video content, AI tools ensure that videos are specific to the user and their interests or preferences, rather than generic. These videos also improve brand loyalty and engagement for better results.
Live Streaming and Real-Time Engagement Will Grow
Live streaming was a big trend, but it’s not going anywhere anytime soon. Live streaming is an exciting form of video content that builds connect with the audience immediately for maximum impact and authenticity. One of the key drivers of this popularity is the ability to humanize a brand, leading customers to develop trust and recognition.
Vertical and Short-Form Videos Will Dominate
Platforms like TikTok, combined with the ubiquity of mobile devices, are driving the trend toward short-form video and vertical orientation that allows users to watch videos in a less disruptive manner. To compete with TikTok, YouTube and Instagram have been adding more features to support this preferred viewing, including Shorts and vertical video formats.
AR and VR Are on the Rise
Augmented reality (AR) and virtual reality (VR) are two hot trends in tech and marketing. These features have already made their way into some aspects of social media, but we may see more videos including features to provide a more immersive experience, such as showcasing a travel destination or supporting virtual try-ons for fashion brands.
Brands Will Harness the Power of User-Generated Content
User-generated content (UGC) is a great way for brands to hand over the reins and give their brand fans an opportunity to promote them in an authentic way. UGC in video campaigns, whether they’re reviews, testimonials, success stories, or general feedback, offer a real-world perspective that users gravitate toward. With the growing mistrust in traditional advertising, combined with the availability of advanced video tools for users, we’re likely to see more UGC video content in the coming years.
More Video Marketing Will Rely on Data-Driven Insights
Virtually every business is leveraging their data to improve marketing and deliver more personalized experiences for customers. Video marketing is no different. Brands can use data-driven insights and customer information to ensure that they’re devoting their time and resources to the best campaigns for their audiences.
Micro-Moments Will Steal the Show
Micro-moments are intent-rich moments in which a user seeks out information on their device. This trend has a hold on the market because of our short attention spans and busy lives – when people want answers, they want them quickly. Videos can provide this snackable content to answer users’ questions without lengthy reading or a lot of research, especially for more complex topics.
The Future of Video Marketing
Video marketing is continuing to grow and evolve, shaped not only by technology tools but the features that social media platforms are adding to support video content. Interactive videos, data-driven insights, live streaming, and UGC are all great ways for brands to create engaging and impactful video campaigns that adapt to user preferences and captivate audiences, ultimately driving marketing success.Â
Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County based commercial video production company. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations. Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.
It’s clear that video remains a powerful marketing tool. The approach of reworking content to maximize efficiency is great. Live streaming, short videos and AR/VR add interesting opportunities. I think these solutions will be useful for video strategies.