New Year, new video marketing trends to follow. It sounds like a familiar tune, doesn’t it?

You probably can’t go a couple of seconds without finding a video of some social media guru telling you what trends or trending audios you should be using at the moment. Not to mention, there are countless memberships you can pay for, and they will send you a list of trends at the moment. Don’t worry, I will never do that.

Now, I’ll be the first to admit that I’m not usually one to blindly jump on the trend bandwagon. But there is one instance where it is an exception, and that is when I am trying to stay current in video marketing. The world of marketing changes fast, so it’s important to realize that staying ahead isn’t about mindlessly following trends. It’s about strategic adaptation, understanding the pulse of your audience, and leveraging the power of video to carve a unique path for your brand.

If video marketing changes so quickly, why bother, right? It’s hard enough to stay on top of your work load. Understanding the state of video marketing currently and where it’s going will help you tailor your videos to your audience’s viewing preferences. This means that you shouldn’t look at video marketing as just another way to get more eyes on your business but rather as an immersive experience to build a connection with each viewer.

Driving Forces of Video Marketing Change

Before I tell you what types of videos you should be using or expect to see more of in the next 12 months, it’s important to understand what is causing this industry to change. We have to admit it has changed because what worked in 2020 definitely won’t work now. That’s why you need to know the current video marketing trends.

Storytelling Power: In a sea of digital ads, storytelling emerges as a potent tool. Marketers leverage compelling narratives to capture emotions and forge deeper connections with their audience.

Technological Democratization: Cameras and editing software advancements democratize video production, empowering businesses of all sizes to create professional-looking content.

Adapting to Change: A well-crafted video strategy is essential for navigating industry changes, ensuring your content remains relevant and resonates with your audience amid the constant emergence of new trends.

Trends Defining 2024

1. Short & Snappy

This shouldn’t be new information, but we live in a world where attention is currency. The ascendancy of bite-sized videos under 60 seconds has become an undeniable force, reshaping how we consume information.

Platforms like TikTok and Reels have revolutionized how audiences engage with information, heralding a new era of brevity and instant impact.

The influence of these platforms in driving the trend of short and snappy videos cannot be overstated. TikTok’s addictive scrolls and reels nestled within Instagram have cultivated an appetite for quick, engaging content that packs a punch within a minute. This shift necessitates a reevaluation of content creation strategies, spotlighting the need for concise messaging without sacrificing potency.

Crafting compelling messages within this condensed format has evolved into an art form, challenging marketers to distill brand narratives into bite-sized stories that captivate attention immediately.

While brevity is key, especially for platforms like TikTok or Reels, it should never come at the cost of originality. More and more viewers are craving original, authentic stories that showcase a brand’s or person’s uniqueness. This is why having a video strategy is so important.

2. The AI Revolution

It’s becoming easier and easier to make quality videos yourself, especially thanks to the emergence of Artificial Intelligence (AI). This isn’t just about automation; it’s a revolution that impacts content creation, delivery optimization, and data analysis. AI affects every aspect of the video creation process, which has allowed more people to produce professional-quality videos with unprecedented ease and innovation.

Enhanced Creativity

AI’s influence extends beyond automation; it enhances creativity by analyzing vast datasets to understand audience preferences, trends, and effective storytelling techniques. By providing creators with innovative ideas and insights, AI broadens the horizons of creative possibilities. You should never be without content ideas.

 

Personalization

Video marketing in 2024 is all about personal experience; it’s about tailoring your content to individual viewers. Luckily, you won’t have to spend hours analyzing the numbers to help you make more personalized videos. AI can discern patterns and trends, gaining valuable insights into what resonates with specific audience segments. This analytical prowess forms the foundation for crafting personalized video content that aligns with individual preferences. AI excels in suggesting personalized content recommendations. By understanding a viewer’s viewing history and engagement patterns, AI algorithms can recommend related videos, creating a curated viewing experience that can help you decide what types of videos you need to be making.

 

Editing Assistance

AI-powered editing tools redefine the video editing experience. From automatic enhancements to seamless transitions and creative suggestions based on industry trends, these tools streamline the editing process. As a result, creators, whether seasoned videographers or novices, can achieve a polished and professional look with ease.

3. Silent Communication

Let’s be honest, the majority of people are watching videos with the sound off, which means you need to make videos that communicate to your viewer silently. This doesn’t mean you stop making videos with sound; it means that you include captions and learn how to tell a story visually.

Recognizing this shift in how people consume videos means that you should emphasize crafting videos with a narrative that unfolds visually. Consider the nuances of visual hierarchy, composition, and pacing to guide the viewer seamlessly through the narrative. Expressive imagery and iconography play a central role, allowing for the conveyance of emotions and messages without spoken words. Think of video as a visual language, and your video should communicate the message visually.

This video marketing trend of silent videos doesn’t negate the importance of sound in videos; rather, it accentuates the need for a holistic approach where visual elements take center stage. Experiment with different styles, text presentations, and creative choices to find a balance that resonates with your target audience.

4. The Live Streaming Advantage

Viewers love real-time interaction with businesses and creators because it helps with authenticity. Live streaming is perfect for that. This was part of the video marketing trends in 2023 that are not changing anytime soon.

Live streaming excels at delivering an unfiltered and genuine experience to the audience. The real-time nature of live broadcasts fosters a sense of authenticity that resonates with viewers. Whether it’s a behind-the-scenes glimpse, a Q&A session, or a product launch, livestreams provide a unique opportunity for businesses and creators to showcase their personalities, values, and human side, creating a stronger emotional connection with the audience.

The immediacy of live streaming enables direct audience interaction, breaking down the traditional barriers between content creators and viewers. Live comments, questions, and reactions allow for instant feedback and engagement. This two-way communication not only builds a sense of community but also provides valuable insights into audience preferences and sentiments, informing future content strategies.

Live-streaming also gives businesses an avenue to be more transparent with their customers. That’s why it’s important to know and incorporate this trend (something I didn’t do enough of last year). To excel at live streaming, engage your audience actively by responding to comments and questions in real-time, creating an interactive and inclusive atmosphere. Additionally, plan and structure your content effectively, ensuring a compelling narrative, clear objectives, and consistent engagement throughout the live stream to captivate and retain viewers.

5. The Rise of User-Generated Content

It became a major video marketing trend in 2023 and it’s only grown in popularity since then. While User Generated Content (UGC) is nothing new, its newfound popularity demonstrates to brands that customers don’t like being sold to. The great thing about this type of video content is that it places the consumer at the heart of the creation process. UGC refers to any content—videos, images, testimonials—that is created by the audience rather than the brand.

One of the key reasons UGC has become a trend in video marketing is its ability to infuse authenticity into a brand. It allows consumers to learn how others feel about a certain brand. This type of video allows users to share real experiences, offering unbiased opinions. Audiences are more likely to trust recommendations from their peers than an expert; therefore, it a great tool for building trust and credibility.

6. Video SEO

One of the video marketing trends for this year that should be talked more about is the correlation between videos and SEO (search engine optimization). Creating outstanding videos is only part of the equation; ensuring discoverability is equally vital. Video SEO emerges as a key strategy, emphasizing the need to optimize video content for search engines.

The explosion of online video content means that simply creating compelling videos is not enough. Video SEO is the bridge that connects your content to its audience. It ensures that your videos are not only engaging but also easily findable by your target audience through search engines. Since platforms like TikTok and YouTube index videos through Google, this makes video SEO all that more important.

Incorporating Video SEO into Your Strategy:

 

Keyword Research: 

Conduct thorough keyword research to understand what terms your audience is using to find content similar to yours. Integrate these keywords organically into your video titles, descriptions, and tags.

 

Optimized Titles and Descriptions:

Craft compelling and descriptive titles that not only include keywords but also entice viewers. Write detailed video descriptions, providing context and relevant information. This not only aids SEO but also helps viewers understand the content before watching.

 

Transcripts and Closed Captions:

Including transcripts and closed captions enhances accessibility and provides search engines with more textual content to index. This not only improves SEO but also caters to a wider audience, including those with hearing impairments.

7. Tailoring Experiences

Most people are going to tell you to just make content and post it, that’s how marketing works right? What kind of video strategist would I be if I gave that advice? There is so much content being uploaded every minute that it’s not enough to just make any old video. You need to be making videos that speak directly to your viewers. Customers want to feel understood; they want to feel like you know them. That’s why personalization is such a big video marketing trend in 2024. But personalization should go beyond relying on the algorithm to deliver videos that you want to see. This trend means that there is no one-size-fits-all approach to video marketing. Instead, the emphasis is on creating videos that resonate on a personal level, directly addressing the unique preferences, behaviors, and interests of each viewer.

Why Personalization Matters

 

Viewers are more likely to engage with and respond positively to content that feels tailor-made for their interests. By making videos that speak directly to your audience, your brand is more likely to establish an emotional connection with your consumers.

Personalization is the key to transforming passive viewers into active, engaged participants.

Incorporating Personalization into Your Video Marketing Strategy

Data-Driven Insights: 

Begin by leveraging data analytics to understand your audience better. Analyze viewer behavior, preferences, and demographic information.

 

Targeted Messaging:

Develop targeted messaging that speaks directly to different audience segments. Tailor your communication style, tone, and content to align with the unique characteristics of each segment.

 

Recommendation: 

Integrate recommendations for the viewer into your content based on the video that they are currently watching. This encourages viewers to binge other videos of yours and tailors their experience to their needs.

The Importance of a Video Strategy

Crafting personalized content requires a robust video strategy. A video strategy serves as the foundation for aligning your content with your brand objectives, audience preferences, and overall marketing goals. It’s not just about posting videos; it’s about the experience a viewer has with your content. This also means that your content should resonate with certain segments of your audience on a personal level. A video strategy can help you do all of that while meeting your marketing goals. This is why I created our video strategy solutions: to help entrepreneurs, like yourself, grow their businesses through video marketing.

8. Virtual Reality Videos

I have been waiting 6 years for the industry to catch up to this trend, and I’m so excited that Virtual Reality (VR) videos are becoming more popular. VR videos offer an immersive experience more than any traditional video can. This innovative approach provides users with a 360-degree, three-dimensional environment, making viewers feel like they are a part of the action in the video.

While I believe there are a lot of industries that will be moving to 360 videos in the coming years, this type of marketing is not going to be for everyone right now. But there are some lessons that every business can learn from this increase in the popularity of VR videos.

What Brands Can Learn

 

1. Storytelling in 360 Degrees:

   VR videos allow brands to tell stories in a 360-degree space, requiring a shift in storytelling techniques. Brands can learn to leverage this immersive canvas to create narratives that envelop and captivate their audience.

2. Creating Experiences, Not Just Content:

   VR videos go beyond traditional content; they create experiences. Brands can learn to design immersive experiences that allow consumers to interact with products or services in a virtual setting, enhancing understanding and connection.

3. User-Centric Approach:

   VR videos demand a user-centric approach. Brands can learn to prioritize the viewer’s experience, ensuring that the content is not just visually appealing but also designed for ease of navigation and comfort.

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Virtual reality videos represent a transformative trend in video marketing, offering brands the opportunity to forge deeper connections, enhance engagement, and showcase innovation. Learning and starting to experiment with this trend now will help you stay ahead of your competition with video marketing.

Navigating Success

Understanding and incorporating video marketing trends should never be just an option. It’s important to utilize and implement these video marketing trends strategically. Staying attuned to these trends is crucial for brands and creators looking to capture attention, engage audiences, and outpace competitors.

The Importance of Understanding Video Marketing Trends

1. Relevance and Resonance: Video marketing trends reflect evolving consumer preferences. By understanding these trends, you ensure that your content remains relevant and resonates with your target audience, fostering a deeper connection.
2. Competitive Edge: Embracing current trends provides a competitive edge. Being ahead of the curve positions your brand as innovative and demonstrates a commitment to staying connected with your audience in the ways they prefer.
3. Optimized Resources: Understanding trends helps optimize resources. Instead of adopting a one-size-fits-all approach, you can focus on strategies and content formats that align with current industry trends, maximizing the impact of your efforts.

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Implementing Video Marketing Trends into Your Strategy

 

1. Continuous Learning:

   Stay informed about emerging trends through industry reports and activity in relevant online communities. Continuous learning ensures you’re aware of the latest developments.

2. Audience Analysis:

   Understand your target audience. Analyze their preferences, behaviors, and the platforms they frequent. This knowledge helps tailor your content to meet their expectations and align with current trends.

3. Adaptability:

   Cultivate a culture of adaptability within your video marketing strategy. Trends evolve rapidly, and being able to pivot your approach based on emerging patterns is crucial for sustained success.

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Need help implementing trends and a strategy into your marketing content? Our video marketing bundle is a comprehensive service that allows you to get the biggest results from your videos while being hands-off. This service combines strategy, planning, creation, implementation, and management.

Video Marketing Bundle

Video marketing doesn’t have to be an overwhelming scientific experiment; video can be easy and fun when you know how to approach it strategically and implement that into your content. That’s what this comprehensive service helps you do. We take the guesswork out of video marketing and help you every step of the way so that your videos can work for you.

 

1. Sustainable Approach: We ditch fleeting trends for a sustainable, timeless strategy that respects your time and ensures enduring success. Our approach is rooted in strategic thinking, offering a roadmap for consistent growth without the need to constantly pivot with every passing trend.

2. Expert Strategy Implementation: Turn your strategic vision into captivating videos with hands-on expert support. Our team is dedicated to driving results effectively, ensuring that each video aligns seamlessly with your overarching strategy and resonates with your target audience.

3. Customized Video Strategy: Craft a video strategy intricately woven with viewer psychology and creativity. Our approach ensures that your video content not only aligns with your brand and goals but also showcases your individuality, creating a unique and memorable brand identity.

4. Professional Editing: Save time and energy with our professional editing services. We take care of the editing process, ensuring that your videos are of the highest quality. This allows you to focus on other aspects of your business while still producing top-notch, visually compelling content.

5. Genuine Connections and Engagement: Craft videos that resonate with your audience, fostering genuine connections and engagement. Our bundle is designed to go beyond the superficial, creating content that leaves a lasting impact and establishes a meaningful connection between your brand and your audience.

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Interested in this service? You can find more information about the Video Marketing Bundle and everything that is included here, or you can apply to work with us directly.