5 Video Marketing Trends for 2024
Video is still the most popular content type online, accounting for over 80% of global internet traffic! There are billions of online video viewers, each averaging about 17 hours of online video content watched every week.?
Video as a marketing tool has also been rising in popularity for years with no signs of slowing down in 2024.?
Over 90% of businesses used video as a marketing tool in 2023!
Video marketers consistently say video helps their users understand their product or service, not to mention that video increases brand awareness, traffic, leads, and sales. All in all, businesses not utilising video marketing are in danger of falling behind. It’s never too late to get started with video marketing, and in this article, we’re going to look at our top 5 video marketing trends for 2024.
Video SEO
In 2024 video SEO will be more important than ever before. As video online grows, work needs to be done on video SEO for good visibility and finding the right audience.?
That means including the right keywords but also means creating engaging content relevant to the intended platform. Just as search engines consider bounce rate and dwell time when ranking web pages, they also consider factors like watch time and engagement metrics when it comes to ranking videos. That means including video on your website and optimising any video you post for search.?
And this isn’t just about the big boys Google and YouTube, video SEO is important even if you’re only creating videos for social. Recent surveys suggest that Gen Z use TikTok as their primary search engine! Accurate captions help increase SEO, plus relevant titles, descriptions, and keywords. There are tools like CastMagic that we use at YourFilm, which transcribes videos and uses AI to generate a rich supply of SEO content, making the job much easier. (More on AI later…)
Short form video
Short-form videos, like TikToks, Insta Reels, and YouTube reels have surged in popularity.?
Their convenience, ease of sharing, and ability to engage viewers quickly give them obvious appeal. Their accessibility on mobile devices makes them ideal for consumption between tasks or during brief downtime.
They also cater to the modern trend of decreasing attention spans, which now average just over eight seconds!
Their shareability on social media enhances their reach, attracting a wide audience with minimal effort. This format's succinct nature ensures viewers are more likely to watch the entire content, therefore enhancing engagement.
In 2024, short-form videos are expected to dominate further, with all major social media platforms incorporating features to support this content style. The growing trend reflects the average smartphone user spending over five hours daily on their phone, with a significant portion on social media.
For marketers, the appeal of short-form videos lies in their high return on investment (ROI). They demand less effort than long-form content while enhancing user engagement and lead generation. Key to success in this format are elements such as an engaging hook, persuasive call to action, consistent posting schedule, staying abreast of trends, and creatively repurposing content from longer videos and live streams.
The rise of short-form video underscores a significant change in how digital content is consumed, prioritising concise, powerful storytelling and flexible marketing tactics. These strategies are essential to captivate and maintain viewer interest in the rapidly evolving digital arena.
Social Media Goes Video-First
Web searches for TikTok, the rising social video platform, have skyrocketed by 800% in the past five years. This growth reflects the broader trend mentioned in the intro: video content is dominating the internet.?
Social media usage is increasingly driven by video consumption.
YouTube is the second most-visited website globally (Google No.1).?
The shift towards video-first platforms is clear, with users gravitating towards platforms that prioritise video content.?
This trend has compelled marketers to adapt, creating advertisements that align with the format of these popular platforms.
?TikTok's explosive growth exemplifies this shift amassing over 1 billion monthly active users.
The number of web searches for TikTok ads reflects an unreal 99-fold increase in just five years.
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Facebook recognised video-first as a significant trend in 2017, leading to the launch of Instagram Reels. YouTube Shorts are still trying to match TikTok's success. All indicators suggest that the video-first trend in social media is not just a passing phase but a lasting change in digital content consumption.
Vertical/portrait/ 9:16 video
Smartphone usage will continue to increase in 2024.
57% of user-generated videos are shot vertically, and 94% of users hold their phones vertically, so it's safe to say they are just more ergonomically sound for the modern user from a user experience perspective.
Forecasts for 2024 show almost 7 billion smartphone mobile network subscriptions globally. Mobile users comprise the majority of general web traffic, video plays, and traffic to social media sites.?
Mobile traffic makes up the vast majority of YouTube’s billions of visits and they have been shifting steadily towards vertical video in response.?
Vertical video just makes sense in today’s world, which is why even more video marketers will be factoring in vertical formats in 2024.?
AI for video
Artificial Intelligence (AI) is revolutionising the way people work across all industries and video is no different.
Video marketers in 2024 are focusing on AI to automate and simplify video production processes. These tools help in reducing time spent on research, scriptwriting, editing, and adding captions while maintaining authenticity.
Pre-production processes that can be streamlined and heavily assisted including script-writing and storyboard creation, but perhaps more significantly concept creation itself!
AI can also be utilised for video creation and sharing, streamlining processes and enhancing quality.?
AI tools can automatically improve video and audio quality.?
AI’s automation capabilities extend to transcription, translation, captioning, and dubbing, saving significant time. Platforms like CastMagic utilise AI for automatic video translation and can create a menu of easily adjustable written content to supplement your video and help boost its rankings significantly.?
Additionally, AI helps in understanding and analysing target audiences, as demonstrated by YouTube and Netflix's personalised recommendations.
AI's potential in the video industry is enormous, making high-quality video production more accessible and affordable, regardless of skill level. As AI technologies evolve, they promise to be a key component in video marketing strategies, offering efficiency without compromising the authenticity of the content.
In conclusion, video views and video marketing will continue to grow in 2024.
How and where the video is served and consumed is shifting to a mobile experience and more amuse-bouche than a hearty meal!?
2024 should prove to be an amazing year for businesses that market themselves effectively with video reaching a wider audience than ever before and growing their brand.?
For more information or support on your video marketing journey, get in touch with us today.
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