Top 5 Video Marketing Trends Every B2C Marketer Should Have in Their Toolkit

Video marketing has become an indispensable tool for businesses, capturing audiences’ attention and driving engagement like no other medium. Staying ahead of emerging trends is essential to keep your marketing strategies fresh and relevant. Below are a few video marketing trends every B2C marketer should have in their toolkit to remain competitive in 2024 and beyond.

1. Short-Form Videos

With the rise of platforms like TikTok, Instagram Reels, and YouTube Shorts, short-form videos, or videos under 60-90 seconds, are changing the way that consumers prefer to engage with video content. These bite-sized videos are perfect for delivering concise messages, offering product teasers, or sharing quick tips. The brevity keeps viewers from getting bored and makes content easily shareable. Intuit Mailchimp effectively shared a simple trick for utilizing their platform in a simple short-form video.?

2. Live Streaming

Live video streaming has skyrocketed. Brands are leveraging live streaming for product launches, Q&A sessions, and behind-the-scenes content, allowing audiences to engage in real-time. Consumers crave authenticity, and live streaming delivers seemingly more raw, unscripted interaction to build customer trust. Salesforce was able to communicate with its key stakeholders using live-streaming software of its CEO, Marc Benioff.?

3. Shoppable Videos

Shoppable videos have emerged as a powerful eCommerce trend. Platforms like Instagram and TikTok are expanding their shoppable features, making it easier for marketers to create video content that drives conversions. Affiliate marketing is an especially potent way to harness the power of stoppable videos by allowing your customers themselves to become sellers. TikTok Shop, the e-commerce feature of TikTok, has risen as a competitor to eCommerce giants like Amazon. Creators on TikTok are able to generate commissions by selling certain products available on TikTok shop, like in this video a creator made for Rare beauty.

4. User-Generated Content Integration

Marketers often suffer from creative that feels too polished and too much like an “ad.” A fantastic way to connect with their consumers are by utilizing user-generated content. Features like the “collaboration” feature on Instagram also allow brands to put their brand directly in front of creators’ audiences as well. Many brands are also incentivizing UGC through contests and challenges on social platforms, giving users more reasons to interact with their brand. You can see in this video example from IHG that they collaborated with influencer @brontekingg to showcase the IHG experience in her own eyes.?

5. AI-Powered Video Creation and Personalization

Artificial intelligence (AI) is upending everything, the video industry included. You can see those AI tools in almost every piece of software now. At its most basic, AI is automatically generating captions in video, and at its most complex, it’s creating videos from text inputs. You can see in this short film , created by Runway Gen-2, an example of film almost completely generated by AI. While we are still a ways away from AI completely replacing video production, it’s still wise to stay ahead of the curve and look into tools where AI can help you.