- Trends |
- 10 min read
In 2024, video marketing continues to evolve, adapting to our ever-decreasing attention spans and the rise of short-form content. The appetite for video content are at all time highs, with 91% of consumers want to see more online video content from brands (Wyzowl, 2023). Expectations around content being accessible to everyone are also increasing. People expect content hat is Concise, engaging, and packed with value from the very start. Read on for our take on the video trends for this year…
Short-form videos, typically under 60 seconds, continue to dominate the digital world. This format is ideal for brands to craft lightning-fast, attention-grabbing content. It’s not just about creating videos; it’s about storytelling in a way that resonates within seconds. The rise of smartphones as new studios and the use of editing apps emphasize the need for authenticity and spontaneity in video marketing.
2. People still watch videos muted
Globally, 75% of people often watch mobile videos with the sound off. In China, 86% of short-form video viewers watch video with the sound off. 56% of Japanese people watch videos with the sound off. 63% of Indian internet users watch video with the sound off. Including subtitles can increase an online video’s view through rate by 80%. It’s critical that you use subtitles or captions so that your video is accessible at all times.
Video has become a powerful medium for showcasing industry expertise. By creating series, interviews, and webinars, businesses can establish themselves as thought leaders. This strategy not only attracts ideal clients but also positions the company as a credible and trustworthy resource in its field.
Data-driven storytelling in video marketing effectively communicates value propositions. By integrating statistics, charts, and visuals, these videos cater to data-savvy B2B audiences, leaving no doubt about the benefits offered, thus enhancing ROI and credibility.
Highlighting the human side of the business, employee advocacy through video strengthens trust and relatability. Employee testimonials and behind-the-scenes glimpses offer a personal touch that sets a brand apart from its competitors.
6. Increased desire for accessible content
The rising demand for accessible content can be attributed to a convergence of several key factors. There’s a growing awareness of disability rights, highlighting the importance of inclusivity in all spheres, including digital content. Companies are increasingly recognizing their responsibility to be socially responsible, ensuring their content is accessible to all. Technological advancements have simplified the process of captioning, making it more feasible than ever to provide accessible content. Furthermore, most platforms now come equipped with accessibility features, making it easier to cater to diverse needs. The aging global population is also a contributing factor, as there is a corresponding increase in rates of hearing loss, necessitating more accessible content. Additionally, the presence of multilingual audiences has underscored the need for content that transcends language barriers. In response to these trends, adhering to the Americans with Disabilities Act (ADA) Format Guidelines is not just a best practice but a necessity to ensure that videos are enjoyable and accessible to everyone.
The rise of vertical video is a response to the mobile-first world. Platforms optimized for mobile viewing favor vertical formats, requiring content creators to adapt their storytelling and visual composition strategies. This includes understanding the nuances of vertical framing, ensuring clear audio, and creating content that is concise and engaging for mobile users.
Gone are the days of generic content. In 2024, B2B video marketing shines with hyper-targeted micro-content. Each video, whether an explainer, case study, or demo, is crafted to address the unique needs and pain points of different buyer personas. This approach resonates, builds trust, and drives conversions by speaking directly to each segment of your audience.
Interactive elements like polls, quizzes, and integrated lead capture forms are transforming videos from passive content into active lead generation tools. This approach keeps viewers engaged, gathers valuable data, and guides them further down the sales funnel.
User-generated content (UGC) is redefining brand storytelling. Authentic, relatable content created by real users resonates more deeply with audiences compared to polished, professional campaigns. Brands are increasingly collaborating with influencers and ordinary creators to showcase real stories and experiences. This approach not only enhances credibility but also fosters community and organic participation.
2024 also sees a surge in interactive and immersive video experiences. Technologies like VR are transforming the way audiences engage with content. This shift towards immersive experiences allows viewers to step into videos, offering a more engaging and memorable experience. Brands are leveraging these technologies for product demonstrations, virtual tours, and interactive storytelling, which not only captivates viewers but also fosters a deeper connection with them.
Live streaming has emerged as a key player in video trends. Platforms like Twitch and Instagram Live offer an interactive experience that traditional media can’t match. This format is ideal for building communities and fostering real-time connections. Authenticity and viewer engagement are crucial in live streaming, where viewers appreciate genuine personalities and spontaneity. This trend is particularly effective for tutorials, Q&A sessions, and building brand loyalty through direct interaction.
Beyond the Big Trends…
Looking beyond these major trends, the video landscape in 2024 is also shaped by the rise of micro-influencers, and the integration of AI in video production. These elements contribute to a diverse, inclusive, and efficient video marketing environment.
B2B marketers should also consider:
- LinkedIn Video Utilization: Capitalize on LinkedIn’s native video features for expanded reach and lead generation. Share engaging snippets, host live Q&A sessions, and present thought leadership content to connect directly with key decision-makers.
- Content Repurposing: Maximize the value of your video content by repurposing it across various platforms. Transform video snippets into social media teasers, transcribe interviews for blog posts, and create podcast segments to leverage each video in multiple forms.
- Integrated Video Marketing: Harmonize your video content with your overall B2B marketing strategy. Use pre-roll ads in webinars to lead viewers to relevant videos and embed product demos in targeted email campaigns for a cohesive marketing approach.
- Enhanced Personalization: Extend personalization beyond the video itself. Develop landing pages and CTAs that reflect the viewer’s journey post-video. Align the tone, visuals, and wording with the video’s message for a more tailored and engaging viewer experience.
These additional trends underscore the dynamic nature of B2B video marketing. Embrace experimentation, innovation, and continuous tracking to adapt and refine your strategies. Use these insights as a starting point to ignite your creativity and strategic thinking, aiming to captivate your audience and achieve greater marketing success.