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.
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.
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.
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:
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.
Get in touch with us today to chat about your next project.
Get in touch with us today to chat about your next project.
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We firmly believe that the internet should be available and accessible to anyone, and are committed to providing a website that is accessible to the widest possible audience, regardless of circumstance and ability.
To fulfill this, we aim to adhere as strictly as possible to the World Wide Web Consortium’s (W3C) Web Content Accessibility Guidelines 2.1 (WCAG 2.1) at the AA level. These guidelines explain how to make web content accessible to people with a wide array of disabilities. Complying with those guidelines helps us ensure that the website is accessible to all people: blind people, people with motor impairments, visual impairment, cognitive disabilities, and more.
This website utilizes various technologies that are meant to make it as accessible as possible at all times. We utilize an accessibility interface that allows persons with specific disabilities to adjust the website’s UI (user interface) and design it to their personal needs.
Additionally, the website utilizes an AI-based application that runs in the background and optimizes its accessibility level constantly. This application remediates the website’s HTML, adapts Its functionality and behavior for screen-readers used by the blind users, and for keyboard functions used by individuals with motor impairments.
If you’ve found a malfunction or have ideas for improvement, we’ll be happy to hear from you. You can reach out to the website’s operators by using the following email
Our website implements the ARIA attributes (Accessible Rich Internet Applications) technique, alongside various different behavioral changes, to ensure blind users visiting with screen-readers are able to read, comprehend, and enjoy the website’s functions. As soon as a user with a screen-reader enters your site, they immediately receive a prompt to enter the Screen-Reader Profile so they can browse and operate your site effectively. Here’s how our website covers some of the most important screen-reader requirements, alongside console screenshots of code examples:
Screen-reader optimization: we run a background process that learns the website’s components from top to bottom, to ensure ongoing compliance even when updating the website. In this process, we provide screen-readers with meaningful data using the ARIA set of attributes. For example, we provide accurate form labels; descriptions for actionable icons (social media icons, search icons, cart icons, etc.); validation guidance for form inputs; element roles such as buttons, menus, modal dialogues (popups), and others. Additionally, the background process scans all of the website’s images and provides an accurate and meaningful image-object-recognition-based description as an ALT (alternate text) tag for images that are not described. It will also extract texts that are embedded within the image, using an OCR (optical character recognition) technology. To turn on screen-reader adjustments at any time, users need only to press the Alt+1 keyboard combination. Screen-reader users also get automatic announcements to turn the Screen-reader mode on as soon as they enter the website.
These adjustments are compatible with all popular screen readers, including JAWS and NVDA.
Keyboard navigation optimization: The background process also adjusts the website’s HTML, and adds various behaviors using JavaScript code to make the website operable by the keyboard. This includes the ability to navigate the website using the Tab and Shift+Tab keys, operate dropdowns with the arrow keys, close them with Esc, trigger buttons and links using the Enter key, navigate between radio and checkbox elements using the arrow keys, and fill them in with the Spacebar or Enter key.Additionally, keyboard users will find quick-navigation and content-skip menus, available at any time by clicking Alt+1, or as the first elements of the site while navigating with the keyboard. The background process also handles triggered popups by moving the keyboard focus towards them as soon as they appear, and not allow the focus drift outside of it.
Users can also use shortcuts such as “M” (menus), “H” (headings), “F” (forms), “B” (buttons), and “G” (graphics) to jump to specific elements.
We aim to support the widest array of browsers and assistive technologies as possible, so our users can choose the best fitting tools for them, with as few limitations as possible. Therefore, we have worked very hard to be able to support all major systems that comprise over 95% of the user market share including Google Chrome, Mozilla Firefox, Apple Safari, Opera and Microsoft Edge, JAWS and NVDA (screen readers), both for Windows and for MAC users.
Despite our very best efforts to allow anybody to adjust the website to their needs, there may still be pages or sections that are not fully accessible, are in the process of becoming accessible, or are lacking an adequate technological solution to make them accessible. Still, we are continually improving our accessibility, adding, updating and improving its options and features, and developing and adopting new technologies. All this is meant to reach the optimal level of accessibility, following technological advancements. For any assistance, please reach out to
Help–Display a list of available voice commands
Hide help–Hide a list of available voice commands
Scroll down–Scroll page down 200 px
Scroll up–Scroll page down 200 px
Go to top–Scroll page to top
Go to bottom–Scroll page to bottom
Tab–Move to next interactive element
Tab back–Move to previous interactive element
Show numbers–Show numbers for interactive elements
Number ... –Click on element number...
Hide numbers–Hide numbers for interactive elements
Clear input–Clear selected text field
Enter–Click on the selected element
Reload–Reload page
Stop–Stop speech recognition
Exit–Disable voice navigation mode
