To say that video marketing has transformed the digital landscape would be a huge understatement. Yet considering the prevalence of video – and by extension, video ads – in digital marketing, it’s surprising how few brands can utilise this medium to its fullest potential.
As we approach 2024, it’s imperative that businesses understand and embrace the emerging and influential video marketing trends to maximise their marketing efforts. It’s fine recognising the need for dynamic, engaging video content, but without the knowledge on putting that content in front of the right audiences and using it to achieve your marketing goals, it’s invaluable.
In this short guide, the video marketing experts at Ginger Digital will delve into the most important video advertising trends for 2024, providing you with the insights and strategies needed to engage your audience effectively and achieve business success.
7 Video Marketing Trends to Watch in 2024
1. Interactive Video Content Will Continue to Provide Immersive User Experiences
Interactive videos – as we have recently covered – are proving to be highly popular in recent months and years. These innovative video types enable viewers to actively engage with content through clickable elements – such as quizzes, hotspots, and ‘choose your own path’ narratives – thus turning passive viewers into engaged participants.
The interactivity of this type of video content fosters a more immersive and personable experience, meaning that brands can tell their stories and convey their messaging in more dynamic ways.
Expect to see the trend of interactive video continue well into 2024, with more brands adopting them as they become cornerstones of engaging video content and providing tangible solutions to consumers.
2. Users Still Consuming Short-Form Videos
If the emergence of TikTok, Instagram Reels and other social media add-ons has taught us anything, it’s that short-form videos are on the ascent.
This short video below is one that we produced for the British Woodworking Association for a campaign they were running during Fire Door Safety Week. It shows the effectiveness of these short videos.
The trend towards shorter, impactful, and dynamic videos will continue to grow into the new year, meaning that brands should adapt sooner rather than later, or risk falling behind.
3. SEO-Optimised Video Content
While using video to improve SEO performance is a well-known and proven strategy, Google has been forthcoming in its more concentrated use of providing engaging and personalised content, providing more video snippets to encourage click-throughs.
As AI continues to influence the search landscape, it’s safe to suggest that SEO-friendly videos will need to be adopted more strategically in 2024.
Webpages that incorporate videos effectively can outrank and outperform pages that don’t, meaning that marketers must pay closer attention to video metadata, incorporate relevant keywords, and ensure that the content aligns closely with the website’s SEO strategy.
With search engines like Google placing heavy emphasis on providing a seamless user experience, video content will prove integral to that experience. Businesses that leverage video effectively can enhance their online visibility, reach a wider audience, and gain valuable clicks and conversions.
4. Using Ephemeral Content to Create a Sense of Urgency
Ephemeral video content, which disappears after a brief time, has gained popularity on social media platforms in recent years. With Instagram Stories and Snapchat Stories expiring after a set period, popular brands have been able to encourage time-sensitive responses and engagement from users before they expire.
This trend has been known to create a sense of urgency and exclusivity, compelling viewers to engage immediately, as well as highlight native, organic posts that may have slipped through the cracks of people opening apps and refreshing feeds. Businesses are tapping into ephemeral content to generate interest in their services, products or limited time offers and promotions. When executing ephemeral social media videos on these platforms, they can be used to build stronger connections and drive short-term sales on products.
5. Improved Accessibility through Captions and Descriptions
Inclusivity and accessibility options have become ‘must-haves’ in any digital marketing channel, and video marketing is no different. For brands to cater to a more diverse audience and provide an improved user experience, video captions, descriptions and alt text are increasingly important.
6. Sustainability Messaging
As the global shift towards net zero, eco-friendly alternatives, and corporate social responsibility gains momentum, brands need to be more forthcoming about their messaging.
If they can communicate their sustainability efforts in compelling and engaging ways, while not contradicting their values, they will find a more innate ability to engage with a consumer base that’s only growing in eco-consciousness.
Communicating your commitment to sustainable packaging, eco-friendly products, preserving natural resources, and so on, will strengthen your brand identity, foster trust, and loyalty among your audience, and draw more eyes to your business online.
7. Multi-Platform Marketing Strategies
Effective video marketing in 2024 will involve crafting a wider array of content that is suitable for different platforms and that, by extension, caters to unique audience needs.
Different platforms offer specific, distinct opportunities for engagement with video content. For instance, LinkedIn video ads will be more befitting to some users than ads created on Instagram or TikTok, as the user bases drastically differ. It’s crucial to get the targeting right. Over half of Instagram’s 1 billion-plus users are between 18-29 years old, often preferring visual content. Whereas LinkedIn, conversely, its audience skews older (typically in the 30-49 years bracket) and the platform offers thought leadership pieces, industry news, insights, and motivational posts, including video as engaging content, to name a few. Understanding the nuances of each platform is vital for brands to reach audiences effectively, not to mention draw responses and drive conversions.
Creating a Video Marketing Strategy That Works for Your Business
To create a video marketing strategy that drives results, it’s imperative to view video as part of the broader marketing ecosystem, not in isolation. Video should be an asset to other marketing efforts such as social media marketing, your website and SEO strategy, as well as PPC advertising campaigns, to name a few.
As 2024 draws closer, now is that time to consider a fresh start for you to refocus your marketing strategy for the year(s) ahead. Given the forecasted influence and prevalence of video ads and content, making video the central pillar of your brand’s strategy would be a wise move.
At Ginger Digital, we are committed to helping businesses navigate the evolving landscape of video marketing, staying clued into all emerging trends and adapting accordingly.
Our services encompass creating dynamic, unique video content courtesy of our in-house video production, animation and editing team, and optimising all components to deliver winning PPC and social media campaigns with your assets. With us as your strategic video marketing agency partner, we can ensure you’re making a worthwhile investment for your allocated budget, while you can focus on what matters most to you.
If you have any concerns about the state of video marketing in 2024, or would like to schedule a 100% free, no-obligation video strategy review with one of our team, then please do not hesitate to get in touch today. We’d be delighted to give you time to work out how you can connect with your audience effectively and drive business growth with the help of video.