5 Video Marketing Trends To Watch Out for in 2024

Over 3.35 billion internet users watch online videos annually. Unsurprisingly, many brands dedicate teams to creating stunning, attention-grabbing videos to promote products or services and boost revenues.

After all, videos reach 23 in 25 online consumers worldwide. That’s impressive! But how do you leverage videos to improve your marketing strategies?

One of the most significant ways to stay relevant is by keeping abreast of the latest innovations. Here are some video marketing trends in 2024 you must consider.

5 Video Marketing Trends 2024

1. AI and Related Technologies Take Center Stage

The Terminator saga is here, but in a good way.

The world got its first taste of machine-produced digital content in 2022 with OpenAI’s ChatGPT 3.5.

Fast-forward several months, and everyone uses the technology to generate content (including high-quality videos and still images).

Generative AI technologies will continue to push the boundaries of human creativity and imagination in 2024 and beyond.

Although these machines continuously evolve, they still require human input. And that makes them exciting and an invaluable marketing tool for many brands.

Did you know three in four businesses use AI to create, develop, and publish attention-grabbing, educational, and entertaining online videos?

Twenty-four in 25 AI-using brands enjoy robust returns on investment. Impressive!

AI is a crucial part of a 21st-century brand’s creative workflow. It doesn’t replace talented individuals. Instead, AI makes video creation easier, more efficient, and more productive.

Generating video content ideas is easy. And so is exploring divergent perspectives. These tasks used to require days (even weeks) to accomplish. AI delivers results in seconds.

Video marketers can apply AI-generated backgrounds to videos featuring live people. You can develop and tweak scripts to make the video more immersive.

Applying human-like voiceovers is also a cinch.

And if you’re into non-human video characters, you can transform them into talking brand ambassadors and representatives. For example, Puppetry has that technology.

Other AI-related technologies will also see an increase in usage this year. We’re talking about virtual reality (VR) and augmented reality (AR).

For example, AR-integrated video ads are three times more effective in raising brand awareness than traditional marketing campaigns.

There are many video marketing tools to use, even without technical knowledge. They can help you create professional-looking videos fast.

2. The Rise of Product Videos and Shoppables

Entrepreneurs love social media for its live selling features. Although the trend started in China before the pandemic, live selling or shopping continues to thrive.

In 2020, over half a billion Chinese shopped at livestreaming events. The Philippines also saw a 200% growth in live selling, converting two to ten in 100 viewers into shoppers hourly.

Shoppable videos are quite different. Brands prepare consumer-centric visuals to publish on dedicated product pages or e-commerce platforms. Internet users click on embedded links in the video to buy an item they want.

This trend empowers e-commerce businesses to interact with potential customers without a third-party mediator. That saves marketing money.

Product videos are also rising. More and more companies are ditching the conventional printed product documentation (i.e., Owner’s Manual and User Guide), preferring thoughtfully created videos.

Consumers appreciate the move because visual information is less intimidating and more ‘digestible’ (easier to understand). Product videos are also easier and more cost-effective to update.

And if you're also doing email marketing, video content such as personalized videos will become more important. They can help increase engagement, open, and click-through rates, create trust and better customer relationships, present easier-to-digest information, and grow your revenue.

3. Real People in Focus: UGC Videos Rule

Some brands are moving away from high-profile celebrities as brand ambassadors or influencers.

After all, not every company can give A-list endorsers millions of dollars per brand mention or exposure. And that’s why 2024 will see a rise in user-generated content (UGC) videos.

Companies use UGC videos and images in their marketing campaigns because it’s more cost-effective.

Brands can source these resources free or commission a content creator to develop materials. It’s low-budget, lo-fi content that resonates with the average consumer. Why? Ordinary folks create UGC. They epitomize what ordinary people want.

Experts say brands focus on real people – not high-profile celebrities and endorsers – to promote products and services.

They believe company employees and business partners make better brand spokespersons because they have first-hand information about company offerings. The spotlight for video marketing is on these individuals.

You might also be interested: BEST 5 AI Talking Head Generators You Must Try! [2024]

4. Short-form Videos for Social Media Continue to Dominate

Thirty-one in 50 people globally are on social media. That’s an impressive five billion.

These individuals spend nearly two-and-a-half hours scrolling social media feeds, engaging in posts, and watching online videos. To be precise, they love short-form videos.

Nearly three in four consumers watch short-form videos to find product information before buying. Over one in two Gen Zers love short videos. Moreover, these creations generate 2.5 times better engagement rates than extended videos. Unsurprisingly, 11 in 25 marketers will produce short-length videos in 2024.

These figures underscore the growing importance of short-length videos. But why?

People’s attention span is getting shorter. Did you know that people’s attention span plummeted from 12.5 seconds at the turn of the millennia to about 8.25 seconds today? Goldfish can do better, allowing them to focus for about nine seconds.

Short-form videos address viewers’ short attention span issues. Unsurprisingly, many social media users watch TikTok (over a billion monthly active users), Instagram Reels (2.35 billion), YouTube Shorts (over two billion), and Facebook Reels (about the same as Instagram).

Whether a social media influencer or marketer, you can join this trend of making short-form videos for your online content and leverage its power, such as increased engagement and views.

Tools like Puppetry can help with that.

Even if you don't have video editing experience, you can use this video marketing tool easily. Check out this guide.

5. Soundless Videos

Silent films (think early 20th-century Charlie Chaplin) are resurging, but not because of the failure of audio technology. The trend is to empower video consumers to choose whether they want audio.

This observation isn’t unusual.

You can mute online videos and rely on integrated auto-captioning features to generate text for the content. Alternatively, you can plug in a listening device (i.e., earphones or headphones) for a more immersive experience.

Whatever the reason, modern videos must not be disruptive. Watching videos with the total blast volume at home is okay. However, watching short films on a smartphone in the subway, on a bus, or an airplane is more appropriate with the sound muted. You don’t want to annoy fellow passengers.

As a rule, marketers should produce “silent” videos to inform or educate consumers about products and services. Meanwhile, if your purpose is to entertain or delight viewers, videos with full sound are the way to go.

You might also be interested in personalized video generators to create welcome videos, short-form videos, explainer videos, and more.

Conclusion

More video marketing trends in 2024 exist. However, our shortlist isn’t only a collection of the hottest updates to consider in your marketing campaigns.

They represent the most significant strategies you can implement to see your company’s bottom line go through the roof.

We've also featured this article, "Best 5 AI Tools to Convert Text to Video [2024]." It should help you choose which text-to-video converter to use for marketing videos.