Video Marketing Trends for 2024: What’s next in video marketing?

All aboard the DeLorean marketing trends time machine! 2023 has been a wild ride, and video marketing has seen astonishing growth, as we’re looking forward to even more on the same trajectory. Whether we’re talking about the way videos are created, where they’re posted, and how people are watching them, change is in the air, and both creators and brands alike need to keep up with the 2024 video marketing trends so they cater to audience needs and desires. Our team of experts has been working with both creators and users, and we’ve got the scoop on what’s coming in terms of the latest marketing trends. Since sharing is caring, we’ve cherry-picked the most interesting 2024 marketing trends in video so you can stay one step ahead in the digital game.

2023 wrap-up

As a short wrap-up on the video marketing trends for 2023, we’ve seen a rise in video diversity, the reign of trending audio, easier cloud-based workflows, and repurposing video content as a solid strategy. As we’ve predicted, video marketing has taken its rightful place in the popular hall of fame, and we’ve seen it turn from a fad to a must, starting with small creators to big brands. Short-form video has proved to bring the highest return on investment as a format, according to Hubspot, and we couldn’t be more thrilled to see its growth transition into becoming one of the top marketing trends in 2024. Let’s see what’s changing with the most recent marketing trends!
 

Video Creation

Smartphone studios are the new norm

State-of-the-art video equipment like shoulder-mounted cameras, expensive lenses, and video cranes are slowly but surely becoming a thing of the past when it comes to necessary equipment for advertising video productions. While numerous creators and influencers have been making cinematic magic solely with phones and tripods for years, brands have taken a page out of their playbook as well. Apple is a leading example of smartphone production as an amazing replacement for traditional cinematography. The Apple Event and Olivia Rodrigo’s music video feature the “Shot on iPhone” hashtag for a good reason: they are, in fact, entirely documented on iPhone devices. We’ve seen this with creators, but filming content on smartphones is bound to become the norm for brands too, as most of the recent marketing trends are pointing towards optimized production processes. The beauty of smartphone-based video “studios” is that you can perform the entire editing process from the same tiny device, without depending on a complex working station. Using an online video editor is a great hack that can connect the dots between your laptop and smartphone by facilitating reliable, on-the-go video production.

Reduced investments for the same results? If Apple has successfully done it, count us in to try out this 2024 video marketing trend! The bottom line is that many couldn’t even tell the difference between videos shot with high-end production equipment and iPhones, so smartphone production is not only one of the latest marketing trends that have been gaining traction in 2023 but is also shaping up to become one of the top digital marketing trends in 2024.

UGC is the David to the brands’ Goliath

User-generated content (UGC) has been one of the leading digital marketing trends for a good while now. We’ve seen brands adopt UGC as a standalone strategy as a noticeable video trend in 2023, but as we’re easing into next year’s video marketing trends, the audience’s demand for a more humane approach is leaving its mark. Sharing an opinion is shaping another opinion, meaning that brands will no longer rely on traditional promo tactics alone, as potential users need to watch real reviews from other real users. With the rise of TikTok as a search engine (but more on that later!), UGC is a strong video marketing trend 2024 has in store for us.

The symphony of silent scrolling

Scrolling through TikToks on mute while we commute, on the subway, or in the back of an Uber is not a new thing. Adapting to the audiences’ needs and wants is more than just a trend, it’s the actual direction for all video creators who want to stay in the game for the long run. Perhaps even more important, inclusion is key, so you need to be mindful of audiences with hearing impairments. What does this mean for you? First things first, make sure that you add captions to your videos and sync them properly. An extra step you can take is to optimize your videos for visual storytelling that does not rely on sound, meaning you must integrate visual elements like motion graphics or widgets that can effectively convey a message, even without your public pressing the volume up button. Video captions are definitely one of the strongest video marketing trends in 2024, and you don’t want to miss out on this.

Go for short, sweet & snackable bites of video

By now, we’ve all seen the prowess short-form video has in all things digital. Whether we’re talking about social media, where it’s most prevalent, or even in traditional media through advertising, short-form is a dominant that’s here to stay. Hubspot’s 2023 marketing trends report reveals compelling numbers, with over 90% of marketers planning to keep or increase their venture in short form as a digital marketing trend turned into a reliable strategy.

That being said, you shouldn’t, however, completely erase long-form video from your plans. It’s still a valuable asset for delivering complex information that serves as a starting point for repurposing content into bite-sized videos. This means that the video marketing trends in 2024 are pointing towards a balanced approach between short and long-form video content, emphasizing the adaptability of short-form videos as one of the dominant social media marketing trends in 2024.

AR, VR, and CGI redefining digital frontiers

With the increasing demand for out-of-the-box video content, augmented reality (AR) and virtual reality (VR) have become household names for digital marketers. Computer-generated images (CGI) are another great example of successful marketing tactics that bring the wow factor to life through video. The 2023 viral Maybelline mascara campaign has set the bar quite high in terms of CGI production and is setting the tone for novelty video marketing trends in 2024. While virtual try-on experiences cannot fully replace the real thing, it’s definitely a digital marketing trend to watch out for in 2024. 
 

Embrace AI byte-by-byte

If you’ve been online at least once in 2023, you already know that artificial intelligence is not only one of the biggest recent marketing trends, but it’s slowly transitioning into a new norm through all lines of content. As AI has already proven that it’s a more than effective tool for any marketer trying to keep up with the 2024 digital marketing trends. From a streamlined research process, to an entire suite of optimized editing features, AI continues to enhance the video editing game and keep its rightful place as a must-try in the 2024 video marketing trends.

Video Distribution

The rise of TikTok, the downfall of Google?

In the past years, we’ve all developed a peculiar habit so that whenever we’re in doubt, we pick up our phones and Google to find out more information. Well, that’s no longer what everyone is doing. Yes, you read that right: over 50% of Gen Z pick up their phones and look up information on TikTok instead of the now traditional Googling. This is perhaps one of the most game-changing video marketing trends 2024, marking more than just the rise of a preferred platform. Taking the latest marketing trends to the next level and highlighting a cognitive and behavioral change, TikTok is shaping up to be one of the most popular media, and it’s waging war against the traditional alternative on multiple fronts, starting with shoppable videos. 

Video shopping: watch, enjoy & purchase

Interactive and shoppable videos aren’t a new digital marketing trend, but they’re definitely growing more popular. A great example of this is the TikTok Shop, where users can enjoy a fully immersive experience by live shopping or buying tagged products directly from their feed. Although TikTok is the star of 2024, YouTube isn’t that far behind with its Shopping feature, and even though the mechanics are a bit different, it completely changes our purchasing behaviors. We might even look at brands providing customer support through DMs, effectively turning social media into full-blown shops. However, don’t just settle for adding a tagged product to your video content. Level up your game by creating interactive videos that are not only eye-catching but bring true value to your audiences. Incorporate aesthetically pleasing elements like animated titles and motion graphics to improve user retention and take pride in delivering high-quality content for an extraordinary shopping experience.

Shoppable videos are one of the video marketing trends to watch out for in 2024, and we encourage you to test first and then adapt your digital marketing strategy.

Start enhancing optimization through video SEO

You didn’t read it here first, and you won’t be reading it here last: SEO optimization is crucial in video marketing. It’s far from enough to create engaging, beautiful Reels or TikToks if these videos aren’t shown to the right people. Search Engine Optimization is the key to success in your 2024 video marketing strategy. Better ranking on platforms like YouTube means optimized titles, descriptions, and tags (or hashtags, for that matter). According to the most recent marketing trends, ads could become overwhelming for the everyday user, so viewing organic content is bliss, and all creators must make sure that a visibility boost is part of their 2024 video marketing strategy.

The micro revolution and future of influencer marketing

You didn’t think we’d wrap up without addressing the topic of influencer marketing in the video content game, right? Perhaps now more than ever, we’re looking to establish personal connections with influencers, and it’s way more likely and actually possible to do so with micro-influencers instead of those with millions of followers. We know it sounds a bit counterintuitive, but the 2024 video marketing trends have spoken: brands will be looking at partnering with small influencers for a more personal approach to the audience. Authenticity, best expressed through vlogs and day-in-the-life TikToks, will take the throne, and showcasing products in a more humane manner is set to become a huge 2024 digital marketing trend.

We’re all equally excited to see what the video marketing trends in 2024 have in store for us. However, this doesn’t stop us from wondering what the future holds, as we’re slowly but surely making our way to a status quo that entails paying for an ad-free online experience. This once-dystopian perspective is turning into reality, so we can only hope that we’re faced with high-quality video content and humane experiences by encouraging creators to take a leap and create original videos.