9 Video Marketing Trends to Keep an Eye on in 2024

As we dive headfirst into planning for 2024, outlining new campaigns, finalizing budgets, establishing marketing objectives, and determining our primary channels, one thing remains certain: Your business will greatly benefit from incorporating more video content this year, regardless of whether you have a comprehensive video marketing strategy or are considering purchasing your first iPhone tripod.

The effectiveness of video marketing in reaching audiences is undeniable. Well-crafted videos are engaging, easily digestible, and highly shareable. A recent video marketing survey revealed that 51% of participants indicated a higher likelihood of sharing video content compared to social media posts, blog articles, or product pages.

video marketing trends - preferred shared content chart This presents a significant opportunity to enhance your brand presence and expand your audience, provided you leverage it effectively. This is where understanding video marketing trends becomes crucial. By aligning your video strategy with these trends, you can increase your chances of attracting viewers, generating engagement, and encouraging shares.

To gain insights into the future of video marketing, we consulted industry leaders, including video producers and editors, to gather their perspectives on emerging video types, distribution methods, and production techniques.

Let’s delve into the findings!

Here are the prominent video marketing trends predicted by experts for 2024.

1. Increased Utilization of AI Tools and Techniques

Notably, no discussion about marketing trends in the coming year would be complete without acknowledging the transformative impact of artificial intelligence (AI), particularly generative AI. The remarkable advancements in AI have been widely reported, with Open AI’s release of the sophisticated chatbot, ChatGPT 3.5, in late 2022, followed by the enhanced ChatGPT 4.0. This year has witnessed a surge in AI applications entering the market and captivating headlines, including resources dedicated to generative AI in digital marketing.

video marketing trends - screenshot of ai search in google trends Google Trends reflects the surge in interest in AI over the past two years. Danielle Warren, a Senior Video Editor at Google, predicts that this will be a significant trend in video marketing throughout 2024. She emphasized, “AI will undoubtedly remain a prominent topic and trend moving forward. As more AI-powered tools become available, their importance in video marketing strategies will only intensify. These tools will enhance productivity, enabling video teams to accomplish more with limited resources.”

Furthermore, AI-driven video creation is already demonstrating its effectiveness as a video marketing trend. Recent AI statistics indicate that 75% of businesses are leveraging AI for creating or editing marketing videos, with 96% already reporting a positive return on investment (ROI) from AI-powered video marketing. 🗓 For more valuable marketing insights, tips, and trends relevant to this year, explore our free 2024 marketing calendar!

2. Reduced Video Presence in SERP Results (With a Caveat)

Earlier this year, Google announced its decision to significantly reduce the number of video thumbnails displayed on search engine results pages (SERPs). The company clarified that videos not constituting the primary content of a page would no longer be prominently featured.

This adjustment has resulted in a noticeable decrease in videos appearing on SERPs, prompting marketers to adapt their content strategies accordingly. Videos not central to a page’s theme will face ranking challenges, while the core content will continue to be prioritized.

To illustrate, let’s consider an actual query and the informative thumbnails that are still prominently displayed from YouTube. Notably, no videos from the comments section of Quora’s SERP result were included.

video marketing trends - screenshot of current google serp What implications does this video marketing trend hold? It underscores the importance of ensuring your primary videos are prominently displayed and that you shouldn’t anticipate ranking for supplementary video content. Nonetheless, prioritizing your video SEO remains a prudent approach for the upcoming year. 📹 Enhance your understanding of your Google display and video campaign effectiveness by utilizing our complimentary Google Ads Grader!

3. Integration of Videos into Newsletter and Email Creative

One notable trend observed in 2023 was the proliferation of newsletters. As per reletter, there are over 1.6 million newsletters newsletters on Substack and LinkedIn alone.

This format facilitates more extended, narrative-driven communication with your target audience, presenting a valuable opportunity for video content integration.

Natalie Cantave, who oversees marketing and partnerships for Estateably and co-founded the MKTG WMN community, shared her perspective, stating, “I’m enthusiastic about incorporating more videos into our email marketing strategy in 2024. Short videos have proven effective in helping our customers understand and experience new product features, which we anticipate will drive adoption, enhance satisfaction, and ultimately, improve client retention.”

4. Growing Prominence of Product Videos

Allen Finn, the head of marketing at Triple Whale, is prioritizing product videos in the coming year and believes that many other marketing leaders share this sentiment.

He outlined his approach, stating, “We’re transitioning a significant portion of our documentation from traditional written help documents to video format. Video content is more easily digestible, less intimidating, and significantly more efficient to update, which is crucial for a product that undergoes frequent changes like ours.”

This shift signifies a strategic investment in video marketing content tailored for your most valuable audience segments: your existing customers and highly engaged prospects. Finn elaborated, “We’re replacing static illustrations with dynamic GIFs and product videos throughout our website to showcase the product in action, as opposed to abstract representations. This aims to pique interest and drive conversions from high-intent visitors.”

While focusing on product videos and GIFs next year is a strategic imperative for software companies, showcasing your offerings through motion graphics holds immense value for businesses across industries, particularly those operating in the direct-to-consumer space.

video marketing trends - example banza product video Just in case you were wondering, gluten-free mac and cheese hasn’t changed. Moreover, if your business revolves around providing a service, whether it’s a dental practice or a lawn care service, you have a compelling reason to step in front of the camera. This leads us to our next noteworthy video marketing trend for the upcoming year.

5. Increased Presence of Real People in Videos

Rayna van Beuzekom, a seasoned video editor and producer at Commsor, anticipates a surge in the number of individuals appearing on camera as brands strive to leverage the most potent aspect of video: human connection.

“Video serves as an exceptional tool for forging connections with audiences,” they remarked. “It possesses the unique ability to humanize seemingly impersonal products. We can expect to witness a growing number of individuals appearing on camera, whether they are sales representatives, marketers, or executives.”

It’s important to note the common thread among the roles Rayna highlighted—sellers, marketers, and executives all represent members of your team. The emphasis on “real people” doesn’t necessarily imply professional actors or influencers but rather the employees and partners who constitute your company.

video marketing trends - conversational instagram video example A great example of Lo Bosworth, CEO of Lovewellness and Laguna Beach alum, sharing casual, conversational founder videos. Stephanie Roulic, Founder & CEO at Startup Boston, believes this trend will be particularly pronounced among startups. She explained, “In the nascent stages of marketing your company, video marketing becomes incredibly crucial because, more often than not, you have to rely on showcasing your founders’ personalities and narratives to persuade early adopters to take a leap of faith with your brand.”

Early-stage companies and small businesses face similar challenges in this regard. Stephanie anticipates a rise in company founders featuring in social videos next year. She posits that this approach will not only “highlight the value proposition of your product but also introduce the team behind it, fostering trust between your brand and early customers.”

By fostering connections and cultivating trust, video marketing can exert lasting effects on brand affinity. We anticipate witnessing an abundance of genuine faces contributing to this endeavor in the coming year.

6. Enduring Popularity of Short-Form Video for Social Media

As of October 2023, there are over 4.95 billion social media users worldwide, representing a staggering 94% of internet users. With such a vast audience actively engaging on these platforms, reaching your target demographic is a matter of employing the right strategies.

Short-form video marketing content has emerged as one of the most effective means of expanding your brand’s reach across social media. Consequently, it’s a trend that will persist in 2024.

video marketing trends - tiktok example An example showcasing a short-form TikTok video. Warren shared her insights, stating, “As a short-form video editor, I might be somewhat biased, but I’m genuinely enthusiastic about the continued growth of short-form content. With the popularity of platforms like Instagram Reels, YouTube Shorts, TikTok, and others, the demand for short-form videos is only poised to escalate after experiencing exponential growth over the past few years. Given the ever-dwindling attention spans, the ability to convey your brand’s visual stories concisely and engagingly is paramount to success.”

7. Resurgence of Long-Form Video Content

While short-form video is here to stay for the foreseeable future, video marketing experts predict a renewed focus on other video formats in 2024.

“I’m optimistic about witnessing more long-form content in 2024,” remarked van Beuzekom. “It provides greater creative latitude compared to the constraints of short-form video, where brevity is key.”

They specifically point to an anticipated increase in YouTube video marketing and advertising, which aligns with industry trends. 78% of marketers identify YouTube as the most successful video marketing channel.

While the platform offers vertical shorts akin to TikTok for quick browsing, its core strength lies in long-form videos. This positions YouTube as an ideal platform for hosting your recorded podcasts, in-depth explainer videos, and even event recaps, leading us to our next trend.

8. Growing Prevalence of Videos Created Without Sound

It’s fascinating to note that, back in 2017, a staggering 85% of Facebook videos were viewed without sound. This trend is resurfacing, with a significant portion of users now consuming even more social video content silently. In fact, users dedicate an average of 151 minutes each day on social platforms interacting with content, encompassing videos both with and without audio.

Considering the prevalence of Instagram Reels being watched in offices, waiting rooms, and even in bed without disturbing others, it’s easy to comprehend the continued growth of this video marketing trend.

Furthermore, an increasing number of tools are now available to ensure the effectiveness of silent videos by providing comprehensive and accurate captions. AI-powered tools will further streamline this process for marketing teams, even those without extensive video expertise. This brings us to our final video marketing trend prediction.

9. Emphasis on Budget-Conscious Video Marketing

The past year has been undeniably challenging for the tech industry. With over 220k layoffs last year and the ripple effects of a reduced marketing budgets impacting freelancers in the sector, cost-effectiveness is set to be a defining characteristic of video marketing in 2024.

Earlier, Finn highlighted efficiency as a key advantage of transitioning to product videos over written documentation. Warren echoed this sentiment, emphasizing the importance of maximizing output with limited resources as “another trend expected to continue into 2024, particularly as tech and media companies regain their footing after a turbulent 2023.”

Fortunately, the emergence of AI-powered editing tools and more user-friendly video advertising platforms will empower marketers to create compelling video content even without extensive backgrounds in video production. For instance, Vimeo introduced an AI-driven caption generator and a transcript-based editor for effortless video editing.

video marketing trends - example ai youtube editing Source Of course, nothing can fully replace the expertise of a skilled video producer and an adequate budget. However, in 2024, the paramount goal is to ensure your brand’s video marketing efforts reach your target audience. 💡 Discover additional ways to integrate AI into your video marketing and beyond with our complimentary AI in marketing guide!

It’s essential to remember that trends sometimes become enduring practices, much like Spotify Wrapped, all-white kitchens, and the timeless appeal of doodles. By starting to experiment with the video marketing trends outlined above today, you can position your business’s video marketing strategy ahead of the curve. If you’ve already incorporated these trends but are seeking to elevate your strategy further, explore how our solutions can help you extract maximum value from your business videos.

Here’s a recap of the top video marketing trends for 2024:

  1. Increased Utilization of AI Tools and Techniques
  2. Reduced Video Presence in SERP Results (With a Caveat)
  3. Integration of Videos into Newsletter and Email Creative
  4. Growing Prominence of Product Videos
  5. Increased Presence of Real People in Videos
  6. Enduring Popularity of Short-Form Video for Social Media
  7. Resurgence of Long-Form Video Content
  8. Growing Prevalence of Videos Created Without Sound
  9. Emphasis on Budget-Conscious Video Marketing

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