Video marketing has seen explosive growth over the past few years. As we move into 2024, the video marketing landscape will continue to evolve with new trends, technologies, and strategies. Staying up to date on the latest video marketing trends is crucial to effectively reaching your target audience.
This guide will uncover 12 major video marketing trends that are set to make an impact in 2024. By understanding these emerging trends and finding ways to implement them into your video marketing efforts, you can get ahead of your competition and connect with your audience in innovative ways.
What Does the Future of Video Marketing Look Like?
Video marketing is already hugely popular, but adoption and innovation are accelerating. A look at some video marketing statistics shows that, as of 2023, online videos account for more than 80% of all internet traffic. Videos also represent the fastest-growing ad medium globally. Plus, 90% of customers say videos help them make purchasing decisions.
As video quality and access continue to improve across devices, video consumption will increase for all types of audiences. Short, vertical, interactive, AI-powered, and other types of innovative video formats will emerge to better capture viewers’ attention.
Video content will be increasingly embedded into every stage of the customer journey, from awareness to consideration, conversion, and beyond. Forward-thinking brands that embrace new video content marketing trends and technologies will see massive boosts in their ROI.
Top 12 Video Marketing Trends to Look Out for in 2024
The video marketing landscape is constantly evolving with new formats, technologies, platforms, and consumption habits. As you plan out your video strategy, look out for these 12 hot video marketing trends that will likely dominate in 2024.
1. Subtitles for Accessibility and Soundless Videos
Adding subtitles to videos enhances accessibility for viewers who are deaf or hard of hearing. But subtitles also boost engagement and watch time for all types of audiences. Adding subtitles increases the likelihood that more than 80% of viewers will watch the entire video until the end.
Subtitles can also capture attention even when viewers have the sound off in places like the office, public transportation, or quiet events. More brands are sharing silent videos with captions and subtitles already embedded, catering to environments in which audio would be disruptive or unwanted.
The emergence of tools like LOVO’s auto subtitle generator makes it simple for brands to add subtitles to their existing video assets. AI subtitle technology uses speech recognition to automatically transcribe text captions, saving video creators huge amounts of time while ensuring accuracy.
As consumers watch more video content on the go, subtitles and closed captions will become crucial for video accessibility and engagement. Prioritize adding this enhancement to boost your views and expand your reach.
2. Short-Form Videos to Reach a Broader Audience
Viewers today have extremely short attention spans. While in-depth explainer and tutorial videos certainly have their place, short, snappy videos often see higher engagement rates.
Short videos that are less than 30 seconds or a minute long already dominate news feeds and social media. Micro-videos make content more “skimmable” while still getting key messages across through dynamic imagery, text overlays, or narrated summaries.
Short video formats like TikTok and YouTube Shorts make it easy for brands to repurpose their longer video assets. Simply chopping a 10-minute explainer video into a series of 15-second clips can help the content travel further on social media. Shorter runtimes mean easier consumption for busy viewers.
When planning your 2024 video production strategy, cater to these social video trends as well. Aim to diversify your runtimes to reach both patient and impatient viewers. Increasingly use short, attention-grabbing social media videos alongside deeper educational videos to cover all of your bases while catering to new video trends.
3. AI-Assisted Videos to Boost Content Creation
Artificial intelligence will become increasingly critical for boosting video marketing results.
AI tools help automate tedious video production and editing tasks. For example, rather than hiring voice actors, brands can use text-to-speech technology to automatically generate professional voiceovers. AI voice generators like LOVO create human-like vocal performances from text in more than 100 languages and 400 voices.
Meanwhile, AI writers like LOVO’s new ChatGPT-powered writing assistant can help generate video scripts, outlines, and related blog posts in seconds. Simply input a topic and your desired content length for AI-generated drafts to kick-start your production process.
In 2024, expect AI to play a hands-on role in writing, animating, voicing, editing, and analyzing all forms of video content. AI innovation will also help smaller teams and solo entrepreneurs produce studio-quality video assets at scale, leveling the playing field for video marketing campaigns.
4. Shoppable Videos to Increase Conversion Rates
As mobile devices become the first screen for most viewers, shopping habits are rapidly shifting. Brands want to mimic real-world retail discovery within the digital video experience.
Enter shoppable videos that embed clickable product tags and links into the content. Viewers simply click on featured items to instantly visit the online store, add items to their cart, or save them for later.
Shoppable video campaigns help brands showcase products in dynamic lifestyle settings rather than static product images alone. Viewers better understand the use cases, styling tips, and contextual reasons to purchase.
Platforms like YouTube, TikTok, and Instagram now support shoppable video functionality, either natively or through video commerce integrations. As consumers grow accustomed to discovering and evaluating products online, shoppable videos will help businesses drive a higher ROI from their video content, so you should prioritize showcasing your physical products or services in an interactive video experience alongside your traditional digital storefront.
5. Vertical Videos to Share on Multiple Social Platforms
The mobile video revolution has already been successful. More than 50% of all video views come from mobile devices such as smartphones and tablets rather than desktop computers.
With mobile viewership commanding attention, vertically oriented video dimensions are becoming dominant. Vertical videos fill more screen space on small, portrait-oriented devices. Social media platforms like TikTok and Instagram heavily favor square or tall aspect ratios. Despite years of designing videos around a 16:9 horizontal format, it’s time for brands to prioritize vertical videos.
The great news is that advanced cross-platform video editors like LOVO make it simple to reframe horizontal videos into vertical sequences. This allows you to repurpose different types of video assets without compromising the quality or having to shoot entirely new vertical footage.
In your 2024 planning, ensure vertical dimensions and a mobile-focused viewing experience are top priorities for your video marketing campaigns.
6. Looping Videos to Increase Watch Time
Similar to vertical orientation, short runtimes, and soundless captions, looped videos remove additional barriers to consumption. Infinite looping immediately restarts videos as soon as they finish playing. Looped videos help casual viewers easily pick back up mid-story, no matter when they look away or pause. There’s no need for the perfect unbroken viewing session.
Key platforms like TikTok, Instagram Reels, and YouTube Shorts display videos in a looped format by default. And looped video ads often see higher completion rates across social platforms and websites.
In 2024, think about breaking your top-performing videos down into looping segments. Turn your selected assets into five- to 15-second loops that play continuously regardless of interruptions.
7. User-Generated Content to Build Trust
While production value certainly still matters, overpolished ads can actually alienate viewers with obvious branding. In contrast, authentic user-generated content (UGC) helps showcase how real customers truly think and feel about your business in their own words.
In 2024, make embracing user-generated videos a top priority. Feature genuine mobile video reviews, testimonials, and product demonstrations from consenting customers.
The most compelling testimonial content often captures off-the-cuff enthusiasm in relatable selfie-style smartphone videos. Lean into ordinary production value for raw authenticity.
Additionally, run video contests and use branded hashtags to inspire your audience to create its own video content focused on your products or services. Then, reshare the top submissions across your social channels.
8. Interactive Videos to Boost Engagement Rates
While passive video consumption will always have its place, interactive video formats help convert audiences from passive viewers into active participants.
Interactive videos incorporate clickable elements, quizzes, branching choices, augmented reality, and more to encourage direct engagement. For example, interactive choose-your-own-adventure videos give viewers decision points to determine the plot’s outcome, and product configurators showcase customizable options through embedded links and buttons.
With Gen Z and millennial viewers especially, simply broadcasting messages will no longer cut it. In 2024, think about ways to turn standard videos into interactive activities through polls, shoppable tags, quizzes, and calls to action.
9. Video SEO to Be Found on Search Engines
It’s not enough to simply produce amazing video content — you also want to help audiences discover it. Therefore, you should allocate more of your marketing budget toward video-focused search engine optimization (SEO) efforts.
Start with the basics to confirm you have titles, descriptions, transcript files, and thumbnails. Provide the search engines with more tangible content and metadata around each video to reference.
Pay attention to viewers’ search queries and the volumes around your targeted topics. Then, tailor your video optimization efforts, including titles, tags, captions, and surrounding blog posts or landing pages, to closely match their search intent.
Measure your YouTube and Google search visibility in Google Analytics to determine how much incremental traffic is being driven to your website from related videos and universal searches.
Video SEO remains massively underutilized compared to its search footprint. But savvy marketers will eventually catch up and become more methodical, capturing interested viewers coming from Google.
10. Collab Videos With Influencers in Your Niche
Random influencer marketing through sponsored long-form videos can be a hit-or-miss proposition across many verticals, but carefully planned collaborations centered around video content can pay off big time.
Look to team up directly with micro- and nano-influencers in your niche. Rather than just sponsoring a standalone review on their channel, co-create dynamic video projects while sharing creative control.
For example, jointly film a day-in-the-life video spotlighting an influencer naturally enjoying your product or service as part of their routine. Or brainstorm a viral video challenge idea together that inherently features your brand.
Align yourselves around a target audience, a stylistic look, and a medium that feels authentic without overly “hard-selling.” Focus more on subtly highlighting the lifestyle fit and value alignment over direct endorsements or calls to purchase.
When well-executed, influencer collaborations expand your organic reach while building credibility. However, you need to ensure these collab videos feel like natural extensions of that influencer’s existing content rather than off-putting ads with mismatched styles or heavy-handed copy.
11. Live Videos for Unfiltered Connections
For all of their production polish, prerecorded videos lack the authenticity and spontaneity of a live broadcast. Streaming tools now make real-time broadcasting incredibly simple, even from a smartphone.
In 2024, incorporate more live videos across social media to engage your audience. Announce limited-time flash sales, showcase virtual events, host expert Q&As, or share behind-the-scenes company updates through instantly accessible streams.
The quick and unpredictable nature of live videos drives engagement as followers tune in like they would with a can’t-miss episode of their favorite TV show. Fans feel valued through real-time interactions and direct access to the people behind the brand.
YouTube, Instagram, TikTok, and Facebook all feature extensive built-in livestream capabilities alongside third-party tools. Start small with occasional informal streams rather than overcommitting to daily, resource-heavy broadcasts.
Dropping in for spur-of-the-moment check-ins creates authenticity that no prerecorded video can fully match.
12. Behind-the-Scenes Videos to Show Authenticity
Pulling back the curtain has become necessary for brands striving to showcase their authenticity and transparency. Behind-the-scenes videos reveal your company’s real team, culture, work, and values without any overt branding fluff.
Spotlight your talented staff in their element across departments, like product design, customer support, content creation, and technical development. Share insight into how you actually make your products, create content, and solve customers’ pain points on a daily basis instead of portraying only the perfected end result.
Seeing relatable, passionate people busy at work builds confidence and familiarity in your company as more than just a faceless business entity. Humanize your brand through snippets of real-world hustle, creativity, and purpose-driven work.
Short behind-the-scenes videos work across channels like YouTube, Instagram Reels, TikTok, LinkedIn, and more to drive organic reach. Authenticity travels, earning viewers’ trust.
In 2024, make transparency a priority across your social channels, company pages, and campaigns. Move strategic messaging aside to showcase the unfiltered truth — even if that means highlighting raw work instead of pure commercial appeal.
Leverage the Best Tools to Boost Your Video Marketing Strategy
With video marketing rapidly advancing, brands need efficient content creation tools. Rather than playing catch-up with every hot new format, let LOVO automatically optimize your videos for the next-gen video trends.
Effortlessly repurpose your existing assets for new platforms and consumption habits with AI assistance. LOVO handles the heavy lifting of video creation and optimization so you can focus on strategizing and connecting with your audience.
Don’t let video marketing’s complexity hold your brand back. Let LOVO streamline your video production for the realities of 2024 and beyond. Sign up today to future-proof your video pipeline with LOVO.
