Video is not only dominating social media outside of the marketing space but has also become a crucial part of marketing strategy that is no longer reserved for big brands. Just as online shopping experiences have moved past simple transactions, so has video marketing. Consumers want to see more from their favorite online brands to get more value out of their purchases. Here’s what you need to know about the newest video trends and how to capitalize on them to elevate your marketing strategy.

Live Video

Live video has grown in popularity since the COVID-19 pandemic, when people were stuck at home and looking for human connections. That trend has expanded into the marketing space, giving brands an opportunity to connect with customers, humanize their business, and deliver more immersive, engaging experiences in the digital world. If you only focus on one trend in 2024, it should be live video. People may be out and about in the world, but they still want live video.

Video Search Optimization

All marketers understand the importance of SEO in 2024, but do you know how to optimize your videos to dominate the rankings? Google shows videos on the main results page, video page, Google images, and Discover. If you want your video seen, you have to follow the rules of effective content marketing for video. This means focusing on the topics that are most relevant to your target audience, answering frequently asked questions about your brand or products, and addressing industry developments.

Video Storytelling

Brand storytelling is an important part of humanizing your brand and building connections with customers that keep them coming back for more. Video blogs, tutorials, behind-the-scenes content, and product information offer excellent opportunities for engaging video content. Research from Lemonlight revealed that 94% of survey respondents had been influenced in their purchasing decisions because of a brand video. This is because brand videos can highlight how a product or service works in a real-world context, helping consumers see its value.

AR and VR Tools

Augmented reality (AR) and virtual reality (VR) aren’t new technologies, but they mostly appear in entertainment, gaming, and high-tech applications. Fortunately, this technology is far more accessible now, so even small brands with limited resources can incorporate immersive AR and VR elements to their videos. 

One of the best examples of AR and VR outside of entertainment is a virtual “try-on” that fashion brands use to help consumers make purchasing decisions. Products like sunglasses, jewelry, and clothing were once limited to in-person purchases, but AR and VR tools allow consumers to test them out virtually, all from the comfort of their own homes.

Interactive Video Elements

Interactive videos rely on elements that encourage engagement from the viewer, such as quizzes or polls, to get more engagement from viewers and position them in a more active role. They are part of the story, making them more invested in how the video plays out. There’s another benefit for brands – data. As viewers make decisions guiding the video, you can gain vital insights into your audience and what motivates them.

Social Media Storytelling

Social media has become popular for brands because consumers want to interact with them directly and discover what they’re all about. Leveraging storytelling on your social media platforms – particularly with video – can showcase your brand’s personality and build these critical connections.

One of the best aspects of social media storytelling is that your videos don’t need to be perfectly polished and professional. While they should be watchable, you can take a more authentic approach with your viewers. For example, Q&A sessions, interviews, product demos, and customer testimonials are a great way to use this storytelling.

Personalization

Personalization has been a big trend in marketing for the past few years, and now it’s essential for videos. Audiences of all kinds want content that speaks to them directly, which is the value in personalization. Consider how to tailor your videos to a viewer’s history, pain points, past purchases, and interests to show what’s in it for them.

Silent Videos

Audio effects can enhance a video, but many viewers prefer to watch videos with the sound off. Whether they’re watching a video in the doctor’s waiting room, in their workplace break room, or while relaxing with family in the shared living space, there are plenty of reasons to make your videos viewable without sound. In addition, closed captioning and transcripts make your video more accessible for people with hearing impairments, which is crucial to being inclusive and catering to your audience’s needs.

In Conclusion

The top trends in video marketing will only continue to change and evolve. Whether you’re just getting started with video marketing or looking to elevate your current strategy, you can’t afford to miss out on these opportunities. Consider what trends you can use to set yourself apart from competitors.

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