Four video marketing trends to watch out for in 2024

Wondering which are the hottest video marketing trends in 2024. Learn four trends that are helping brands engage their audience and achieve their marketing goals.

The number of businesses that are using video as a marketing tool has been on a constant rise. In 2017, it was 61%. Currently, it’s over 80%.

Image via Infobrandz

This means marketers are fighting hard to get the attention of their target market. Brands that win in the video marketing strategy are those that remain sensitive to the most relevant video marketing trends and shifts in the industry.

As consumers’ interests and preferences in how they consume video content change, so should your content creation approach. In line with this, we’ve rounded up four of the hottest video marketing trends right now.

Four video marketing trends for 2024

Here are the top trends that should be on your radar today.

1) Vertical videos are the way to go

For the longest time, video footage had been dominantly horizontal or landscape. But things have changed.

To start with, most people watch videos on their phones.

Data from Statista confirms that 66% of digital video content consumers in the U.S. use their smartphones to watch videos.

Image via Statista

This number is likely to increase over the years. Using smartphones means most of these consumers watch videos vertically.

Think about it. If you’re holding your mobile phone vertically, scrolling through your social media feed and one of the videos captures your interest, you’re likely to click on the video and begin watching it—while still holding your phone vertically.

If you find that you have to flip your phone to view it properly, because the video is in landscape, you’ll have an unsatisfactory user experience (UX).

And with so much competition today, the last thing you want to do is inconvenience your target customers, no matter how small the inconvenience is.

Secondly, short-form vertical content types like TikTok videos, Instagram Reels, and YouTube Shorts, are largely popular. And they continue to be a favorite among many social media users even in 2024. Businesses must optimize their content strategies to ensure these short clips effectively capture the attention of their target demographics. Focusing on increasing your TikTok views is a proven way to enhance brand authority and improve organic reach across the platform.

To succeed with vertical videos, focus on authenticity. You want to be casual, to avoid sticking out like a sore thumb. Let your personality shine.

See how Wayfair does it.

Image via YouTube

This YouTube Short is comical and captures the brand’s humorous personality. While it will take some time and a good deal of effort to create compelling videos, there are several tools that simplify the process. If you want to get started, this curated list of the best online video markers by Attrock can be very useful to you.

2) Live videos continue to rule

If you thought live videos as a marketing tool is a fad, you couldn’t be any more wrong. It’s one of the video marketing trends that continues to grow strong as consumers demand more engaging experiences.

Live videos continue to be a powerful way to build brand awareness, increase customer engagement, and boost conversions. But here is an enhancement you can make to your live video marketing strategy – partner with brand ambassadors.

While brands have mostly partnered with influencers in live videos, in 2024, brand ambassadors are the way to go. The latest ambassador marketing trends show that ambassador marketing will be preferred to influencer marketing in 2024.

Besides, research from a 2022 research by the Competition and Consumer Protection Commission (CCPC) shows that only 10% trust of consumers trust the information that influencers provide.

There are plenty of ways you can use live videos, such as:

Product demonstrations
Unboxing videos
Interviews with industry experts
Q&A sessions
Customer education
Behind-the-scenes videos

3) Video production is becoming easier

Advancements in technology and software have made it easy for marketers to create effective video marketing strategies and still stay in control of business spending.

The ease of producing videos is increasing each year. It’s probably one of the favorite video marketing trends among business mentors.

Instead of outsourcing talent or a freelance video editor, marketers can create high-quality videos even with little video editing experience. Cloud-based video editing tools, for instance, are making it possible for marketers to edit video content without downloading any software.

Some of these tools have AI-generated editing features which make it super-easy for marketers to get top-level output. These tools can use AI to analyze the video footage and make editing recommendations

Marketers can choose from hundreds of pre-built video templates, auto-generate subtitles, and apply video filters with utmost ease. It’s not just editing. But the video creation process has been made simpler by tech.

Take an text to video AI generator, for instance. These tools use natural language processing and machine learning algorithms to carry out the text-to-video conversion. It’s as simple as it sounds. All you have to do is provide the tool with a prompt. It’s making AI video products really popular among digital marketing experts.

Here is an illustration from Meta’s Make-A-Video.

Image via Meta

With AI-text-video generators, you can be as imaginative as you can with your marketing videos.

4) Animated marketing videos will gain popularity

Research shows that 91% of consumers want to see more videos from brands in 2024.

Image via Wyzol

This is an increase from 88% in 2022 and 85% in 2021. As the demand for video content continues to increase, it’s up to marketers to get more creative about the types of videos they create.

Animation is one tactic many brands are exploring. And we expect to see more animated videos. It’s one of the video marketing trends to anticipate this year. Animation adds a playful touch to your marketing videos, showing your brand’s personality.

Lots of companies are already exploring this video type. See how Amazon uses animation to illustrate how Amazon Today works.

Image via YouTube

Get creative about how you use animated marketing videos. You can use animated landing page videos to boost engagement and convert more leads.

Use animation in explainer videos to turn complicated ideas into digestible content. Or to create captivating social media content that has the possibility of going viral.

Explainer Videos are the most trending marketing video type that help brands to boost their customer base and brand awareness. For intense, an international divorce law firm can create explainer on implications after divorce/separation and share those with their clients.

Apply these video marketing trends of 2024

By applying these video marketing trends, you’ll be one step ahead of your competition. As you take action, keep your marketing goals front of mind.

Maintain flexibility in your marketing strategies in response to emerging video marketing trends, but never lose focus of your end goal. It should guide the path you take.

Reena is Director of Operations and Sales at Attrock, a result-driven digital marketing company. With 10+ years of sales and operations experience in the field of e-commerce and digital marketing, she is quite an industry expert.