In today’s fast-paced digital world, video marketing has become a (literal) game-changer for businesses that are looking to captivate their audience and boost their brand. It’s not just a trend; it’s a must-have strategy.
Looking ahead to 2024 and the years that follow, staying one step ahead will be a tough, but important task. Video marketing is evolving at “lightning speed,” with new tech and always-changing viewer habits. To stay in the game, marketers need to be nimble and adjust their playbook, practically on-the-fly.
The past few years have seen a massive shift towards digital content, with video emerging as the undisputed champion of online marketing. This change has happened at a breakneck pace, leaving many businesses scrambling to keep up.
Video has become the universal language that transcends boundaries and captures attention across all devices and platforms. Its ability to entertain, educate, and inspire makes it an indispensable asset for any brand looking to connect with its audience.
As we continue to move forward, video marketing will continue to remain a cornerstone of success for businesses of all sizes, navigating the ever-shifting digital landscape. By tapping into the latest trends and proven tactics, companies can craft videos that strike a chord with their target audience and deliver real impact.
In this article, we’ll explore the top 5 video marketing trends to watch in 2024. From the rise of interactive videos to the growing importance of user-generated content (UGC), these trends will help you stay ahead of the competition and create a winning video marketing strategy for your brand.
XR Video
Advancements in virtual technology come with many benefits for consumers, including the privilege of “try-before-you-buy” marketing, a part of Extended Reality video (XR).
Augmented Reality (AR) adds virtual information or objects to live with real-world environments, commonly known as social media filters. Mobile applications can now allow buyers to have visual access to products through a screen, ranging from previews of designer sunglasses to designing interior decor and furniture for your living space. It’s taken online shopping to an entirely different level as it pushes the consumer to shop in the comfort of their own homes. But XR isn’t just for the consumer market.
Organizations like CareAR leverage this innovative technology, for top-of-the-line internal and training experiences designed for technical roles. By utilizing this innovative technology, businesses are able to effectively train employees while increasing engagement and retention.
CareAR’s promo video unpacks XR video’s functions and services.
XR Video benefits both the consumer and business by profiting from their digital experience to its fullest potential and improves brand engagement by nearly 28%, among numerous other benefits.
Different types of XR include:
- Virtual try-ons
- Experiential activations
- Scanning objects
- Real-time visual data collaborations
- Training experience
Vertical Video
The art of casual video-taking has influenced the film industry, making the 9:16 aspect ratio format a standard for video content purposes.
User-generated content (UGC) and all other major platforms have converted to vertical video, as it’s become the way we naturally consume our social content by holding our phone up vertically.
However, TikTok isn’t the only digital conglomerate. A prime example of vertical video is the Instagram stories, highlights and reels features.
Lego’s highlight section on their Instagram page uses vertical video for an interactive user experience. For this Star Wars collaboration, users click through each story to view the construction of a gunship. The step-by-step format provides the feeling of close contact with the product, as though its viewers built the gunship themselves.
Vertical video goes beyond practicality. It’s a marketing tool that creates intimate bonds between video and viewer, as we feel ourselves being in direct contact with our content–there couldn’t be a closer way to be integrated with our digital media.
Silent Video
Silent video has a unique effect on interactive users that reigns them in the top five trends–the silent feature demands you pay attention.
In the modern era, our common vice is time. This style of video is already used across the vast majority of social media platforms. In fact, 85% of Facebook videos are watched without sound. An audience’s attention span is spared for video content’s sheer convenience, so silent video is the perfect solution for on-the-go.
Silent video also propels the content creator to dig deeper to develop compelling content that relies purely on visuals. In-transit video streaming and casual watching are not the only reasons why silent video is so prevalent online, it’s also an inclusive approach for the hearing impaired by adding captions. When it’s silent, you can watch from just about anywhere, in any environment, without commitment from being in a time crunch.
Once your content prioritizes silent production, it specifically caters to the viewer and ensures quality content that lets the video speak for itself. That’s where innovative strategies make soundless video unique and interesting, through a focus of different elements of video, such as edits, mise-en-scene, color schemes, visual aesthetics and motion graphics and typography.
Motion Graphics/Typography
Motion Graphics are the animation of texts and other static digital graphics that make up an array of different elements of animated graphic design.
They’re an everlasting staple in the video industry to highlight, emphasize and inform viewers. Consider the way a title sequence is to your favorite film or a fun feature to your otherwise typical PowerPoint presentation. Johnny Harris’ map animation skills illustrate the power of motion graphics.
Vox’s Netflix original, “Explained” has resurfaced the importance of motion graphics, a series that elaborates on its techniques and even used it with Obama.
Here are some honorable mentions in the motion graphic/animation game:
- Jumbo – Foodcoach Fitness
- Adobe Live – Oddfellows
- Marseille Digital Creatives – Christophe Davids
- Invasíon Marvel – Behance
- Waterman – Francisco Castro
- Sonic Stories: Nadeshot – JBL
Kinetic typography fits under the motion graphics umbrella, which stands for the extended world of different font designs and motions.
Brands like the Kansas City Royals have been using kinetic typography as a digital marketing tool to entice sports fans by reeling them in. They play with the audience’s excitement by embodying them through motion texts that properly showcase the power of words.
This is also a tool that was used to entice young Americans to go vote, as a clever strategy that took advantage of reliable user activity. The motion graphics provided a feeling of ethical purpose that occupied time, which in this case regarded pay-off from excessive screen time.
Interactive Video
On the surface, virtual events seem to have limitations–but that doesn’t have to be true. That’s where interactive video comes in to give users the quality of belonging. User interaction incorporates digital actions, which allows them to be a part of the digital video experience at the click of a button.
Interactive video helps immerse clients directly into space no matter the distance between user and location. This trendsetting style was used by the popular television series, ‘Bandersnatch’ where viewers navigated the character’s narrative as interactive users, defining their own unique storyline.
With the rise of AR/VR, interactive videos are more relevant than ever as a commonly used digital tool. This trend is predicted to be an essential part of the digital video marketing industry worldwide. You can gamify, entertain, collaborate and connect with your digital audience like never before.
Live virtual and hybrid events use features like the 360 view option, directly incorporating its audience during live streams. This immersive experience has led to much success with brands, such as events hosted by our friends at Brandlive or with other platforms like LiveLike’s Audience Engagement turnkey solutions.
Toldright has talent from all ranges of video production, practicing these different strategies well before the trends emerged on the scene. We’re a highly-skilled, fully equipped team of professionals that will get the job done right. So, it’s safe to say that we can capture the vision for your brand in any format—without a fuss.
To learn more about toldright’s services, check out our Services page or contact us directly and start bringing your business to life today.
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