TechnologyYurovskiy Kirill: Video Marketing Trends to Watch in 2024

Yurovskiy Kirill: Video Marketing Trends to Watch in 2024

As we move deeper into the 2020s, video remains one of the most powerful tools in a marketer’s arsenal. Video allows brands to connect with consumers in rich, engaging ways that drive awareness, captivate audiences, and inspire action. With its combination of visuals, audio, motion, and emotion, video has become the medium of choice for businesses looking to cut through the online clutter.

But the video marketing landscape is constantly shifting as new technologies emerge and consumer behaviors evolve. Here are the key video trends that savvy marketers need to be aware of in 2024:

The Meteoric Rise of AI-Generated Video

One of the most disruptive forces in 2024 will be the rapid advancement of AI technologies for generating realistic videos from scratch. Companies like Anthropic, OpenAI, and Google are locked in an AI arms race, unleashing powerful new models that can create highly convincing video footage simply from textual descriptions.

The implications for marketing are huge. Rather than spending days filming and weeks editing, marketers will be able to quickly generate polished video ads, product demos, and branded content just by describing what they want to see. AI video will slash production costs and timelines, allowing much more Video content to be created.

However, it also raises transparency issues. When AI-generated footage becomes indistinguishable from the real thing, new standards may be needed to distinguish corporate deepfakes from authentic videos. Early AI video success stories in 2024 will need to be transparent about what was real vs rendered to build trust.

Vertical Video Hits the Big Time

While vertical video was once derided as something only for Snapchat and TikTok, in 2024 it will cement itself as a mainstream video format that cannot be ignored. With mobile devices now accounting for over 60% of all video consumption, brands simply can’t afford to cling to landscape videos designed for televisions and desktops.

The rise of vertical video will be driven by evolving consumer behavior and habits. People are becoming more accustomed to turning their phones upright to watch videos full-screen as they multi-task, snacking on bite-sized visual content throughout their day. Vertical videos fill the small screen better and feel more natural and intimate on mobile.

Marketers who redesign their video campaigns for mobile-first vertical delivery will see higher engagement, attention, and brand recall in 2024. There will also be opportunities for innovative new video ad formats optimized for upright screens. Text by

Shoppable Video Becomes Pervasive

Video’s power to inspire and influence purchasing decisions is well-known. But the rise of shoppable videos that allow viewers to click and buy featured products directly from the video itself will be a huge trend in 2024.

Shoppable videos combine the immersive product storytelling of video with the frictionless convenience of e-commerce. With a single click or tap, viewers can easily purchase any items that catch their eye, without interrupting the video experience. This seamless integration of Video content and buying makes shoppable videos a potent tool for driving direct sales.

New 2024 innovations like AI-assisted product tagging and augmented reality try-on experiences will make shoppable videos even more compelling. Key platforms like YouTube, Instagram, and TikTok will aggressively promote these integrated shopping capabilities in their quest for e-commerce ad revenues. Savvy retailers will shift more marketing spend to shoppable video campaigns.

Livestreaming Finds Its Level

After years of hype and inflated expectations about the market potential for livestreaming video, 2024 will finally see the medium find its appropriate level. While not quite the revolutionary paradigm shift that early boosters had predicted, livestreaming will mature into a solid complementary channel for many brands in certain contexts.

The novelty of personalities just streaming themselves talking or playing video games may wear off, but more strategic applications like live Q&A sessions, celebrity interviews, influencer activations, andTickTock House-style entertainment will gain popularity. Behind-the-scenes livestreams from major events will also attract audiences seeking a more raw, authentic experience.

However, the real sweet spot for most brands in 2024 will be leveraging livestreaming video on e-commerce sites to drive online shopping. Livestream shopping will allow brands to showcase products in a dynamic, interactive format with influencers and celebrities offering style tips, tutorials, and exclusive discounts to compel purchases in the moment.

Expanding Social Video Ad Offerings

As TikTok continues gaining steam and Meta finally figures out the winning formula for making Reels stick, the major social platforms will aggressively roll out new ad formats and shopping tools optimized for short, engaging video in 2024.

On Facebook and Instagram, we’ll see immersive video ad formats that combine traditional video with augmented reality animations, filters, and clickable product tags. TikTok will introduce longer-form video ads up to 60 seconds and new ways to drive purchases right from branded videos. Even Twitter will double down on video by prioritizing it in people’s feeds.

These richer video ad offerings will allow marketers to blend branding and direct response in new ways. It will spark an arms race in social video creative, with the brands mastering edgy, attention-grabbing content winning the engagement battle.

However, these new social video ad additions also risk overwhelming users with too many distracting videos and prompts to purchase. Earning audience trust and avoiding ad fatigue will be an ongoing challenge all platforms will need to carefully balance.

The Undeniable Ascent of Connected TV

Over-the-top streaming services and internet-connected TVs will garner the lion’s share of video marketing spend in 2024 as leading brands double down on the increasingly measurable reach and targeting of Connected TV (CTV).

It’s no secret that linear cable TV viewership has been plummeting while adoption of Netflix, Hulu, Disney+, and other streaming platforms has skyrocketed. This secular viewing shift will hit an inflection point where CTV ad spend surpasses traditional TV ad budgets.

CTV allows for data-driven ad targeting, programmatic buying, interactive video ads, and precise measurement of who saw what and what they did after. No more buckshot, let’s-hope-it-hits-someone traditional TV ad waste. And for direct-to-consumer brands without massive budgets, streaming TV provides national reach and scale.

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