Video Marketing Trends: Navigating the Digital Landscape

4 Minute Read

Video marketing is one of the most effective digital strategies brands can use to engage their audience. Whether used in blogs or vlogs, video ads, live videos, how-to videos, walkthroughs, or explainers, people can’t seem to get enough. 

According to recently published HubSpot research, the average person watches 17 hours of videos online every week, is 52% more likely to share a video than any other type of content, and more than 66% have watched a video to learn more about a brand or product. 

Compelling numbers, don’t you think?

But before you go running for your camera, let’s take a moment to talk about current video marketing trends. From a marketing perspective, some types of videos perform exceedingly well for brands, so that’s what we’ll focus on today. 

And… action!


Video Marketing Trends for 2024:

Live Video

Live video has many benefits. First and foremost, it shows authenticity. Even if the video is scripted, it captures an unfiltered experience and allows the audience to connect on a deeper level. 

Like reality television, live video is captivating and engaging, providing a window into whatever you do on camera. Both Facebook and YouTube report a more than 50% increase in live video views since 2020, supporting a video marketing strategy that includes live video. 

If you already have an engaged following, they’ll tune in to join the conversation in real time. You can have Q&A sessions, collect insights through live polls, and foster a sense of community through active interaction. 

Effective Use of Live Video

Here are a few ways you can use live video to your advantage.

  • Q&A sessions with experts or influencers
  • Behind-the-scenes looks at product launches
  • Company updates
  • Tutorials and demonstrations in real-time
  • Interviews or panel discussions with industry leaders

User-Generated Content (UGC)

User-generated content is a powerful way to highlight your brand—straight from the lives of real users, your brand ambassadors. If people love your products, they’ll also want to share. And what better way to encourage them to do so than by giving them a forum to do so? 

UGC allows users to actively participate in building your brand. Along with bringing your audience closer, it also gives you a glimpse into who your ideal customers really are, opening the floor to their unique perspectives. The better you understand your audience, the easier it is to tell stories that drive emotional responses and loyalty. 

Ways to Engage UGC

  • Browse your followers’ social pages and repost content that features your brand
  • Create and track hashtags to make it simple for UGC to be found
  • Encourage your web visitors to create and share their content
  • Hold contests, giveaways, or offer a prize for the best videos
  • Host an online event
  • Provide a platform that makes it easy for users to submit their content
  • Use CTAs at checkout (physical and online)

Diverse Brand Generated Content

Brand-generated content will comprise most of your video marketing. Here are a few trending types of video content driving excellent results for brands in 2024. 

Product Explainers and Demos 

Explainers are educational deep dives into products to illustrate their features and benefits. Explainers are simple, often animated, and not usually more than two minutes long. They can be used in marketing campaigns or on product pages to highlight the product’s main selling points and show people how to use it. 

Demo videos show users how the product works. They are typically a little longer than explainers and are meant to demonstrate the product in action, so they generally rely on live-action footage instead of graphics. If your products are fairly complex and require in-depth explanation, a demo video can help customers understand how to make the most of their purchase. 

Topical and Seasonal Content 

Timely, relevant content helps to establish credibility and authority in your industry. For example, say you’re a landscape designer or sell garden equipment. Seasonal content could revolve around how best to prepare your exteriors and gardens for the coming season. Ideally, you’d want to demonstrate the value of the tools and equipment you’re selling. In doing so, you’re using the product to achieve the desired result, so no selling is necessary. 

Content like this helps you build authority and encourages repeat visits because you’re providing helpful tips to make your customer’s lives better. Helpful videos increase the likelihood of your content being shared to a broader audience. Posting regularly improves search engine optimization (SEO) as it signals search engines that your content is relevant to your audience. 

Shoppable Videos

Shoppable videos are super convenient for customers as they don’t have to leave your site to purchase the product you’re demonstrating—and that’s the key. You’ve got their attention; if you can wow them enough that they want to buy, you need to make it easy for them to do so.

Non-shoppable videos might hook them in, but by the time the video’s over, they’re on to the next thing. The easier you make it for the customer to follow the buyer journey, the happier your customers will be. Plus, you’ll almost certainly increase your sales. 

Subtitles and Captioning for Greater Accessibility

Subtitles and captioning are crucial for accessibility. Most YouTube videos will self-generate subtitles, but they’re not always accurate, and you risk losing the plot. Good subtitles are essential to connect with people with hearing impairments. They’re also beneficial for non-native-language speakers. 

Captioning helps to improve the overall user experience, enhancing comprehension. Plus, the people that need it most will love you for it. The bottom line is that if you’re not captioning, you might miss out on a vast audience that would not otherwise tune in. 

Final Thoughts

Video marketing trends are evolving along with technology and customer expectations. Whether you’re a B2B or B2C company, video marketing is an essential tool that can help you drive sales, build loyalty, engage your audience, gain new followers, and provide your existing customers with incredible value and convenience. 

Not sure where to start? Speak to us today about your video marketing needs. We’ll help you tell your story and build a strategy to get you where you want to be. 

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