Video marketing trends in 2024

Imagine a start-up selling eco-friendly dog toys launching a series of videos about their products. This bold move boosts their social media following, doubles website traffic, and sees their videos shared widely. This isn't just a nice story it's a testament to the power of video marketing in 2024.

Video marketing isn’t just an option anymore. In fact, 53% of businesses plan to spend more money on digital marketing in 2024, with most focus on video content. And the purpose of video is not just limited to grabbing audience attention but video is also useful for other digital marketing channels.
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Growth still pains…

A few years ago, content creation felt almost effortless. Algorithms were straightforward, grabbing people's attention was a breeze, and getting your message across didn't require a Herculean effort. Fast forward to 2024, and the landscape has drastically changed. Every marketer today faces a series of shifts that have redefined the rules of the game:

1. Short attention spans: Capturing and holding audience attention is more challenging than ever, with attention spans shrinking in an era of endless distractions.
2. Constant algorithm changes: Search engines and social media platforms keep marketers on their toes with frequent algorithm updates, making it harder to stay visible and relevant.
3. Skyrocketing creativity: The bar for creativity has been raised significantly. It’s no longer enough to produce content—you need to create something truly remarkable to stand out.
4. Audience retention: Holding onto your audience has become just as crucial as attracting them. Retention strategies are now a key focus in every marketing plan.
5. Beyond content creating experiences: Basic content is no longer sufficient. Marketers now need to craft immersive experiences that resonate with their audience on a deeper level.
6. Performance through distribution: The success of content is increasingly dependent on its distribution strategy. How and where you share your content can make or break its performance.
7. Audience personalization: Today’s audiences expect more than just content—they demand compelling, personalized media that speaks directly to them.
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And your audience is overwhelmed

Because they’re flooding with content. Navigating an endless stream of information that leaves them feeling fatigued and disconnected. The rapid growth of content has led to significant information overload, making it difficult for them to identify and engage with what truly matters. Critical details are often buried, causing frustration and a sense of missing out on essential content. The abundance of information can also lead to confusion rather than clarity, and with limited time and energy, your audience struggles to sift through the noise. To truly connect, content must be not just abundant but also precise, relevant, and engaging.
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Lot of new opportunity in marketing

Marketers are skillfully transforming challenges into opportunities through the strategic use of owned media, turning adversity into pathways for success. A recent Wyzowl survey reveals that 83% of respondents believe video content provides a strong return on investment.

This is largely due to several compelling reasons to incorporate more videos into marketing strategies. First, audiences have a strong preference for video content, making it an effective medium for engagement. Additionally, videos enhance search engine optimization (SEO), improving visibility and driving organic traffic. Video also help establish brand credibility, fostering deeper connections with consumers. Finally, incorporating video significantly boosts conversion rates and sales. By leveraging the power of video, marketers can navigate the complexities of the digital landscape and transform potential setbacks into substantial growth opportunities.
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And this can be done better…

Here’re few trends in video that will help to gain engagement in 2024
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Short-form videos

Short videos, usually under 60 seconds, are a big hit for businesses. According to hubspot, they bring the highest return on investment (ROI) because they capture attention quickly. Platforms like tiktok and Instagram Reels are perfect for these, so focus on making content that's both fun and informative right from the start.

Webinars: Live and on-demand

While live webinars are great, people now prefer to watch them on their own schedule. Offering on-demand webinars lets your audience tune in whenever they want, increasing their chances of watching and engaging with your content.

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User-Generated Content (UGC)

People trust content made by other users, like reviews or testimonials, more than traditional ads. UGC is powerful because it feels authentic and relatable. Encouraging your customers to create and share their own content about your brand can boost your credibility and widen your reach.

360-Degree and Virtual Reality (VR) Videos

360-degree videos and VR offer unique, interactive experiences that draw viewers in. These formats are still new and exciting, making them great tools for capturing and holding attention. Consider using them to create memorable experiences that set your brand apart.

Interactive Video: Engage by Giving Choices

Interactive videos let viewers click on different options, explore various storylines, and choose how they want to navigate the content. This not only makes the video more engaging but also helps keep viewers interested for longer. As this technology grows, it’s becoming an essential part of modern video marketing.
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By now, most marketers understand the value that video can bring, but the real challenge lies in executing it effectively. Fortunately, at FastPix, we’ve been keeping an eye on what fellow marketers are doing with video. We’ve curated a selection of posts to share insights and strategies that are working well for them.

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‘Do video better’ - your marketing peers.

In 2023, videos made up 65% of all internet traffic, and this number is expected to keep growing in 2024. However, just creating videos isn’t enough anymore. To really make an impact, you'll need a smart and strategic approach:

• Repurpose Your Videos: Don’t let good content go to waste. Take your existing videos and re-edit them for different platforms, break them into shorter clips, or turn them into blog posts. This helps you get more mileage out of your content and keeps your audience engaged across various channels.
• Create More Videos for Less: You don’t have to spend a fortune to produce a lot of content. Focus on making videos quickly and cost-effectively, so you can share more without overspending.
• Use Webinars to Engage: Webinars are proving to be a great way to connect with your audience. They offer a chance to share valuable information and interact with viewers in real time, which can build trust and engagement.
• Add Video Ads to Your Campaigns: Including video ads in your marketing campaigns is a powerful way to reach more people and drive better results. They’re a great tool to boost your visibility and get more conversions.‍‍
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With third-party creators / influencers

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In 2024, influencer marketing is expected to grow beyond B2C and make a big impact in the B2B world. Your marketing peers predict that third-party creators and influencers will play a key role in this shift:

• Personality-Driven Growth in B2B: Influencers with strong personal brands are set to become major players in B2B marketing. These creators bring a sense of authenticity and connection that resonates more with audiences than traditional corporate content. Businesses partnering with these influencers are likely to see better brand recognition and deeper relationships with their audience.
• Lowering Costs for Acquisition and Retention: One of the big benefits of using influencers in B2B is the ability to reduce customer acquisition and retention costs. Creators can communicate the value of your products or services in a genuine and trustworthy way, which helps attract and keep customers more cost-effectively. This makes influencer marketing a smart strategy for driving long-term growth in B2B.‍

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Distribution across channels

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Creating and sharing content (posting on socials) alone isn’t sufficient. If your content isn’t reaching your audience, it’s probably due to a lack of an effective distribution strategy. Here’s why:

• Without a solid distribution plan, your content won’t reach its intended audience.
  
• Repurpose webinars into engaging, bite-sized clips for sales and social media.
• Quality distribution is what sets you apart from your competitors.

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There’s more to video with ‘Owned Media’

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With owned media, you control your own audience. Your marketing strategy needs to move beyond the old methods. Today, every company can act like a media company. Using owned media helps you not only set your own rules but also build a direct relationship with your audience, boosting your business impact.

Your owned media platform, whether it’s your own media pages or an online video platform (OVP), gives you more control and independence. You can set the content, maintain consistent branding, and shape the user experience without worrying about algorithm changes from third-party channels like YouTube or LinkedIn.

Owned platforms offer flexibility and customization, and they open up opportunities for content monetization. By centralizing your content—hosting videos, creating webinars and podcasts, and offering tutorials and on-demand videos—all in one place, you ensure consistent branding and improve audience engagement.

With an owned media platform like FastPix Media Studio, you have complete control over your content, audience, and data. By leveraging this comprehensive video platform, you can:
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• Engage your audience with a Netflix-style OTT experience tailored to your brand
• Organize content into groups and playlists for easy navigation
• Bring in third-party creators to build an exclusive community around your brand
• Provide personalized content recommendations based on first-party data you own
• Embed videos on any webpage or email to maximize reach
• Automate publishing to YouTube, LinkedIn, and Instagram for cross-platform distribution
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Most importantly, FastPix's Media Studio provides video analytics, tracking over 50 unique metrics to deliver deep insights into your audience's behavior, engagement, and preferences.

This first-party data gives you an advantage in understanding your community and optimizing your content strategy. By taking control of your owned media, you can build a direct relationship with your audience, deliver an exceptional experience, and generate valuable data to drive business outcomes.