In 2018, people watched an average of 1.5 hours per day of online video. A 2024 survey shows this has increased to an average of more than 2.5 hours per day.
If you haven’t yet integrated this format into your marketing strategy, now is the time to start. And if you have already adopted it, here are the trends to add for top video marketing!
1. More authentic, more human videos
During confinement, consumers strengthened their relationships with brands. And video offers an essential way to get closer to your customers.
While it is appropriate to add fun to your videos, we must not forget the human dimension which adds a touch of authenticity to your communication. How to humanize your communication via video?
- Unite your employees by offering them challenges on Tikor, Instagram or even Thriller.
- Involve managers by asking them to tell the story of the brand and the company.
- Include customer testimonials: why did they choose your products? What have you actually done for them?
- Organize lives around your employees, where they can answer questions from consumers.
You don’t need a professional camera and microphone to take advantage of these ideas. You can use a smartphone, which will make your brand even more spontaneous and authentic.
2. Videos with “shippable” content
Video and e-commerce: a marriage of convenience. With the evolution of augmented reality and dynamic content, you can encourage purchases directly from your social networks.
With a simple swipe of your finger (the famous “swipe”), lead your Instagram or Snapchat followers towards their favorite purchase. To take full advantage of this trend:
- Tell users that this is indeed a shippable video with a word like “interactive” or a button that they can follow throughout the clip;
- Stay true to your brand by incorporating your graphic charter;
- Make sure your products are displayed in their best light and in a context that will make users want to engage;
- Display the shippable button prominently;
- Use clear calls to action.
In this Clarions story, the call-to-action is clear and visible, impossible to miss!
3. More vertical, shorter content
For more than three years, social networks have been at a real turning point in the way they operate. The arrival of Tikor and its short video model is increasingly attracting users looking for clear and quick content. And, like the new influencers on these platforms, brands are gradually starting to take an interest in this new type of marketing, the “short video”.
Between Instagram reels, YouTube shorts or Snapchat spotlights and between PPC and Seo for Carpenters, this model is becoming popular with brands thanks to its popularity, which is only growing, and its adaptability to your content. These short vertical videos are gradually becoming content that marketing managers must develop within their company in order to reach a target concerned with having content that is easy to watch and short in duration.
4. User-generated branded content
This is the trend that is on the rise for this new year 2024 and it is undoubtedly our favorite!
UGC (User Generated Content) represents all the content that users create and distribute on their own around a brand, product or service. In other words, it’s free advertising for brands. It is also a very good opportunity for brands to have content that stands out with their own content. Some users bring real creativity that appeals to the brand’s audience.
However, it must be emphasized that the management of content created by users requires rigorous monitoring. Indeed, its control can be more difficult than that of professional content, especially when the content created can go viral.
5. Direct live, again and again
Live video is still a trend in business video strategies. This model became widely used among brands during the confinement period, facilitating live video broadcasting accessible to the general public.
Today, live videos help bring brands closer to their customers and bring the authenticity and spontaneity that users are looking for. Many luxury brands have broadcast their fashion shows live on their social networks, in order to make them available to as many people as possible.
Live streaming has an essential role because of its instant, interactive and real impact in engaging viewers. Thoughtfully integrated into a video marketing campaign, live streaming builds brand recognition, drives interaction and provides unparalleled opportunities to build community online.
6. Aim for interaction!
Interactive video transforms the viewer into an actor by actively involving them in the content. Users can click on components of the video, answer questions or participate in games.
This type of involvement changes the state from simple spectator to active participant, which increases their investment in the message you want to communicate. Integrate interactive elements into your videos to make the experience more immersive and fun.
For example, an interactive video can tell a story whose outcome is influenced by the actions of the audience. These captivating videos arouse the curiosity of the crowd while entertaining them. This is a great strategy to stand out with your video content.
