Video Marketing Trends In 2024
As we head into 2024, it’s important for brands to stay ahead of the curve in order to effectively reach and connect with their audience.
Yes, this is the obligatory ‘video marketing trends in 2024’ post. Welcome, friends.
Lambda Films straddles the divide between online corporate video content, and high-end commercial production. In this position, it’s interesting to see how some of these trends intersect, or, are at odds with the production process. Below, we list the six (but really seven) top trends we see that brands must adopt to create engaging and impactful content.
One | Vertical Video
Instagram has offered the option of vertical video for some time. However, the platform has largely remained the haven of media purists who prefer to keep their work in the intended 16:9 format. However, the increasing user-base of TikTok have no such qualms. Vertical video has now become an absolute must for brands who want to harness the power of TikTok. To keep pace with TikTok, Instagram, YouTube, and even LinkedIn are all promoting the use of vertical videos. And the data suggests that this approach is effective. A vertical-video-first strategy has been shown to increase views by 507% and watch time by 319%.
However, producing native 9:16 content as part of a high-end commercial becomes a little more difficult. Production companies and brands are therefore producing more authentic, behind-the-scenes content shot in 9:16. This helps to forge the link between their work and the vertical video platforms.
Two | “How-To” Content
Just as YouTube became the place for “How-To” content in the mid-2000s, that torch has now passed to TikTok in 2023. Through the recent media campaigns, it’s plain to see that TikTok is positioning itself as a go-to source for “how-to” content. Brands and creators, take note. For some brands, “how-to” content on TikTok should be one of the primary video marketing trends in 2023, to implement. As users become more comfortable with the platform, they are increasingly turning to it for information and guidance on a wide range of topics.
Three | Short(er) Form
It seems that every year, attentions spans get shorter and 2023 is no exception. Driven by the the rise of video on certain social platforms, short videos that get straight to the point will be the biggest winners. People don’t have the time or attention span to watch long, drawn-out videos. Reels, in particular, will be more popular than live videos.
Four | Authenticity
Authenticity will be key in 2023. As most online video content is created by ‘regular’ people, there’s a lack of appetite for overproduced, sales videos. Even the biggest brands can adopt this personal approach within a wider marketing strategy. However, to translate this trend in to the world of “overproduced” high-end commercial productions, brands should ensure we’re seeing a genuine reflection of your core values. Many brands are producing high-end commercials that showcase their CSR, or unapologetically show a darker, more realistic side to the world.
Five | Diversity & Inclusion
Following a number of world-changing events over the last few years, the advertising industry has embraced the concept of diversity and inclusivity. There is an improved, onscreen representation of people from the global majority, the LGBTQ+ community and those with disabilities. However, while this is a positive step forward, the term “onscreen” is important. Behind the cameras it remains a different picture. We hope the trend for greater EDI in the practical & creative production space starts to catch up with what’s onscreen.
Note: While individual talent for more senior roles can be searched for, Lambda Films recommends Just Runners, who provide equal-opportunity access to the industry.
Six | Sustainable Production
The Production Industry had to come to grips with a global pandemic and discovered that work, and talent, can be outsourced and localised. The additional benefit to this was a more sustainable approach to Production. Since the pandemic, Lambda Films has partnered with many Production Companies around the world, to shoot content for, or contract ourselves. For clients, this can potentially result in a greater reach for your production, and at a lower cost, but most importantly, with a smaller carbon footprint.
BONUS ITEM: Seven | Artificial Intelligence
2022 saw an increased consumer adoption of new AI tools; from chatbots and story generators to image creators. While AI hasn’t exploded onto the video production scene, it’s already being tested in script-writing, ideation and concept art. 2023 is the year that AI-Powered Video & VFX Tools will continue to develop, and could become part of the production process. Brands, and production professionals, will need to keep an eye out for new opportunities to use these AI Video Production.
There you have it; our countdown of the video marketing trends in 2024. Whether you’re a brand, or a production company, consider these trends and incorporate them in your strategy for 2024. The more prepared we are, the better we can leverage the massive potential of video marketing to reach and connect with the target audience.
