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Navigating Video Marketing in 2024

Video Marketing in 2023: A Recap


An image of a person holding a mobile phone with the Youtube icon on the screen.

In 2023, cutting-edge strategies, emerging technologies, and creative approaches defined video marketing. We saw:


📲 Short-form video content saturate our social feeds more than ever before

🤖 AI video tools emerge at pace

🛍️ Social Commerce and Live Shopping change the way consumers make purchase decisions and transactions

🤳 Brands opt for authentic UGC (user-generated content) over salesy video ads


...plus much more.


Video is no longer an optional extra; it's a must-have for brands who want to set themselves apart from the competition and make a memorable impact. It continues to develop and dominate the digital landscape, with brands encouraged to harness the power of this creative format, or risk being at a disadvantage to their competition.


Whether you're a marketer looking to stay ahead of the game, or a content creator seeking inspiration, this blog explores the new and existing trends that are set to lead the way in 2024.



Video Marketing Trends in 2024


AI-Generated Video Tools:


AI; as controversial as it may be, is here to stay. Its capabilities have risen drastically in a number of months, and it's likely to develop at an ever faster pace as we enter 2024.


Used strategically, in-house marketing teams can utilise AI tools to support different stages in the video creation process, speeding things up when time, budget and resource are an issue. From generating content inspiration through tools like Chat GPT, to auto-generating video captions, AI's capabilities prove valuable.


On the flip side, using AI to generate full videos from scratch can be problematic. Complex ethical, legal and copyright issues come into play, particularly as AI tools are still in their early stages. While AI video generators technically produce "new content", it is in fact based on existing content and data out there already, under other ownership. AI algorithms collect information from a varied timeframe, meaning that it has the potential to inadvertently produce biased, discriminatory or inaccurate results.


Ultimately, a human-centred approach to video production is what will effectively target your audience and create that deeper connection. Audiences are savvy when it comes to spotting AI-generated content and it can be disingenuous if this is your only strategy when it comes to producing videos for your brand.


If you choose to use AI within your video marketing, ensure you add a human touch that aligns with your brand tone and values; this will continue to ensure your audience truly resonates with your message.



LIVE Video:


Live video is ramping up with platforms like TikTok Shop proving to be an effective way to showcase products and connect with consumers in real-time.


Going live can be daunting, and realistically, it may not be right for all brands. Understanding which platforms your target audience use most will help you assess whether live video is the right route to go down for your brand.


If Live Shopping is something you want to explore, here are a few of our top tips:


  • When filming, choose a room with good lighting. We'd recommend purchasing a ring light to help highlight the subject. Good lighting will instantly make your stream look better in quality.

  • Make sure there is minimal background noise.

  • Check your background for distractions.

  • Find a stable surface for your camera/ phone. A tripod is essential.

  • Triple-check Wi-Fi speeds before hitting the live button.

  • Ask a team member to moderate comments or questions that come through during the stream. Interactivity is key.



User-Generated Content:


User-generated content (UGC) is one of the most effective and trusted forms of marketing. UGC is already big on the scene, and it's looking like it will continue gaining traction in 2024, providing brands with a relatable way to showcase their products/ services through the perspective of their existing customers.


UGC can be created across many formats (imagery, text-based testimonials), but video is one of the most authentic UGC formats to build trust, entertain and inspire.


From vlogs to 'how-to' videos, allowing your audience to see real-world use and value through other customers' experiences, brings your brand to life and gives it a competitive edge.


"Social media is not a monologue, it's a two-way conversation." -(Amy-Jo Martin)


Short-Form Video (<30 seconds):


If short-form video isn't already included in your brand's marketing strategy then it really should be.


Short-form videos are one of the best formats to communicate your message in a world where saturated feeds and short attention spans are prevalent. They are generally less than 30 seconds in duration and effectively share a message in a concise, powerful way.


The benefits of short-form videos are endless; they are ideal for social media platforms, digestible, can increase the chances of virality, enhance engagement and can be adapted from existing longer-form pieces of content.


While anyone can film a 30-second clip and post it online, creating a piece of short-form content that resonates with your target audience in an impactful, creative way, is an art.



Remember...


As we approach 2024, it's a good idea to look over your brand's wider marketing strategy and see where video can fit in. Try new video types that are relevant to your brand, and make sure to monitor the results of how they perform to help inform your future content plans.


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If you're new to the world of video content, Olympix Media is here to guide you in the right direction. Whether you need a bit of advice, or full-service content production for your brand, send us a message - we'd love to chat.


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