Top 3 video marketing trends in 2024 for businesses

In a world where every moment is overflowing with information, video marketing is emerging not just as a trend, but as a real necessity for business. Dynamic shots, captivating visuals and depth of stories have made video one of the main means of interacting with the audience. But how will video marketing change the face of business this year and why are some people already implementing these trends today?

In the era of digital saturation, standard approaches are no longer effective. Users want to see not only a quality product, but also to feel that advertising was created especially for them. This confirms the desire of marketers to use artificial intelligence (AI) to analyze the preferences of the target audience, as well as to create personalized video content.

For example, creating short films that tell the story of a brand allows you to enter into an emotional contract with the viewer. In addition, the audience increasingly values ​​interactive content formats - after all, there is a lot of information, and so little time. Now is the heyday of clip thinking. Therefore, the best video production agencies are forced to make videos dynamic and diverse, because the audience has become very demanding.

There are significant benefits to using video production services for business that will help companies increase sales and build customer loyalty. Some of these include:

Increased customer trust
The footage allows companies to demonstrate their expertise, which leads to increased trust and understanding from customers.

Increased sales
Video can help drive sales almost immediately after launch, as it allows customers to better understand the product or service and makes them more confident in their choice.

Audience loyalty
Video is the key for companies to open the door to an emotional connection with customers, as it can convey the story, culture, and values ​​of the company on an emotional level. This increases customer loyalty to the brand and increases the likelihood that they will return.

Increased audience engagement
Video can be more immersive and convey information more effectively than text. This increases audience engagement and increases the likelihood that they will show interest in the product or service.

This year, short videos on social networks are still popular, no changes in this regard. But they will be presented in new forms and created using modern tools. Innovative video content from the future awaits us.

We can call this trend transient, since it will also be relevant next year. As for AR or augmented reality, this is a technology that combines elements of the physical world with virtual objects in real time right in the camera of a mobile phone.

And finally, we move on to the most exciting trend - this is the creation of high-quality videos from scratch from text using AI. Now you can do it without filming or a team - just write your task and the neural network will generate a fairly realistic result. In other words, we send the neural network our request, it processes it and provides us with a ready-made video. An example of such work is the official trailer for the film Genesis.

In the modern world, the possibilities of artificial intelligence and automation are radically transforming content production, allowing those involved in its creation to free themselves from labor-intensive processes and focus on generating ideas.

Today, thanks to the development of neural networks, the creation of content for social networks is taking on a new dimension. Until recently, preparing materials for a couple of weeks in advance required a lot of time and effort, and even in this mode, not everyone was able to maintain the rhythm of daily publication. However, now, thanks to progress in the field of AI, it has become possible to create any amount of content in a matter of hours, which previously would have required much more time and resources.

The content preparation process itself has also changed significantly. In the past, content makers had to spend a lot of time writing scripts, filming and editing videos. Now this work can be entrusted to neural networks, which allows you to create dozens of high-quality videos per day without the traditional time spent on preparing and implementing ideas. This not only simplifies the creative process, but also facilitates the rapid dissemination of content, thereby giving new impetus to its mass production and consumption. It is thanks to such technological innovations that the world of content on social networks continues to expand, offering audiences increasingly diverse and interesting forms of information and entertainment.

Video is currently the most selling and popular type of content. It is thanks to this format that we get the largest numbers both in terms of statistics and profit. In this context, we will consider several key approaches that can help businesses achieve success in this area.

Comedy videos occupy an honorable first place in the list of effective content strategies. Since the main goal of social media users is to unload and relax, humorous videos are an ideal solution for achieving this goal. Memes are also at the peak of popularity and are widely used by both small and large businesses in their content.

UGC content (user-generated content) is also an important tool for attracting an audience. For example, product reviews, testimonials and other forms of authorial content can contribute to deeper audience engagement and strengthen the community around the brand. In addition, UGC content can be an effective tool for attracting a new audience, since an honest and positive review can be more effective in terms of ROI than just creative listing the benefits of a product.

High-quality modern videos with the implementation of AI and new technologies are also an important tool for attracting an audience. The implementation of modern technologies in the work of a business can make it more attractive to the viewer, since such technologies are initially used by enthusiasts, and the average person often does not see them. This can "break" banner blindness and make the business more noticeable.

Building long-term relationships with the audience through brand anchors or associations is also an effective strategy for attracting a potential audience. A brand anchor is a symbol, word or image that is associated with a brand and evokes certain emotions, memories or associations in consumers. Such anchors help strengthen the connection between the brand and its target audience, which ultimately contributes to increased brand recognition and success.

Focusing on presenting information in order of its importance, you should strive for brevity, avoiding unnecessary details. This helps to make the message capacious and understandable. Understanding and assessing the potential audience will allow you to most accurately adapt the content of the video, making it as relevant and interesting to the viewer as possible.

The quality of the text should not be inferior to its content, so it is important to carefully check the material for grammatical and spelling errors. Simplicity and clarity of presentation increase audience engagement, making the message accessible to a wide range of viewers.

Adding elements that can increase the attractiveness of the text, combined with clarity and content, creates harmonious and effective communication with the audience, maximally satisfying their interests and expectations.

Immersive content is a type of content that immerses the viewer in the worlds of virtual reality (VR) and augmented reality (AR) technologies. Immersive content will soon greatly change the advertising market: today you can try on clothes or cosmetics in applications on your phone and much more. Soon all products will be “touchable” - examined from all sides and tried on in your interior.

In recent years, there has been significant progress in the development of AI technologies, which greatly simplifies the search for any type of content, including video content. Search engines now offer not only videos, but also specific time codes with the necessary information. In the future, this technology is likely to become even more accurate and advanced.

In addition, the social media recommendation feed is becoming more and more personalized every year. TikTok has been particularly successful in this area, and is currently one of the smartest technologies for tailoring content to the user's interests and requests.

Video production for digital marketing is becoming more and more profound and multifaceted, as well as extremely useful for the consumer. This year, we expect the industry to adapt to new formats, actively using all kinds of IT technologies and a creative approach to the process of creating unique video content. This will allow video marketing to become an even more effective tool for attracting and retaining the target audience.

In the near future, we can expect further development of AI technologies in search engines and social networks, which will allow for even more personalization of content and make it more accessible to consumers. This, in turn, will contribute to the growth of popularity of video content and video marketing in general.

For videos to have a positive impact on sales, it is necessary to create a sales funnel. This concept involves sequentially moving potential customers through various stages, each of which brings them closer to a purchase.

In the case of exhibitions, the first step is to attract the attention of potential customers with an impressive image. After a person approaches the stand and starts a conversation with a manager, you can offer to send him a specific video in messengers. Later, the manager can call the potential client and offer to send another video that answers the most key questions.

In social networks, the sales funnel looks like this. A person's attention is first attracted by a short video, and then he follows the link to watch a long video. Therefore, it is important to indicate a link to long videos in the profile header on the page in social networks. If you only filmed one video, it will also work, but if you need to "warm up" the viewer, one is no longer enough.

The point is that a person's attention is unfocused, and it needs to be gradually and purposefully moved and brought to a sale. First, he "caught" his attention on a short video, then watched a long one, then an expert one, then a sales one, then called and made an order. Thus, a sales funnel allows you to effectively use videos to attract and retain potential customers.

To create an effective sales funnel, you need to:

Let's look at two examples of sales funnels that demonstrate the effective use of videos to attract and retain potential customers.

Funnel №2: Attracting Viewers with Shorts

In this example, the viewer was not looking for specific information, but was intrigued by your shorts, in which you offered to watch the full version of the video via a link. After watching the full version, the viewer understands that you are an expert in your field and begins to take an interest in your services or products. To stimulate further interaction, you need to offer a next step, such as taking a test or reading a useful article on the topic. However, this should not be done for free, but in exchange for a subscription in messengers or the viewer's contacts. This way, the viewer begins to trust you and can gradually become a buyer.