9 Up-and-Coming Video Marketing Trends in 2024

1. Integration of AI in Video Creation:

Artificial Intelligence (AI) is becoming integral in all marketing sectors, including video marketing. Tools like Synthesia enable businesses to create videos by inputting a text description, making video content creation more accessible.

Implementing This Trend: A Step-by-Step Guide

1. Explore Video Generative Tools:
   • Begin by exploring various video generative tools available in the market. Test different platforms to find the one that aligns with your specific needs and objectives.
2. Incorporate Generative Videos:
   • Integrate generative videos into your content strategy. This can include incorporating them into your social media posts, blogs, website content, and other relevant platforms.
3. Diversify Content Channels:
   • Extend the reach of generative videos by incorporating them across multiple channels. Utilize social media platforms, blogs, newsletters, and other mediums to maximize exposure and engagement.
4. Edit Content Thoughtfully:
   • While leveraging AI for content creation, ensure that the generated videos align with your brand voice and message. Carefully review and edit the content to maintain coherence and relevance to your audience.
5. Monitor Performance:
   • Keep a close eye on the performance metrics of generative videos. Analyze engagement, views, and other relevant data to understand the effectiveness of this approach.
6. Iterate and Optimize:
   • Based on the performance data, iterate and optimize your approach. Fine-tune generative videos, experiment with different content variations and continuously refine your strategy to enhance results.
7. Stay Informed:
   • Stay informed about updates and advancements in video-generative technologies. As the landscape evolves, being aware of the latest tools and features can give you a competitive edge.
8. Seek User Feedback:
   • Encourage user feedback on generative video content. Understanding audience preferences and perceptions can guide further improvements and customization.
9. Maintain Brand Consistency:
   • While embracing generative tools, ensure that your brand identity and messaging remain consistent. Maintain a cohesive visual style and narrative to reinforce brand recognition.
10. Train and Collaborate:
    • If applicable, provide training to your team on effectively using generative tools- Foster collaboration between creative teams and AI technologies to enhance the synergy between human creativity and automated processes.

2. Persistent Emphasis on CTV and OTT Advertising:

• Connected TV (CTV) and Over-The-Top (OTT) ads remain crucial, with about 66% of users discovering new products or services through OTT. Leveraging quality videos on platforms like YouTube and Netflix enhances brand visibility.

Implementing This Trend: Practical Steps

Craft Tailored Ads for CTV and OTT Platforms:

Develop ads that are specifically designed for Connected TV (CTV) and Over-The-Top (OTT) platforms. Consider the unique features and audience behaviors on these channels to optimize engagement.

Infuse Personality into Your Advertisements:

Showcase the personality of your brand in your ads. Infuse elements that reflect your brand’s tone, values, and identity, creating a more authentic and relatable connection with your audience.

Study Competitor Strategies:

Analyze the strategies employed by competitors in your industry. Identify successful approaches and areas for differentiation. This market research can provide valuable insights for refining your own CTV and OTT ad campaigns.

3. Diversified Cross-Platform Marketing Approaches:

Adopting an omnichannel marketing strategy is essential, extending to video marketing. This involves creating videos for different platforms and repurposing content to reach audiences from various angles.

Assess Your Target Audience’s Platform Preferences:

• Analyze your target audience to determine their preferred platforms for content consumption. Understanding where they spend the most time online will guide your content distribution strategy.

Establish a Regular Content Schedule (Without Overloading Feeds):

• Develop a steady posting agenda to preserve target target market engagement. However, be mindful not to overwhelm their feeds with excessive content. Striking a balance is crucial for keeping your audience interested without causing content fatigue.

Tailor Video Formatting for Various Applications:

• Customize the format of your videos to suit different applications. Each platform may have specific requirements and optimal formats for content consumption. Adapting your videos accordingly ensures an optimal viewing experience across various apps.

4. Brief Video Marketing Strategy:

The popularity of short-form videos, exemplified by platforms like TikTok, continues to grow. Marketers have a brief 2.7 seconds to capture attention, making short, digestible videos a favored format.

Implementing This Trend: Step-by-Step Guide

1. Explore Trending Content on TikTok, YouTube, and Instagram:
   • Stay informed about the latest trends by examining popular videos on TikTok, YouTube, and Instagram. Identify common themes, styles, and formats that resonate with the audience.
2. Share Your Videos Across All Platforms:
   • Distribute your videos across multiple platforms, ensuring a broad reach. Share content on TikTok, YouTube, Instagram, and other relevant channels to maximize visibility and engagement.
3. Observe Influential Creators and Competing Businesses:
   • Keep a close eye on influential creators and businesses in your niche. Monitor their strategies, content styles, and audience interactions to gain insights and stay competitive in the evolving landscape.

5. Silent Videos:

Silent videos are gaining traction, considering that people often watch videos in public spaces. Crafting videos that convey the message without audio makes them more accessible, especially for viewers without headphones. 9 Up-and-Coming Video Marketing Trends in 2024

Produce Visually Striking Videos:

• Craft videos that are visually engaging and compelling to capture the audience’s attention.

Incorporate On-Screen Text and Captions:

• Enhance accessibility and engagement by integrating on-screen text and captions into your videos.

Blend Silent Videos into Your Regular Content:

• Introduce silent videos strategically within your content mix to diversify the viewing experience for your audience.

6. Video Creation From Smartphone :

The trend of creating videos using smartphones is on the rise. This democratizes video creation, allowing even small businesses with limited funds to participate in video marketing.

Implementing This Trend: Practical Steps

1. Utilize Your Smartphone for Video Creation:
   • If you lack a dedicated camera, consider leveraging your smartphone to capture video content. Modern smartphones often have advanced camera capabilities suitable for creating high-quality videos.
2. Explore Free or Budget-Friendly Video Editing Software:
   • Opt for free or cost-effective video editing software to assist in the creation of your final video. Many user-friendly tools are available that cater to various skill levels, enabling you to refine and enhance your content without a significant financial investment.

7. Personalized Videos:

Personalization is a key trend in video marketing, with 54% of users wanting content tailored to their interests. Creating videos that resonate with users based on their behavior and preferences is crucial.

Implementing This Trend: Key Actions

1. Tailor Videos to User Behavior:
   • Ensure the relevance of your videos by aligning them with user behavior. Analyze audience interactions and preferences to craft content that resonates with their specific interests and needs.
2. Incorporate Personalized Elements:
   • Introduce personalized touches in your videos whenever feasible. This could include customized messages, tailored recommendations, or content that directly addresses the unique characteristics of your audience.

8. Virtual Events and Live Video :

Live videos, especially on social media, provide an opportunity for real-time interaction. Hosting virtual events through live streaming not only engages the audience but also opens up new revenue streams.

Implementing This Trend: Practical Steps

1. Establish a Live Streaming Schedule (e.g., on TikTok):
   • Develop a consistent schedule for live streaming sessions, particularly on platforms like TikTok. This helps set expectations for your audience and increases the likelihood of regular viewer participation.
2. Leverage Live Streaming for Events:
   • Seize opportunities to live stream events whenever possible. Whether it’s product launches, Q&A sessions, or behind-the-scenes glimpses, live streaming adds authenticity and engagement to your content.
3. Engage with Viewers During Live Sessions:
   • Actively interact with users who join your live videos. Respond to comments, answer questions, and create an inclusive atmosphere that encourages real-time engagement and connection with your audience.

10. Community-Generated Video Content

The rise of user-generated video content, particularly in influencer marketing, is noteworthy. Encouraging users to create content builds trust and provides authentic third-party reviews.

Implementing This Trend: Step-by-Step Guide

1. Promote User-Generated Content:
   • Encourage individuals to capture videos of your product using their devices. Inspire a community-driven approach to content creation.
2. Aggregate Photos into a Slideshow or Video:
   • Compile the collected photos into a visually engaging slideshow or video. Showcase the diversity of user experiences to amplify the authenticity and appeal of your product.

9 Up-and-Coming Video Marketing Trends in 2024

Design Thinking as UX Design Process and Responsibilities

UX Design Process and Responsibilities. Conducting stakeholder interviews and competitor analysis are essential components of the UX (User Experience) design process. Here’s a breakdown of both processes:

Stakeholder Interviews:

Objective:

• Understand business goals, user needs, and expectations from the project.

Steps:

1. Identify Key Stakeholders:
   • List individuals or groups who have a vested interest in the project, including executives, product managers, marketing teams, and customer support.
2. Define Interview Objectives:
   • Clearly outline the goals of the stakeholder interviews. What information are you seeking? What are the key project objectives?
3. Prepare Questions:
   • Develop a set of open-ended questions that touch on various aspects, including business goals, target audience, challenges, and expectations.
4. Conduct Interviews:
   • Schedule and conduct one-on-one or group interviews with stakeholders.
   • Ensure a balance between listening to their insights and probing for specific information.
5. Document Findings:
   • Record key insights and patterns emerging from the interviews.
   • Note common themes, pain points, and priorities expressed by stakeholders.
6. Analyze and Summarize:
   • Synthesize the information gathered from interviews into a comprehensive summary.
   • Identify key priorities and challenges expressed by stakeholders.
7. Share Findings:
   • Present the findings to stakeholders for validation and additional insights.
   • Use the information to align UX goals with broader business objectives.

Competitor Analysis in UX Design:

Objective:

• Understand the competitive landscape, identify strengths and weaknesses, and gather insights for informed design decisions.

Steps:

1. Identify Competitors:
   • List direct and oblique competition inside the industry.
   • Consider both traditional and emerging players.
2. Define Analysis Parameters:
   • Decide on the criteria for evaluation, such as user experience, features, pricing, branding, and market share.
3. Gather Information:
   • Research competitors’ websites, apps, and other digital platforms.
   • Evaluate their user interfaces, navigation, content presentation, and overall user experience.
4. SWOT Analysis:
   • Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for every competitor.
   • Identify areas where competitors excel and where they may be lacking.
5. User Feedback:
   • Analyze user reviews and feedback for competitor products.
   • Understand what users appreciate and what frustrates them about the competition.
6. Differentiation Strategies:
   • Identify how competitors differentiate themselves from each other.
   • Understand their unique value propositions and messaging.
7. Benchmarking:
   • Benchmark your product or design against competitors.
   • Identify areas where you can improve or innovate based on competitor strengths.
8. Industry Trends:
   • Stay informed about current trends in UX design within the industry.
   • Understand how competitors are adapting or leading in these trends.
9. Document Findings:
   • Compile detailed documentation of the competitor analysis, including visual examples, data, and key insights.
10. Present Recommendations:
    • Share the findings with the project team and stakeholders.
    • Use the information to inform design decisions, innovation strategies, and areas for improvement.

User Research:

Conducting user interviews, surveys, and usability studies to understand user needs, behaviors, and pain points.

Creating and maintaining user personas to represent different user types.

Information Architecture:

Designing the shape and company of records inside a virtual product.

Creating sitemaps and user flows to visualize the user’s journey through the product.

Wireframing and Prototyping:

Developing low-fidelity wireframes to outline the basic structure and layout of the interface.

Creating interactive prototypes to check and iterate on layout concepts.

Visual Design:

Designing the visual elements of the interface, including colors, typography, and imagery.

Ensuring visible consistency and adherence to logo guidelines.

Interaction Design:

Defining how users will interact with the product, including the design of buttons, forms, and other interactive elements.

Creating micro-interactions and animations to enhance the user experience.

Usability Testing:

Planning and conducting usability testing sessions to gather feedback on the product from real users.

Analyzing usability test results and making design recommendations based on findings.

Accessibility:

Ensuring that the digital product is accessible to users with disabilities by following accessibility guidelines and best practices.

Conducting accessibility audits and implementing improvements.

Collaboration:

Working closely with cross-functional teams, including developers, product managers, and marketers, to ensure a unified approach to product development.

Collaborating with stakeholders to align design decisions with business goals.

User Education:

Educating team members and stakeholders about UX principles and the importance of user-centered design.

Advocating for the consumer at some point in the product improvement process.

Analytics and Iteration:

Using analytics tools to gather data on user behavior and interactions with the product.

Iterating designs based on user feedback and performance metrics.

Documentation:

Creating design documentation, including style guides, design specifications, and design rationale.

Communicating design decisions effectively to team members and stakeholders.

Project Management:

Managing and prioritizing tasks to meet project deadlines.

Adapting to adjustments in mission scope and requirements.

Continuous Learning:

Staying informed about industry trends, emerging technologies, and best practices in UX design.

Participating in professional development and networking activities.

These tasks and responsibilities may be distributed across different UX roles, such as UX designers, UX researchers, interaction designers, and usability analysts, depending on the size and structure of the UX team. Additionally, the specific demands of each project may influence the emphasis on certain tasks at different stages of the product development lifecycle.