Every year, the NFL Super Bowl reminds us of the power of video commercials as millions of viewers eagerly anticipate the creative and captivating ads between gameplays. However, in our day-to-day, there is a shifting media landscape, where an increasing number of consumers opt for ad-free streaming services to enjoy their favorite TV pastimes.In this era of digital transformation, commercials are adapting to the preferences and behaviors of modern audiences. One of which is video ad placement on social media platforms. As users spend more time scrolling through their feeds, brands have seized the opportunity to engage with them through compelling video content.When transforming traditional commercial advertising into digital media campaigns, what are the best tactics to engage this new-age audience? As a digital marketing agency and video producers, we predict four top video marketing trends for 2024 that you should implement into your strategy.
1. Shoppable Videos
Transform viewers into customers with shoppable videos. Most social media platforms have added shops where consumers can quickly purchase products and seamlessly check out through the app. This is becoming such the norm that even Facebook’s shop integration with Shopify will no longer be supported unless the checkout on Facebook and Instagram feature is enabled by the end of April 2024.Â
This feature can be great for your business, as these platforms have integrated the ability to tag your products in videos and feed posts, turning passive viewers into active participants and driving higher engagement and conversion rates. In 2024, you can expect more brands to leverage shoppable videos to provide a seamless shopping experience directly within their preferred app, ultimately streamlining the path to purchase and boosting sales.
2. Short-Form Videos
Short-form videos continue to dominate social media platforms, captivating audiences with bite-sized content optimized for mobile viewing. Platforms like TikTok and Instagram Reels have become popular avenues for brands to showcase their creativity and authenticity in just a few seconds. In the year ahead, short-form videos will remain a powerful tool to grab attention, spark conversations and foster genuine connections with their audience.
3. Long-Form Videos
While short-form videos grab attention, long-form videos allow companies to dive deeper into their brand story and provide more immersive experiences for their audience. With TikTok and Instagram expanding their abilities to share longer videos to stay competitive with YouTube, you can expect to see companies investing in long-form videos to connect with viewers on a more emotional and meaningful level. Examples of high-engaging long-form content are behind-the-scenes glimpses, highlighting brand values and showcasing product development journeys or upcoming product launches. In 2024, long-form videos will play a key role in building awareness and customer loyalty.
4. Testimonials
Testimonials have long been a valuable tool for building trust and credibility with consumers, and 2024 will be no different. With the rise of commission-based shoppable platforms such as TikTok Shop, content creators can freely promote products through their own videos to make quick cash. This leads to an easy prediction that UGC will continue to be a cornerstone of effective marketing strategies. Authentic customer testimonials provide social proof and validation for potential customers, helping to alleviate doubts and concerns in the purchasing process. Businesses that prioritize gathering and showcasing genuine testimonials will resonate with consumers on a deeper level, ultimately driving conversions and fostering long-term loyalty.
2024 promises an exciting trajectory for video marketing, which isn’t slowing down any time soon. By embracing shoppable videos, short-form and long-form video content and authentic testimonials, you can expand your brand awareness across platforms, build social proof and consumer relations, and allow for seamless impulse-buy checkouts straight from your videos.Â
If you’d like help building your marketing strategy and connecting with your audience through video, reach out to Harvest Growth and speak with a member of our team. We specialize in creating effective marketing campaigns tailored to your unique goals and work closely with you every step of the way to ensure your marketing efforts resonate with your target audience and achieve your desired outcomes.
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