As of Q2 2023, digital video is practically the lifeline of modern marketing, rocking a 92.3% audience reach globally. Whether you're into toe-tapping music videos, laugh-out-loud comedies, viral sensations, or those oh-so-helpful how-to guides, video has something for every palate. Reach your audience through video content with these trends that are shaping video in 2024.

Silent Video Revolution

People are always on the go, and captions and no-audio tactics give us the means to still enjoy video content, even when our AirPods die. In fact, 92% of individuals are silently soaking in videos. There’s more depth to this stat in the world of platform-specific behaviors: 85% of Facebook videos are played without sound, followed by 80% on LinkedIn, and 40% of Instagram videos are played hush-hush.

Captions are the solution, captivating viewers and elevating SEO rankings. They don't just sprinkle a dash of text; they unleash a 13% surge in brand connection, a 10% upgrade in ad memory quality, and an 8% boost in ad recall. But that's not all – studies show that videos with captions have an 80% higher chance of completion, with viewers sticking around till the credits roll. 37% of these captivated viewers are so intrigued that they flip the sound switch back on. Captions and no-audio tactics are about more than just convenience. Implementing a silent viewing strategy makes your content accessible. There are over 37 million Deaf or hard-of-hearing individuals in the US alone. For this audience, captions are fundamental to understanding video content. When it comes to video content, captions aren't just subtitles; they ensure everyone gets a front-row seat, regardless of their audio preferences.

Actionable Tips for Marketers:

1. Prioritize Captioning: Make video captioning a priority to reach a wider audience.
2. Optimize for Silent Viewing: Design videos that cater to the silent viewing trend.
3. Accessibility Focus: Acknowledge the importance of captions for accessibility.
4. SEO Integration: Recognize the role of captions in improving SEO for video content.

Social Media's Video-First Approach

Video holds the spotlight on social media, enchanting users through its compelling and straight-to-the-punch narratives. Whether in short bursts on Instagram Reels or immersive content on YouTube, each platform requires a unique approach. The impact of video marketing on social media is undeniable, delivering impressive results and a positive ROI for 91% of video marketers.

Across diverse social platforms like Twitter, LinkedIn, Facebook, and Instagram, video outshines other content types in driving engagement. We’ve all seen the success of YouTube and TikTok. The essence of video-first social media marketing lies in recognizing that video outperforms other media in engaging audiences and conveying information. Video should stand as a priority, without excluding other media forms, in a comprehensive marketing strategy.

Actionable Tips for Marketers:

1. 

   Platform-Centric Strategy: Understand each social media platform and tailor your content to match audience preferences and platform features.
2. Interactive Content Engagement: Leverage interactive features offered by platforms by using polls, 360 videos, and live interactions to boost audience engagement.
3. Optimize for Mobile and Authenticity: Ensure videos are optimized for mobile viewing and prioritize authenticity in content, fostering genuine connections with the audience.

UGC in Video

Authentic and relatable content, born from real user experiences, resonates more profoundly with audiences than meticulously polished campaigns. Brands are now aligning with both influencers and everyday creators, showcasing genuine stories that not only boost credibility but also cultivate community and organic engagement.

Consumers are 2.4 times more likely to view user-generated content (UGC) than content created by any brand itself. The industry is becoming more and more authenticity-driven. Utilizing UGC videos offers a distinct avenue for brands to connect with their target market, leveraging the authenticity and creativity of real users. Genuine user experiences build confidence in the value of your business, influencing purchasing considerations.

Actionable Tips for Marketers:

1. Understand Your Target Audience: Research demographics, interests, and preferences to tailor content to your audience's needs.
2. Showcase Real-Life Scenarios: Highlight products in real-life situations to demonstrate how they address customer needs.
3. Encourage User Participation: Actively involve your audience in the content creation process, encourage them to submit videos or share experiences, fostering community and enhancing the authenticity of your UGC videos.

Short Form Video

Short-form videos, typically under 60 seconds, have not just become a trend; they are shaping the landscape. People's love for video content is universal, but there are preferences for different lengths on different platforms. Short-form videos are an ideal canvas for brands to create lightning-fast, attention-grabbing content. Ad spend on short-form videos to grow by CAGR of $145bn+ by 2028

Short-form video content is about storytelling in seconds. With our phones turned into personal studios and the widespread use of editing apps, authenticity, and spontaneity have become the foundation of video marketing.

Actionable Tips for Marketers:

1. Craft Attention-Grabbing Openings: Whether it's a visually striking image, a surprising statement, or an intriguing question, make those initial moments count.
2. Experiment with Trends: Stay attuned to current trends and popular formats within short-form content. Platforms like TikTok often have trends that gain rapid traction. Experimenting with these trends can boost your content's visibility and relevance.
3. Utilize Editing Tools Wisely: Short-form content doesn't necessarily mean sacrificing quality. Leverage editing tools to enhance your visuals, add effects, and maintain a polished look. However, balance is key – authenticity should not be compromised.

Spontaneous Stories

Adding a layer to short-form videos, social media stories have emerged as a powerful trend in video marketing. Platforms like Instagram, Facebook, and Snapchat allow users to share short, vertical videos that expire after 24 hours, and video has taken off on these features. This temporary nature adds a sense of urgency and exclusivity, compelling viewers to pay attention. Social media stories align seamlessly with the mobile-first behavior of users.

Easily viewable on mobile devices, they stand out in feeds, capturing attention amidst the scroll. This ease of consumption makes short-form videos in stories an effective way to engage audiences in a world where on-the-go interaction is the norm. The ephemeral nature of social media stories plays a strategic role. Viewers, aware that the content will vanish after a day, are more likely to give their full attention. This unique feature sets stories apart from traditional video content, making them an impactful tool for brands seeking to captivate audiences in a short span. Short-form videos, especially within stories, thrive on the genuine, unfiltered moments that resonate with audiences seeking authenticity in a digital world.

Actionable Tips for Marketers:

1. Day-in-the-Life Narratives: Take your audience on a journey by documenting a day in the life of your brand. From sunrise to sunset, share snippets that provide a comprehensive view of what goes into making your products or delivering your services.
2. Behind the Scenes Content: Peel back the curtain and offer glimpses into the inner workings of your brand. Whether it's the creative process, team dynamics, or day-to-day operations, behind-the-scenes content adds a human touch to your brand.
3. Limited-Time Offers: Leverage the temporality of stories to introduce exclusive and time-sensitive offers. Create a sense of urgency, encouraging viewers to act swiftly to get in on special promotions.

From the silent video revolution to social media's video-first approach, UGC, short-form video, and spontaneous stories, each trend offers a unique way you can elevate your videos in 2024.  Over 43% of companies are dropping between $100 and $1,000 on each video, while the daring 23% are cranking it up, investing $1,000 to $10,000 per video production! So, no matter your budget, let's get those cameras rolling, amps cranked up, and create videos that resonate, captivate, and convert.