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Introduction

 

Welcome to 2024! This year will be massive for content creators. There’s a lot of things happening, lots of shift in behaviours and a lot of opportunities to explore. So let’s dive into what we think are the most impactful video trends for 2024. This is based on our research as well as trends we’ve seen. So, without further ado, let’s explore the first trend.

Formats and Duration: What’s Changed?

 

Hubspot’s research confirms for the fourth year that video is still the most popular and effective media format. We know this, it’s no surprise. However, there’s a slight change in the way videos are being consumed. Portrait videos, the norm used to be 60 seconds or less. This is now stretching to several minutes. Wistia’s research highlights that despite this shift, engagement remains strong, indicating a hunger for quality video content.

Our recommendation? Embrace this trend by experimenting with longer portrait videos, but keep a keen eye on duration. It’s crucial to note that long-form videos, with the exception of podcasts, have a significant decline in engagement.

Graphs provided by Hubspot – They can be found here.

Smartphone vs Professional Videos: What Is The Right Balance?

 

In recent years, the leading advice has been ‘go mobile’ for video creation, and we’ve advocated for smartphone videos as well. However, as 2023 drew to a close, we noticed a saturation point. A few conversations around perception, highlighted that smartphone videos can be seen as either a business following a trend or can seem unpolished.

For 2024, our advice is to go towards professional video production for B2B marketing. This shift allows businesses to stand out against the influx of smartphone videos that are coming. That being said, if you’re in the B2C space, you’ll thrive on authenticity and user-generated content, B2B audiences may perceive professionally produced videos as a mark of credibility and quality.

Our recommendation? Embrace this trend by experimenting with longer portrait videos, but keep a keen eye on duration. It’s crucial to note that long-form videos, with the exception of podcasts, have a significant decline in engagement.

Usefulness Over Flashiness: The Authenticity Wave

 

We’re now saying goodbye to the trend of fast-paced, heavily hyped videos, 2024 is witnessing a rise in authenticity and educational content. Creators are slowing down the pace, focusing on niche subjects that resonate with specific audiences. This shift not only fosters a stronger community but also streamlines content creation processes.

The demand for attention-grabbing, flashy videos is declining. In its place, viewers are seeking authentic and useful content. Whether your goal is to inspire or educate, prioritize topics that add genuine value to your audience’s lives. Remember, the era of talking about yourself is fading; it’s time to create content that speaks to your audience’s desires and needs.

Here’s an excerpt from a newsletter I follow that encapsulates this concept perfectly.

Screenshot from here.

Conclusion

 

And there you have it – the top video trends for 2024. We hope you found these insights valuable as you navigate the landscape of using videos in your marketing. If you’ve spotted any emerging trends or have thoughts to share, drop a comment below. Until next time, stay ahead of the curve.

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