The way we consume video has evolved rapidly, with video now the preferred medium for billions across the globe. As we move into 2024, this trend is accelerating, driven by advances in technology, social platforms, and shifting viewer preferences. To stay ahead in this video-centric world, businesses and creators need to understand the key trends shaping video consumption.
In this article, we’ll explore the top video consumption trends for 2024, offering actionable insights to help you adapt and succeed in this ever-changing landscape.
At REDSHIFT Creative, we emphasize three key principles for building a strong brand:
75% of video views happen on mobile devices. Optimize your videos for portrait viewing and ensure they load quickly for a seamless mobile experience.
Attention spans are shrinking. Short-form content like TikTok and Instagram Reels dominate, with 83% of marketers advocating for videos under a minute. Keep it concise, visually appealing, and deliver a clear message.
Ditch the staged productions. Viewers crave genuine connections. Showcase real people, relatable stories, and brand values to build trust and emotional engagement.
Boost engagement and conversions with interactive elements like quizzes, polls, and clickable links. Let viewers actively participate in the experience.
AI is streamlining video creation. Utilize AI captioning, editing tools, and even scriptwriting to save time and personalize content.
Global Reach: 3.3 Billion Viewers
More than 3.3 billion people are watching videos online, cementing video’s status as a dominant communication tool. This vast audience demands that brands tailor their strategies to capture and engage this global viewership.
Mobile-First Video: 75% of Views
With 75% of video consumption happening on mobile devices, optimizing content for smartphones and tablets is crucial. This includes embracing vertical videos and ensuring quick loading times on mobile platforms.
Product Discovery on TikTok and Reels
Social shopping is booming, with 37% of consumers discovering new products through short-form videos on TikTok and Instagram Reels. Brands must leverage these platforms for innovative, engaging product marketing.
Relatability Drives Engagement
Authenticity is key, with 38% of viewers finding relatable, genuine content more memorable. Moving away from overly polished videos and focusing on storytelling helps brands build trust and emotional connections.
Interactive Videos Dominate
Interactive videos—those with clickable links, quizzes, or viewer participation—generate up to five times more engagement and boost conversion rates by 30%. This trend is especially valuable for brands looking to deepen consumer interaction.
Demand for Brand Videos Soars
A staggering 89% of consumers want more videos from brands, signaling a clear mandate for businesses to increase their video content, from behind-the-scenes clips to customer testimonials and tutorials.
Videos Are More Shareable
Videos are 52% more likely to be shared than other content, making them a key tool for viral marketing. Brands should focus on creating shareable, engaging videos that resonate with viewers.
Short-Form Video Reigns Supreme
With 83% of marketers believing videos under 60 seconds are the most effective, it’s clear that short, concise content is the way forward, especially on platforms like TikTok, YouTube Shorts, and Instagram.
Authenticity Over Polish
Viewers increasingly prefer real, unscripted videos over heavily produced content. This shift towards authenticity challenges brands to showcase their human side and focus on relatable, transparent messaging.
AI in Video Production
AI tools are revolutionizing video production, with 18% of businesses now using AI for tasks like generating captions, writing scripts, and even editing. AI streamlines the process, offering businesses a cost-effective way to produce personalized content.
B2B Marketing Turns to Video
More B2B companies are using video to educate and convert clients, recognizing its power to simplify complex information and drive lead generation.
Interactive E-Commerce Videos
Interactive videos that allow consumers to shop directly within the video format are proving highly effective, increasing product additions to cart by up to 41%. This immersive experience is becoming a game-changer in e-commerce.
Short-Form Video ROI
Short-form videos provide the highest return on investment (ROI) compared to other content types, significantly boosting traffic and engagement with minimal resources.
Strategic CTA Placement
Marketers are becoming more strategic with where they place calls to action (CTAs) in videos. Whether at the start, middle, or end, optimizing CTA placement can dramatically improve conversion rates.
Rise of Product Videos
45% of companies plan to create more product-focused videos in 2024, reflecting the growing demand for visual content that showcases products in action.
Cross-Platform Video Integration
Brands are increasingly integrating videos across multiple platforms—from websites to social media—ensuring they meet their audience wherever they are.
Video Still Dominates Social Sharing
On social platforms like Facebook, Instagram, and LinkedIn, video remains the most shared type of content, reinforcing its power as a tool for building brand awareness.
Video in Email Campaigns
Incorporating videos into email marketing boosts engagement and conversion rates, making emails more dynamic and increasing the likelihood that recipients will engage.
Diversified Video Content Strategies
Brands are diversifying their video content to include product demos, webinars, and behind-the-scenes footage, keeping audiences engaged and addressing different stages of the customer journey.
Websites as Video Hubs
67% of businesses prefer to host their videos on their websites, ensuring control over distribution and presentation while driving traffic to owned channels.
Video consumption trends for 2024 highlight the growing dominance of video as the primary medium for communication, marketing, and entertainment. From short-form content to AI-driven video production, the landscape is evolving rapidly. Brands and creators must adapt to meet the demand for personalized, interactive, and authentic video experiences.
How will you leverage these trends to stay ahead in 2024? Let’s discuss!
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