Top Video Marketing Trends for 2024 and Beyond

In the ever-evolving realm of marketing, the landscape is continually reshaped by technological advancements. Digital video trends are changing at lightning speed due to breakthroughs in AI and post-production, so let’s explore how technology will impact video content this year.

In a world inundated with content, how can brands stand out?

One answer to this persistent question lies in personalized video content. By leveraging data insights and automation tools, marketers can now tailor videos to the individual viewer, creating a connection that goes beyond the screen.

From including customer names within video content to producing content suited for specific user preferences or actions, this trend is reshaping the video marketing landscape. As viewers increasingly crave content that resonates with their unique needs and interests, personalized video content emerges as the golden ticket to capturing attention, fostering brand loyalty, and ultimately standing out in the vast sea of online content. Brands that create video content connecting with their audience one-on-one have the advantage of fostering a memorable and meaningful relationship that extends far beyond the digital realm.

Why watch videos when you can experience them? Interactive videos are all about transforming passive viewing into an immersive journey. From shoppable videos to decision-driven narratives, interactive videos captivate audiences and invite them to be a part of the story. These “Choose your own adventure” video ads are becoming more accessible as technology progresses, so don’t be surprised if you see video marketers taking advantage of this powerful type of video in 2024.

Take, for example, this interactive shoppable video content piece from IKEA. This hilariously relatable online video not only promotes IKEA products in an entertaining way but also invites viewers to click within the video for various product links and information.

Another example of great video content with an interactive twist comes from none other than Nike, whose “Style It Yourself” video piece asks users to select outfit pairings with the help of an on-set stylist.

In 2024, it’s not just about video consumption; many consumers may come to expect some level of involvement in the content served to them. How will your marketing efforts engage users in new, exciting ways in 2024?

What is your biggest video marketing tool in 2024? Storytelling. In a world where consumers are hyper-aware of advertising tactics and jargon, it’s important that your content connects with viewers in a genuine way. So, let’s explore two major stylistic trends impacting video content across the board in 2024 that will be sure to boost your video engagement efforts.

Nostalgia holds a unique power in storytelling. We find comfort in familiarity, which can be seen most obviously in the stylistic choices of TV shows and fashion over the last few years. In 2024, we can expect to see this trend of nostalgic elements extend further into the digital marketing landscape.

Businesses looking to leverage the charm of the familiar may do so by creating content that incorporates things like retro-inspired visuals and throwback soundtracks to create an emotional connection with audiences.

Brands with extensive video marketing budgets may choose to hire celebrities whose very stage presence takes us back to a specific period, as Rakuten accomplished with last year’s Super Bowl ad featuring Alicia Silverstone, the renowned actress from 1995’s “Clueless.” Other brands may prefer video content with a nostalgic twist, without a specific pop culture reference, like Maybelline’s 90s music video-inspired advertisement featuring SNL’s Chloe Fineman.

In an era of heightened connectivity, authenticity remains king. One of the hottest video marketing trends we’ve seen on the rise over the last few years, with a certain continuance in 2024, lies in authenticity. Whether it’s showcasing behind-the-scenes moments or user-generated content, authenticity adds a human touch to your brand.

In a modern marketing world where consumers prefer sincerity over sales, we’re seeing that effective video isn’t always highly produced. Take, for example, brands that rely on content creators for video creation efforts. Glossier takes advantage of simplified video production by hiring ambassadors and referral program participants to create video content promoting the brand. This tactic amplifies the brand’s social media marketing strategy by producing content that feels real and relatable, traits that are highly valued by consumers who are constantly being chased by brands across all of their daily digital endeavors.

Oh, and authentic content doesn’t just start and stop at contracting independent creators. We can all learn from Nike’s ability to craft compelling, high-production value video content that feels genuine and highlights authentic stories. Content created by the beloved brand frequently highlights inspiring narratives from relatable figures.