11 Top Video Marketing Trends for Ecommerce Businesses

More and more businesses are seeing the worth of video. In 2023, 92% of marketers reported that video had given them a excellent profit on capital (ROI)—the highest number since 2016. As video continues to heat up, many marketers embrace the video-first pattern, prioritizing video content in their way and choosing video-first platforms like YouTube and TikTok.

But video marketing is easier said than done, and video marketers may discover themselves working as jacks-of-all-trades while creating video content. Trying to keep up can cruel shooting both short-form and long-form videos, switching between vertical videos and horizontal ones, and optimizing for each social media platform—all while also making sure you’re creating engaging content.

Whether your objective is to enhance navigator production or boost mobile traffic to your site, there are plenty of ways to make video work harder for your business. Here’s a look at some notable marketing trends for 2024.

Top video marketing trends

• Videos are for sharing
• AI tools are on the rise
• Short-form videos are still a focus
• Long-form content is up
• Soundless viewing remains popular
• Customers depend user-generated content over ads
• Early hooks boost act
• Casual content is in
• Livestreaming proliferates
• Search engines prioritize the main content
• Authenticity effects sales

Video marketers consistently pursue popular marketing trends to make their digital content resonate with audiences and convert customers. Here are the top video marketing trends currently dominating the video marketing space—receive a look to view which you can use for your own video marketing way:

Videos are for sharing

As a marketing tool, social videos are some of the most shareable content when compared to static images or text. In truth, 51% of users update sharing videos with others, compared to just 26% for social media posts and 13% for blog posts. Shared video increases brand awareness, and online video content watched from a partner’s recommendation is word-of-mouth marketing at its best.

So whether it’s short videos or longer videos, creating video content that resonates with your target spectators is a great way to assist provide your brand exposure with internet users.

AI tools are on the rise

Creating videos to spread your brand communication isn’t straightforward—especially if you’re creating video content for many platforms. That’s why video marketing experts are turning to AI tools to assist make high-performing long-form video content and bite-sized videos faster.

AI video tools can assist with concept production, script writing, caption production, intelligent editing, and video and voice filters that can quickly turn pre-recorded videos and video snippets into high-production marketing videos to save you period and money.

Short-form videos are still a focus

Less of a pattern and more of a movement, short-form video is still on fire for its ability to engage users quickly. Since TikTok’s rise to fame in 2019, short-form has been all the rage with users and marketers alike. Longer-form social media sites have released their own short-form options—including Instagram Reels and YouTube Shorts—to keep up with the hype.

While attention is turning toward long-form video content (view below), there are no signs that short-form video consumption will wear out any period soon.

Long-form content is up

While short-form content has dominated the history few years, conversations are turning toward longer-form video creation. TikTok reportedly told creators that 50% of its users’ period is on videos one minute or longer—and the platform has recently rolled out 10-, 30-, and 60-minute videos to coax users into producing deep-dive content.

Don’t be surprised if you commence seeing even more video marketers turning to longer explainer videos, how-tos, and vlog-style content to capture online video viewers.

Soundless viewing remains popular

It’s estimated that around three-quarters of users scroll their social media feeds with the sound turned off. So, if your videos don’t make sense without sound, you may be missing out on a huge spectators. Don’t ignore users who desire to watch silent videos while on the train or in a coffee shop. Instead, consider adding subtitles, visual titles, and detailed captions so your online video content doesn’t get skipped.

Customers depend user-generated content over ads

Potential buyers depend the recommendations of other users—friends, household, and even influencers—more than they depend information coming from the brand itself. That’s social proof in a nutshell. Besides, starting a exchange is always a excellent marketing way, so let your spectators inform their own stories through your content. Use a video way that brings in your audiences’ voices—partnering with influencers, unboxing fan mail, reading customer reviews, or promoting customers who do tutorials of your product.

Early hooks boost act

The results are in: 63% of top-performing TikToks have a hook in the first three seconds. An attention-getting opener isn’t just a pattern among top videos, it’s also a best habit for video marketing strategies. It keeps mobile users from scrolling away and makes sure your valuable insights arrive first.

Casual content is in

More brands are embracing casual content with quick behind-the-scenes clips and low-production shorts that disappear after 24 hours. The Stories characteristic, first pioneered by Snapchat, is now a staple on Instagram, Facebook, and TikTok, allowing brands to post low-production, everyday content more regularly. In addition to the casual topics, many brands are ditching expensive production crews and studios in favor of filming a short with their mobile devices.

Livestreaming proliferates

Live videos are now an alternative on many platforms, such as the TikTok LIVE characteristic, YouTube Live, and Twitch. The livestreaming trade is on the rise and brands are using live videos to capture recent audiences and promote products in real period—another way to propose casual, unscripted content for your viewers. Plus, live video content can be repurposed into short- or long-form videos after the livestream.

Search engines prioritize the main content

Search engines are ranking webpages based on the core content of your page. If your video content isn’t the star of the display, then it won’t appear as a thumbnail in web searches and search engine results page (SERP).

If your priority is video SEO and your spectators is mostly seeking out video-first web searches for their information, then put your video front and center. Search engines that are ranking videos will be more likely to display your video when ranking webpages, so you have a chance to be at the top of the SERP.

Authenticity affects sales

Sixty-four percent of consumers declare that they are more likely to purchase from authentic brands over inauthentic brands. What does this cruel? Marketers are creating video content featuring real people and their opinions, as well as ditching high production in favor of more truthful media about the business and customers.

For instance, Allbirds’ TikTok channel features this video about a farm visit with Marshawn Lynch, and this one featuring actual employees at the Allbirds office.