The Future of Video Editing: Emerging Trends and Technologies
- Why Companies Will Be Producing More Videos in 2024
- Video Marketing Effectiveness Explained
- Trends in Video Production 2024
- Video Production Trend #1: Remote Video Testimonials
- Video Trend #2: Demo Videos
- Video Production Trend #3: LinkedIn Video
- Video Trend #4: Sequenced Narratives
- Video Production Trend #5: Video Testimonials
- Video Trend #6: Live Video and Live Streaming
Video content took over the digital landscape which opened huge opportunities for businesses in regards to video production and brand advertisement. However, each business is unique, and not every video style fits every brand. Marketers must craft a comprehensive strategy and whole video editing system before delving into video content creation considering many factors that influence the outcome. Let us explore these factors and see what trends in video production are relevant for 2024.
Why Companies Will Be Producing More Videos in 2024
Businesses increasingly turn to video to captivate, inform, and convert potential customers.
In the vast expanse of online content vying for consumer attention, to ensure your message stands out. Video emerges as a potent tool for distinguishing yourself amidst the digital din, seizing the focus of your target audience.
While traditional mediums like white papers and lengthy blog posts still hold merit, modern consumers lack the time or inclination to peruse extensive written material.
Video presents a solution by engaging multiple senses simultaneously, offering a swift and impactful means of conveying information and evoking emotion. Additionally, video content can be segmented into easily digestible snippets, akin to chapters in a book but without the time commitment.
Crucially, video constitutes a vital component of any comprehensive marketing strategy for several reasons:
- Consumer demand for video content continues to rise.
- Video consistently drives higher conversion rates across various platforms.
- The dynamic nature of video enhances storytelling and audience engagement.
- A growing number of businesses recognize the intrinsic value and return on investment (ROI) afforded by video. In fact, over 29% of businesses regard video as "extremely important" to their marketing endeavors.
But what makes video such a formidable force in marketing? Let's explore the compelling factors that underscore the pivotal role of video integration in your marketing strategy.
Video Marketing Effectiveness Explained
Here's a glimpse into the compelling statistics that underscore the video's effectiveness:
- Consumer Demand: Global consumers crave video content, with over a billion hours of YouTube videos consumed daily, yielding billions of views. Approximately 54% of consumers express a desire for more brand video content.
- Conversion Boost: Video marketing isn't just trendy; it's a revenue driver. Videos enhance sales and reduce customer acquisition costs across digital advertising and content marketing efforts. Roughly 92% of consumers watch videos before making online purchases, making video accessibility on your website and social channels crucial for influencing purchasing decisions.
Video storytelling elevates your brand narrative, forging deeper connections with prospects. A well-crafted video, featuring founders and the brand's origin story, evokes emotion and fosters meaningful connections, breathing life into your brand message.
Now equipped with insights into video's significance, let's delve into the latest video content trends shaping the landscape this year.
Trends in Video Production 2024
Video Production Trend #1: Remote Video Testimonials
The pandemic shifted our interactions, prompting a surge in remote video production, with over 74% of businesses boosting their efforts.
Remote video testimonials, captured in separate locations, gained traction. Unlike low-quality Zoom recordings, these productions utilize dedicated platforms and "Drop Kits" for high-quality output.
This method revolutionized the production process, shifting from on-site shoots to remote setups. Despite their simplicity, remote videos excel in engagement, offering authentic insights and a personal touch.
Their unpolished aesthetic resonates on social media, delivering vital information without flashy distractions. Example: Envestnet Yodlee's testimonial, showcasing real-world analytics applications, demonstrates the efficacy of remote recordings.
Video Trend #2: Demo Videos
Consumers increasingly turn to online videos, especially instructional ones, with "how to" searches on YouTube spiking by 70% annually. This trend underscores a growing need for visual learning aids, particularly regarding product functionality.
Product demo videos have emerged as a solution, offering concise insights into product features and benefits. These videos not only educate consumers but also serve as potent marketing tools, swiftly delivering essential information and boosting sales.
Research reveals that viewers of demo videos are 1.81 times more likely to make a purchase, making them a valuable addition to any marketing strategy. RealWear's Pro Buds demo exemplifies this effectiveness, combining live content with illustrative visuals to showcase product usage and benefits succinctly within a brief runtime of 1 minute and 50 seconds.
Video Production Trend #3: LinkedIn Video
LinkedIn's native video feature offers a direct avenue to engage with your audience organically. Over 38% of marketers utilize LinkedIn video, with 75% finding it effective.
Business owners and marketers leverage this platform to share insights, products, and best practices. While self-shot videos suffice, professionally produced content makes a stronger impact, presenting your brand in the best light.
Whether posted on personal or brand accounts, LinkedIn videos amplify reach. Comments and likes trigger content sharing across connections, exponentially expanding brand visibility. Megan's live video for MeetEdgar exemplifies this, attracting views and driving traffic to the company page.
By integrating LinkedIn video into your marketing strategy, you tap into a business-savvy audience, fostering engagement and brand growth.
Video Trend #4: Sequenced Narratives
Video sequences are a strategic tool for guiding potential customers along the purchasing journey, especially when one video isn't sufficient. By threading together multiple videos, companies craft narratives tailored to diverse target audiences or different stages of the decision-making process.
These sequences are crucial for nurturing prospects who aren't yet ready to buy, and providing digestible information in a structured manner. Integrated into drip email campaigns, sequence videos aid in nurturing leads, particularly since 97% of prospects aren't immediately prepared to make a purchase.
Hitachi exemplifies this approach, creating industry-specific videos showcasing product applications. For instance, their video featuring a Field Service Representative at a wind turbine manufacturing company illustrates how their product aligns with business functions.
Breakdowns of product capabilities into segmented content pieces enhance viewer engagement and comprehension. Whether for employee training or targeted outreach, crafting a cohesive narrative through quality content ensures effective communication with your audience.
Video Production Trend #5: Video Testimonials
Video testimonials, featuring satisfied customers endorsing products, are potent marketing assets. Surveys indicate that about 89% of marketers prioritize them as the most effective content marketing tool. Why? They provide authentic social proof, fostering trust and credibility. Compact and relatable, these testimonials encapsulate the customer journey, fostering easy comprehension and sharing. With 59% of business executives preferring video over text, these assets hold significant sway in B2B sales environments. Leverage video testimonials to sway hesitant prospects, enhancing conversion rates and fostering customer trust. See an example testimonial video for our client Snowflake.
Video Trend #6: Live Video and Live Streaming
Live video is set to surge in popularity in 2024, offering authentic interactions that forge closer connections between businesses and audiences. Humanizing the brand by showcasing founders, employees, and customers is key to fostering these connections.
Two primary methods facilitate this humanization: live capture video and live streaming. Live capture involves recording live scenes with individuals speaking or interacting, while live streaming broadcasts content in real-time.
Platforms like Facebook Live witness significantly higher viewer engagement, with videos garnering three times more views and ten times more comments compared to pre-recorded content. As Facebook, YouTube, and Instagram expand their live streaming options, companies seize new opportunities to engage audiences authentically through live video.
Author
IT entrepreneur and co-founder of VJump. His passion is travel photography, within which, he has already visited 75 countries. Photos taken during his travels are actively posted on his social networks. For example, his Instagram account has more than 1 million followers.
In addition, his documentary short film Terra del Fuego was awarded more than 30 international awards and certificates at film festivals worldwide.
