Have you heard? Video is the most popular consumer medium, and that goes double for marketing and communications. New research from video editing platform Filmora explores the top video marketing trends that are shaping the industry today—emphasizing the need for businesses to implement video content in their marketing strategies to improve ROI ASAP.
By analyzing data and sources from Google Trends, Statista, and trusted publications such as The New York Times, the firm compiled a comprehensive guide, Uncover the Top 10 Video Marketing Trends, Statistics, and Predictions in 2024, to help brands and businesses navigate the best strategies to implement when it comes to video marketing.
Key findings:
9 in 10 marketers have positive ROI from video content
A whopping 90 percent of marketers surveyed are reporting positive outcomes from video marketing strategies such as increased sales, brand awareness, lead generation, and website traffic.
YouTube is the most effective video platform
Despite a surge in short-form content, long-form video remains a powerful marketing tool, with YouTube emerging as the most effective platform for marketers.
3 in 4 marketers leverage AI-powered video content
Interest in AI-powered video marketing reached its peak in February 2024 with 75 percent of respondents leveraging an AI video generator for video creation.
Traditional TV is being replaced by video content
Projections for 2027 indicate Americans are giving digital video devices 204 minutes of their attention each day while giving TV only 121 minutes.
We’ve seen a 91 percent surge in video marketing adoption
The use of video as a marketing tool has surged from 61 percent in 2016 to a staggering 91 percent in 2024.
TikTok’s influence and challenges
TikTok continues to dominate the social media scene, but may be showing early signs of decline as global searches for the platform have begun a downward trend since September 2023.
“Video marketing just might be the most important strategy for business owners to implement in today’s digital landscape,” said Shelia She, general manager of the Global Marketing Center at Filmora. “Simply having an online presence or being on social media isn’t enough anymore. Now, you have to show up to the platforms with strong, engaging, and high-quality video content if you want to beat your competition. Video marketing is proving to be an extremely effective strategy for businesses with 90 percent of marketers reporting positive outcomes in ROI.”
Businesses are advised to diversify their video marketing strategies by investing in both short-form and long-form content, leveraging generative AI tools, and adapting video content across multiple platforms. Maximizing their video marketing efforts in this way will help boost their ROI.
