If there is one content format that will determine how online marketing as a whole develops, it is video. Since the explosive growth experienced by TikTok during the coronavirus pandemic, other platforms have followed suit and even Google is focusing more on video than it used to. 

Which begs the question: what trends can we expect to see in the video sector in 2024, right?

The Trends for 2024

Trend No. 1: AI as far as the eye can see 

Of course, AI is changing everything right now - so it's no wonder that we're also experiencing it in the video sector and including it as a trend here. But what exactly are the new possibilities? Let's take a look at a few examples.

Entire videos and animations can be created thanks to AI. For example, if you don't like being in front of the camera but need videos, you can write a text and have it read out by an avatar. Cool, isn't it? The quality of the video leaves something to be desired? How nice that this is no longer an issue thanks to AI and that you can edit and improve a whole lot afterwards. 

Who actually watches my videos and what else can I do to make them even more appealing to my target group? There are also many AI options that can help you understand your audience. Automation is also a major topic, for example when creating captions for videos or translations. 

And all these possibilities will be with us in 2024, improving and adding new ones that we don't know about yet.

Trend No. 2 : Live Video

And action! Well, that's not quite the case with live videos via TikTok and the like, but live videos are an absolute must for interacting with the community. Content creators in particular have been using the format for some time now and it is very popular. 

Live videos - interactive, authentic, real and, above all, simple. Brands can also step in front of the camera with their team and interact with the community at selected events - or for live online shopping. Already used in many places in 2023, we will probably see a lot more of this in 2024.

Trend No. 3 : VR and AR are on the run 

Virtual reality and augmented reality are also trending topics that have been with us for at least 2-3 years. It is clear that this also plays a major role in the video sector. 

Presenting the new store concept to customers earlier as a sneak peek? No problem at all. Show your own products in a created world? Of course. 

Take the customer on a journey and make them the hero of your own story with the company's products? Yes, that's logical. 

There are already forecasts that AR and VR will develop a market volume that could exceed 109 billion dollars. This form of "showing" reality is exploding in all areas and so are the possibilities.

Trend No. 4 : Short Form Video 

Short form videos - or very short video content - have been very popular for some time now. And this is not diminishing, because thanks to new functions such as Instagram Reels or YouTube Shorts, the platforms offer brands new opportunities to present themselves. 

Showing short, entertaining videos - a trend that is not going to disappear any time soon. Short-form videos were already with us at the end of 2022 for 2023 and this content form will continue to be on the agenda in 2024. 

Be it as a channel for behind-the-scenes presentations, for accompanying events with the team or any other form of presenting products and services - short-form videos belong on every marketing agenda.

Trend No. 5 : Silent Video 

Pssst! More and more videos are being watched without sound, which is increasing the desire and demand for subtitles among the community. The reason for this is that videos are consumed and watched wherever you happen to be. And that can be in a wide variety of places: On the subway, on the plane, at home on the side, at the gym and so on. 

The story behind a video must be able to be told without relying on sound. And this is an important change for all marketers and advertisers: Good subtitles must be provided and the video must also be made accordingly, so that moving images and cuts reveal more than the sound would.

Trend No. 6 : Smartphone as camera 

When Steve Jobs introduced the iPod, he described it as "1000 songs in your pocket" and now we all (or almost all) carry our content production capability with us in our pockets: the smartphone. The days when production was ONLY possible with the highest quality equipment are behind us, because our smartphones can now be used to produce great videos. Apple has launched its own campaign under the hashtag #ShotOniPhone, which also addresses the fact that major brands should or can now switch more to smartphone-produced content. 

Inspiration and creativity are more important than the right and expensive equipment, and this also applies to 2024.

Our research results 

Of course, we didn't come up with these trends, but were on the lookout so that we could compile and present the biggest ones. 

And we found an article on LinkedIn about 8 video marketing trends, a blog post about 4 big trends, a few predictions for 2024 and a blog with lots of learning content about the video marketing trends for 2024. 

Have a look around if you want to read more.

Summary 

Ah, a new year, new trends, lots of new things. We already know some of the video trends from previous years and they have remained consistent for the past and upcoming year. There are also some new ones. But the fact is: videos are the thing and will remain so. 

We are excited to see what lies ahead and look forward to new opportunities and challenges. You can read more on the Flanke 7 blog.