Top 10 Social Media Video Marketing Trends for 2024

If there’s one constant in video marketing year after year, it’s change. Evolving audiences, emerging platforms, and ingenious tools keep the trend wheels turning smoothly. In 2023, generative artificial intelligence (AI) defied the rules of audiovisual production, and virtual influencers transformed the way brands interact with audiences.

The future is here, and video marketing innovation shows no signs of slowing down. Staying agile and responsive to these ongoing shifts is critical to seizing opportunities and staying ahead in 2024 and beyond. 

So what’s in store for marketers and content makers in media strategy and creativity this year?

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Is Video Marketing Still Effective in 2024?

In short, yes. Video marketing is expected to continue dominating digital and traditional channels — at least for the foreseeable future. The popularity and effectiveness of this medium in engaging audiences make it a prominent, enduring, and profitable strategy for businesses and marketers alike. 

People are watching more videos than ever before, with over 40% of US users claiming to consume this type of content every day. Social media platforms recognize that video engages users more than text or still image approaches. Platforms like YouTube, TikTok, and Instagram Reels are experiencing dramatic growth and taking center stage in everyone’s lives. A recent study comparing engagement rates highlights TikTok’s leading position with an average of 5.53%, followed by Instagram Reels at 4.36% and YouTube Shorts at approximately 3.80%. 

In a report by Forrester Research, Dr. James McQuivey suggests a one-minute video is worth 1.8 million written words. Professionals in the field consistently note that video:

• Helps their users understand their product or service
• Increases brand awareness
• Drives traffic
• Attracts leads and sales
• Offers a consistently high ROI

Keeping a close eye on video marketing trends and statistics gives you valuable insights into audience behavior and the performance of video content across diverse platforms. This information empowers you to make data-driven decisions to refine your strategies, optimize content, and stay ahead of the curve.

Related: Social Media Video Ad Specs & Placements Guide

1. Authenticity Is (Still) In

Turns out that being your true self pays off when it comes to video marketing. Users are placing higher value on genuine voices, moving away from traditional sales pitches and formulas, and opting for more authentic content when making purchasing decisions. 

Authenticity isn’t just about rawness or imperfection. It’s also about:

1. Embodying your brand and its values
2. Connecting with your audience on a human level
3. Delivering relatable content that resonates

If you want to click with your audience and bond with them at a deeper level, your best bet in 2024 is still to rely on user-generated content (UGC). These types of videos feature real people sharing their unfiltered experiences with your products or services, which fosters a sense of trust and familiarity. UGC is 35% more memorable than traditional ads, leading to 29% higher conversion rates than campaigns without it.

Pro Tip: UGC content doesn’t have to look unprofessional. You can strategically use video production techniques to elevate its quality while maintaining a sense of realness. 

2. AI Is Everywhere

AI is here to stay. This technology is revolutionizing video marketing in exciting ways. When using it, however, remember that it’s not a replacement for human creativity and strategic thinking. Nevertheless, it’s a valuable complementary tool.

Some of the key AI capabilities to enhance your video marketing endeavors are: 

• Automated editing: AI-powered tools can automatically generate video summaries, highlight important moments, and even cut unwanted footage out.
• AI-powered scriptwriting: Generative AI can suggest story ideas and draft targeted scripts based on specific topics.
• Video production: AI can create realistic animations, special effects, and even moving images from text prompts.
• Automated voiceovers and captions: AI can enrich your videos with realistic and expressive voiceovers in various languages and inflections. You can also use some tools to automatically add closed captions and transcripts, making videos accessible to a broader audience.

At MNTN, we’re aware of the world of possibilities AI can bring to video marketing. That’s why we’ve created MNTN VIVA. This platform will allow you to craft and mix generative audiovisual material, stock footage, and your own assets to streamline your production process. 

3. Augmented Reality Is Taking Over, Too 

Don’t worry — not in the creepy world-domination sense. Think more of a “mind-blowing, immersive, everywhere-you-look” taking over.

In a nutshell, augmented reality (AR) can add layers of information, animations, and even games to your videos, turning viewers into active participants in your brand story. AR can also make your CTAs immediately actionable by superimposing buttons on images of your products. This enables viewers to seamlessly purchase items with a single tap and enjoy creating effortless social shopping experiences that translate into added revenue.

As more brands understand the potential benefits of video marketing with augmented reality, artificial intelligence, and other technology, they’re increasing their content’s virality potential.  Adding this feature to your video content could help you reach a wider audience and boost your engagement across platforms. 

4. Audience-First Strategies Are Essential 

If your brand can’t stand out in the crowded digital space, it may perish. Drama aside, you can definitely benefit from precision targeting that places your viewers at the very heart of your video marketing strategy. That seems to be the secret ingredient to forming true connections and making your audience feel like they’re part of the story.

Keep in mind that people crave stories — not sales pitches. That’s why you should weave your message into a narrative that draws viewers in. Show them how your product or service solves their problems, elevates their lives, or makes their dreams a reality. Let the benefits speak for themselves!

5. It’s Critical To Understand the Differences Between Social Media Platforms…

Each social media platform is a different animal, with their own unique audience, specified formats, particular rules, and so on. Following the latest social media video trends is no longer enough to get on the good side of the algorithm gods. You need to understand the critical differences between your preferred social apps and adjust your content accordingly.

Two of the most prominent platforms in 2024 will continue to be Instagram and TikTok. The former embraces Reels and Stories, favoring community and long-form narratives, while the latter dives deep into niche communities, embracing educational content and shoppable experiences. 

6. …While Still Maintaining a Cross-Platform Presence

Even with Instagram and TikTok’s dominance, establishing a solid presence on other social media remains crucial to building deeper connections with specific customer segments.

Each platform attracts distinct demographics and interests. For instance, TikTok is popular among Gen Z, YouTube is the go-to platform for millennials, and LinkedIn is the best bet to reach B2B audiences. LinkedIn may seem like a professional platform reserved for job hunting and promotion posting, but it’s also a trusted source of information. Or if your audience adopts new platforms, you might want to consider platforms like Lemon8. 

Your picks will depend on who you’re trying to reach. Focusing only on the most obvious choices based on their popularity and video trends on social media, however, could mean missing potential customers. 

7. Posting Schedule Optimization Is Increasingly Important

If you want to create a cohesive brand narrative and guarantee consistent engagement throughout the week, consistent posting is key. Understanding when your target audience is most active online ensures that your content reaches them when they’re most receptive. Posting during their lunch break or commute peaks, for example, maximizes visibility and engagement.

Platforms like Instagram and TikTok prioritize fresh content, so timing your posts for optimal engagement is crucial. Other platforms, like YouTube, are slightly more lax with these considerations. But, when you crack the timing code, they do show added engagement rates.

Posting at the wrong time can bury your video in an algorithm black hole. Data can help you get a clearer picture of what the ideal posting times across platforms are in your case.

8. Makers and Brands Will Continue Collaborating

To get more business in 2024, makers will need to follow certain strategies. You may see them rolling up their sleeves to polish their storytelling skills and find ways to humanize their brand — and their partners’ brands — in the process. As a result, they may strive to catch the attention of potential customers with informative and entertaining videos featuring:

• Relatable product demos
• Insightful tutorials
• Behind-the-scenes glimpses
• Bloopers

By working with makers, brands have the opportunity to connect with digital communities full of interested and already-engaged people. 

9. The eCommerce Industry Will Keep Spending Big 

The eCommerce industry’s love affair with video marketing is far from over, especially now that online shopping has reached unprecedented heights. In 2024, two burgeoning trends will fuel this sweet romance:

• Shoppable videos (social commerce): Last year, roughly 53% of US adult shoppers under 29 planned to use TikTok for holiday shopping. Live streams, shoppable video ads, and influencer collaborations on social media allow brands to convert viewers into instant buyers.
• Bespoke experiences: The power of video to segment audiences and deliver tailored content allows brands to personalize product recommendations — allowing them to showcase relevant videos based on browsing history and even offer exclusive video deals to specific buyers.

10. Connected TV Advertising Will Continue Growing 

A recent report revealed that Connected TV (CTV) remains a “bright spot” and “where all the growth is coming from” in TV. It accounted for 10.9% of the growth last year.

But what does this have to do with social media videos? Great question! 

Many advertisers are using social media to test their CTV creative — and vice versa. Since TikTok is a leading channel for emerging trends, several brands have headed to the platform to test their CTV creative before launching it on TV. 

As CTV advertising continues to become more and more essential within marketing campaigns, be sure to make a plan to repurpose your creative. Plan ahead for your video productions to make sure that you get the most out of your social and CTV creative. 

Related: Video Production Process: Everything You Need to Know

Produce Trending Social Media Videos at Scale

It’s time to bring these trends to life through your 2024 video marketing strategies. Thankfully, you don’t have to do it alone. No matter which trends make the most sense for your brand, the QuickFrame video production platform connects you with makers and production teams who are ready to deliver high-performing video built for every channel, audience, and campaign. 

Contact us today to get started! 

Video Marketing Trends: Final Thoughts

Throughout the rest of 2024, video marketing trends are bound to continue shifting. Thankfully, this industry is not static, which leaves room for many exciting opportunities down the line.

Whether you’re a maker, a marketing professional, or a brand seeking video marketing services, one thing stays true: You must keep an open mind and continue embracing change. By monitoring where the industry is heading, you can adapt your strategies to stay ahead of the curve.