Top Trends in Social Media Video Marketing in 2024

1. Short-Form Video Dominance

Short-form video content has been on the rise for the past few years, and in 2024, it shows no signs of slowing down. Platforms like TikTok and Instagram Reels have popularised bite-sized videos, typically ranging from 15 to 60 seconds. These videos are designed to capture attention quickly and convey a message in a succinct, engaging manner.

The key to success in social media video marketing lies in creating content that is not only visually appealing but also optimised for fast consumption. Brands are increasingly using short-form videos to showcase products, share behind-the-scenes footage, and engage with their audience in real time. The trend is driven by consumers’ shrinking attention spans and the desire for quick, easily digestible content.

Example: Nike has successfully leveraged short-form videos on TikTok to promote its latest products and engage with a younger audience. By using trending music and creative editing techniques, Nike’s short-form videos have garnered millions of views and boosted brand awareness.

2. Interactive Videos

Interactive videos are becoming a major trend in social media video marketing as they offer a unique way to engage audiences. Unlike traditional videos, interactive videos allow viewers to actively participate in the content by making choices, clicking on hotspots, or answering questions. This level of engagement not only keeps viewers interested but also provides valuable data on consumer preferences and behaviour.

Brands are using interactive videos to create personalised experiences for their audience. For example, a fashion brand might create an interactive video that allows viewers to choose different outfits or accessories, leading them to a personalised shopping experience.

Example: Sephora has embraced interactive video marketing by creating tutorials where viewers can click on different products featured in the video. This interactive approach has not only enhanced customer engagement but also increased product sales by making it easier for viewers to purchase items directly from the video.

3. Vertical Video Optimisation

With the majority of social media consumption happening on mobile devices, vertical video has become the preferred format for social media video marketing. In 2024, brands are increasingly optimising their video content for vertical viewing, ensuring that it fits seamlessly into users’ mobile screens.

Vertical videos are particularly effective on platforms like Instagram Stories, TikTok, and Snapchat, where users are accustomed to scrolling through vertically-oriented content. By creating videos that are designed specifically for vertical viewing, brands can improve the user experience and increase the likelihood of their content being shared.

Example: Coca-Cola has successfully implemented vertical video in its social media campaigns, creating content that is tailored for mobile users. Their vertical videos on Instagram Stories have seen higher engagement rates compared to traditional horizontal videos, demonstrating the importance of optimising content for mobile consumption.

4. User-Generated Content (UGC)

User-generated content (UGC) continues to be a powerful trend in social media video marketing. In 2024, more brands are recognising the value of leveraging content created by their customers, fans, and followers. UGC not only provides authentic and relatable content but also fosters a sense of community around the brand.

Encouraging customers to share their experiences with a product or service through video content can significantly boost brand credibility and trust. Brands are also incorporating UGC into their marketing strategies by featuring customer testimonials, reviews, and unboxing videos on their social media channels.

Example: Starbucks has effectively used UGC in its social media video marketing by encouraging customers to share videos of their Starbucks drinks on Instagram. The brand often reposts the best UGC on its official account, creating a sense of community and authenticity that resonates with its audience.

5. Live Streaming and Real-Time Engagement

Live streaming has become a staple in social media video marketing due to its ability to connect brands with their audience in real-time. In 2024, live streaming is more popular than ever, with brands using it for product launches, Q&A sessions, behind-the-scenes tours, and more.

The real-time nature of live streaming allows brands to engage with their audience on a deeper level, answering questions, addressing concerns, and building a stronger connection with viewers. Live streaming also creates a sense of urgency, as viewers are encouraged to tune in at a specific time to catch the live broadcast.

Example: Beauty brand Glossier has leveraged live streaming on Instagram to showcase new product launches and engage with its audience in real-time. By answering questions and providing live demonstrations, Glossier has successfully used live streaming to boost product sales and build a loyal customer base.

6. Augmented Reality (AR) Integration

Augmented Reality (AR) is transforming social media video marketing by providing brands with innovative ways to engage their audience. In 2024, AR is becoming more accessible, with platforms like Snapchat and Instagram offering AR filters and effects that can be integrated into video content.

Brands are using AR to create immersive experiences that allow users to interact with products in a virtual environment. This technology is particularly effective for product demonstrations, virtual try-ons, and interactive storytelling, making the shopping experience more engaging and personalised.

Example: IKEA has integrated AR into its social media video marketing by allowing customers to visualise how furniture will look in their home through AR filters on Instagram. This innovative approach has enhanced the customer experience and increased sales by helping customers make more informed purchasing decisions.

7. Influencer Collaborations

Influencer marketing continues to be a dominant force in social media video marketing in 2024. Brands are partnering with influencers to create authentic, relatable video content that resonates with their target audience. Influencers have the ability to reach niche audiences and build trust with their followers, making them valuable partners in video marketing campaigns.

In 2024, we’re seeing a shift towards more long-term collaborations between brands and influencers, rather than one-off partnerships. This approach allows for the creation of more cohesive and consistent video content that aligns with the brand’s values and messaging.

Example: Fashion brand ASOS has collaborated with influencers to create a series of video lookbooks that showcase the latest fashion trends. These collaborations have helped ASOS reach a wider audience and drive sales, as the influencers’ followers trust their recommendations and style tips.

8. Sustainability and Social Responsibility

In 2024, consumers are increasingly looking for brands that prioritise sustainability and social responsibility. This trend is reflected in social media video marketing, where brands are creating content that highlights their commitment to ethical practices, environmental sustainability, and social causes.

Videos that tell the story of a brand’s sustainability efforts or highlight their support for social causes can resonate deeply with consumers who share similar values. This type of content not only enhances brand reputation but also builds loyalty among conscious consumers.

Example: Patagonia, known for its commitment to environmental sustainability, has used social media video marketing to promote its environmental initiatives. By sharing videos that document its efforts to reduce waste and protect natural resources, Patagonia has strengthened its brand image and attracted a loyal customer base that values sustainability.

9. Personalised Video Content

Personalisation is a growing trend in social media video marketing as brands seek to create more relevant and tailored experiences for their audience. In 2024, personalised video content is becoming more sophisticated, with brands using data and AI to deliver customised messages to different segments of their audience.

Personalised videos can include content such as personalised product recommendations, targeted offers, or even individualised messages based on user behaviour. This level of personalisation not only enhances the customer experience but also increases the likelihood of conversions.

Example: Spotify has successfully used personalised video content in its marketing campaigns by creating videos that reflect users’ listening habits. The “Wrapped” campaign, which provides users with a personalised summary of their music preferences for the year, has become a viral sensation and has significantly boosted user engagement and brand loyalty