Whether you are learning how to cook a meal or finding a solution to fix a phone, video does it all. The prevalence of video content is so huge that it has skyrocketed to 82% of all internet traffic in 2022. Also, it is not surprising that we are dedicating an average of 84 minutes per day to watching videos, making it one of the most engaging mediums for viewers.
In 2024, several trends are set to shape the landscape of video creation and consumption. Let’s have a look at it –
1.Major Video Trends
2.Create Engaging Video
3.Get Started with Skara
Major Video trends
Short-form videos will take over the long-form videos
In 2024, short-form videos will still be at the top, as they are more visually appealing and work well for attracting a big audience. According to influencer marketing, short-form videos are extremely popular as 85% of viewers prefer videos that last 15 seconds or less. Also, If you think about it, a large proportion of people do prefer to watch and create short content that conveys everything in a couple of seconds. This bite-sized information helps creators to get a higher engagement and better return on investment. There are many creators who have been earning really well through short-form videos, for instance, Nuseir Yassin, creator of the successful ‘Nas Daily’, has built his career around telling a story in a minute. Then there are famous TikTok creators like Addison Rae, Charli D’Amelio, and Bella Poarch who have been able to earn millions by creating short-form videos. Even platforms like YouTube shorts have been receiving an amazing response hinting that in 2024 there is a greater probability that creators might prioritise shorts over Instagram reels.
Video creation will be easier with Artificial Intelligence
Although creating eye-catching videos is thrilling, let’s face the fact that the journey from idea generation to post-production of videos is challenging and time-consuming. However, with AI in place, the process of creating video becomes effortless. In 2023, nearly all video creators turned to AI tools for video creation, and with the ongoing technological advancement, AI’s influence in the video is only going to get stronger in 2024. So, which AI tools will trend in 2024? For ideation and scriptwriting ChatGpt and Jasper will be helpful. For video editing Kapwing and Descript will work well and finally Synthesia, and D-ID will be helpful for handling the full video production. Features like voice recognition and speech-to-text are also going to trend in the near future, while innovations like Google Gemini AI will promise smarter meta-tagging in video. The use of AI powered chats into videos with tools like AskVideo.AI, ChatTube, and YouTube’s Experimental Generative AI Tool are also going to be popular in the coming year. While AI will undoubtedly simplify the video process, it won’t be a substitute for human creativity. The most engaging and impactful video will be only those that are created with the combination of human and AI.
Live streaming will be the spotlight of 2024
Live streaming is growing rapidly, constituting a significant 17% of global internet traffic. Platforms like Amazon, Apple, Google, Twitch, and TikTok are prioritising live streaming, making it the third most popular video format with a global audience reach of nearly 28%. What sets live streaming apart is its ability to foster real-time interaction and direct feedback. A viewer can chat, react, laugh, cry and feel like they are actually interacting with the streamer. This unique engagement has fueled rapid growth especially for micro-influencers and niche communities looking to gain visibility by connecting closely with their core fan base. Influencers and brands are offering incentives for eg. personalised merchandise, exclusive offers to attract the audience to their stream. Platforms like Shopee regularly host live streams with their audience offering them incentives to drive traffic. As creators have so much to gain from live streaming, this video trend is all set to become a popular one for great connection and engagement.
Video shopping will transform customer experience
Interactive and shoppable videos are certainly gaining in popularity, with examples like TikTok and YouTube Shop allowing users to purchase the products tagged in the creator’s feed. Social media platforms, particularly Instagram, is also turning into a digital shop, with brands and influencers offering customers support through direct messages (DMs). This personalised interaction persuades customers to purchase the products giving them real-life experiences of shopping similar to brick or mortar shops. Additionally, Influencers and brands in beauty, lifestyle and other industries are making millions by selling their merchandise through video shopping. For instance, luxury brands like L’oreal and Maybelline have seen immense success with live shopping events on platforms like Tmall. Looking ahead to 2024, video shopping sites like Bambuser, Facebook, Instagram are expected to trend. This convergence of video and shopping features will transform how we discover, engage and purchase products digitally.
Educational videos will go viral
Educational videos have a rich history, evolving from the early use of film for educational purposes. MIT’s OpenCourseWare project, launched in 2002, pioneered the free sharing of recorded lectures, broadening access to educational videos. In 2005, YouTube emerged as one of the most effective learning sources for individuals with channels like the Khan Academy becoming the epitome of educating millions of students through videos. Fast forward to today, the e-learning market is poised to reach $90 billion in five years, using video to deliver interactive and on-demand educational content globally. Furthermore, there are studies showing the prevalence of educational videos in enhancing student’s learning experience. A study by the University of California, Berkeley found that students who used educational videos scored 6% more in exams. Another study by the University of Colorado revealed that students who used educational videos were more likely to complete the course and felt satisfied. These results highlight the critical role that educational videos play in improving students’ achievement, proving to be a significant niche in the video industry in the year 2024.
Video gamification will hook the viewers
Video gamification is set to be a major trend in 2024, with the market expected to grow from $9.1 billion in 2020 to an estimated $30.7 billion by 2025. By incorporating game features in videos like mini-games, quizzes, points, timers, leaderboards, and user feedback tasks, creators can learn a great deal about the audience’s habits, needs and behaviour. Platforms like Facebook Watch and Ripkord.TV have already released Trivia games, demonstrating the potential of gamification in video content. Notably, brands like HP Indonesia are offering gamified experience into their products; by launching PC which includes holographic emcees, AR experiences, and multiple-choice quizzes. This strategy boosts audience engagement motivating them to take an active role in the brand experience.
Video streaming will be reimagined with Immersive Videos
The global augmented and virtual reality (AR/VR) market is rising rapidly, with expectations of substantial growth between 2024 and 2031. Immersive videos, facilitated by AR and VR technologies, are opening up endless possibilities for creators by enabling them to create realistic and captivating video content, from training simulations to virtual travel adventures. Leading brands like Sephora, Ikea, Lenskart are quickly embracing the potential of AR and VR in enhancing user experiences. For instance, Netflix utilised augmented reality to launch the popular show Stranger Things by collaborating with Snap Lens Studio to create a series of AR filters on Snapchat. These filters allowed users to interact with iconic monsters from the show, adding an extra layer of engagement. With such advancements, we can say that while AR and VR are still in their early stages, their growth in the near future is quite evident.
User-generated content will expand across video platforms
User-generated content (UGC) is becoming increasingly popular, especially in the marketing realm. These independently produced videos feature a range of content genres, like lifestyle snippets, product reviews, Before and After clips, tutorials, and ASMR videos. User-generated content is powerful because it can establish a personal connection with viewers, build trust, and produce measurable business results like higher engagement. Brands are also aiming to create UGC content, For instance, Ava Estell, a natural wellness brand, has cleverly used user-generated content in a shoppable format in an e-commerce video platform. This led to a noteworthy 21% increase in conversion rates and a remarkable 4x increase in on-site engagement. As we move forward, the impact of UGC is likely to continue to expand in the upcoming years.
Create engaging video
Videos have always been one of the most effective mediums for information, whether it be about any current affairs or any trendy juicy stories; it has the power to grab and hook the audience till the very end. In 2023, there were big changes in the video industry, with Artificial Intelligence playing a major role by making video creation easy for video creators. Looking ahead to 2024, it’s expected that these trends, including advancements in AI, will continue to flourish, bringing in fresh opportunities for video creators.
Authored by Ankita Saikia, Co-founder, Skara app
