Before last year’s big AI boom, video captions were expensive to implement and, therefore, not accessible to everyone in the SME market. Thanks to software such as VEED.IO and Animaker, you can now add captions to your content for free, not to mention the free AI autogenerated captions we are seeing on social media channels such as TikTok. Now that AI-generated captions are more accessible, marketers should make an effort to include captions in video marketing content.
Captions promote audience concentration and understanding and appeal to those who want to watch muted content during working hours or while commuting.
Could telesales make a comeback in 2024? Probably not. However, product videos are on the rise. Since the launch of TikTok Shop in November 2022, there has been a huge influx of product promotion videos on TikTok users’ ‘For You’ feeds. Influencer videos walked so that product promotion could run. This type of marketing video tool is not just a trend; it is a movement that promotes a deeper sense of trust among the target audience. So far, in 2024, evidence shows that the opinions of influencers are becoming less important among brand deals and partnerships, and genuine customer reviews are now more valued, making this kind of product promotion more affordable than ever before.
Short-form video isn’t new for 2024; in fact, it first came about with Vine in 2013, but in recent years, this type of video content has grown in popularity across most platforms such as TikTok, Instagram Reels, Snapchat’s Snap Stories, and YouTube Shorts. This surge in short-form video content has mainly been attributed to shrinking attention spans in younger generations. Short-form video content that is no longer than 10 seconds performs the best. However, according to Facebook, it is in the first 3 seconds of a video that a user will decide where they want to watch the video or carry on scrolling. So, in 2024, marketers need to ensure they make those first three seconds count.
This year, especially as video content becomes more popular, users will become increasingly aware that the square ratio is out. The square aspect ratio has been a safe space for video content since Facebook allowed videos in 2007. But, with most users transitioning from consuming social media from desktops to their phones, there is an increasing rise in the popularity of vertical videos. Marketers must adapt to the new style of vertical videos if they want their content to be seen by as many users as possible. Plus, using vertical videos keeps your ad placements consistent across devices while also commanding the most screen space, capturing the user’s full attention.
Finally, there will be a change in the trending video sounds in 2024. With the recent news of Universal Music Group removing its sounds from TikTok due to disagreements regarding the contract, users are now being forced to use more unsigned artists and unlicensed music. However, this is good news for marketers as the selection of pre-cleared sounds for commercial use they have to pick from will blend better against new content adapting to the new changes. When selecting music for your video, choosing mellow music that supports your video rather than dominates it is important. Remember, music evokes emotion and helps indicate how you want your audience to feel.
