Video marketing and short video format will be a hit in 2024

Video marketing has forever changed the way you run social media profiles. Tiktok, Instagram, Facebook, Youtube – all these platforms offer video content in the form of short, several-second films, the popularity of which has quickly reached an unprecedented level. How will video marketing affect social media trends in 2024?

Video Marketing in social media

The importance of short videos on social media is constantly increasing. Nowadays, Internet audiences are no longer satisfied with a static image in the form of a photo – they expect engagement in a completely different, dynamic format. Short films are developing the most dynamically on Tiktok, followed by Instagram and YouTube. In turn, on Facebook, these changes are progressing the slowest, but it is only a matter of time until short videos also gain popularity in this medium. Of the main social media portals, only Linkedin follows the short video trend, which is obviously due to its more business than entertainment nature.

Advertising in short videos

The change in the most popular format also contributed to changes in the form of advertising. Video ads in a vertical format, adapted to the new reality, significantly increase its effectiveness. Just as advertising spots on TV were once very popular, now the way to acquire new customers is skillfully used video marketing. Of course, you can also promote the reels and tiktoks themselves directly. However, before allocating an advertising budget to them, it is worth first using the organic potential of a given film, because this format has a high chance of achieving satisfactory results.

Although a short video format means not only advertising and, to a large extent, organic reach, the inability to create paid content in this area greatly disadvantages the creator. We could observe such a situation, for example on YouTube.

Youtube shorts and video marketing

YouTube has so far been known mainly for its longer video format. However, since the shorts available there (short, several-second videos in a vertical format on YouTube) gained significant popularity, the platform also had to adapt to the changing expectations of its recipients and creators. Until now, paid content in shorts was not possible. But YouTube also focused on the development of video marketing and for over a year it has been possible to earn money on the website by advertising in YouTube shorts. Thanks to this, the platform has a chance to increase its popularity compared to the competition and encourage YouTubers to create video content that is particularly attractive from the point of view of young social media recipients.

Video content in social media – quick changes

At this point, we must admit that video content in the form of short films on social media is a mandatory format! Social media videos are mandatory for almost all brands looking for new customers and wanting to build an engaged community on their social media – Facebook, Instagram or another platform. Of course, creating short videos on the Internet has its own rules. Additionally, it requires the creator to constantly improve, not only in technical matters, but also in trends. It should be remembered that blindly following trends is not a good tactic. This is a solution that works more for influencers than for a brand, whose image often fits only a select few of them. Trends are very changeable. Therefore, you need to follow the social media you are interested in on an ongoing basis to stay up to date with them, which can be a challenge.

Video trends good for everyone?

However, there are some trends that you need to pay attention to no matter what – we are talking about more technical recommendations here. For example, we currently see a trend towards constantly shortening short videos. At the moment, the recommended duration of such a video is only 10 seconds. Why is this happening? This is mainly due to the specificity of the format. It is adapted to the phone that we always have at hand and is intended to be a kind of internet “snack” – entertaining fast food that can be highly addictive for the recipient, but difficult to create by the creator, given its high variability. Well-prepared materials in trends guarantee great organic results. It is important that when creating them, we must remember not only about trends, but also many technical specifications. But what does effective video marketing look like?

What is it and what are the characteristics of effective video marketing?

Effective video marketing allows you to reach new customers and significantly expand the audience of your company’s Facebook, Instagram or Tiktok profiles. And since the current number of Internet users with accounts on various social media is constantly growing, short videos can sometimes be more effective than an advertising spot. However, such videos must have sufficient impact to reach new people. So how to prepare them well?

We have already mentioned trends – those based on the use of specific music or dance will not be effective for every brand – remember to have a consistent image at all times. The technical aspect should also not be forgotten. The quality of the material is a very important issue, because no one wants to watch blurry films these days. To record something of good quality, we need equipment. Fortunately, this does not mean that we will have to operate the camera – a phone with an appropriate camera will be enough (the recommended video quality on social media is 4K, 60 fps – then even if the quality is reduced by the medium application, the video will be attractive to the recipient ). Let’s also make sure that the recording takes place in a well-lit room.

Let’s remember that the Internet, and especially social media, value interesting “behind the scenes” content – use photos/recordings from the film-making process and show them on the brand’s profile on stories! Making of content acts as free advertising for your video. Users will learn about the process of its creation, which may increase their interest in the final effect – it would be a shame not to take advantage of it!

Short video format in social media – key issues to remember

What videos can you record for your profile? You can always look for inspiration from other creators or you can experiment on your own – creativity is always appreciated! When browsing Facebook, Tiktok, or Instagram, you will certainly notice that we can currently distinguish five main short video formats on social media. Now we will look at them all.

Video marketing: Aesthetics, lifestyle and product presentation

Short films presenting fragments of life, such as a walk with a dog or a holiday recording, can be classified as lifestyle. Internet users greatly appreciate this type of materials, which allow the illusion of accompanying the creator in his everyday life. This format works better for influencers and personal branding than for a company profile. Another type of video is broadly understood aesthetics – nice pictures, arrangements, compositions in a given style. Such video material is often used by brands to present a product in a highly aesthetic way.

In itself, the presentation of a product or service is a separate type of short video. Of course, it will be perfect for companies or service salons. It is worth focusing on functionality in these materials – let’s show users how to use the product/service! For example, clothes or jewelry are better presented on someone than on a hanger. Similarly with service salons and restaurants – let’s interest users of a given medium with films showing the process of making a dish or creating beautiful nails. Such material works better than a review, because people are currently more interested in the message “see” than “read”.

Video marketing: Education and guides

Publishing video content in the form of mini guides is a great material for videos for many brands, which is also willingly shared by many recipients online. Simple advice related to the industry, for example tips on how to care for fittings from its manufacturer, is a recipe for success, because such videos often cause recipients to interact with the content – they are more likely to like it, save it or comment on it because it brings additional value to them. Educational content is similarly good, often in the loose form of mini skits. The entertaining form engages users, thanks to which the material collects many reactions and is more willingly displayed by the algorithm to other people. However, remember to never force content. If a humorous tone doesn’t suit you or your brand, don’t use it for yourself.

A perfect way to attract the attention of the target group with your video

Zwrócenie uwagi użytkowników swoim short wideo staje się obecnie nie lada wyzwaniem. Odbiorca przeglądający swój kanał aktualności na Instagramie, czy innym medium zazwyczaj nie poświęca żadnej treści większej uwagi. Jak zatem sprawić, aby nasze materiały go zainteresowały? Po pierwsze, tym co ludzie szczególnie cenią są emocje, a te najlepiej potrafi przekazać inny człowiek – pokazując twarze w swoich wideo, znacząco zwiększasz szansę na przyciągniecie swojej uwagi. Tak samo unikaj prezentacji produktów na filmach bez osoby, bowiem wówczas trudniej będzie Ci dotrzeć z przekazem do odbiorców.

Po drugie – słuchaj swoich klientów. Jakieś treści szczególnie im się podobają? To wskazówka, w którym kierunku masz podążać. Jakieś pytania pojawiają się wyjątkowo często? Nagraj filmy z odpowiedzią na każde z nich. Twoi klienci to źródło niewyczerpanych pomysłów na angażujące short video. Po trzecie – unikaj długich, statycznych kadrów. Krótkie, dynamiczne ujęcia sprawdzą się dużo lepiej niż długie i monotonne. Pamiętaj również, aby nie wpaść w bardzo popularną pułapkę – niestety nie wszystko to, co nam się podoba, będzie tak samo pozytywnie odebrane przez internautów. Czasem warto zrezygnować z własnych preferencji na rzecz gustu odbiorców. Tworzysz dla nich i walczysz o ich uwagę – pamiętaj o tym podczas tworzenia treści na social media.

Marketing agency and video marketing

Grabbing users’ attention with your short videos is becoming quite a challenge these days. A recipient browsing their news feed on Instagram or any other medium usually does not pay much attention to any content. So how can we make our materials interesting to him? First of all, what people particularly value are emotions, and these are best conveyed by another person – by showing your faces in your videos, you significantly increase the chance of attracting attention. Similarly, avoid presenting products in videos without a person, because then it will be more difficult for you to reach your audience with your message.

Secondly, listen to your customers. Any content they particularly like? This is a clue in which direction you should go. Are there any questions that come up particularly often? Record videos answering each of them. Your clients are a source of inexhaustible ideas for engaging short videos. Thirdly, avoid long, static frames. Short, dynamic shots will work much better than long and monotonous ones. Also remember not to fall into a very popular trap – unfortunately, not everything we like will be equally positively received by Internet users. Sometimes it is worth giving up your own preferences in favor of the taste of the recipients. You create for them and fight for their attention – remember this when creating content on social media.