You've probably heard of testimonials and case studies. But, you might not know what they are, and which one you should be making when? Both are vital to your businesses success, so understanding the ins and outs of each will be well worth the time it takes you to read this blog.
Move over static posts. We're almost halfway through 2024, and the advancements in video content marketing are more exciting than ever!
According to recent HubSpot research, 31% of marketers allocate between 21% and 40% of their total marketing budget to video, with more than a quarter spending between $20K and $60K per quarter.
With that amount of emphasis on the importance of video, it’s imperative to maximise the ROI on the videos you create to ensure you’re making something that your target audience will see and engage with.
2024 – The most accessible year for video
Ever since we launched Shootsta, our goal has been to enable businesses to create high-quality video content at scale, regardless of skill, budget, or experience. In 2024, that vision has become even more accessible for people in business, thanks to the advancements and innovations in technology.
This year, we've seen video used in a multitude of use cases across businesses. Teams are leveraging video’s power to build trust and credibility, nurture relationships, engage employees and motivate action, and integrate it into their broader strategies. Whether for social media, content marketing, or product launches, video is making a significant impact across a diverse range of businesses.
Top 5 video marketing trends in 2024
While there are countless trends emerging (too many to keep up with!), we've curated a few key ones that we believe are shaping the future of video marketing.
1. Short-form videos
It's a no brainer, short form is where the world has moved to. These videos are taking centre stage as the most popular format of video content consumed. Wistia’s survey shows nearly 50% of videos are under 3 minutes, and 22% are less than 60 seconds. This shift is evident with the rise of TikTok, Instagram Reels, and YouTube Shorts, where brands can quickly capture audience attention with concise, engaging content.
Short-form videos are particularly effective because they cater to the modern viewer’s preference for easily digestible content. These videos can quickly convey a message, tell a story, or showcase a product, making them ideal videos for social media where users scroll rapidly through their feeds. Additionally, short-form videos are highly shareable, increasing their potential to go viral and reach a broader audience.
6 tips for creating short-form content:
1. Focus on key messages:
Identify the core message you want to convey and keep it clear and concise.
2. Engage early:
Capture attention within the first few seconds with a hook to ensure viewers stay engaged and keep watching.
3. Repurpose wisely:
Break down longer videos into short clips, each highlighting a unique aspect of the original content.
4. Tailor for platforms:
Customise your content to fit the style and audience of each platform. Shootsta makes this simple with an in-platform social iteration tool.
5. Utilise captions:
Adding captions can enhance accessibility and ensure that viewers understand the content, even without sound.
6. Keep it authentic:
Authentic, relatable content resonates more with audiences, building trust and engagement.
2. Optimising video SEO
In 2024, optimising video SEO is more important than ever as search engines increasingly prioritise video content in their algorithms. With video becoming a primary means of communication and engagement, businesses need to ensure their videos are easily discoverable. Proper SEO strategies can help videos rank higher in search results, leading to increased visibility and traffic.
There are an increasing number of tools that can help with video SEO, such as VidIQ, a handy marketing tool that optimises channels and videos by leveraging YouTube's metadata and analytics.
7 tips for optimising video SEO:
1. Keyword research:
Conduct thorough keyword research to identify terms your target audience is searching for. Incorporate these keywords naturally into your video title, description, and tags.
2. Engaging thumbnails:
Design custom thumbnails that are eye-catching and relevant to the video content. This can improve click-through rates and overall engagement.
3. Detailed descriptions:
Write detailed and informative descriptions that provide context for your video. Include links to related content or your website to drive further engagement. We recommend all of our customers request SRT along with our edits (free of charge of course!).
4. Use transcripts and captions:
Always provide transcripts and captions for your videos. This not only improves SEO but also makes your content more accessible.
5. Optimise video length:
While short-form videos are popular, ensure that the length of your video is appropriate for the content and platform. Longer videos can rank well if they provide valuable information.
6. Leverage tags and categories:
Use relevant tags and categories to help search engines understand the context of your video. This can improve your video’s visibility in search results and recommendations.
7. Engagement on posts:
Encourage viewers (even your employees to start) to like, comment, and share your videos. High engagement signals to search engines that your content is valuable and relevant, which can boost your SEO.
3. Enhancing the mobile video experience
It’s no surprise that the most common format in which people will watch your videos is on a mobile. Businesses that prioritise the mobile video experience will see higher engagement, better retention rates, and increased viewer satisfaction.
It’s important to also understand and cater to mobile user behaviour. Mobile viewers often have limited time and shorter attention spans, so content needs to be to the point and immediately engaging.
7 tips for enhancing the mobile video experience:
1. Optimise for vertical viewing:
Create videos in vertical or square formats to maximise screen space on mobile devices. This provides a more engaging and immersive experience for viewers. This is a recent favourite of ours - so clever Audible team!
2. Use clear and bold text:
Incorporate large, readable text and graphics to ensure that information is easily understood on smaller screens. Avoid clutter and keep the design simple.
3. Enable auto-captions:
Provide auto-captions to make your videos accessible to viewers who watch without sound or in noisy environments.
4. Create short and engaging content:
Yes, you heard it again - keep it short! Mobile users often prefer shorter videos that they can watch quickly while on the go.
5. Incorporate interactive elements:
Use interactive features such as polls, questions, or clickable links to engage viewers and encourage interaction. This can enhance the viewing experience and increase engagement.
6. Test across devices:
Test your videos on various mobile devices and screen sizes to ensure they look and perform well across different platforms.
7. Optimise thumbnails for mobile:
Design compelling thumbnails that are easily visible and attractive on mobile screens. A good thumbnail can entice viewers to click and watch your video.
