Video trends

Video still drives demand + ROI

Short-form video remains the most popular content marketing format and is predicted to grow further this year. Wyzowl’s annual survey shows marketers attribute more sales, deeper brand trust and higher ROI to video.

So what should marketers lean towards?

"2024 is going to be a really interesting year for video marketing. We’re looking at two distinct visual trends here. Firstly, there’s this huge wave of authentic, user-generated content (UGC), heavily influenced by TikTok. It’s all about keeping it real and a bit rough around the edges, which frankly, a lot of people are loving. I’ve seen big brands adopting this UGC style, particularly in partnerships, because it’s relatable and it’s what grabs the audience’s attention.

On the flip side, there’s still a solid demand for high-production value content. This approach is key for brands that want to come across as more polished and show off the products in the best possible light – literally. They’re going all out with top-notch gear and the latest tech. Of course, there’s room for brands to adopt both looks across their various channels, but it’s crucial they keep consistency in their messaging and values.

It’s all about striking the right balance – maintaining a coherent brand identity while exploring different creative avenues to engage with their audience in the right place and at the right time. This split in video marketing strategies really highlights the diverse tastes of consumers and shows how important it is to pick the right style that fits a brand’s personality and connects with its audience."

James Hilditch,
Creative Director and Founder
at BearJam

We surveyed 400 organizations that spent £110m on content. What’s the value of content not measured?

$9 million
$46 million
$61 million

"Video is important - yawn! We all know this. What I would add for this year is that video is now expected. A non-negotiable. If you are doing videos already, then you need to make them optimized for your audience (or audiences) and if you’re not doing any then you are essentially invisible. In 2024, making sure that an effective, consistent video strategy is in place will skyrocket your share of voice, which has a knock-on effect on your market share.

To be really effective, video has to be linked to core business drivers and mapped closely against your customer journey. It’s amazing how often video is conceived and created in a bubble. Creating useful, watchable videos for each customer, at the buying stage they are at, results in a smooth customer experience. A la Mark Ritson, don’t rely on your marketing teams to write the script as if you work in marketing you are, almost by definition, not the customer. With that in mind, you need to find a way to let your audience, existing and future customers, write the brief, if not the script. As a post-script, beware the tantalizing appeal of creator/influencer content. It’s powerful but can backfire in interesting ways. These influencers are also not your audience. They might have useful insights and powerful reach, but the backlash against authenticity is real. Stay focused on who you really want to talk to, and don’t take shortcuts.”

Tom Hall,
Founder and MD
at Contented Brothers

Key takeaways

Team up for UGC vibe video
Use video across demand, acquisition and CRM
- find formats that support it
Map content to audience funnel stages
Survey, interview and listen to your customers when
planning video content