How Video Consumption Is Changing in 2024 [New Research]

Video constantly evolves as an impactful type of advertising and marketing – and now’s thought-about extra essential to customers now than ever.

If shopper connection and engagement are your objectives, you could keep on high of video consumption traits.

Our annual State of Video Marketing survey with Wistia reveals that video performs have elevated for companies of all sizes. Small- to medium-sized companies elevated performs by 13%, and enormous companies elevated performs by 5%.

Right here, I will spotlight seven research-backed methods video consumption habits are altering and the way entrepreneurs can reply strategically.

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Within the newest Consumer Trends Report, HubSpot surveyed greater than 700 customers, and 37% want to find merchandise via short-form movies (reminiscent of TikTik’s or Instagram reels), 8% want long-form video, and 17% favor the video livestream.

The development is obvious: In 2024, customers more and more anticipate to see model video content material. Why?

Movies enable customers to know the way a services or products works, uncover any flaws earlier than buying the merchandise and establish perks they won’t have discovered within the text-based description.

2. Conversions are made instantly inside the video.

Contemplating customers are watching and counting on model movies, failing to optimize your video for conversion is a missed alternative. Conversions will be inspired inside movies utilizing annotations, CTAs, or varieties.

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A Wistia survey, which incorporates HubSpot insights, discovered that conversions are greatest positioned on the finish of movies for shorter type movies (lower than one minute to 5 minutes lengthy), however longer type movies, these over 5 minutes, profit from a CTA placement early within the video.

Curiously, movies at sixty minutes or extra have the best conversion charge at 24% when the CTA is positioned on the finish.

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Jack Brodie, managing director and video producer at Colada Creative, is discovering conversion success via an progressive and interactive video format.

Brodie says, “This progressive video format is already utilized by manufacturers like Nike, IKEA, Porsche, and extra. We‘re utilizing it with our purchasers, and we’re constructive that companies massive and small should not sleep on interactive video.”

Brodie expects interactive video to have as a lot as 5 instances extra engagement and 30% larger conversions.

“Ecommerce manufacturers could make their merchandise actually purchasable inside the video, and this results in a 41% improve in merchandise added to cart. The immersive nature of interactive video means customers spend as a lot as 47% extra time watching and fascinating with the video,” Brodie recommends.

3. Manufacturers should create relatable and genuine content material.

Genuine and relatable content material is a should. Our most up-to-date survey discovered that 38% of customers discovered that relatable content material was extra memorable.

Moreover, in relation to social media content material, customers want to see relatable and genuine movies (63%) over polished and high-production-value movies (37%).

Even if you happen to‘re creating informative advertising and marketing movies, herald your model’s authenticity and relate to your shopper.

Tristan Harris, demand technology senior advertising and marketing supervisor at Thrive Digital Marketing Agency, experimented with relatable and genuine video in social media content material.

Harris notes there’s a important following for reels and dwell movies, with the worth it places on authenticity and even immediacy. Then, there are customized movies, which cater to the preferences of particularly recognized market segments.

“Brief-form movies even have their share of recognition. We tried to combine this format for thought management right here. The insights and suggestions indicated that that is how our viewers desires to be taught now,” Harris says.

Harris emphasizes that the viewers will stay engaged in high-quality content material that’s each informative and entertaining: “The storytelling and manufacturing ought to be given good thought as properly to make sure that this meets the expectations of your goal viewers.”

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4. Shoppers want shorter movies.

Due to the rise of TikTok — and the wave of short-form content material that adopted — customers are in search of fast, snappy movies. Particularly, movies beneath three minutes fall right into a candy spot.

In case you’re new to video, beginning with short-form movies will help you get your toes moist — and inform you what resonates along with your viewers.

You additionally have to set the appropriate tempo on your video content material. Earlier than you set a advertising and marketing video on-line, re-watch it from the point-of-view of a considerably busy shopper. Then, ask your self, “Does this video rapidly pull viewers into the motion and hold their consideration?”

In case you‘re apprehensive that elements of your video appear uninteresting, shorten it. However, in case your workforce thinks it’s entertaining or informative your entire time, you may experiment with publishing your longer-form video and studying from its outcomes.

Daniel Anderson, founder and editor at The Money Maniac, found that “Brief-form movies will help enhance your content material’s accessibility and attain. As soon as I began publishing movies that part a weblog put up into partaking elements, it additionally improved our web site site visitors and month-to-month visits by as much as 70% and has been constant ever since.”

It’s price noting that Anderson is repurposing content material by including partaking media to weblog sections. This kind of repurposing can save entrepreneurs rather a lot of time.

The important thing to repurposing is a) understanding your content material structure and b) group.

HubSpot’s Content Hub will enhance your means to repurpose utilizing AI that will help you flip present content material into numerous video codecs.

With Content material Hub, you may document and embed video content material in your web site and throughout advertising and marketing channels reminiscent of emails. Plus, Content material Hub’s AI will do among the pondering and organizing for you.

The AI can generate titles and discover repurposing alternatives.

Connor Gillivan, entrepreneur, proprietor, and CMO at TrioSEO, values video as a shareable asset on LinkedIn and X.

He says, “Video content material has been one among my best-performing previously yr on LinkedIn and X, the place I‘m most lively. I’ve run assessments the place I put up content material with simply a picture versus a brief video tutorial included, and the video content material will get better impressions and engagement every time.”

For social media particularly, Gillivan hypothesized and browse that channels push video content material greater than others as a result of there is a excessive likelihood of protecting customers on the channel for longer, as they watch the video content material.

A few of Gillivan’s greatest movies have earned as many as 143,000, 95,000, and 82,000 impressions.

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2. Discovering New Merchandise

As talked about above, video is main customers to find new merchandise, and totally different demographics use video in several methods.

The desk beneath reveals the proportion of those that use video to find new merchandise and their favorable video sort.

Kevin Watts, president and founder at Raincross, has seen the conversion advantages that product video has on customers.

He says, “Our technique entails creating focused, optimized content material that speaks on to viewers’ wants. For instance, within the e-commerce sector, product demo movies have been essential. Movies that clearly reveal using a product, emphasizing its advantages and ease of use, have led to a mean improve of 30% in conversion charges.”

3. Manufacturing High quality and Demographics

As earlier than, manufacturing high quality is usually not as essential as a model creating content material that’s relatable and genuine, however it’s true that demographics worth manufacturing high quality in another way.

Gen Z is the one demographic to worth video manufacturing high quality (52%) over relatability and authenticity (48%).

Boomers considerably worth relatability and authenticity (75%) over video manufacturing high quality (25%).

For Gen X and Millennials, the variations are comparatively marginal. Gen X and Millennials each worth relatability and authenticity (56%) over video manufacturing high quality (46%).

Paul Chow, CTO and co-founder of 3DGearZone, credit modifying with engagement. He says, “We have seen great engagement with video content material, notably via our 3D printer evaluate video podcast on YouTube). We discovered that viewers extremely worth high-quality modifying.”

Crisp visuals, clear audio, and fascinating cuts hold them hooked and wanting extra. This interprets to elevated views, Chow says. In truth, his workforce is just seven episodes right into a sequence and has reached hundreds of views on YouTube, as seen from YouTube Studio.

“We are able to see the next variety of visits to the web site (we see it in our GA4 knowledge), and in the end, a deeper understanding of the 3D printing course of for our viewers,” Chow says.

Video software program like Vidyard, Bonjoro, and TwentyThree makes it straightforward to document and ship quick video messages — like pitches, welcome movies, and extra — to prospects while not having a Hollywood price range.