What video trends emerged this year? And what are our video predictions for 2024?
The end of year is always a time for reflection. And while we want to reflect on the video trends of this year, we also want to look head at our video predictions for 2024.
This time last year, we were asking marketers and business owners their thoughts on video in the workplace. That helped to shape our first video trends report (which is still available to download). And we’ve been reviewing the report to see how accurate their answers were.
Video trends of 2023: desktop wasn’t dead
It might come as a surprise but our research found desktop wasn’t dead. If we’re in the workplace and need to view videos as part of our job, desktop viewing still has its place. And when we’re watching in the workplace, 54% of us wear our headphones. Sound still matters, despite the rise in subtitles or commentary over vertical Tik-Tok inspired videos.
One massive opportunity for businesses was the space for training or education videos. We found that 60% of us watch video in the workplace for training or education. But only 26% of marketers were creating this type of video content. Training or education videos can often be overlooked for promotional vidoes. However, they have their place in the sales funnel and for internal comms.
While we don’t think this will be a 2024 trend, there is definite space for businesses to incorporate this more. Have a read of what we did for Reckitt-Dettol in 2022 to see how training videos can have an impact on your business.
Video trends for 2024: three things to keep an eye on
So what do we have an inkling for in terms of video trends for 2024? We’re looking at the technical side of things only. It will be interesting to see if any strong themes or storytelling tactics emerge over the year. But, we can see three things that are worth keeping an eye on when you’re thinking video:
We’re going to cover this in more detail in a future post. But, vertical video is definitely on the rise. And not just for the general public scrolling on TikTok or reels. As we widen where we get our business information from and when we access, vertical video will slowly start to enter the B2B space. We’re not recommending it takes over from horizontal, as after all desktop isn’t dead, but as part of your sales funnel short, snappy, vertical videos could play their part.
This might be a bit of a given if vertical video continues to increase in popularity. The vertical video is created for ‘on the go’ viewing. It needs to be short and get the message across quickly to keep our attention. Focusing on where messages need to go and how they are communicated will be key for B2B marketers. Where can a shorter message be viewed in vertical format? Where should a longer video be placed? And how to work effectively in the two viewing modes?
We’re not necessarily thinking AI in terms of creating video with AI. More that it has the advantage to enhance video production. And if you’re on a DIY approach to video it might have its advantages. Taking to ChatGPT – or even more enhanced tools based on this – can help you understand your audience and even write a script. Not only that but it can help you increase video accessibility by helping create subtitles. A continued trend that can help you produce videos more effectively.
What are your predicted video trends for 2024?
We’d love to know your predictions for 2024. We’re planning on running a second survey to inform our next video trends report but if you can’t wait until then why not add a comment to our LinkedIn? Or email email@example.com with your top three video predictions – and why! – for 2024.