Video Trends 2024
Have you ever scrolled through your feed and felt like another video is trying to grab your attention you’re not alone. With so much content, people get bored fast. That means video content creators and brands have to adapt, or get ignored.
Video Trends 2024: What’s Really Moving
Here are the key things I believe will dominate video in 2024. Some are already visible; others are just starting to take off. I include new info that many competitor articles haven’t fully explored.
Short-Form + Snackable Content Keeps Ruling
People’s attention span is not getting longer. From TikTok to Instagram Reels and YouTube Shorts, video content under 30–60 seconds is continuing to win. Creators are learning to tell a complete story, or make a point, in just seconds.
What’s new: We’ll see micro-narratives tiny arcs even inside very short videos (like a problem/solution, joke setup/punchline) that provoke emotion or action. Also, more “repeatable hooks” early in video to stop people from swiping past.
Video Without Sound Captions, Subtitles, and Visual
Many people watch videos with sound off on public transport, while commuting, or when multitasking. Captions, subtitles, text overlays are not optional; they’re essential. Visual storytelling (using strong imagery, motion graphics, overlay text) helps.
New twist: Auto-translation and auto-subtitling are improving. So videos can reach non-native speakers more easily. Also, voice to text elements (where speech becomes rolling captions in creative fonts) are going to be used more for style, not just function.
Vertical & Mobile First Formats
Most video watching happens on phones. Vertical video (9:16) and mobile friendly framing, editing, and pacing are becoming standard.
New insights: Expect “split screen mobile creativity” (videos that use vertical splits, picture-in-picture, overlays) to make use of the full mobile real estate. Also, mobile video UX is being refined e.g. “swipe to skip intro,” “hold-to-pause” etc., more interactivity baked into mobile video players.
AI + Smart Tools in Creation & Editing
AI tools already help with captions, editing, generating scripts. In 2024, they’ll become smarter: adaptive editing, auto colour correction, auto sound mix based on location/genre.
What’s fresh: Tools that help tailor video to the viewer: adaptive intros, variable endings, or branching stories. Also, generative tools for background, voice, even avatars but with rising attention to ethics (deepfake risk, voice consent etc.).
Immersive and Interactive Experience
VR/AR/360°, interactive video (like "choose your path"), live polls embedded in video these are still growing. In 2024, they’ll inch more into mainstream, not just experimental.
Mixed reality tools for mobile. Think AR filters that are part of video storytelling. Also, shoppable video (see a product in the video, tap it to buy) will get more integration. Virtual concerts/events, especially with tied interactivity, will also expand.
User Generated Content (UGC) and Authenticity:
| Aspect | Description | Details and Examples |
|---|---|---|
| What is UGC? | Content related to a brand, product, or service that is created and shared by a consumer or other individual, not by the brand itself. | Photos and videos: A customer shares an "unboxing" video or an image using a product with a brand's hashtag. Reviews and testimonials: A positive rating on an e-commerce site or a written endorsement on a business's Facebook page. Social media posts: A customer posts about their experience, or uses a branded hashtag, for example, Starbucks' #RedCupContest. Blog posts and forums: In-depth reviews or recommendations shared on a personal blog or community forum like Reddit. |
| Why is UGC so authentic? | Its perceived authenticity comes from its source: real people sharing real experiences. In a world of sophisticated marketing, consumers are more skeptical of brand-produced content. | Peer influence: Consumers trust recommendations from other consumers more than from brands. Real world context: UGC often shows products being used in everyday, imperfect settings, which makes it more relatable and trustworthy. Unscripted nature: Unlike official advertising, organic UGC is unplanned and not meant to be a sales pitch. |
| Types of UGC authenticity | Not all UGC is created with the same intent or level of independence. The level of authenticity can depend on the motive and relationship with the brand. | Organic (unpaid): Created voluntarily by a loyal customer or fan without any incentive from the brand. This is considered the truest form of authentic UGC. Paid (incentivized): Created in exchange for compensation, a free product, or a reward. While paid, it is still framed as genuine feedback from a real customer. "Faux" UGC: Ad campaigns designed to imitate the look and feel of organic user content. While effective, it carries the risk of eroding trust if the audience feels manipulated. |
| Benefits of authentic UGC for brands | Authenticity is not just a soft metric; it directly drives business outcomes. | Increases trust and credibility: 88% of consumers say authenticity is a key factor when choosing to support a brand. Boosts engagement and community: Featuring customer content shows appreciation, which strengthens brand loyalty and fosters an active community. Drives conversions: The social proof from real-life endorsements reduces purchase hesitation. UGC has been shown to increase conversion rates by as much as 29%. Is cost-effective: UGC offers a steady stream of content, which can reduce the need for expensive, time-consuming content production. Provides valuable insights: User content can reveal how customers actually use your products and what their pain points are, which can inform marketing and product development. |
| Challenges of authenticating and managing UGC | Brands face several risks and difficulties when sourcing and repurposing user-generated content. | Quality control: UGC can vary in quality, and brands must moderate content to ensure it aligns with their standards and brand image. Legal and ethical issues: Using UGC without explicit permission can lead to copyright infringement or privacy violations. This is especially true for paid ad campaigns. Negative feedback: UGC can include negative reviews or criticism, which brands must be prepared to address constructively. Fake or misleading content: Competitors or others may post fabricated UGC to harm a brand's reputation. Brands must verify content before using it. High volume: For popular brands, the sheer volume of UGC can make it a resource-intensive process to monitor and curate. |
| Strategies for leveraging authentic UGC | To mitigate risks and maximize the benefits, brands must develop a strategic approach. | Encourage participation: Launch campaigns with unique hashtags, run contests, or offer incentives to motivate content creation. Curate strategically: Select content that aligns with your brand values and messaging. Don't be afraid to feature diverse content that feels real. Seek permission and give credit: Always ask for explicit permission before using user content for marketing purposes, and credit the creator. Respond and engage: Interact with users who create content to show appreciation and foster a loyal community. Use moderation: Utilize automated filters and manual review to ensure content is appropriate and authentic. |
Audience trusts real stories more than polished advertising. UGC continues to grow. People want to see behind-the-scenes, imperfections, honesty.
Micro influencers and nano-creators will matter more people with small but engaged followings. Also, more brands will create platforms/challenges so that UGC becomes part of the campaign, not an add-on. Authenticity will combine with alignment: diversity, representation, values will be part of UGC’s appeal.
Personalization & Adaptive Video
Beyond basic personalization (“Hi, [name]”), videos will start to adapt:
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Different intros or scenes depending on who’s watching (e.g. returning versus new user)
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Different endings/calls to action depending on how much someone has watched
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Using viewer behaviour (time of day, device, location) to tweak video content or format
This is one area many competitor articles mention lightly or not at all. It’s harder to do, but powerful.
Accessibility, Inclusion & Ethics
It’s no longer enough to just add subtitles. 2024 demands thoughtful accessibility (audio descriptions, colour contrast, inclusive representation). Also, ethical considerations:
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How we use face/voice data (deepfake concerns)
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Consent in videos, especially user-generated ones
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Fair compensation for creators, transparency
Regional & Cultural Tailoring
What works in the U.S. might not click in Asia, Africa, Latin America. Trends vary. Language, norms, humour, social platforms differ. With global video platforms, there’s a chance (and need) to make video content that feels local.
New insight: In 2024, we’ll see more “glocal video” global resources with local customization. Think: same campaign but different local narrators, local idioms, culturally relevant visuals. Also, platform preferences vary regionally (e.g. what apps are popular, what topics resonate).
Performance Metrics & Video SEO
As video gets more crowded, you’ll need smarter measurement. It’s not just views and likes anymore.
New things to track: retention (how many seconds people watch before leaving), drop-off points, percentage watched, micro-conversions (e.g. tap to learn more), heatmaps for interactive or branching videos. Also video SEO: making sure video appears in searches, including video snippets, optimizing thumbnails, titles, transcripts, embedding videos where Google likes them.
What You Should Do (Action Steps)
Knowing is good. Doing is better. Here are practical ideas to apply the trends.
Start Small with Short Experimentation
Pick one short-form video style (maybe 15-30 seconds), make versions with/without captions, test formats (vertical vs square), see initial engagement. Use that data to pick what to do more of.
Use the Right Tools
Explore AI tools for editing, auto captioning, translation. Use platforms or software that let you test different video endings or intros.
Embrace Authenticity
Allow mistakes or informal moments. Let real people (employees, customers) be part of content. UGC challenges can help with reach and trust.
Measure Deep, Not Just Broad
Track viewer retention, drop-off, micro-actions (did someone click, share, or watch till the end). Use that to refine content. Also test different thumbnails and titles.
Think Globally, Act Locally
If your audience is international (or you want to reach more people), plan for cultural adaptation. Local languages, visuals, platform choices matter.
Prioritize Ethics and Accessibility
Make sure captions are accurate. Consider color-blind friendly palettes, audio descriptions for blind or low-vision viewers, non-exclusive imagery. Be transparent with using user-generated content. Avoid misrepresentations or misleading edits.
FAQ
What exactly counts as "short-form video"?
Usually anything up to 60 seconds. Many marketers consider 5-90 seconds, depending on platform. But the sweet spot may be even shorter (15-30 seconds) if you want high completion rates on platforms like TikTok or Instagram Reels.
Do I need fancy equipment to make good videos?
Nope. Phone cameras are very capable now. Good lighting, clear audio, stable framing and thoughtful editing matter more. Tools like auto-color adjustments or stabilization can help.
How much can AI help without making content feel fake?
AI is great for parts: auto captions, trimming/editing, background noise removal, even voice-overs. But people still value human touches: emotions, storytelling, imperfections. Use AI, but don’t let it strip the soul out of your video.
Will immersive video (AR/VR) be mainstream this year?
Probably partially. Not everyone will use VR headsets full-time, but AR filters, mixed reality backdrops, interactive video will grow. Brands that try small experiments will gain advantage.
How do I know which trends suit my audience?
Test. Check analytics. Ask your audience. Also look at what videos in your niche are doing well lately. Start small, learn, then scale what works.Why This Post Is Better / More Detailed Than Most Competitors
Conclusion
Video Trends 2024 aren’t just about doing what’s popular. They’re about listening, adapting, experimenting and keeping the human touch. Short form, captions, mobile first, and AI are all strong tools but the winners will be the ones who combine them with authenticity, ethical practices, and real understanding of their audience.