Video marketing is no longer just an option—it’s a must for brands wanting to connect with today’s fast-paced, digital-savvy audience.

With 91% of businesses already using video as a marketing tool, it's clear that video content is crucial to driving engagement and boosting sales. But not all videos are created equal.

To truly make an impact, brands need to tap into the most effective and creative video formats that are capturing attention in 2024.

Let’s explore what’s working and why your business should consider these strategies!

Before diving into video marketing stats, let's quickly review the various types of video content you can use to promote your business.

A key format is explainer videos, which briefly describe products or services.

Additionally, businesses frequently use:

• vlogs (video blogs),

• video interviews,

• presentations,

• tutorials,

• product reviews,

• demos,

• live stream recordings,

• testimonials,

• video ads.

Short-form videos are dominating the social media landscape, particularly on platforms like TikTok, Instagram Reels, and YouTube Shorts. These bite-sized videos, often under 60 seconds, are perfect for grabbing quick attention and driving massive engagement. According to a recent study, users are 2.5 times more likely to interact with short-form content compared to longer videos​. Vertical videos, optimized for mobile viewing, also lead the charge. They fit seamlessly into social feeds and have been shown to reach 58% more people compared to horizontal formats​. For brands, investing in vertical, short-form videos ensures maximum reach and impact across platforms.

Another video format that consistently performs well is user-generated content (UGC), where brands encourage their customers to create content using their products. This not only builds trust but also creates a sense of community around the brand. In addition, influencer collaborations remain powerful, as brands can tap into influencers’ established, engaged audiences, whether they’re working with mega-influencers or more niche micro-influencers​. The key is to partner with the right influencers whose values align with your brand. 

Not at all. While short-form content dominates social media, long-form videos are still thriving, especially when audiences seek deeper, more immersive experiences. Formats like documentaries, web series, and in-depth tutorials benefit from the hero's journey storytelling structure, which allows for emotional connection and engagement as viewers follow a character or customer through challenges and triumphs. This structure is still effective, but it’s evolving alongside newer strategies.

In 2024, long-form videos are enhanced by modern trends like interactive elements, where viewers can make choices within the video, or episodic content, which breaks longer stories into bite-sized segments. This approach is especially powerful for content on platforms like YouTube, Instagram’s IGTV or streaming services, where audiences have time to invest in a full narrative.

Beyond standard video formats, we’re seeing an influx of innovative approaches that captivate and engage viewers. Interactive videos, where viewers can make choices or participate in quizzes, are gaining popularity as they provide a personalized experience. For example, a brand might create an interactive video that tailors product suggestions based on viewer responses, allowing for a deeper connection and higher engagement​.

Another trend is behind-the-scenes content and mini-series, which humanize brands and offer a glimpse into the company’s culture, values, and processes. These videos help build trust and keep viewers coming back for more. AI-generated content and augmented reality (AR) experiences are also being used creatively—imagine virtual try-ons for fashion or makeup, allowing consumers to visualize products in real time​.

Brands looking for fresh ideas can experiment with several strategies that are thriving in 2024. Shoppable videos are growing rapidly, especially in the fashion and home décor industries. These videos allow viewers to click on items within the content and purchase them instantly, creating a seamless shopping experience​.

Collaborative challenge videos have also become a viral sensation, especially on TikTok, where brands create fitness challenges, makeup tutorials, or product demos that encourage users to participate and create their own videos. This user-driven approach builds community and brand loyalty while organically expanding reach​.

Lastly, 360-degree and virtual reality (VR) content is becoming more common, particularly in industries like travel and real estate. These immersive videos allow users to explore environments or products in a way that feels personal and engaging, offering a unique way to interact with a brand​.

With video consumption increasing across all demographics, it’s crucial for businesses to keep up with the latest trends. Videos are not just entertainment; they are powerful tools for driving engagement, building trust, and converting viewers into customers. In fact, 82% of consumers say they’ve been influenced to make a purchase after watching a brand’s video​. By leveraging creative, high-quality video content, your brand can stay ahead of the competition, reach new audiences, and foster lasting connections with your customers.

Whether it’s short-form, interactive, or influencer-driven content, video marketing in 2024 offers endless opportunities for brands to get creative, engage audiences, and ultimately, drive business growth.

So, what are you waiting for? Now’s the time to embrace these video strategies and watch your brand soar!

Read more:

1. Oberlo. (2023). Video marketing statistics. Retrieved from https://www.oberlo.com/blog/video-marketing-statistics

2. Buffer. (2023). Video marketing strategies. Retrieved from https://buffer.com/library/video-marketing-strategies/

3. Single Grain. (2024). 10 useful types of video content viewers love. Retrieved from https://www.singlegrain.com/blog/10-useful-types-of-video-content-viewers-love/

4. Wyzowl. (2024). Video marketing statistics. Retrieved from https://www.wyzowl.com/video-marketing-statistics/