The advertising and marketing ecosystem sure likes a good old shake-up, doesn’t it? This year, several key trends are poised to redefine how brands connect with their audiences.
Short form video
According to the HubSpot 2024 report, short-form videos are emerging as the undisputed stars of marketing this year. Ranked as the #1 format for Return on Investment (ROI), these bite-sized pieces of content are becoming an effective way for brands to keep engaging with audiences.
**Why is short-form video so effective?**
The effectiveness of short-form videos lies in its alignment with current consumer behaviors. The modern viewer is bombarded with information, and attention spans have dramatically decreased—from 12 seconds in 2000 to just about 8 seconds, even 6 seconds among youngsters, in recent years reported by Adam Hayes – Head of Content at Wyzowl. This reality makes it essential for brands to deliver their messages swiftly and succinctly. Short-form videos, particularly on platforms like TikTok and Instagram, are perfect for delivering quick, engaging content that resonates, especially with younger audiences.
Following this trend, iTVC ( TV Commercials Online) has emerged as an optimal marketing solution for businesses. These short-form videos, typically lasting between 15-30 seconds, appear naturally on social media channels, targeting potential customers with precision. With its concise content, lower costs, and greater flexibility, iTVCs effectively deliver brand messages in a direct and memorable way, helping to cement the brand’s image in the minds of consumers.
Vespa APAC New Colors 2024 (Vespa x VMLY&R x 18 Studios)
Computer-Generated Imagery Video (CGI)
CGI has already become a go-to technique for advertisers to tell their stories in unique and engaging ways. No longer confined by the limits of reality, advertisers can now create entire worlds, characters, and scenarios that were previously unimaginable. Thereby, this flexibility allows advertisers to tailor their message and aesthetic to different audiences in different platforms, ensuring maximum impact.
Nhẹ Như Không Trọng Lực | TEA+ (Suntory PepsiCo x MullenLowe Mishra x MAY Production)
**But what makes CGI video particularly exciting for 2024?*
Making CGI video in 2024 is able to engage the innate curiosity and imagination of viewers. As Asia Campaigns pointed out, trends like FOOH (Fake Out of Home) are gaining momentum, with advertisers seeking to create viral content through this technique. In a world where attention spans are shrinking, standing out has never been more crucial. CGI offers a competitive advantage by crafting captivating visual experience that not only catch the viewer’s eye but also fuel their imagination. However, success with CGI isn’t just about using the technology – it’s about how advertisers leverage it. Understanding the audience’s desires, coupled with a bold creative vision, allows advertisers to push beyond the boundaries of what’s possible.
Advertisement Video Using CGI Technology – Bespoke Refrigerator
Silent videos
As the popularity of silent viewing grows, especially in private or quiet environments like offices, schools, and hospitals, silent videos have become increasingly important. According to Verizon and Publicis, 92% of users watch videos with the sound off. This trend is further supported by the rise of short-form videos on platforms like TikTok and Instagram, where viewers often consume content without sound.
But silence doesn’t mean the message should be muted. To align with this trend, advertisers can make simple adjustments like adding subtitles to their video content. Subtitles ensure that viewers receive the message even when the sound is off, and it also boosts video effectiveness by enhancing message retention and increasing the likelihood that viewers will watch the entire video. Additionally, subtitles improve SEO by providing search engines with more textual information, helping to keep viewers engaged longer and significantly increasing view rates—an opportunity still overlooked by many.
Personalized video with AI-generated
AI’s capabilities extend far beyond mere optimization; it’s also revolutionizing the creation of ad campaigns. Advertisers are increasingly using generative AI platforms like ChatGPT or Gemini to develop ad campaign concepts, write ad copy, and even create visuals. A recent survey found that advertising is currently the #1 marketing use case for AI tools, with 32% of advertisers now using AI to create, run, manage, and optimize their ads.
**But why is AI-driven personalization so crucial in today’s marketing landscape?**
The answer lies in a deep understanding of consumer behaviors and the ever-evolving expectations of modern audiences. Today’s consumers are no longer satisfied with one-size-fits-all messaging. They prefer content that speaks directly to their unique needs, preferences, and circumstances.
It can not be denied that the power of AI in personalized video content is its ability to deliver these hyper-targeted experiences at scale. According to HubSpot, AI tools are being leveraged to create videos that are not just personalized, but hyper-personalized – tailored to each customer’s needs, languages, and preferences. This level of customization is becoming essential for successful marketing. The impact? Our partner, Multiverse Partners, reports a 68% increase in sales and a 37% reduction in churn when they implement AI-driven personalization strategies.
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If you are in need of video production services to elevate your marketing campaigns with any of these video marketing trends, let’s chat over coffee!
Written by: Thuy