The state of video 2024

Last updated: June 3, 2024

Darren Martin

Darren Martin is passionate about crafting compelling visual narratives that captivate audiences and deliver results, using his skills in storytelling, content creation, videography, and problem-solving to drive him.

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At The Evergreen Agency, we specialise in growing home, garden, and lifestyle brands through paid media and creative services. As we dive into 2024, video marketing stands out as an essential tool for driving engagement and conversion. Here’s a fresh look at how you can harness the power of video based on the latest industry insights.

Video Marketing Insights

1. Educational Content is Key: Audiences crave knowledge about your products and industry expertise. Educational and instructional videos are the most engaging, making them a must-have in your strategy.

2. Budget-Friendly Production: High production values don’t necessarily mean higher engagement. Audiences often prefer authentic, low-budget videos, which is great news for brands with limited resources.

3. Lead Generation through Video: Incorporate email capture forms and CTAs within your videos to convert viewers into leads. Video content can seamlessly integrate into your lead generation strategy, driving qualified leads efficiently.

Performance Metrics

Understanding how to measure video success is crucial. Key metrics include:

• Conversion Rate: The most important metric, reflecting the percentage of viewers who take the desired action after watching a video.

• Engagement Rate: Measures how much of your video content viewers are actually watching.

• Play Rate: Indicates the percentage of visitors who hit play on your video, providing insight into its placement and appeal.

Video Consumption Trends

In 2023, the demand for video content surged, with businesses seeing significant increases in video plays and total watch time. This trend highlights the growing importance of video in content consumption.

Effective Video Creation

1. Overcoming Challenges: Time and bandwidth are the biggest hurdles in video creation. Simplify the process by investing in tools and leveraging in-house or freelance talent.

2. Types of Videos: Focus on educational, product-focused, and webinar content. These formats are proven to be highly effective.

3. AI and Automation: Generative AI tools are becoming essential, helping streamline video creation and editing processes.

Video Distribution

1. Best Channels: Embed videos on your website and distributed via email blasts, LinkedIn, and YouTube. Each platform offers unique advantages in reaching your target audience.

2. Customising Playback: Enhance viewer experience with high-resolution uploads, custom thumbnails, and interactive elements like CTAs and email forms.

Future of Video

Looking ahead, the integration of AI, continued emphasis on educational content, and the rise of webinars and live events will shape the video marketing landscape. By staying ahead of these trends, The Evergreen Agency can help your brand flourish in the ever-evolving digital space.

Video marketing remains a dynamic and powerful tool for growth. By focusing on engaging content, leveraging cost-effective production methods, and strategically distributing your videos, you can drive meaningful results for your home, garden, and lifestyle brand. Let’s make 2024 your best year yet with impactful video marketing strategies.

For detailed insights, you can access the full report from Wistia here.

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