2023 was the year of video in eCommerce, and there’s no doubt 2024 will follow in its footsteps.
With advancements in video commerce and a desire for more personalization and authenticity, video is set to be a booming trend to drive sales once again.
To celebrate the start of a new year, we’re breaking down the top 10 video marketing trends for eCommerce.
Top 10 Video Marketing Trends for eCommerce in 2024:
1. Short-Form Video
Short-form videos are still one of the top video marketing trends for another year running. Their popularity skyrocketed with social media platforms like TikTok, Instagram Reels, and YouTube Shorts.
Short-form videos are engaging, digestible, and aligned with consumers’ short attention spans. They get messages across quickly and are highly shareable, making them ideal for your eCommerce videos.
Whether you produce video reviews, product videos or video FAQs, focus on creating short videos between 31-60 seconds long.
2. User-Generated Video Content
Consumers trust user-generated videos more than other content because they’re authentic.
Authenticity is still an important quality shoppers look for in a brand, making user-generated videos another top video marketing trend for eCommerce in 2024.
Having real customers advocate for your brand helps to build both brand loyalty and trust with customers and prospective shoppers, making them more likely to buy from you.
Producing UGC video reviews is an excellent way to get your customers talking about your brand while building trust.
On the topic of authenticity, influencer marketing will trend toward becoming more authentic in 2024. Micro-influencers will rise compared to traditional macro-influencers. This is due to consumers’ demand for more authenticity and personal connection.
Brands with smaller-scale influencers are more likely to generate ROI from niche and engaged audiences than massive followings. In fact, micro-influencers generate up to 60% more engagement than macro influencers.
4. Shoppable Videos
Shoppable videos will continue to be a growing video marketing trend for eCommerce in 2024. They direct viewers to product pages or ‘where to buy’ pages through CTA buttons linked in the videos.
Shoppable videos streamline and simplify the purchase process by making it easier than ever for shoppers to checkout.
In 2024, we predict shoppable videos will evolve into multi-product buys with Shop the Look videos directly on brand websites. Shop the Look videos allow shoppers to purchase multiple products from one video, driving more add-to-cart sales.
5. Livestream Shopping
Similar to shoppable videos, livestream shopping will be another video commerce trend set to boom in 2024. A main difference is the ability to showcase products and buy in real-time.
Livestream shopping leverages social media to attract viewers and generate interest in products while increasing engagement. Viewers can connect with brands personally by asking questions and leaving feedback while on live.
6. Video FAQs
Answering customer questions will always be on trend. However, in 2024, it will transition to online through educational video FAQs.
Video FAQs leverage the expertise of real employees on video, letting them answer common questions directly on your website. The videos empower shoppers to find the information they need to buy faster.
When done correctly, video FAQs will improve the customer experience and establish your brand as a reliable source of information, building customer trust, retention and loyalty.
7. Personalized Videos
Hyper-personalization will be another top eCommerce trend in 2024. It leverages real-time customer data to tailor content to consumers’ needs and interests.
Personalizing video content creates a more relevant and engaging viewing experience.
It helps viewers save time and decide what to buy faster, making for a more enjoyable user experience that impacts conversion. The more personalized your videos are, the higher your chance of driving sales.
8. Video SEO
While Video SEO isn’t a new trend, it is still more important than ever. In 2024, it will be a key video marketing strategy for your eCommerce store that you shouldn’t ignore.
Video SEO ensures your content is discoverable on Google and social media platforms like YouTube or TikTok.
Optimizing your videos for SEO will help your content be seen by the people you want to reach, boosting rankings and driving traffic back to your website.
9. Silent Watching
Increasingly, more and more people are watching videos without sound. So, catering to silent video watchers will be a top video trend for eCommerce in 2024.
Adding closed captioning, transcriptions and subtitles to your videos will help you do that. To take it further, you can add on-screen visual elements in your videos that engage viewers without needing audio.
Not only will they help you capture the attention of silent video watchers, but they will also help your videos become accessible to those with hearing impairments.
10. AI in Video
This list wouldn’t be complete without mentioning AI. In 2024, AI technology will continue to be a leading strategy for marketers. You can use AI for almost everything on this list as a tool to help streamline your video processes.
For example, you can use AI algorithms to create a personalized video strategy, write video descriptions and even determine customer questions about your products or services.
Embrace Video Marketing Trends for eCommerce With StoryTap
There’s no denying the power of video marketing in eCommerce.
One look at video trends shows that video can boost engagement, build customer trust and drive conversion.
Yet, producing affordable videos at scale is still challenging for most brands – even in 2024 – when it doesn’t need to be.
StoryTap is the leading video platform for eCommerce that automates the production and distribution of binge-worthy videos.
Book a demo today to learn how our video platform can help you become binge-worthy and drive conversions in 2024.