Munch’s latest report analyzes the importance of short video marketing in 2024.
As video content becomes more prevalent on social media and advertising platforms, video marketing has gone from a discretionary tactic to an important strategy for companies of all sizes.
The report provides valuable insight into how the video marketing landscape has changed and how it needs to be part of marketing efforts.
Video Content Business
The rise of large-scale video
Recent data shows that viewers prefer shorter videos over longer ones.
85% of viewers prefer videos lasting 15 seconds or less. This shows that there is a growing demand for short and engaging video content.
Also, on average, short-form videos get 2.5 times more engagement than long-form videos.
This increase in engagement with short videos has caught the attention of advertisers, with short video advertising revenues estimated to exceed $10 billion.
User-generated content is on the way
User-generated content has become an important factor influencing consumer purchases in today’s market.
As a result, businesses are reevaluating their content strategy, opting for simple production methods that use smartphones and other devices to create content that is authentic and accessible to customers.
Access via subtitles
Accessibility features such as subtitles and captions have become more prominent as they help expand audiences and increase viewer engagement.
These features accommodate people with disabilities and users who prefer to watch videos with the sound muted.
Invest in a video-first approach
There is a lot of excitement among marketers about the potential return on investment from video content.
Many brands are taking a video-first approach, tailoring their content for different platforms to reach a wider audience.
Additionally, as companies aim to increase visibility and achieve higher search rankings, the importance of video SEO has expanded.
Emotional stories in videos are recognized as an important element in building brand loyalty and awareness, which can directly affect the growth of a company.
Challenge
Video marketing presents both opportunities and challenges. Pre-production steps like brainstorming and scripting can be time-consuming.
Video creation requires investment in hardware and software, taking into account multi-faceted filming and editing production. In addition, businesses must develop video strategies that work within budget constraints and match target audiences across distribution platforms.
Although beneficial when implemented effectively, video marketing has significant requirements in terms of planning, resources, and strategic alignment.
Anatomy of a viral video
Munch’s insight suggests that the most successful examples share common characteristics. This is an average of about 150 words per minute.
In addition, it is common to have 2-3 speakers in the video, offering different perspectives.
When it comes to the ideal length, the most interesting and specific viral video is around 40 seconds.
A selection of industry-specific platforms and content
Instagram and YouTube are still the most popular platforms among businesses and content creators. At the same time, TikTok has a smaller presence, which shows the challenges that small businesses face to be accepted as a platform for content marketing.
Across industries, media and finance are moving toward niche content formats such as interviews, health and financial expert monologues, on-site lectures, webinars, and explainer videos.
In summary
The report shows that short-form video content is increasingly dominating marketing strategies today.
User-generated content and accessibility features are key areas, and optimized video can generate a significant return on investment.
However, creating high-quality videos requires planning and resources. Keeping videos short, engaging, and consistent with platform and industry norms can make content engaging and viral.
Businesses should consider video goals, resources, and target audience when developing their strategy.
