How Video Consumption Has Changed In 2024

Video continues to evolve as a crucial form of San Diego digital marketing Services, becoming increasingly important to consumers. To connect and engage with your audience effectively, staying updated with video consumption trends is essential.

HubSpot’s annual State of Video Marketing survey with Wistia reveals that video plays have risen for businesses of all sizes. Small to medium-sized businesses saw a 13% increase, while large businesses experienced a 5% rise.

This article highlights seven research-backed ways video consumption habits are changing and how marketers can respond strategically.

Key Online Video Consumption Statistics for Marketers

As video remains integral to marketing strategies, consider these vital statistics:

• The number of digital video viewers worldwide exceeds 3.3 billion.
• In 2024, 89% of consumers want to see more videos from brands.
• People are 52% more likely to share video content than any other type of content.
• 75% of viewers watch short-form video content on their mobile devices.
• 83% of marketers recommend videos be under 60 seconds.

Video Consumption Trends

From video length to viewer preferences, here’s what’s changing in video consumption in 2024.

1. Increasing Reliance on Brand Videos

Consumers now heavily rely on video content for their research phase. Unlike the past, where they would visit websites, read reviews, and watch a few YouTube videos, they now turn to videos available on major social media platforms.

HubSpot’s research shows that 62% of consumers have watched video content like product demos, reviews, FAQs, and unboxings to learn about a brand or product. According to the latest Consumer Trends Report, 37% of consumers prefer discovering products through short-form videos (like TikTok and Instagram Reels), 8% through long-form videos, and 17% via live streams.

In 2024, consumers expect more brand video content because it allows them to understand how a product or service works, identify any flaws, and discover perks not mentioned in text-based descriptions.

2. Direct Conversions Within Videos

As consumers increasingly watch and rely on brand videos, optimizing these videos for conversion is crucial. Conversions can be encouraged using annotations, CTAs, or forms. A Wistia survey, which includes HubSpot insights, found that for short-form videos (under five minutes), conversions are best placed at the end. For longer videos (over five minutes), placing a CTA early is more effective. Interestingly, videos over sixty minutes have the highest conversion rate (24%) when the CTA is at the end.

3. Authentic and Relatable Content

Authenticity and relatability are key. A recent survey found that 38% of consumers find relatable content more memorable. When it comes to social media, 63% of consumers prefer relatable and authentic videos over polished, high-production-value videos.

Even in informative marketing videos, incorporating your brand’s authenticity and relating to your consumer is essential. Short-form videos like reels and live videos are popular because they emphasize authenticity and immediacy. Personalized videos catering to specific market segments are also gaining traction.

4. Preference for Shorter Videos

The rise of TikTok and the subsequent wave of short-form content have led consumers to prefer quick, snappy videos. Specifically, videos under three minutes hit the sweet spot. For those new to video marketing, starting with short-form videos can help gauge audience preferences.

It’s crucial to set the right pace for your video content. Re-watch your video from a busy consumer’s perspective and ask if it quickly engages and maintains attention. If parts seem dull, shorten the video. If your team finds it entertaining or informative throughout, you can experiment with longer videos and learn from the results.

5. Video Sharing on Social Media

Video marketing on social media can significantly increase brand visibility and user engagement through sharing. HubSpot’s survey of over 700 consumers showed varying degrees of video sharing across social media platforms, with Facebook being the top choice (40%).

Here’s a breakdown of the data by platform and demographic:

Facebook:

• Overall: 40%
• Gen Z: 27%
• Millennials: 34%
• Gen X: 40%
• Boomers: 44%

YouTube:

• Overall: 14%
• Gen Z: 25%
• Millennials: 17%
• Gen X: 14%
• Boomers: 9%

Instagram:

• Overall: 29%
• Gen Z: 27%
• Millennials: 27%
• Gen X: 34%
• Boomers: 21%

TikTok:

• Overall: 15%
• Gen Z: 19%
• Millennials: 14%
• Gen X: 20%
• Boomers: 2%

Twitter:

• Overall: 17%
• Gen Z: 32%
• Millennials: 19%
• Gen X: 14%
• Boomers: 12%

Reddit:

• Overall: 13%
• Gen Z: 10%
• Millennials: 19%
• Gen X: 12%
• Boomers: 8%

LinkedIn:

• Overall: 7%
• Gen Z: 0%
• Millennials: 17%
• Gen X: 8%
• Boomers: 0%

Tumblr:

• Overall: 23%
• Gen Z: 33%
• Millennials: 29%
• Gen X: 13%
• Boomers: 0%

Twitch:

• Overall: 18%
• Gen Z: 29%
• Millennials: 23%
• Gen X: 10%
• Boomers: 14%

Snapchat:

• Overall: 29%
• Gen Z: 18%
• Millennials: 28%
• Gen X: 35%
• Boomers: 33%

Pinterest:

• Overall: 14%
• Gen Z: 22%
• Millennials: 13%
• Gen X: 15%
• Boomers: 10%

Before posting a video, create relatable content and consider where your demographic is most likely to share videos.

Conclusion

The video landscape is changing in favor of marketers who adapt to new trends. Consumers prefer learning about brands via video content, using it as a critical tool in their research and buying phases.

As video content continues to evolve, marketers should stay informed about consumer interests and behaviors to effectively engage and connect with their audience. Video isn’t going anywhere; it’s constantly expanding and changing to meet new consumer needs and platforms. Adaptation and continuous research are key to leveraging Oceanside Search Engine Optimization success.