Video ad spending is projected to reach US$3.5bn in Australia this year, with short-form videos expected to show an annual growth rate of almost 11%. As the fight for attention online continues, brands are getting smarter with their video marketing. Here’s a quick rundown of three top video trends that Aussie companies are getting behind.
1. Human Storytelling
Shared experiences bring people closer, and over the last few years, the world has struggled through plenty of unprecedented events. While COVID-19, lockdowns, and remote work increased physical distance, it shone a light on the importance of authentic human connection. We saw a shift to more raw, genuine content. Our vulnerabilities became exposed, as we got to peek into our bosses living room or accidentally caught them in their PJs in those early, chaotic days of Zoom meetings.
And it looks like this human-first style of content is set to stay into 2024 and beyond. Something companies are also considering is safe storytelling. This concept ensures that sensitive material, personal stories, or lived experiences are gathered and told responsibly and ethically.
For example, let’s say you’re a MarTech company operating out of Brisbane and you want to create content for Mental Health Month. It’s best to work with a videographer Brisbane companies trust for safe storytelling, as the subject matter could be traumatic. It needs to be approached by professionals with a duty of care.
2. Short and Sweet
These days, videos need to be even shorter than ever before. Our dwindling attention spans just can’t hack long-form content unless we’re seriously engaged. The benefit of these blink-and-you’ll-miss-it videos is higher engagement, as people tend to watch the entire thing. Consider their role in the bigger picture. While you can’t cram in all the information you’d typically include in an ad into six seconds, you can tease information, pique curiosity, and raise brand visibility.
Take HBF’s six-second ads in their Quokka series, or Optus’ The Works campaign. These short video ads are tied in with longer, 15-second and one-minute videos. The research is there to back this strategy up, too; a recent study showed that 59% of Gen Z prefer to discover content through short videos before watching a longer version.
3. High-Resolution
We can now record and watch videos in 8K. That’s eight times the resolution of full HD. Bear in mind that while some phones can technically record in this resolution, you’ll need a professional video production agency to achieve a high standard.
Thanks to social media, we’re bombarded with impressive drone footage and crazy action shots, so audiences expect quality. Especially since nearly half of us are choosing to watch YouTube on our increasingly large TVs (45%, according to internal figures). After all, Australia’s stunning landscapes deserve to be seen in Ultra HD.
Video Advertising Trends in 2024
Short, engaging videos, human storytelling, and mesmerizing 8K footage are key ways companies are capturing attention and building strong connections with their audience in 2024. As video ad spending in Australia continues to grow, brands have got to be dynamic and embrace these latest trends to stay relevant.
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