In this last quarter of 2024, video production is still evolving, thanks to new technology and a changing audience taste marking the trends. For businesses looking to remain competitive, keeping up with the trends is vital. Lucky for you, these are the biggest trends that will drive the commercial video production landscape come 2024.
1. Short-Form Video Dominance
Leading the way with a 2024 of continued dominance is short-form video (TikTok, Instagram Reels, YouTube Shorts). Your audience is tired of watching lengthy time-span videos, and wants content that can deliver the message in just a few seconds. It is becoming more and more common for businesses to use this format for their advertisements, product teasers and brand stories. In fact, the focus here is to be as extraordinarily concise as possible – so there should only be time to post a little bit.
2. Vertical Video Formats
With a growing mobile audience, the vertical video format has also become very common and widespread, particularly in social media hubs. Vertical videos, unlike the traditional landscape form factor, feels more natural to mobile users and improves viewers' engagement. That means in 2024 brands will drive more authenticity and trust by creating vertical-specific content to make their mobile-first viewing experience as user first as possible.
3. Personalized & Interactive Videos
Personalized video content is raging over commercial video production. Using data-driven personalization, organizations are developing videos that use an individual's name or reference known likes in the voice-over script. Even more so for interactive videos, which provides additional interaction, as the viewer chooses what to watch and becomes a part of the story. These videos involve the viewer in a two-way conversation with the brand that stays in memory.
4. Storytelling & Immersive Branded Content
Product-type commercial video making will be a nearly lost art in lieu of cinematic storytelling. The strategy is shifting from simple product ads to branded content that provides value through emotional, narrative-driven experiences.
Instead of advertisements, these videos are more akin to short-films that feature better production and engaging storylines intended to form a lasting bond with viewers.
5. AI and Virtual Production
Commercial video production is at an inflection point, between AI and virtual production. From editing to visual effects to scripting/voice overs, AI tools can simplify the scenario for you. In the meantime, techniques like real-time rendering and LED screens for virtual production are enabling new workflows that can be used to build digital environments inside a game engine, lowering costs while increasing creative flexibility in projects like "The Mandalorian." And it is one that will only grow over the next few years, expanding even further out to include more sophisticated video production in 2024.
6. Sustainability in Production
The bans are creating an environmental movement, and changing the way that we think about sustainability in video production. Brands are looking for ways to cut down on carbon emissions in the construction of sets, and shooting days by choosing more energy-efficient lighting, cutting down waste production, reducing travel through digital effects. People are drawn to brands that show social responsibility and sustainable production practices will ensure more people align with your brand.
Advancements in technology, changes in audience behavior, and shifting emphasis on personalized experiences converge to shape the landscape of commercial video production in 2024. Whether it be in the realm of short-form and vertical videos, to AI-enabled production and sustainability, keeping on top of these movements will help businesses make meaningful content that speaks with today's viewers. Adapt and thrive… Those brands that adopt with change, will continue to excite their audiences — and compete in the digital world.
