In today's digital age, when attention spans are shorter than a goldfish’s focus during a junior high pop quiz, video is emerging as an effective tool in helping small businesses captivate audiences and earn valuable attention. And with the development of Artificial Intelligence (AI) in 2024, it’s essential for SMBs in “small-ish” local markets to stay up to date on the latest trends in video marketing so they can effectively reach and resonate with their target audience. Here are some emerging trends we see in the digital marketing landscape.

1. Short-form Vertical Videos: It’s pretty normal these days to see 80 percent of website and social traffic happening on mobile devices. With popular platforms like TikTok and Instagram Reels, short-form vertical videos have become the go-to format for capturing viewers’ attention. Small businesses can leverage this trend by creating bite-sized, visually compelling videos that deliver their message succinctly and creatively.

2. Live Streaming: Authenticity and real-time engagement are paramount in today's digital ecosystem. Live streaming offers SMBs a unique opportunity to connect with their audience in a transparent and interactive manner. Whether it's hosting Q&A sessions, behind-the-scenes glimpses, or product launches, live streaming fosters meaningful interactions and builds brand loyalty. Stay tuned on this front, as NonStop Local has a plan in development that will make this process easier and more effective than ever!

3. Shoppable Video Content: As consumers increasingly seek convenience in their shopping experiences, shoppable video content has gained traction as a seamless way to drive conversions. SMBs can incorporate interactive elements into their videos, allowing viewers to make purchases directly within the video player, thereby reducing friction in the buyer's journey. We see this most often and effectively enabled on YouTube videos. For example, you could be watching a video about someone rescuing a stuck video stuck in a sand dune, and a link to the tow rope you see in the video could pop up in the corner of the screen!

4. Personalized Video Campaigns: Tailoring content to individual preferences and behaviors is key to cutting through the noise and resonating with target audiences. Through the use of data analytics and AI-driven technologies, SMBs can create personalized video campaigns that speak directly to the needs and interests of their customers, fostering stronger connections and driving engagement.

5. User-Generated Content (UGC): Harnessing the power of user-generated content can be a game-changer for small businesses looking to amplify their brand reach and authenticity. Encouraging customers to share their experiences through video testimonials, reviews, or challenges not only strengthens brand advocacy but also fosters a sense of community around the brand.

The landscape of video marketing is constantly evolving, presenting businesses with both challenges and opportunities. By embracing these emerging trends and adapting their strategies accordingly, SMBs in markets of any size can effectively leverage the power of video to elevate their brand presence, engage their audience, and drive business growth.