News & Insights

The Future Of Video Marketing

15 Nov 2023

Sophie Robson

Head of Innovation

The future of video marketing and content is exciting and unpredictable. How much content will we be consuming in the future and how will it be consumed? Will virtual reality become the new standard for entertainment? Will artificial intelligence transform the way we create and consume video content?

Let's take a look at some of the key trends and innovations that are shaping the future of video content and marketing and what this could mean for the way we experience and engage with media in the years to come.

Short-form video platforms are still trending

Platforms like TikTok, Instagram Reels, and Snapchat have been the catalyst for short-form video content allowing users to be spontaneous and creative, producing bite-sized videos usually under 60 seconds. Short form videos are the result of online competition and an increasing overload of content that we can digest on the go.

The algorithms used by these platforms also prioritize content that is short and engaging, making it easier for users to gain a following. As short-form video continues to gain popularity, more brands and businesses will use these platforms to reach younger audiences and create really engaging short-form video content.

The creator economy and user-generated content

User-generated content has become increasingly popular with access to vast video creation tools and platforms. TikTok and Instagram have given rise to a new wave of content creators who are able to build massive followings and monetize their content through sponsorships and brand partnerships. 

As reported in the Antler 2023 creator economy blog here are some of the key categories in the creator economy that are expected to grow in the coming years.

Ownership. Includes platforms that allow creators to issue digital collectibles enabling them to own their audiences (community ownership). 

Community growth. Categories that allow creators to diversify their income streams from fan interactions, brand monetization opportunities, and e-commerce options. 

Generative AI. These technologies will have a substantial impact on creators. We included the categories that creators will most likely use as a starting point (text, audio, video, and image). 

Operations. Allows creators to see what’s happening in their businesses and grow them at the same time.

"I am most excited about the trend of creators finally owning their community. The days of building empires on rented land are over." — Nas Daily, Creator

Artificial intelligence in video content creation and curation

AI is being used in video content creation through automated video editing. AI algorithms analyse photographic and video footage and automatically selects the most specific or engaging moments to include final video edits. AI saves time and resources for video editors, allowing them to focus on the creative aspects of the process. AI is also being used in video content curation, where algorithms analyse user behaviour and preferences to recommend personalized content. 

Generative AI offers alternative ways to become more productive and creative. These tools allow creators to be global from day one by creating content for various markets that will translate their content through voice or text, into any language, using the creator’s voice. 

Many argue that AI algorithms will perpetuate biases and limit the diversity of content. Additionally, the use of AI in video editing may raise questions about the role of human creativity and the potential for automated content to replace human-driven content.

Virtual reality and augmented reality in video marketing

Virtual reality (VR) and augmented reality (AR) are two emerging technologies that are already transforming the way we consume and interact with video content. 

VR allows users to completely immerse themselves in a digital environment, while AR overlays digital elements onto the real world. Both of these technologies offer exciting possibilities for video content, from creating immersive gaming experiences to training simulations to virtual travel and tourism.

Standing out from the crowd is important in today’s competitive landscape. AR and VR give marketers unique opportunities to differentiate their brands. As technology advances, AR and VR experiences will become more sophisticated and accessible. Brands will integrate more wearables and physical experiences into their products and services. Integrating AR and VR with social media platforms and e-commerce sites will become more seamless so users can share their experiences and purchase directly within these immersive environments. This integration will lead to enhanced brand engagement and increased conversion rates.

Blockchain technology to revolutionize video content distribution and ownership

Blockchain technology has the ability to revolutionize video content distribution and ownership. One major benefit of blockchain technology in video content distribution is the ability to eliminate intermediaries, such as streaming services or other middlemen, which often take a significant portion of the revenue generated by content creators. With blockchain, content creators can distribute their content directly to viewers, enabling them to retain greater control over their content and monetize it more effectively. As the technology continues to improve, we can expect to see more decentralized video content platforms emerge, providing greater control and revenue to creators, while also ensuring greater transparency and security in content ownership.

These are just some of the ways technology is evolving and driving the future of video marketing. We will expect to see increased growth in this space and innovative new platforms emerge.

For more information on how you can build an AI video marketing strategy for your brand, talk to us today.

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