In this post, we will explore revolutionising video marketing trends and strategies that South African businesses can try this year. 

What is Video Marketing?

Video marketing is a dynamic strategy involving visual content to promote products, services, or brands in the South African region. It encompasses a range of video formats, from short-form content like advertisements to long-form content like webinars, aiming to capture and maintain the target audience's attention. 

Top Video Marketing Trends to Watch in 2024

The video-on-demand market revenue in South Africa is estimated to reach around USD$309.30-million in 2024. It will scale up by 7.99% CAGR between 2024 and 2027, increasing the figure by USD$389.50-million by the end of 2027. 

Video is a dynamic and engaging medium in the ever-evolving digital marketing realm. As we embark on the journey that is 2024, the video marketing landscape is set to undergo significant transformations. Let's explore the top video marketing trends shaping South Africa’s narrative this year. 

Interactive video experiences: engaging audiences in real-time
This type of content generates four to five times more page views than static content, showcasing the growing appetite for engaging experiences. The passive video consumption era is fading, allowing interactive video experiences.

In 2024, expect videos to be more than one-way communication. Viewers will actively shape the narrative with clickable elements, decision points and immersive experiences. This trend captures attention and creates a personalised connection with the audience — leading to higher engagement. 

Short-form videos: the power of snackable content
Short-form videos, a hallmark of platforms like TikTok and Instagram Reels, will continue to dominate in 2024.

Brands are redefining storytelling by condensing their messages into concise, impactful bursts of content. With attention spans dwindling, conveying a compelling story in seconds is becoming a skill every marketer must master. 

The evolution of live streaming: real-time connections
Live streaming isn't just a trend; it's an evolving phenomenon.

In 2024, live streaming will go beyond essential broadcasts. Innovative features, interactive Q&A sessions and behind-the-scenes glimpses will become commonplace. 

Augmented Reality (AR) integration: elevating video engagement
The augmented reality market will reach USD$72.7-billion by 2024, indicating the rapid growth and adoption of AR technologies. Hence, prepare for a new dimension in video marketing by integrating AR.

Brands can use AR to offer interactive and immersive experiences. From virtual product try-ons to storytelling elements that come to life, this trend adds a layer of excitement and engagement to video campaigns. 

Shoppable video content: seamlessly integrating e-commerce
Around 74% of consumers identify that watching a video makes them more likely to purchase, highlighting the potential impact of shoppable video content.

The convergence of video and e-commerce will gain momentum in 2024. Shoppable videos will allow viewers to purchase directly from the video, transforming engagement into transactions seamlessly. This integration streamlines the customer journey, making it more convenient for consumers to act on their interests. 

Immersive 360-degree videos: a new dimension in storytelling
Say goodbye to traditional video perspectives and welcome the era of immersive 360-degree videos.
This format provides viewers with a fully immersive experience convenient for showcasing virtual tours, events and product demonstrations. In 2024, brands will use 360-degree videos to offer a more engaging and interactive perspective. 

Latest video marketing strategies you can try in 2024

In digital marketing, video continues to be a driving force for brand engagement and storytelling. As we enter 2024, businesses must explore and adopt the latest video marketing strategies to stay ahead. Here are some cutting-edge strategies you can incorporate into your marketing playbook:

User-generated content (UGC) campaigns: cultivating community engagement
Launch UGC campaigns and invite your audience to be the creators of your brand story.

It's akin to hosting an event where attendees actively contribute to the experience — much like the community-driven essence of an app like Eventbrite or Ticketmaster.

Encourage users to share videos featuring your products, cultivating a sense of community and providing authentic testimonials. Make your audience the show's stars, just as attendees take center stage at an event.

Embracing UGC is like hosting a virtual gathering where diverse perspectives weave together, creating an authentic narrative that resonates with a broader audience.

Ephemeral content for FOMO: leveraging Scarcity and Exclusivity
Take advantage of ephemeral content on platforms like Instagram Stories and Snapchat. Create content available for a limited time, leveraging the fear of missing out (FOMO).

Ephemeral content adds a sense of urgency and exclusivity to your videos, encouraging viewers to act quickly. 

Personalized video messages: enhancing customer connections
Go beyond generic marketing messages by incorporating personalised video messages. Use customer data to tailor video content to individual preferences, ensuring that your messages resonate on a personal level. 

Gamified videos: boosting engagement with interactivity
Incorporate gamification elements into your videos to boost engagement.

Create interactive quizzes, polls, or challenges within your videos — turning passive viewers into active participants. Gamified videos not only entertain but also encourage longer interaction times.

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