2024 is a big year for digital video (CTV, social video and online video). According to a study by IAB, it’s set to overtake linear TV and see double digit spend increases. Does your client have a video content strategy to help them make the most of digital video’s potential?

Fantastic Video Content Strategy Tips to Share with Clients

Digital Video in 2024

Digital video has been gaining on linear TV for years now. But it has never made up more than 48% of annual TV/​video ad share. 2024 is the year that’s expected to change.

IAB estimates that digital video and linear video will swap places in 2024. Digital video will claim 52% of annual TV/​video spend share while linear TV will claim only 48%. Overall, digital video ad spend is expected to reach $62.9 billion this year.

An article by eMarketer says that digital video will make up 27.8% of all media spend in 2024. EMarketer also says that this media ad type earns 28 cents per user hour in 2024. In 2025, those earnings are expected to increase to 31 cents per user hour.

So, which types of digital video are making the biggest splashes? IAB says that in 2024 digital video ad spend will be divided between:

• Social Video: $23.4 billion
• CTV: $22.7 billion
• Online Video: $16.8 billion

Let’s talk video content strategy for each.

Social Video

According to a previous SalesFuel blog based on data from IAS, “Social video viewing is expected to account for 59% of social network activities in 2024.” So, it’s safe to assume that potential and loyal customers alike are looking for videos when they visit social sites.

However, your client can’t just stick with one video for all social platforms. Their video content strategy needs to account for what consumers are looking for on each platform. According to another SalesFuel blog based on data from HUB, that’s:

• TikTok: Videos that are short and entertaining
• YouTube: Informative and entertaining
• Instagram: Help them stay up to date on internet trends and entertainment
• Facebook: Informative and help them stay up to date on internet trends
• Snapchat: Short

What do all of those platforms have in common? Consumers want to watch entertaining videos.

Want to learn what your client’s target audience looks for in ads and which social platforms they’re most active on? Check out their profile on AudienceSCAN on AdMall by SalesFuel.

CTV

No video content strategy is complete without CTV. It’s one of the fastest growing ad media types out there, and not just in the digital video category. But what makes a successful CTV ad?

According to a SalesFuel blog based on data from Digiday, the most popular CTV ads:

• Are between 15 and 30 seconds long: 49% of marketers include these types of CTV ads in their CTV strategy
• Allow viewer interaction: 42%
• Include shoppable QR codes: 34%
• Have ad selectors that allow viewer choice: 27%
• Include mobile integrations: 20%
• Feature carousels of products, images and video galleries: 20%

Online Video

And for every other kind of online video available, your client’s video content strategy should follow tried and true approaches.

Just like with social videos, keep things short and to the point. According to a SalesFuel blog based on data from Yahoo, consumers pay attention to:

• Interscroller video ads for 3 seconds
• Native video for 2.8 seconds
• Pre-​Roll video for 2.4 seconds

For your client’s website, the types of videos that marketers invest in the most are:

• Product Demos
• Explainers
• Recorded Webinars
• How-​To Guides
• Customer Testimonials

Does your client plan to include the videos they make in email ads? Be sure they match where each consumer is in their buying journey.

One more tip: Make sure your client’s ads feature multiple voices. This makes them more attention grabbing and persuasive.

With these tips, your client’s video content strategy will be solid no matter which video type(s) they choose.

Photo by: Vitaly Gariev