7 Trends in Corporate Video Production for 2024
Published May 5
The power of video for brands looking to hook in more customers, drive engagement and convert clicks to sales has never been greater—or the available options more bewildering. 😵💫 We break down the leading corporate video production trends to amplify your marketing impact.
Video marketing isn’t just big. It’s massive. Globally, viewers now watch an average of more than 1 billion hours of YouTube content every day. And here’s the kicker: 87% of marketers say their marketing videos have directly increased sales.
If you want to captivate your target audience with corporate video content, staying up-to-date with the latest production trends and techniques is essential. Failing to do so may result in videos that fail to effectively engage your viewers, which can be costly considering the investment required for video production.
In this article, we take a deep dive into the top seven corporate production video trends that will give your business a competitive edge, including insights from Ashlee Fitzgerald, Superside’s Production Director.
Cutting Through the Noise: The Importance of Exceptional Video Content
If done well, videos make for highly shareable content. The format makes it easy to tell stories and resonate emotionally with target customers, which is becoming increasingly important in an AI-driven world.
Cutting-edge video marketing is no longer a luxury, but it’s not just about staying relevant in a changing marketing landscape. Exceptional video content can help your brand kick dust in the eyes of your competition and flip the script on storytelling to knock your audience’s socks off.
Look, we get it. Keeping pace with the ever-shifting digital landscape can feel like trying to hit a moving target in a sandstorm. It seems not a day goes by without some new development or algorhythm turning the tables on everything that came before. Since the launch of ChatGPT, AI has reshaped the marketing world. Unsurprisingly, 61% of video marketers left 2023 feeling overwhelmed by all the changes.
But it’s a challenge that can be conquered with the right approach, expertise and (you guessed it) video content. 62% of businesses already actively use videos as a part of their marketing strategy and 98% feel video content works as a marketing tool.
The seven trends explored in this article are the very latest frontiers of innovation in corporate video production, collated by Superside’s expert team of creatives.
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Excellence in Corporate Video Production at Superside
When it comes to corporate video production, you want Superside in your corner.
Our Creative-as-a-Service (Caas) model puts the world’s top 1% of design talent at your disposal for a set monthly subscription fee. This low-overhead, agile way of working drives a 65% lift in ad performance driven by our deep expertise in breakthrough creative and triples the rate of learning by giving teams the ability to produce creative at scale and test fast.
Whether you need to outsource your entire video production to Superside or simply require support for an overburdened in-house creative team, our versatile and highly skilled video creatives are ready to enhance your video content strategy—from inception to execution.
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There isn’t a single aspect of corporate video production we haven’t mastered, from filming to animation, live action and motion design, voiceovers, audio effects and high-quality editing optimized for every platform. While we’re not a marketing agency, we intimately understand the inner workings and strategies behind winning video marketing campaigns. We can oversee the creative for your entire campaign from start to finish, or step in at any point in the process.
Take Bolt. We used an agile end-to-end animation process to produce their dynamic brand video in record time, with a team of 18 creatives working across multiple production stages.
Or Suzanne Kalan, for which three hero, six teaser and nine product videos were approved and developed one-and-a-half weeks ahead of schedule—with a total turnaround time of less than a month.
7 Trends in Corporate Video Production for 2024
Right now, several key trends are shaping the landscape of corporate video content creation.
(PS: Superside has first-hand experience in over 950 video production projects. What we don’t know about corporate video production isn’t worth knowing. For more on how to produce standout video content, our masterclass in video production is worth exploring.)
1. Increased use of artificial intelligence and machine learning
The most significant trend in video content isn’t a trend at all, really, because even though it’s a recent development, it’s here to stay. The market for AI video production is expected to grow to be worth just under US$2 billion by 2030. Hardly surprising, when you consider approximately 80% of current online traffic is due to video content.
We’re only beginning to harness the power of AI and machine learning (ML), yet the impact is already being felt with the reduction of once time-consuming and labor-intensive aspects of pre-production (e.g., scriptwriting, storyboarding, and casting) and post-production (e.g., editing, cataloging, captioning, adapting to platforms).
The rise of AI in the creative and production industry is shifting the focus of our energy. It’s a thrilling space to be, where we can identify potential automation thanks to AI, and spend more time and energy on creative ideation, specialization content and polishing.
What really gets us jazzed, though, are the endless possibilities for enhancing the quality and impact of corporate video production. Increasingly sophisticated AI-generated animations and visual effects enable more compelling visuals with greater efficiency.
On the marketing front, ML algorithms are able to analyze audience engagement data and identify which parts of a video are the most engaging, allowing businesses to optimize their video content and make it more compelling.
Knowing how to eloquently interact with AI and prompt accordingly is going to be one of the most sought-after skills. Producers know that your output is a direct reflection of your input–so set up a project for success with excellent planning. Soon we’ll be saying, "Your output is as strong as your prompt."
Your Superside subscription will give your business access to a purpose-built AI research team, including AI creative directors, AI creative technologists and other AI creatives from around the world.
With over 500 AI-enhanced design projects under our belt, we’ve participated in the revolution firsthand. We’re incorporating AI capabilities into our video production processes (voice over, concepting and animation, as we did for Synthego), reliably reducing the hours projects take by 30-60%. That means creative output at a larger scale and greater value for your business.
2. Virtual production and augmented reality
The lines between our physical environment and virtual reality continue to blur with the rising popularity and expanding applications of both augmented reality (AR) and virtual production (VP).
Immersive experiences can enable brands to demonstrate what they're discussing in a way that facilitates quicker understanding, leading to a message that resonates faster.
VP, which integrates real-time computer-generated imagery (CGI) with live-action filming, provides cost-effective solutions by reducing the need for physical sets, props and locations. It also enables greater creative freedom, allowing marketers to visualize and experiment with various concepts and designs in a virtual reality environment before committing to production. The VP market size is expected to grow to US$9,62 billion by 2032.
Stopping just short of fully immersive virtual reality, AR is what every business should be exploring right now. Its ability to drive audience engagement is unparalleled, with Forbes calling AR “a game-changer in next-gen marketing strategies.”
I foresee corporate video production strategies incorporating a blend of real-world and digital elements to convey complex ideas. We'll also likely see more precise targeting becoming available, thanks to the analytical insights and data that AR should offer as a form.
AR is behind many viral TikTok trends, from manga and vampire filters to tarot card readings, and this technology is being leveraged by savvy marketers to engage with consumers and drive sales. Think about it: What if you could try on an item of clothing, shade of hair dye or new lipstick—virtually—before you buy? Or test a decor item’s suitability for your home? Exactly.
It’s no wonder that 56% of shoppers say AR gives them more confidence about a product’s quality, and 61% say they prefer to shop with retailers that offer AR experiences. We at Superside managed to build better event engagement for 6Sense with the power of AR, completing the entire augmented reality project in just 3 weeks.
3. Micro-videos and bite-sized content
“Less is more” definitely applies to audiences’ insatiable appetite for video McNuggets. Exhibit A: TikTok, a platform whose success rests almost entirely on short-form videos (and clever algorithms) and which got all of us used to “scrolling” through videos as short as only a handful of seconds, means marketers have even less time to capture viewers’ ever-shrinking attention spans.
Large businesses and corporations should definitely lean into the trend of short-form videos, given that a significant chunk of marketers see high ROI here.
Incorporating short-form video content (including on-brand user-generated content) on your social media platforms can significantly improve your campaign success. According to a recent Video Marketing Report from Hubspot, short-form video has the highest ROI of any video format for businesses and is also #1 for lead generation and engagement.
How long should a short-form video be? While that depends largely on your objectives, the consensus among video marketers is that it should be under 60 seconds, with the biggest chunk (33%) saying the optimal length is 31-60 seconds.
Of course, choosing the right platform for your goal and understanding your audience are key. If you’re planning on running ads in Meta, you'll have to consider both vertical and square videos.
It's all about crafting those bite-sized gems that viewers can't help but watch and share, creating effectiveness in engaging audiences and driving results. Mastering the art of intentionally placed short-form videos isn't just recommended; it's essential.
There are many success stories of short-form video being prominently useful for corporations. Take, for instance, the acquisition of Dollar Shave Club, whose growth was powered by short videos that led to virality and outstanding results for the company.
4. Live streaming and interactive videos
A craving for more authentic, immediate and engaging experiences in a world saturated with digital content is likely behind the surge in live-streaming popularity. The market is expected to grow by 21,5% annually to a value of US$416.84 billion by 2030.
Instagram Live has the highest ROI of any Instagram content format and is the most effective for gaining followers and shares. Twitch, which launched in 2011, has grown from 3.2 million monthly users within its first year to over 240 million in 2024, thanks to a combination of live streaming, community engagement and interactive content.
Live streaming is a great medium for product launches, Q&A sessions, behind-the-scenes previews and live events.
Unsurprisingly, we’re also seeing an increase in interactive corporate videos. By incorporating clickable elements such as polls, quizzes, real-time chats and links to products, they help build valuable connections with audiences.
Research shows that interactive videos offer the fifth-highest ROI behind product-related, funny and trendy, and behind-the-scenes corporate videos. Additionally, 47% of marketers say interactive content is one of the most effective lead generators.
Take for instance Salesforce, for which Superside has created stunning motion graphics. They achieved great results with LinkedIn Live, receiving over 600,000 organic viewers and achieving a 3% engagement rate during their live streams.
5. Shoppable video
“Video is the new shop window and it’s one that’s always open,” says Google. Essentially a subset of the interactive video trend, successful shoppable videos provide a sweet spot in the Venn diagram between retailers and customers, which also applies to CTV ads.
The challenge, of course, is to create videos that entertain, inform and engage the viewer and seamlessly close the gap between discovery and purchase. This can be done with tags containing product information and purchase links incorporated into videos that can be formatted in various ways—from ads and social media posts to web pages.
Brands that add product feeds to their video action campaigns achieve over 60% more conversions at a lower cost, which matches the percentage of shoppers (60%) who say online video has given them ideas or inspiration for their purchases.
An extension of this trend is livestream social commerce. Described as “QVC for Gen Z,” it takes TV home shopping into a whole new dimension, blending live streaming and interactive video content with social media platforms and eCommerce.
Already popular in China, livestream eCommerce is rapidly gaining popularity in the U.S., according to a report by Coresight Research and Bambuser. The report estimates the U.S. livestream eCommerce market was valued at US$31.7 billion by the end of 2023—nearly triple its size in 2021. Retailers favor Facebook Live (55%), YouTube Live (52%), Instagram Live (46%), Amazon Live (30%) and brand apps or websites (28%).
A great example of the success of shoppable videos for corporations is Swarovski, which created videos where viewers could interact with models on the screen to view all featured pieces, choose a size, and add items directly to their cart. This resulted in a 15% click-through rate and a 36% engagement rate, driving significant sales on the brand's ecommerce website.
6. Animation and motion graphics
Fun, easy to digest and user-friendly, animations and motion graphics are indispensable tools for breaking down complex ideas, enhancing branding and entertaining your audience. They allow for strong video storytelling and can make abstract concepts more relatable and understandable. Think instructional videos, product demos, presentations, infographics, logo animations, and virtual tours.
Moreover, animations allow for creativity and customization, enabling companies to tailor their video content to reinforce their brand identity and messaging.
Superside specializes in on-brand motion graphics designed to enhance your website, digital campaigns, presentations and ads. Check out some of our motion design work Imperfect Foods to get a sense of what we can do for you.
7. Emphasis on sustainability and corporate social responsibility (CSR)
More companies are using corporate videos to showcase their CSR programs and initiatives and demonstrate their commitment to social justice and environmental responsibility. This is especially important if we consider that Gen Z and millennials—generations that value working for (and purchasing from) businesses that prioritize ethical practices—currently make up approximately 38% of the global workforce. This percentage will rise to about 58% by 2030.
What’s more, 77% of consumers are motivated to purchase from companies committed to making the world a better place, while 73% of investors state efforts to improve the environment and society contribute to their investment decisions. These are all good incentives to prioritize high-quality corporate video production that centers CSR.
Corporate Video Production Redefined With Superside
By partnering with Superside, your business has a prime opportunity to take the lead and embrace these corporate video trends. With our vast experience in corporate video production and quick turnaround times (not to mention our affordable CaaS subscription model), you can leverage the latest innovations in video content to your advantage and position your business at the forefront of your industry.
Ready to embrace the top video production trends? Book a call today to learn how we can enhance your corporate video production processes and help you deliver many more views, clicks and conversions.
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Meet Roger, a content marketer driven by his love for online search, digital marketing, and performance marketing. When he's not immersed in the latest updates on Google, AI and social media, you'll find him passionately crafting strategies to simplify online searches for people, sparing them the frustration of navigating through endless pages. As a marketer, Roger Match has turned into the perfect match for Superside, helping us showcase our purpose, objectives and essence to the world.
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