In 2024, video is still the king of digital marketing. But with so much content out there, standing out isn’t easy.
That’s where engagement-focused video marketing comes in.
It’s not enough to just post videos anymore. Your content must hook viewers, keep them engaged, and encourage them to act.
To do that, you need to focus on video marketing trends that are proven to boost engagement.
As growth marketers, we know engagement is the key to unlocking growth.
Higher engagement means stronger connections with your audience, better retention, and a higher chance of turning viewers into customers.
So, let’s examine the 7 tactics our growth marketing agency uses to help your video content break through the noise and engage your audience like never before.
1. Leverage Micro-Storytelling for Captivating Narratives
Short-form videos combined with powerful storytelling grab attention fast. In today’s fast-paced world, consumers have short attention spans.
You need to make an impact quickly. Micro-storytelling does that by focusing on a strong hook model, bite-sized narratives that create emotional connections in seconds.
Source: APA
Use platforms like Instagram Reels and TikTok to tell short, emotionally driven stories in under 60 seconds.
Whether it’s a product demo, a quick customer testimonial, or a behind-the-scenes look, the key is to create character-driven narratives. You want your audience to feel something, even in a matter of seconds.
For example, Nike often uses short-form storytelling in its Instagram ads to showcase athletes overcoming challenges, creating an instant emotional bond with viewers.
Source: Nike Instagram
Micro-storytelling helps build emotional connections with your audience. These connections foster loyalty and improve customer retention, which are key goals in any customer-centric marketing strategy.
2. Personalization Through Data-Driven Video Campaigns
Personalization Through Data-Driven Video Campaigns means using insights from data to create content that feels tailor-made for each viewer. When a video speaks directly to someone’s interests, it grabs their attention because it feels relevant and timely.
To do this, marketers use tools like Google Analytics or data from their CRM (Customer Relationship Management) systems to break their audience into segments—groups of people who share similar traits or behaviors. You can personalize video content based on various factors, such as where someone lives, their browsing behavior, or even what they’ve bought in the past.
Take Netflix as an example. They show each user personalized movie trailers based on what they’ve previously watched. Over 80% of Netflix shows are discovered through recommendations, saving the company over $1 billion annually.
Similarly, Spotify Wrapped creates personalized videos for users, highlighting their most-played songs of the year. This highly personal approach drives tons of shares and engagement.
In marketing, personalized videos are powerful because they target the right audience with the right message at the perfect moment.
This approach grabs attention and helps guide people through the conversion funnel, making it a key strategy in demand generation—turning interest into actual purchases.
3. Maximize Interactive Features for Engagement
Maximizing Interactive Features for Engagement involves making video content more than just a passive experience for viewers.
Instead of simply watching, viewers can actively engage with the content, which naturally boosts retention and interaction. When people feel involved, they pay more attention and stay engaged for longer periods.
Interactive videos invite users to participate in various ways, turning a traditional viewing experience into an immersive journey.
Adding clickable elements to your videos lets your audience feel like they’re part of the action. These elements can include:
- Quizzes: Ask viewers questions about the content or related topics.
- Polls: Let your audience vote on something during the video, giving instant feedback.
- Choose-your-path storylines: Let users decide how the video progresses by selecting different options.
A well-known example is Netflix’s Bandersnatch, where viewers choose the storyline, giving them control over the narrative. This level of interaction keeps viewers engaged for longer than they would with standard videos.
Brands can also use interactive hotspots in shoppable videos, where viewers click on products shown in the video and buy them directly. This approach seamlessly blends engagement with purchasing, offering a more personalized and efficient shopping experience.
Source: Tolstoy
Integrating interactive features can significantly enhance engagement, push viewers further down the conversion funnel, and create memorable experiences that drive results.
4. Harness the Power of Educational Content
Educational videos deliver value by solving problems or teaching skills, positioning your brand as an expert, and building trust and loyalty over time. Plus, they are highly shareable, driving organic growth.
Create how-to videos, tutorials, or explainer content that address common challenges in your industry.
For example, HubSpot creates marketing tutorials that educate and subtly promote their services. By teaching, you position your brand as a trusted resource, increasing the likelihood of customers returning when they need more solutions.
Here’s a quick guide to different types of educational video content and how they benefit your marketing strategy:
| Video Type | Purpose | Benefit | Example |
| How-to Videos | Step-by-step instructions | Solves specific problems, highly searchable | Product demos, DIY guides |
| Tutorials | In-depth learning | Builds authority and trust in niche topics | Software tutorials, HubSpot’s marketing tutorials |
| Explainer Videos | Simplifies complex topics | Makes difficult concepts easy to understand | Company services, product features |
| Webinars | Educational discussions | Builds community, fosters interaction | Industry insights, live Q&A sessions |
| Case Studies | Real-world applications | Demonstrates success and builds credibility | Success stories, customer testimonials |
These educational videos build authority and trust, which is crucial for both growth marketing and demand-generation strategies. They help retain customers, reduce customer churn, and establish your brand as an expert.
Also read: Comparing Growth Marketing and Demand Generation: Which Is Right for Your Business?
5. Tap into the Rise of Hybrid Live-Streaming
Hybrid live-streaming combines real-time interaction with high-quality pre-recorded content. Live-streaming alone is great for engagement because it allows viewers to interact with your brand directly, but it can lack the polished quality of pre-recorded videos.
By blending the two, you deliver engaging, professional broadcasts that hold attention throughout.
Start with a live Q&A or product demo, allowing real-time interaction, then seamlessly transition to pre-recorded segments like intros, product walkthroughs, or tutorials to maintain sharp production quality. Apple uses this approach effectively, mixing live keynotes with polished product videos.
This hybrid model offers key advantages:
- Real-time interaction for better engagement.
- Professional quality from pre-recorded content to ensure clarity.
- Enhanced retention, keeping viewers engaged longer.
Hybrid live-streaming is a powerful retention strategy, perfect for product launches, webinars, or any event where you want to combine interaction with high production standards.
6. Build Communities Through Collaborative Video Projects
Collaboration creates a sense of community and belonging. When people feel they are part of something bigger, they are more likely to engage and share. Collaborative video projects with influencers, employees, or customers foster a deeper connection with your audience.
Launch community challenge videos or partner with influencers to co-create content. Brands like GoPro often feature user-generated content from their customers, creating a community-driven brand narrative.
You can also invite influencers to co-create video series, positioning them as ambassadors for your brand.
Source: GoPro Instagram
Collaborative videos create a sense of ownership and belonging. This helps improve engagement rates and builds long-term loyalty, driving sustained growth through data-driven marketing.
7. AI-Powered Video Creation and Editing Tools
AI-powered video tools handle tasks like editing, captioning, and even generating scripts, making video creation faster and more affordable.
AI marketing also helps personalize content based on viewer behavior, ensuring your videos are more engaging and targeted. By analyzing performance in real-time, AI can make adjustments that boost your results and streamline workflows.
For growth marketers, integrating AI in marketing is key to staying competitive.
Here’s a look at some popular AI-powered video creation and editing tools:
| Tool | Free/Not Free | Key Features |
| InVideo | Free (with paid plans) | AI editor with customizable templates |
| Lumen5 | Free (with paid plans) | Converts text to video using AI |
| Pictory | Free trial, Paid plans | Automatically creates videos from text or scripts |
| Descript | Free (with paid plans) | AI-powered editing with transcription |
| Adobe Premiere Pro | Not Free | Advanced AI-based editing and motion graphics |
| Runway | Free (with paid plans) | AI tools for editing and background removal |
| Synthesia | Not Free | AI-generated videos with lifelike avatars |
These tools make it easier to produce high-quality, engaging videos at scale. Whether you’re looking to save time or improve your demand generation strategy, AI-powered video tools help create content that stands out.
Implementing Engagement-Driven Strategies
In 2024, the key to video marketing success is engagement. Whether through micro-storytelling, personalization, or interactive features, your goal should always be to keep your audience engaged.
Implement these 7 tactics into your video marketing strategy and watch your engagement and business grow.
Remember, video content that resonates with your audience doesn’t just get views—it drives conversions and builds relationships.
At Azarian Growth Agency, we understand the power of engagement-focused content. By focusing on these trends in video marketing, our team of experienced growth marketers build campaigns that do more than just capture attention; they convert.
So, let’s start analyzing your engagement metrics, experiment with these trends, and keep optimizing.
