(Source: https://pltfrm.com.cn)
In 2024, the short video industry reached new heights of innovation and ecosystem upgrades. From the diversification of content formats to technology-driven creative presentations, short video platforms have evolved beyond mere entertainment tools and become the core of digital marketing. The interaction between brands and users has become more intimate, with short videos redefining the way brands approach marketing. As audience demands continue to evolve, which content formats have captured users’ attention? Let’s take a closer look at and analyze some key trends in the short video sector in 2024.
I. The Rise of Micro-Dramas: The Power of Storytelling Captures Users’ Attention
In 2024, micro-dramas emerged as one of the most captivating content formats in the short video industry. These brief yet impactful episodes, with their concise storytelling and diverse themes, quickly captured the attention of a large audience. Micro-dramas not only changed the way entertainment is consumed but also provided a unique platform for emotional connections between brands and users.
The secret to the success of micro-dramas lies in their adaptation to the fragmented viewing habits of modern audiences. Each episode typically lasts between a few minutes and over ten minutes, perfectly catering to the younger generation’s demand for “time efficiency”—maximizing entertainment value in a short amount of time. This efficient and engaging format allows viewers to quickly immerse themselves and experience satisfaction in a brief period.
More importantly, micro-dramas are not just for entertainment; they have become a powerful tool for brand communication and emotional resonance. Through carefully crafted plots and character development, brands can align their values with the emotional narratives, fostering a deep emotional resonance with users. For example, some brands have used micro-dramas to showcase emotional experiences closely tied to consumers’ lives, successfully building a loyal fanbase.
The unique charm of micro-dramas extends beyond their format; it has sparked a fresh wave of thinking about content creation within the entire short video industry. How brands can leverage this format to capture viewers’ attention and establish a deep brand connection in a short time has become a key topic in digital marketing for 2024.
Case Study:
During the Taobao Mother’s Day promotion, a well-known international cosmetics brand successfully strengthened its emotional resonance with users through the custom short drama “Dad Alliance”. The drama was exclusively aired on the Taobao platform, cleverly combining platform resources with emotional marketing. This not only enhanced the brand image but also drove product purchase conversions. Through deep integration with the e-commerce platform, the short drama attracted a large number of viewers and achieved efficient commercial conversion, ultimately driving a return on investment (ROI) of 3, with the total views on the Taobao platform surpassing 40 million.
Insights:
A good story has a powerful emotional drive that can create a deep resonance with the audience. In brand marketing, integrating stories with everyday life not only enhances the authenticity of the content but also gives the brand “warmth.” This emotional connection opens up a more direct communication channel with users, making it key to building deep brand loyalty. Through emotionally driven stories, brands can establish long-lasting emotional bonds with users, leading to a groundbreaking shift in marketing.
II. Informational Content: Deep Learning in Fragmented Time
With the rise of short video platforms, the way we acquire knowledge is undergoing subtle changes. For many people, learning is no longer limited to traditional books or classrooms. In 2024, informational content became one of the most valuable content formats in the short video space, especially favored by younger audiences. Platforms like Douyin and Kuaishou, and not only meet users’ entertainment needs but have gradually become channels for learning and self-improvement.
The advantage of short videos lies in their ability to break down the traditional barriers of knowledge dissemination, presenting in-depth content to viewers in a more relaxed and interactive way. According to the “Short Video Learning Effectiveness Study Report” published by the School of Psychology at Central China Normal University and the ByteDance Platform Responsibility Research Center, dynamic short video formats are more effective at stimulating learning interest and reducing cognitive load compared to static images and text. The report highlights that learners perceive the knowledge content presented through short videos as less difficult and, as a result, their motivation to learn is strengthened. More importantly, short videos, as a learning tool during fragmented time, are able to meet users’ knowledge needs in a more efficient and flexible manner.
Case Studies:
- The entertaining science video on Douyin, “Why Are Blueberries Blue?”, uses a relatable everyday topic paired with vivid experiments and clear explanations to make complex scientific concepts both intuitive and engaging.
- Literary deep-dive series, such as the 450-minute analysis of Dream of the Red Chamber on Douyin, have sparked a wave of literary revival on the platform. By systematically organizing the content with clear structure and offering unique interpretations of classic scenes, the creators seamlessly blend the depth of Dream of the Red Chamber with the modern audience’s aesthetic preferences, igniting users’ enthusiasm for viewing.
Insights:
Informational content not only fulfills users’ diverse learning needs but also provides brands with opportunities to showcase their expertise and sense of responsibility. This type of content ignites viewers’ thirst for knowledge while enhancing platform user engagement. By offering valuable knowledge, brands can establish industry authority and build strong trust with their audience. As this content format continues to evolve, brands’ presence on short video platforms is set to become even more impactful.
III. Technology Empowerment: Giving Wings to Creativity in Short Videos
With rapid technological advancements, the short video industry is undergoing an unprecedented transformation. Optimized AI algorithms have significantly enhanced the efficiency and accuracy of short video creation.
Artificial intelligence (AI) plays a pivotal role in enhancing both the quality and efficiency of short video content creation. AI-powered creative tools help creators overcome inspiration bottlenecks by automatically generating engaging video outlines, recommending suitable music and visual styles, and even simulating various shooting angles, thereby accelerating the creative process. At the same time, AI has revolutionized video editing and post-production with intelligent automation, ensuring smoother and more professional video presentations. More importantly, through precise user profiling, AI enables personalized recommendations tailored to each viewer, significantly boosting audience engagement and conversion rates.
In addition to improving content creation, AI has transformed the user experience on short video platforms. Operators must focus on optimizing video tags, strategically placing keywords, and ensuring content diversity and depth to align with AI-driven recommendation systems. These efforts help ensure content is precisely delivered to target audiences while increasing watch time and engagement rates. By adopting these strategies, brands can effectively boost user participation and strengthen their connection with viewers.
For brand operators, mastering AI technology and integrating it into content creation will be key to enhancing brand image and attracting users. The application of AI creative tools not only drives innovation in short video content creation but also delivers a more personalized and interactive experience for users, propelling the short video industry to new heights.
Case Studies:
- Douyin leverages an AI-driven personalized recommendation system that accurately predicts users’ interests and preferences, delivering the most relevant content to them. This precise recommendation not only increases user dwell time but also significantly boosts content consumption.
- Some brands use AI technology to generate short video content. With AI creative generation tools, brands can automatically create engaging video outlines based on user interests, recommend suitable music and visual styles, and quickly produce personalized videos. This AI-generated short video approach not only reduces production costs but also allows brands to swiftly respond to market changes, boosting audience engagement and increasing brand exposure.
Insights:
Technology is not just a cold, impersonal tool; it is a vital bridge connecting creators, brands, and users. Brands should embrace technological innovation, leveraging its power to tell stories in more creative ways, thereby creating more captivating content, enhancing user experiences, and strengthening emotional connections with their audience.
IV. UGC Content: The Power of Authenticity and Interaction
User-generated content (UGC) is redefining the landscape of brand communication. In today’s digital marketing environment, UGC has gained widespread trust and favor from consumers due to its authenticity and interactivity. By encouraging user participation in content creation, brands can generate more natural, shareable marketing content, breaking free from the constraints of traditional advertising and enhancing the credibility and impact of brand communication.
Especially for overseas brands entering the Chinese market, UGC provides an effective bridge. By encouraging Chinese consumers to participate in content creation, brands can more authentically showcase user experiences and opinions, strengthening their emotional connection with the local audience. UGC not only helps brands overcome cultural differences and market perception challenges but also builds trust in a short period. Consumers become co-creators of content, and their stories and perspectives add more layers of meaning to a brand’s promotion in the Chinese market.
Compared to traditional brand advertising, UGC showcases more authentic user experiences and feedback, making the interaction between brands and audiences more intimate and fostering a stronger sense of participation. Brands are no longer one-way “storytellers” but “companions” walking alongside consumers. In the future, by aligning closely with user needs and exploring deeper interactive features, brands will be able to unlock more potential marketing opportunities, helping them achieve success in the Chinese market.
Case Study:
With the rise of short video platforms, local cuisine and culture have gained widespread exposure through UGC content. From Zibo barbecue to Tianshui spicy hotpot, an increasing number of unique city flavors are being unearthed and showcased to a global audience. Creators like a 60-something food enthusiast have skillfully combined culinary delights with cultural storytelling in short videos, allowing viewers to savor the taste of the food while immersing themselves in the history and traditions behind it. This approach has not only ignited enthusiasm among local food lovers but also sparked global interest in Chinese cuisine, fostering cultural exchange between Chinese and international food cultures.
Insights:
The greatest advantage of UGC content lies in its spontaneity and authenticity. It not only spreads rapidly but also encourages users to actively participate in the brand’s marketing process. Through this approach, users not only become loyal fans of the brand but also naturally take on the role of ambassadors, helping to expand the brand’s influence across broader social networks. In the process, brands build deep connections with users through genuine interaction, enhancing both user engagement and brand loyalty. This interactive marketing strategy underscores the core value of authenticity in today’s content creation landscape.
V. The Deep Integration of Short Videos and E-commerce: A Closed Loop from Seeding to Purchase
In 2024, short videos have evolved beyond being merely a “seeding” tool; they have become a critical channel for seamlessly connecting “seeding” to “purchasing.” On major short video platforms, this e-commerce model has received unprecedented attention and application. Short video influencers, by accurately identifying user interests, create content that is both engaging and tailored to audience needs, driving efficient e-commerce conversions.
In terms of content creation, influencers design visually appealing videos that also resonate emotionally with their target audience. For example, when showcasing products, influencers use clear and engaging visuals to highlight key features, materials, and details, helping followers quickly understand the product. This concise and straightforward approach not only grabs the audience’s attention but also effectively sparks their interest. More importantly, influencers incorporate products into real-life scenarios, demonstrating their practical use. This “lifestyle-based” presentation not only enhances audience trust in the product but also allows them to perceive its value more intuitively.
In terms of conversion path design, short video platforms provide efficient ways to drive traffic, ensuring a smooth process from watching the video to completing a purchase. Influencers directly embed shopping links in their videos or guide viewers to click on the link in their profiles at the end of the video, significantly reducing the drop-off rate caused by long and complicated paths.
In addition, influencers often enhance viewers’ purchasing desire by offering exclusive discount codes and repeatedly mentioning or highlighting these offers in the video or title, effectively encouraging immediate purchases. The shopping cart feature is also one of the key elements in boosting conversion rates. The platform allows the direct addition of a “shopping cart” button in videos or live streams, enabling viewers to click the button and easily place an order, achieving a seamless transition from browsing to buying.
Case Study:
For example, in 2024, a local skincare brand successfully achieved a seamless “seeding to purchase” loop through the deep integration of short videos and e-commerce. In a promotional video, the brand humorously and vividly showcased its star product — a repairing cream — and demonstrated its unique effects to users. The video featured real user experience stories, showing how the product addressed dry skin issues and attracted viewers with visible, immediate results. At the end of the video, the influencer cleverly inserted a limited-time discount code and guided viewers to directly place orders through the shopping link in the video, removing the barriers between viewing and purchasing. As a result, after the video was published, product sales saw a significant boost, and the brand not only gained massive exposure on the short video platform but also increased conversion rates through this seamless shopping experience, further strengthening customer loyalty.
Insights:
The key to short video e-commerce lies in finding the balance between entertainment and commerce. Through creative presentations and precise guidance, brands can not only capture users’ attention but also convert this attention into actual purchasing power. This balance not only enhances the user experience but also optimizes conversion rates, delivering higher commercial returns for brands.
VI. Content Diversification: Everyone Can Find Their Interest Point
The short video content in 2024 is more diverse and rich than ever before. From skill demonstrations and public welfare education to traditional culture and sports records, various types of content are emerging, greatly meeting users’ personalized and diverse needs. Short video platforms, through a variety of content forms, not only provide users with more value beyond entertainment but also help brands reach a broader audience. This diversification of content has not only enhanced the platform’s appeal but also provided more creative space for brand marketing.
Case Studies:
- Traditional Culture Goes “YOUNG”: In recent years, traditional cultural forms that are young, trendy, and creative have gradually entered the public’s view, especially on platforms like Douyin. Traditional culture has been revived, attracting the attention of young people and becoming a trendy and appealing part of their hearts. For example, a shadow puppet account on Douyin has innovatively transformed classic shadow puppetry into content that resonates with the younger generation’s aesthetic. This not only breathes new life into this ancient intangible cultural heritage but also showcases the limitless possibilities of cultural inheritance.
- Sport Socialization: Cycling influencers, by sharing authentic and motivational stories, not only inspire many to take up cycling but also build a sport-themed social community for brands.
Insights:
Brands should boldly explore various content formats and find the expression style that best resonates with their target audience. Through content diversification, brands can not only connect more effectively with users but also establish a unique brand influence in a competitive market.
Conclusion
In 2024, the prosperity and innovation within the short video industry have created more opportunities for interaction and connection between brands and users. With the rich variety of content formats and rapid technological advancements, short videos have evolved from mere entertainment vehicles to crucial tools for building deep interactions and emotional resonance with users. Whether it’s through micro-drama to touch users or leveraging technology to enhance content experiences, brands are redefining their relationships with consumers through short video platforms. Looking ahead, short videos will continue to play a key role in digital marketing, becoming an indispensable part of brand marketing strategies. How brands capture these trends and unlock the potential of short videos will determine their position in the competitive market.
PLTFRM, with its extensive experience in digital marketing, provides tailor-made marketing strategies to help brands unlock their maximum market potential on short video platforms. As a company specializing in brand marketing, PLTFRM works closely with social media platforms and related services, utilizing precise market insights and innovative strategies to optimize brand interaction and communication with users globally. If you wish to explore more opportunities for expanding into the Chinese market, feel free to leave your comments or contact us via email at info@pltfrm.cn to discuss potential collaboration.
