Longer Videos Steal the Spotlight

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Welcome to today’s edition of Marketing Scroll, bringing you the latest marketing & retail stories in 60-word value bombs.

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OUTLOOK

📊 39% Rise in Videos Over 30 Seconds in 2024

Video trends in 2024 are showing a shift towards extended short-form content, with YouTube seeing a 39% rise in uploads over 30 seconds and TikTok experiencing increased engagement with 1-2 minute clips. Shorter videos are losing traction, while content in beauty, music, and business gain popularity, reflecting a growing user demand for more comprehensive video experiences across platforms. 

🎒 Gen Z and Millennials Drive #BackToSchool Buzz on X

Back-to-school discussions on X generated 1.9 million posts, marking a 3% rise from the previous year. X revealed that 60% of the #BackToSchool audience is aged 24-34, with 58% being female, showing strong engagement from younger users. X also hosts 1.5X more students than other platforms, and 39% of its monthly active users are parents. 

🛒 76% of Retailers Cite Online Sales as Top Revenue Source

76% of retailers prioritize online sales as their primary revenue source during the holiday season, according to a WooCommerce survey.  Preparation begins early, as 27% start planning 1-3 months ahead, while 13% begin 3-6 months in advance. Additionally, 26% focus on increasing inventory, and 29% leverage email outreach as the most effective marketing tool for driving holiday season sales.

TOGETHER WITH INBOX MAILERS

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PERFORMANCE MARKETING

🎥 Google Upgrades Video Action Campaigns to Demand Gen

Google is set to launch Demand Gen campaigns in Q2 2025, replacing the current Video Action Campaigns allowing advertisers to use both video and image ads within a single campaign. Demand Gen will also broaden ad placements to include Discover and Gmail, and introduce advanced targeting with lookalike segments to streamline ad management, and increase reach across platforms.

🚀 Google Ads Unveils New Masthead Format Guidelines

Google is introducing a new “Masthead format requirements” page, launching on October 3, 2024. This consolidated resource will centralize and streamline all guidelines for masthead ads on YouTube and Google TV into one location. While the ad requirements remain the same, this move plans to simplify compliance for advertisers. The page will be available in English for policy enforcement, with translated versions for reference.

BRAIN TEASER

Compact creatures consistently caught, A waif woeful widow woven. A translucent template tense and taut, Can civilized calmly cause cloven. What am I?

Nailed it or stumped? Hit us with a reply and find the correct answer 🎯

Here’s what Yesterday’s teaser was:

I am made up of two words joined together and represent a meal. My first half is a famous genre. My second half represents a crop. What am I?

The answer is: Pop-Corn

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