In 2024, video content continues to dominate
social media, evolving in ways that offer new opportunities for creators and brands alike. Understanding what types of video content users are gravitating towards is crucial for staying relevant and engaging audiences.
Social Media Today recently highlighted key video trends from Tubular Labs'
The State of Social: H2 2024 report that brands and content creators should explore. Let's take a closer look at how these trends are shaping the future of video content across major platforms so you can refresh and optimize your strategies.
The Shift Toward Longer Short-Form Content
Short-form video has been a dominant trend in recent years, particularly on platforms like YouTube and TikTok. However, a noticeable shift is taking place within this trend, as audiences begin to favor slightly longer video clips.
While ultra-short videos still remain prevalent, both YouTube and TikTok are experiencing an increase in videos that extend beyond the traditional 15-30 second mark. On YouTube, videos between 30 seconds and 1 minute are gaining more traction (up by 39%), while TikTok is seeing a similar rise in clips that last between 1 and 2 minutes.
This emerging preference for longer short-form content suggests that creators are finding more room for narrative development and
deeper engagement. It's a signal that audiences may be looking for content that's more than just bite-sized but still digestible.
TikTok's Expanding Content Categories
TikTok's dynamic nature has opened the door for all kinds of niche content to gain popularity. While "Beauty" and "Music" continue to dominate, surprising new categories such as "Business and Finance" are making waves.
For brands in these industries, TikTok's growth offers a valuable opportunity to reach new, engaged audiences who are actively seeking this type of content. Crafting informative, shareable videos that align with these trends could be a game-changer.
Instagram's AI-Driven Content Feeds
This shift is resulting in higher engagement levels — an increase of 33% — as users are introduced to content they may not have discovered on their own. For creators, this means there's a growing opportunity to get in front of new audiences, even without a direct following.
Focusing on producing high-quality, engaging content that aligns with user interests could lead to significant growth as AI drives more visibility.
Facebook's Reels Surge
While Facebook may have experienced a decline in personal user posts in recent years, 2023 saw a resurgence in video content, driven largely by the rise of Reels. Creators are increasingly using Facebook as a secondary platform to repurpose their content from other apps, particularly TikTok.
With ongoing uncertainties surrounding TikTok in the U.S., many creators are doubling down on Facebook as a means of safeguarding their content and reach. As more users turn to Reels, brands and creators can benefit from repurposing their TikTok content to maximize visibility across platforms. This strategy ensures content is leveraged to its fullest potential without requiring significant additional effort.
Key Takeaways for Social Media Content Strategies
The video content landscape is shifting, with trends that prioritize slightly longer videos, niche content categories, and cross-platform strategies. As we approach Q4 2024, creators and brands should focus on adjusting their content strategies to meet these evolving audience preferences.
Whether it's experimenting with longer short-form videos, exploring untapped content categories like business and finance, or leveraging AI-driven feeds for greater reach, there are ample opportunities to stand out on social media.
Staying ahead of these video content trends will help your business not only maintain engagement but also capture new audiences in 2024 and beyond.
Does your social media strategy need a revamp?
Book a free discovery call to see how we can increase brand awareness, boost engagement, and drive real results for your brand.