Essential Video Trends for 2024

Video content trends are shifting in surprising ways. If you’re used to short, snappy clips ruling platforms like TikTok and YouTube, it might be time to rethink your strategy. Across 11 billion videos from 28 million creators, it is found that engagement with slightly longer content is on the rise. While the overall video lengths are still relatively short, creators are pushing the boundaries, especially on platforms traditionally dominated by super-short content.

YouTube

On YouTube, shorter uploads under 30 seconds saw a significant increase in the first half of 2024. But what’s even more intriguing is that longer clips—those over 30 seconds—jumped by 39%. You might think that in the era of shrinking attention spans, bite-sized videos are the only path forward, but the trend is suggesting otherwise. It seems viewers are willing to stick around a little longer if creators are crafting more compelling, engaging narratives that we have seen with some of the biggest creators on the platforms.The filmmaker behind YouTube’s most subscribed creator, MrBeast, has just shared valuable tips on crafting engaging narratives for social platforms. We’re not talking about the return of 10-minute vlogs, but this extension of the “short-form” trend is noteworthy for any creator who’s feeling the squeeze of those first 15 seconds.

TikTok

Over on TikTok, there’s a similar shift. While super-short videos still flood the platform, clips in the 1-to-2 minute range are seeing a considerable jump in both uploads and engagement. Yes, TikTok is still all about that dopamine-hit content loop, but it appears users are also craving a bit more substance. And honestly, it’s kind of refreshing to see a tilt towards deeper engagement over going viral.

This trend could have far-reaching implications for how brands and creators approach their video strategies moving forward. Shorter content isn’t going anywhere, but the rise of these longer short clips presents an opportunity for storytelling and creating more meaningful connections with audiences.

Speaking of what’s trending, there are some unexpected shifts in TikTok content categories. Of course, “Beauty” and “Music” continue to dominate, but did you guess that “Business and Finance” content is seeing a huge surge on TikTok? It’s a space traditionally owned by YouTube or LinkedIn, but TikTok is fast becoming the go-to platform for everything from viral finance tips to entrepreneurial success stories. Trends like “Home ownership at a young age” and “Latino business success” are growing categories that you might want to tap into, especially if your niche overlaps with these areas.

Meta: Instagram and Facebook 

Instagram also continues to evolve, with more AI-curated content appearing in user feeds. Meta reported that 50% of what you see on Instagram is now coming from AI recommendations. This shift isn’t random; it’s Meta’s deliberate play to boost engagement. The rise of AI-recommended content is driving more interaction, and it’s not just Instagram that’s benefiting. Facebook has seen a resurgence in video uploads, particularly Reels, as users start posting more frequently again. Some creators are likely re-posting TikTok content onto Facebook, which could be a hedge against TikTok’s uncertain future in the U.S.

As these platforms evolve, the key takeaway is clear: short-form video content is changing. Audiences are shifting towards slightly longer videos, but they’re still engaging with concise, well-crafted content. Whether you’re a creator looking to build your brand or a marketer trying to optimise your content strategy, understanding these subtle shifts can give you a serious edge in 2024.

If you want to dive deeper into the data and trends that are shaping video content on social platforms, check out the full report here.