Last updated 20th February 2024
Video is the new normal for social media content, and has been for some time.
If you have something to say, you’re better off saying it with video. And if you have something to market, you’re better off marketing it with video.
According to our Video Marketing Statistics 2024, 82% of people have been convinced to buy a product or service by watching a video and 89% of consumers want to see even more videos from brands in 2024!
So, what trends do you need to be aware of to ensure your video content still performs at its best this year and beyond?
We’ve condensed everything you need to know about video marketing on social media in 2024 into five key points.
PLUS, we reveal which app you can finally delete for good!
Social media videos are still popular…
First things first, if you’re asking “should I still bother with social media videos in 2024?” then the answer is YES. YES. YES.
Social media videos are the third most common type of video created by companies, just behind testimonials videos and explainer videos.
And with good reason, right behind YouTube, the most widely used platforms for watching video are Facebook, Instagram, and LinkedIn (great news for all our B2B buddies out there!)
Plus, if you’re a video marketer, social media gives you all the juicy details you need to find out if your strategy’s working.
Okay, we’ve thrown a lot of stats at you there but here’s the bottom line…
Social media is where consumers spend most of their time online. And video is their FAVOURITE way to consume content.
Video marketing on social media in 2024… is a no brainer.
Audiences are getting older NOT younger…
Surprised?
We were too, but the research has been conducted and the results are in: Boomers love TikTok.
It shouldn’t be that surprising really when you consider the recent rise in social media influencers in the over 50s category, like J-Dog who mainly posts comedic videos on TikTok to her 2 million followers. Here’s a sponsored post she did with Tim Hortons:
And BrunchWithBabs, who shares cooking videos with almost 4 million followers and even bagged herself a book deal!
Of course, you don’t have to be of the same generation as an influencer to enjoy their content.
One thing’s for sure, this digitisation of baby boomers should not be ignored by video marketers, especially when you consider that they have more income and purchasing power than younger generations.
On top of simply having more money to spend, a study by GWI found that they’re actually more likely to spend it buying products online (than Gen Z).
The study (from Q2 of 2023) found that 39% of baby boomers had purchased online in the past week, compared with a slightly lower 35% of Gen Z.
Short-form or die…
With shrinking attention spans, and quickfire apps like TikTok and Instagram dominating social media, short-form video is the ONLY way to go.
People want quick, entertaining, easy-to-digest content. Here’s an example of an amazing short form video from Dunkin’ Donuts in collaboration with a popular influencer in the stop-motion animation space 24FramesofGinger:
This 15 second clip is captivating, clear in its message, and different. It would stand out in a feed full of pretty people talking to camera, let’s face it, most of the time disingenuously.
So your videos need to be short, yes. But they also need to be good. Duh.
If you can post about your product/brand AND make it a viral/funny clip. Well, you’re onto a winner. And you don’t have to overthink it. It doesn’t get more simple than this TikTok from Tesco Mobile:
This screen-recording of someone’s snooze alarms combined with the viral snoring cat clip is relatable, funny, and speaks directly to their target audience.
Plus, this goes to show that you don’t need to work with influencers or rely on user-generated content all the time.
In fact, social media is quite frankly saturated with that stuff.
Blend in…
We literally just told you how important it is to stand out, so…kind of a contradiction, right?
Well…
Yes, you want to stand out from the crowd. But you also want to be part of the crowd to begin with! Some of the most popular branded video content on social media comes from brands that are just acting like regular social media users.
Here, it’s easier if we just show you. Take a look at this video from Ryanair:
This video ticks so many boxes. It’s funny. It piggybacks on a popular trend. The caption uses current social media lingo. THIS is what we’re talking about.
And, if you’re a brand that doesn’t take yourself too seriously and even dares to have a bit of tongue-in-cheek ‘banter’ with your followers then even better!
Duolingo is a great example to look to for inspiration:
Duolingo even takes this attitude into the comments section, which is also extremely important for growing your social media channels. Don’t just post and run away! Hang around and chat.
Use AI tools to create video…
When we asked almost 1,000 marketers why they DON’T use video as part of their strategy yet – despite the overwhelming evidence that it works – the majority of them said they don’t have enough time.
Now, just put a pin in that for a second while we talk about AI.
And why not?!
AI is better than ever – and improving all the time. In addition to getting smarter, it’s also coming down in cost. So now, all of a sudden, you have a handy video creation assistant that can practically do your work for you – or at least a large majority of it.
Back to the time issue. With AI, there is no time issue.
You can use AI tools like Synthesia (not sponsored!) to help create video content for you. If you haven’t heard of this tool, this might blow your mind:
Yeah, so the AI avatar doesn’t look 100% authentic – as in, you can tell it’s not a real human delivering this content.
But, still, for marketers who don’t feel they have the time to invest in video…
Sorry, all this typing is tiring and we couldn’t resist!
Big caveat here. HUGE. While these tools and others like them are great and can definitely help you to increase your video output in 2024, if you rely on these tools alone then it’s going to get old. Fast.
We know that consumers love videos, so we need to understand that they’re also experts in good vs. bad video content.
So, yes, supplement your social media video strategy with AI videos to keep content output high. But definitely continue to create professional videos that wow your followers too.
Video marketing on TikTok in 2024
– TikTok is becoming more relevant with older audiences.
– Short form video is king. And don’t forget to shoot your videos vertically!
– You can use TikTok to market/sell your products/services, but you have to be smart and/or funny about it!
Video marketing on Instagram in 2024
– 79% of video marketers say they’ve used Instagram and 64% said it was their MOST successful video marketing channel.
– Things move fast on Instagram, so keep your content current and take advantage of meme marketing.
Video marketing on Facebook in 2024
– Facebook, the grand-daddy of all social media, is still relevant in 2024. In fact, 71% of marketers cite it as the most successful video marketing channel, slightly more than Instagram.
– Facebook can be suitable for longer form content (not super long – this is still social media – but long-er).
Video marketing on Twitter/X in 2024
– X has seen quite the rise in video content from when it used to be called Twitter. Video marketing has soared from 54% to 69%.
– The most successful brands on X tend to blend in with regular users. That means keeping things short, witty, and not taking your brand too seriously.
Video marketing on LinkedIn in 2024
– LinkedIn is one of the most widely used video marketing platforms with 76% of video marketers saying they use this channel. Great work B2B marketers!
– Videos on LinkedIn should of course have a professional tone to them, very much unlike the videos you might post on TikTok (we’re looking at you, J-Dog).
Video marketing on Snapchat in 2024
– Things aren’t looking good for Snapchat in 2024. It’s one of the least used marketing platforms by video marketers, and possibly with good reason.
– A very niche demographic plus the lack of ability to actually be social with others mean Snapchat video marketing is not worth your time in 2024. Delete it and put your focus elsewhere.
Final thoughts
Video marketing on social media is just going to keep growing, and growing, and growing. To make your mark with social media videos in 2024, you need to keep it short, keep it relevant, think about your audience, and potentially use AI alongside seeking out professionals to help you create the best, most shareable videos possible.
