Social media video is evolving rapidly, with platforms and audience preferences constantly shifting. Tubular Labs’ latest report on the state of social media video highlights key trends that are reshaping how creators and brands engage audiences across major platforms like YouTube, TikTok, and Instagram.

Drawing on data from over 11 billion videos and 28 million content creators, Tubular’s findings reveal a shift toward longer video formats, the growing importance of platform diversification, and the enduring value of evergreen content. For creators and marketers, understanding these dynamics is essential to staying competitive in the ever-evolving social media landscape.

Longer Video Formats Are On the Rise

The rise of short-form content defined the past few years, but Tubular Labs’ data shows a clear shift toward slightly longer videos across platforms once dominated by shorter clips. On YouTube, uploads of videos under 30 seconds grew by 5%, yet videos over 30 seconds surged by 39% in the first half of 2024. This suggests that audiences may be craving more substantial narratives without fully committing to long-form content, making this an ideal length for creators seeking deeper engagement.

TikTok, known for its snappy, ultra-short clips, is also seeing an increase in longer video content. Clips between 1 and 2 minutes have become more popular, while engagement with shorter videos is declining. Although super short clips still dominate TikTok, their waning engagement signals a pivotal shift in user behaviour, with audiences seeking richer storytelling that goes beyond the typical 15-second soundbite.

In fact, videos longer than 30 seconds received the highest average views per video among top media publishers on TikTok in 2023. Creators should consider experimenting with these slightly longer formats to capture and retain attention.

Platform Diversification: A Strategic Imperative

Content creators are no longer confining their content to a single platform. Instead, they’re adopting a multi-platform approach to capture different audience segments, and the benefits are clear.

The H3 Podcast, a comedian-led YouTube show, exemplifies the power of cross-platform promotion. In January 2024, the H3 channel saw over 61.2 million minutes watched, averaging 29.5 minutes per video. The podcast’s strategy extends to Instagram and Facebook, where user-generated content (UGC) related to the show garners an average of 15.7 times more engagement per video than its original YouTube content.

This diversification highlights the distinct audience behaviours across platforms: H3’s YouTube audience skews female, while Facebook followers are predominantly male. Understanding these nuances allows creators to tailor content more effectively, enhancing engagement and driving traffic back to their primary platforms.

For brands and creators, platform diversification isn’t just a trend—it’s a crucial strategy for maximising reach, targeting specific audience demographics, and driving consistent engagement.

Evergreen Content Drives Long-Term Engagement

In the fast-paced world of social media, evergreen content—videos that retain their value and relevance over time—remains a powerful tool for sustained audience engagement.

Tubular Labs’ report underscores how content that can stand the test of time delivers ongoing value. A prime example is Vogue’s “73 Questions” series on YouTube, which features celebrities answering personal questions and offering glimpses into their lives. These videos consistently perform well, generating steady views long after their initial release. Sabrina Carpenter’s episode, for instance, continues to attract viewers three years after it was posted, especially now that she’s touring with Taylor Swift, demonstrating the compounding effect of evergreen content.

Creating a mix of topical and evergreen content allows brands and creators to maintain a steady stream of engagement. Content that continues to resonate, even as trends shift, provides a reliable foundation for growth and audience retention.

Key Takeaways for Video Content Strategy in 2024

• Explore Longer Video Formats: Audience preferences are shifting toward slightly longer videos on platforms like TikTok and YouTube. Pushing beyond ultra-short clips enables creators to deliver richer, more engaging narratives that keep viewers hooked.
• Embrace Platform Diversification: By distributing content across multiple platforms, creators can tap into diverse audience behaviours and demographics, enhancing overall reach and impact. Tailoring content to suit each platform’s unique audience is crucial for maximising engagement.
• Invest in Evergreen Content: Not every video needs to chase the latest trend. A strategic mix of topical and evergreen content ensures a pipeline of videos that continue to deliver value and attract views over time.

Social media video continues to evolve, and creators who adapt their strategies to meet changing audience preferences will find the most success. By embracing longer formats, diversifying content distribution, and investing in evergreen strategies, brands can stay ahead of the curve and thrive in the dynamic world of social media video.