Speaking of target audience: Consumers of AI-based videos show a strong interest in technology-related products. According to Tubular’s Consumer Insights, video game controllers, books on entrepreneurship and small businesses, and video game accessories are among the most frequently purchased products by this target group on Amazon. Companies that offer products in these areas can therefore use AI content in a targeted manner to reach potential buyers natively.
Short and sweet? The perfect video length
Short videos continue to dominate platforms like TikTok and YouTube. Currently, videos between zero and 30 seconds are the most commonly uploaded format. However, longer videos are becoming increasingly important. On TikTok and YouTube in particular, videos between one and two minutes and two to five minutes are experiencing strong growth. This is because social media users are increasingly looking for more meaningful, in-depth content. On TikTok, videos up to 60 minutes in length are even being tested.
For companies, this means that they should diversify their video content strategies. Short videos are ideal for capturing viewers’ attention, while longer videos are suitable for conveying comparatively more complex messages. Brands that rely on both short and long formats can use this range to appeal to a wider audience and reach multiple target groups.
If you’re concentrating on shorts and reels, you should stick to the guidelines of YouTube and Instagram. Because they say: shorter is better. 90 seconds (reels) or 60 seconds (shorts) should not be exceeded.
Music strategies on social media: Sabrina Carpenter as a role model
Musicians are increasingly using social media to present their works – often with great success. A prime example is Sabrina Carpenter, who released her song Espresso went viral on TikTok. The highlight: She released the song in three versions: an acoustic, an acapella and a remix version. This strategy gave TikTok users the opportunity to use the song for their own creations, while Carpenter still retained the credits for the streams.
This well thought-out marketing strategy led to Espresso achieved over 13.1 billion views within seven months – almost twice as many as user-generated content. For companies, this means that the reach can be massively increased by cleverly adapting and diversifying content on social media platforms. Music as a marketing tool can also create strong emotional connections that promote brand loyalty and strengthen customer loyalty. Brands and creators can also integrate songs in the profile or story, for example.
From satire to viral hit: Man in Finance
In 2024, you don’t necessarily need a pop star to set musical trends. Sometimes a spontaneous idea is enough to create a viral hit. One example of this is the viral TikTok hit Man in Financewhich originally grew out of a satirical 20-second clip by Megan Boni. Boni’s simple question of whether someone could turn the song idea into a real track became a trend that generated over 200 million views on various platforms within three months and was translated into various adaptations such as Looking for a Man in F1 or flash mobs to the original in the streets of NYC.
This viral moment proves that even spontaneous humorous content, initially posted without commercial intent, can achieve immense reach. For brands, this means that unexpected or humorous approaches can also play a big role in content marketing. By jumping on spontaneous, creative trends or creating their own, unconventional content, companies can appeal to a broad audience and benefit from the viral momentum.
Cross-platform hype: AI dance and viral trends
Another big trend in 2024 is the cross-platform distribution of content. A good example of this is the “AI dance trend”. What initially started on TikTok quickly migrated to other platforms such as YouTube and Instagram. Trend developments of this kind show how important it is for companies to distribute their content on different platforms in order to reach the right groups of people at the right time and in the right place.
Trends like AI Dance offer the opportunity to reuse content and reach different audiences on different platforms. The goal should be to create a viral moment that works not only on TikTok, but also on other platforms. However, you must be careful to always create your videos platform-specific to do justice to the specifics of each environment.
@lexdecsss JOJO HAVE YOU LEARNED NOTHING?!? #jojosiwa #CapCut #aidance #viggle ♬ Karma – JoJo Siwa
Business tips in MP4 format: LinkedIn relies on videos
Even platforms that were not known for videos in the past are now jumping on the bandwagon: Business videos are becoming increasingly important, for example on the LinkedIn platform. The “State of Social” report shows that the “Business & Finance” category on TikTok has grown by 73 percent compared to the previous year. This category, which was once a niche, has now established itself as an important part of the social media landscape.
This presents a huge opportunity for companies in the B2B sector. Business videos on LinkedIn or TikTok can be used to share expertise, increase brand awareness and strengthen customer relationships. Especially on LinkedIn, business videos have the potential to appeal to a professional target group and have a lasting impact on the brand image.
Gaming content on YouTube: A goldmine for sponsors
Gaming videos continue to be one of the most popular formats on YouTube. In June 2024, the category reached a new high with six billion monthly views. The recipe for the category’s success? In addition to tips and tricks for games, creators often also share personal information, which allows viewers to form an emotional connection due to the generally extensive length of the videos. In this familiar setting, brands have a unique opportunity to authentically embed sponsorships and position themselves as a constant in the gaming community.
Gaming creators, like the most popular YouTube creator in 2024, Animal Mace, are often the first choice for sponsorship collaborations. In general, gaming creators are most popular in the US with a total of 184 billion views in 2024, but views in India and the UK are also impressive.
Content takeaways for your business: AI, long videos and cross-platform hypes
The most important trends of 2024 offer numerous approaches that you can use for your brand. Artificial intelligence makes it possible to produce content faster and more efficiently. Longer videos offer a deeper connection with viewers, while short videos are the perfect way to gain attention. Shareable content is more valuable than ever because shares on Instagram have become a super metric and ensure relevant reach. In addition, cross-platform trends such as the AI Dance prove that viral content should be distributed across multiple channels to achieve maximum impact.
The video landscape is evolving rapidly, and companies that embrace these trends early will have the best chance of succeeding in 2024. For more detailed insights into 2024 video trends, read Tubular Labs’ State of Social H2 2024 Report.
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Why shorter is better
Source: onlinemarketing.de
