If you’re still on the fence about diving headfirst into a video-first social content strategy, it’s time to jump off and get swimming. The digital landscape is shifting faster than ever, and video is no longer just a nice-to-have – it’s essential.
HubSpot’s latest Social Media Trends Report examines how people engage across social, both personally and professionally. It’s full of interesting stats and compelling data, so let’s break down what it means, and why 2024 is the year to supercharge your social media marketing strategy with video…
YouTube: The new king of content
This year, YouTube has skyrocketed to the top as the most effective social media platform for brands, growing by a whopping 79% year over year. Yes, you heard that right – it’s even outpacing Instagram and Facebook. The secret sauce? Both short-form and long-form videos are delivering strong ROI, but it’s the long-form content and ongoing YouTube series that are really hitting home runs. People are not just watching; they’re engaging and subscribing.
Why is this important? Well, where the audience goes, brands must follow. And right now, your audience is on YouTube and TikTok. These platforms are buzzing with consumer engagement, driven largely by the rise of influential creators. So, if you’re not already harnessing the power of YouTube, you’re missing out on a massive opportunity to connect with your audience in a meaningful way.
The shifting social media landscape
Remember when Twitter (or X, as it’s now called) was the talk of the town? Those days seem to be fading. Platforms like Pinterest and Snapchat still have their niche audiences, and newcomers like Threads are trying to find their footing. However, the big hitters for 2024 are clear: YouTube, Instagram, Facebook and TikTok. These platforms are where you’ll get the most bang for your buck.
But here’s a curveball – there’s a growing political movement in the US to ban TikTok. So, while TikTok is hot, it’s crucial to have a backup plan. Being agile and ready to pivot your strategy is more important than ever.
Search habits are evolving
Here’s a stat that might surprise you: 1 in 4 consumers now prefer searching for brands on social media platforms over traditional search engines – that’s up a huge 47% from early last year. Gen Z and Millennials, in particular, are shifting their research habits, often relying on AI chatbots for everyday queries. This means your brand’s video content on social media is not just a marketing tool, but also a critical part of the consumer research process.
Influencer reviews, brand videos and easy-to-find products are now pivotal in the decision-making journey. When audiences look for specific products or tips, they have high intent – they’re nearly ready to make a purchase. This is where video content shines, offering a tangible way to showcase your products and build trust with potential customers at that all-important stage of the funnel.
Short-form vs. long-form: The best of both worlds
Short-form video continues to be a powerhouse, perfect for jumping on trends and driving engagement. But don’t sleep on long-form content. Both formats have their unique strengths and can be used strategically to meet different goals. According to HubSpot’s research, the content formats that consumers love the most are images, short-form videos, live streams and long-form videos.
For marketers, this means a varied approach to social video is key. Short-form videos can capture attention and build initial interest, while long-form content can provide deeper insights, tutorials and ongoing series that keep your audience coming back for more.
Your next steps
It’s time to make 2024 the year you dominate with video content. Here’s your game plan:
1)Double down on YouTube: Start or expand your presence with both short-form and long-form videos.
2) Stay agile: Be prepared to pivot if platform landscapes shift, especially with potential TikTok bans.
3) Optimise for social search: Ensure your videos are easily searchable on social platforms.
4) Mix it up: Use a combination of short-form, long-form, and live videos to cater to different audience preferences.
By integrating these strategies, you’ll not only stay ahead of the curve but also create a robust, engaging, and effective video marketing plan.
Ready to get started? Book a call, and we’ll show you how to create a video marketing strategy that helps you business to thrive.
