2024 Social Media Predictions - Video Marketing Edition
With short-form videos on the rise since 2021, what will be some of the biggest social media predictions for 2024.
In 2024, we are predicting a bigger shift towards originality and transparency.
I am breaking down 6 major predictions we will see in short-form video marketing this year. I am so excited to share these predictions with you (eep..!)
1. The rise of companionship as a personal branding strategy
2. Actionable entertainment
3. Long-form content - the Youtubification of Reels & Tiktok
4. Personal Branding as a core social media strategy
5. Content series will take over one-off content
6. Authenticity will build brand trust in video
As social media creators and strategists, it can be overwhelming to keep up with the constantly evolving landscape. Here is a simple round-up of the top social media predictions - short-form video edition.
Prediction 1: THE RISE OF COMPANIONSHIP CONTENT
Content that builds companionship such as storytime and vlogs will be more desirable than just aesthetic content lacking emotions.
In 2024, creators and brands must establish stronger emotional connections with their audience. To build an engaged community, creators must create videos that tell an emotional story, demonstrate their expertise, and show vulnerability.
Here’s how you can create content that drives companionship:
Vlogs
Facetime like talking content
Livestream content
Instagram stories documenting the behind-the-scenes
Audiences will crave a more immersive Facetime-like experience with their favorite creators, who can build engaged communities through emotional storytelling and visual content. If you think your social media content, feels a little impersonal, it’s time to sprinkle some lifestyle content into your page to build companionship with your community.
You got this!
Prediction 2: ACTIONABLE ENTERTAINMENT IN VIDEO FORMATS
ACTION + ENTERTAINMENT = ACTIONABLE ENTERTAINMENT (duh!)
Short-form videos have created a unique storytelling culture on Instagram and TikTok.
According to a recent survey, 80% of users find short-form videos to be highly entertaining. Storytelling and entertainment will be a huge factor for creators & brands to see growth in their accounts in 2024. Some of the popular formats will be:
Show don’t tell - Videos that show visuals of a process and demonstrate step-by-step instructions
2. Content that features personal stories & fun storytelling styles - like Transitions, trending audios & cool edits
Content that has the creator showing a process or an activity
In 2024, we will see more creators transform enjoyable activities like shopping, dining, and product testing into captivating content that encourages others to participate. For example: pairing making coffee while talking, get-ready-with-me - applying makeup while talking, vlogging while shopping and more.
Prediction 3: LONG FORM CONTENT ON TIKTOK & REELS
We are now entering the youtubification of Instagram & TikTok era. Instagram reels & Tiktok has been a popular platform for trending audio, but in 2024, creators will need to focus on producing original YouTube-like content.
We will see a lot more creators and brands introducing new talking video trends in longer and more original formats. We will also see a shift in Vlogs, and social commentaries in green screen formats.
Short-form video content will shift beyond the typical 30-60 second time frame.
If you are really enjoying reading this blog post so far, make sure you subscribe to my weekly newsletter The YourSocial Letter, where I share trends and updates in the video content space and share with you a tonne of content ideas.
Prediction 4: A NEW ERA OF PERSONAL BRANDING
Personal branding is the GAME for 2024. In 2024, creators who will really stand out will be those who own their voice and personality, not just trying to be relatable.
Some trends we can see with personal branding on video:
1. Content creators will embrace innovation and take risks to deliver unique entertainment.
2. Creators will use their unique personalities and vibe to tell compelling stories and create a memorable content experience for their followers.
3. Personalised signature-style video series: Creators will generate their TV show like original content within their social media accounts, allowing them to create something unique, memorable, and repeatable.
Long-form videos are gaining popularity on TikTok and Reels, forcing creators to leverage their personalities and vibes to keep viewers engaged.
We are going to see a shift from textbook-like educational content to creators truly leaning into being strategically authentic while demonstrating their expertise.
Are you bracing up to show more of YOU on your social media in 2024? This is a great time to rebrand yourself and experiment with a fun mix of niche and personal brand content.
Prediction 5: SIGNATURE CONTENT SERIES>ONE-OFF CONTENT
In 2024, content series will dominate over one-off content.
What are signature style video series?
A signature style- repeating video content series is a repeating, episodic TV show-like content series on similar topics that creators post within their own channel.
More creators will shift from doing trends to starting their TV show-like content series within TikTok & Instagram. Using consistent video formats and styles throughout a series creates familiarity and a comfort-viewing experience. This further helps the creators grow their accounts much faster.
Trends and simple talking videos can no longer be your strategy for 2024. What people will actually follow you for is a series of recurring videos that showcase your ideas, thoughts, look, care, talents, something that is original to you.
Tip:
Find a part of your life or work, you can repeat and recreate and make that the base of your signature style series.
Prediction 6: Being Bold & Authentic
In 2024, viewers are going to get bored of creators and brands who are only aspirational and post content with overpolished messaging. This year, social media is going to normalize INFLUENTIAL CREDIBILITY - by being bold enough to be vulnerable and letting audiences into the full process & story behind a brand.
Open and honest vulnerability will be a very common theme among brands and influencers. This is what will encourage meaningful conversations and community.
For example: pregnancy content on Tiktok has seen huge growth in 2023 as creators shared their honest experiences, answered questions, and exchanged tips with other expecting families.
And that’s a wrap on my social media predictions for 2024. Social media is an industry that is constantly evolving, which is why I find it so exciting. There's always something new to try and explore.
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