# New Report Highlights Key 2024 Video Content material Developments

Tubular Labs has revealed its newest report on the state of social media video, and the important thing developments which can be driving video engagement throughout the foremost social apps.

Tubular Labs supplies insights to assist energy content material methods, with a database that now consists of over 11 billion movies, from 28 million content material creators.

With this dataset, the corporate’s capable of present some indicative notes on key shifts, and there are some attention-grabbing factors in its 36-page H2 replace.

You possibly can obtain the complete report right here, however on this put up, we’ll take a look at among the key notes.

First off, Tubular reviews that there’s been a giant enhance in longer variations of quick video clips, extending the boundaries of the short-form pattern on each YouTube and TikTok.

On YouTube, shorter video uploads (underneath 30 seconds) elevated by double digits within the first half of the 12 months. However longer clips (over 30 seconds in size) are up 39%.

Possibly consideration spans are shifting, or perhaps creators are discovering that they’ll set up extra partaking narratives in longer kind video, although the pattern continues to be shorter when it comes to total video size.

On TikTok, the pattern is transferring in the direction of even longer uploads, with clips between 1 and a pair of minutes additionally seeing a giant bounce.

As you possibly can see, tremendous quick video clips are nonetheless the commonest add on TikTok, however engagement with these clips is declining.

That might be an essential pattern to notice in your content material technique, that customers at the moment are seemingly trying to have interaction with longer movies, not at common long-form size, however an expanded variation of the short-form pattern.

Tubular has additionally supplied perception into rising TikTok content material developments and niches.

“Magnificence” and “Music” make sense, however I’ll guess you weren’t guessing that “Enterprise and Finance” clips have been seeing such a big rise within the app.

The highest present developments on this class, in line with TikTok’s pattern insights instrument, are “Dwelling possession at a younger age”, “Viral finance suggestions”, “Monetary companies for entrepreneurs” and “Latino enterprise success”.

If you happen to’re working in these sectors, it could be price taking a deeper dive into the app.

Tubular has additionally supplied an summary of key developments throughout the foremost social video apps.

Instagram engagement is rising, which coincides with Meta’s push to inject extra AI advisable content material into person feeds. Again in April, Meta reported that 50% of the content material that customers see on IG now comes through AI suggestions, not from the profiles that you just observe.

If you happen to had any queries about why Meta’s leaning so closely into AI suggestions, that is why, whereas it’s attention-grabbing to additionally word that Fb video uploads are up considerably this 12 months.

Fb posting total has been in decline over the previous couple of years, as customers shift away from importing their very own updates, in favor of sharing with smaller teams in DMs. The rise of Reels could have supplied new inspiration to get extra individuals posting to FB as soon as once more, or perhaps, extra creators want to re-post their TikTok content material to Fb, with a view to TikTok being eliminated within the U.S.

There’s a heap extra perception in Tubular’s full report, which examines varied key developments in depth, exploring the components and subjects which can be driving every.

If you happen to’re trying to maximize your video content material, it’s price a glance.

You possibly can obtain Tubular Labs’ H2 report right here.