.
Menu

Trend among trends: short videos

Millions of brand pages, an countless amount of content, yet all of it is unified by one thing — everyone follows SMM trends to ensure successful promotion. So why, among all the trends, have short videos been leading for years? Let's delve into how to work with them in 2024.

 

  • 58.5% of users spend their time on social media watching videos.
  • 90% of global companies actively utilize video content.

Why? It's no secret that «short videos» reign as kings of organic engagement and promotion.

«TikTok is the new television, and video consumption is the dominant consumer behavior», as stated in Ogilvy's «Social Media Trends 2024» presentation.

 

Short videos in 2023

It cannot be unequivocally stated that 2023 was exclusively the year of video, but there was a plethora of such content. 

Particularly popular among the global audience were the following categories: 

trends2024

When it comes to trends, users definitely focused on more «live» content:

  • customer testimonials;
  • behind-the-scenes footage;
  • brand challenges;
  • influencer integrations;
  • micro-learning.

Now, these are not trends, they are must-haves!

 

What awaits video content in 2024?

Seriality 

And although this format is familiar to everyone, its peak of popularity is still ahead.

Sequels help to:

  • unfold complex topics in several parts;
  • provide a detailed introduction to a product;
  • talk about the brand's values.

What does TikTok itself say about seriality? In their presentation «What's Next. Trend Report 2024», platform experts concluded that intriguing storytelling makes viewers watch videos 1.4 times longer.

Moving away from the «obvious» format

The audience is no longer interested in hearing about the need to go to bed earlier or eat more fruits. The obvious no longer interests anyone.

It will be more effective to share personal insights and unpopular opinions.

Reality 

Both the obvious and the overly perfect no longer work. «Artificial» photos and videos have their place if they serve a certain idea.

2024 is the year of in-the-moment content: Be Real — one-bite content.

Recorded, shared, and then you continue living your life.

Adapting content for Generation Alpha

Who are the Alpha?

They are the most powerful generation, who from the first days of their lives are connected to the global network.

trends2024video

Alphas don't watch everything — they prefer certain categories of content:

  • pranks;
  • challenges;
  • unboxing;
  • DIY;
  • streams. 

They love authenticity and sincerity, the feeling that their peers filmed it.

Direct broadcasts 

Use this for communicating with the audience or as a «shop from the couch»:

  • present new products;
  • organize question-and-answer sessions;
  • sell goods in real-time mode — videocommerce. 

Three pillars: sound, format, and duration

Sound. After terminating the contract with Universal, TikTok didn't leave users with any other option but to create their own sounds. Using pre-made sounds is no longer possible, you need to create your own.

Format. Horizontal videos are making a comeback, so don't be afraid to mix things up and try something new. 

video trend3 

 

Duration. We're all for experimenting with different durations, especially since platforms don't heavily restrict you on time.

And remember, video is the perfect opportunity to introduce your audience to your products and values, so don't shy away from this format, instead, leverage its strengths.

At Kiwi Agency, we've been working with video since long before TikTok became popular. That's why our Department of Content knows how to create content worth hundreds of thousands of views. 

Be modern and engaging — fill out the brief so that together with our professional team, we can fill your pages with quality video content