That video is the star format in terms of social networks is a reality. The growth of Tiktok, the platform that lives solely from videos, continues to rise and the rest of the channels are keeping pace to adapt to the trend.
According to the Annual Study of Social Networks 2024, prepared by IAB Spain, the content most remembered by users continues to be videos, whether they are long-lasting or ephemeral. This same study details that the reel format has grown +96% in the last year, making it the format that generates the greatest efficiency in the market. In addition to this, the photo format has reduced its interaction by 31% compared to 2022.
The data supports it, video content continues to be the most consumed in 2024. But… what are the topics that generate the greatest expectation? Tutorials, comedy videos, music videos, explanatory and informative content, are the content that generates the most interest among users.
The trends in video marketing are clear:
– Use of AI. Artificial Intelligence is more and more present in our daily lives and therefore the adaptation to real needs is constant. This tool is a great advance for content creators, who can both generate videos and adapt them to different formats in less time.
– Vertical video. When creating video content, we must take into account the needs of our followers and the trend is towards vertical videos, as they are the most consumed by users.
– Short videos continue to triumph. The length of the format is also one of the most important factors when creating content, as the ideal is to retain the user until the end of the video. A duration of 15-20 seconds is the ideal time to keep the user’s attention.
– Better quality than quantity. Yes, it is necessary to publish video content, but we should not sacrifice the quality of it. It is preferable to share less but that really adds value to our brand and is in line with what our users demand.
– Know your audience and adapt your content to what they like. It is essential to know how to address and what to tell our audience, so each brand must have its own voice and offer its followers content that really arouses interest and that is adapted to the language and codes of the platform on which we are publishing.
It is clear that video content is already established in the daily lives of consumers on social networks, so brands must continue to work in this format, but always taking into account the tastes, needs and interests of their target audience.