The Best Social Media Platforms for Video Content in 2024 [Consumer Data]

Each time I take into consideration social video platforms, the primary ones that come to thoughts are YouTube and TikTok, however these are solely the tip of the iceberg concerning video sharing. There are a number of extra video platforms on the market.

Nonetheless, earlier than we discover the huge choices entrepreneurs have at their disposal, let’s dive into the significance of social media movies, the place shoppers are watching them, and different necessary findings.

The place are shoppers watching social media movies?

YouTube, Instagram, and TikTok are among the many social media platforms with the very best ROI, in accordance with our 2024 State of Marketing Report. So, it‘s secure to say that’s the place shoppers watch social media movies.

In reality, our most up-to-date Video Marketing Report reveals Instagram is the highest social media platform for ROI, engagement, and lead era for sharing advertising and marketing movies.

Behind Instagram is YouTube concerning ROI and lead era.

After all, I can‘t omit TikTok, contemplating it’s the app I discover myself scrolling by means of for hours on finish. The short-form video platform has the third highest ROI and is available in 2nd for engagement behind Instagram.

Lastly, there’s Fb. Whereas 60% of entrepreneurs sharing advertising and marketing movies use the longstanding Meta-owned platform, it is available in fourth place for ROI, lead era, and engagement.

13 Greatest Social Media Video Platforms

1. YouTube

YouTube is the biggest video-sharing platform and the second-largest social media platform on the earth, with over 2.7 billion customers. Based on Neilsen, YouTube topped the record for streaming time for 17 consecutive months in July.

So, should you‘re questioning if the platform is usually a welcome addition to your video advertising and marketing or social media technique—the numbers counsel that’s the proper transfer!

What I like most about YouTube is how the platform can host numerous codecs of movies, reminiscent of stay streaming, short-form movies, and long-form movies.

It’s also possible to make the most of YouTube’s Group tab to talk to have interaction together with your viewers in between video uploads.

Different key options and advantages embody:

• AI-generated transcriptions and captions
• Easy privateness settings
• Choice to pay to advertise your movies on YouTube and Google
• The flexibility to curate your movies into playlists
• Information analytics and administration instruments by way of YouTube Studio
• Monetization choices by way of the YouTube Associate Program
• Sturdy audio library

2. TikTok

TikTok is a superb platform for attracting a Gen Z viewers.

Our 2024 Shopper Developments Report reveals that 48% of Gen Z shoppers desire to study new merchandise by way of short-form movies on TikTok, and 72% say they’ve used the app within the final three months.

A few of my favourite options of TikTok are:

• Stay stream purchasing capabilities
• A number of monetization alternatives, together with the power for viewers to ship items
• Hashtags for boosts in engagement and neighborhood constructing
• Promoting choices for enterprise accounts
• Always rising library of trending songs and sounds

3. Instagram

Instagram can be fashionable amongst Gen Z, with 72% reporting to have used the app within the final three months. It is an awesome platform for selling merchandise and promoting them in-app.

Listed below are a few of the finest options:

• E-commerce capabilities by way of Instagram storefronts
• Stay stream capabilities
• Shoppable tales

4. Facebook

Fb is understood to be extra fashionable amongst millennials and Gen X, however our Shopper Developments Report reveals it nonetheless has loyal customers. Our report reveals that 42% of shoppers think about the app their favourite.

Options embody:

• Fb Stay
• Fb Tales
• Paid Video Advertisements
• Group pages to attach together with your viewers

5. Snapchat

I used to be a junior in highschool when Snapchat launched, and I bear in mind it being extraordinarily fashionable amongst school college students a couple of years later.

The app remains to be going sturdy amongst youthful shoppers at this time, with 57% of Gen Z shoppers saying they’ve used the app within the final three months.

It additionally stays fairly fashionable amongst Millennials, with greater than a 3rd (37%) additionally reporting utilizing it inside the previous couple of months.

Advertising and marketing on Snapchat may be tough for the reason that app‘s most important draw is that customers can ship one another movies and images that disappear after 24 hours. It’s extra fashionable for interpersonal communication.

Nonetheless, entrepreneurs can nonetheless leverage the app thanks to varied options like Snap Advertisements, Story Advertisements, and Collections Advertisements.

6. Twitch

Twitch is a stay streaming platform particularly fashionable amongst avid gamers; nonetheless, you don‘t should be within the gaming business to leverage it.

Manufacturers like Wendy’s and Outdated Spice leverage influencer advertising and marketing by tapping into well-known streamers who can introduce their merchandise to a wider viewers.

My favourite Twitch options and advantages are:

• Monetization choices by way of its affiliate and partnership applications
• Stream scheduling
• Stay feedback
• Channel analytics

7. X (formerly Twitter)

X is generally thought to be a micro-blogging platform, but it surely has video posting and sharing talents. Customers with out an X subscription can add movies as much as 140 seconds lengthy.

Subscribers can add movies as much as 4 hours lengthy, relying on whether or not they use iOS, the desktop model of X, or Android.

8. LinkedIn

I solely not too long ago found the completely different potentialities concerning video on Linkedin, and I used to be pleasantly shocked. Customers can add as much as 10 minutes of native video on the platform, stream for as much as 4 hours, and submit video adverts which might be as much as half-hour lengthy. 

Moreover, I’ve discovered that drumming up engagement for movies on LinkedIn is fairly simple since you’re relying by yourself community plus the networks of others to share your content material. 

One in all my most up-to-date movies is a TikTok I embedded in a LinkedIn submit. In only a week, that submit garnered greater than 1,700 views and reached extra 1,200 individuals.

It is price noting that I solely have about 600 individuals in my LinkedIn community.

9. Pinterest

Pinterest’s video capabilities are particularly useful for retail manufacturers seeking to attain shoppers looking for inspiration. Pinterest is a social media platform that enables customers to create digital imaginative and prescient boards for inspiration concerning type, artwork, recipes, and extra. 

For instance, Fenty Magnificence makes use of its Pinterest board to submit movies exhibiting its merchandise in use whereas giving make-up inspiration. Manufacturers can even make curated Pinterest boards consisting of a number of movies, all throughout the similar area of interest. 

Different helpful options are: 

• Shoppable video adverts that includes a video clip selling related merchandise to customers with related pursuits
• Personalised assortment adverts enable a number of photographs that may embody one video and three supporting photographs selling related merchandise.

10. Reddit

Reddit is an app that focuses on neighborhood and discussions. Manufacturers can leverage Reddit video adverts to construct discussions round their services whereas constructing neighborhood within the type of subreddits. 

Although movies may be as much as quarter-hour lengthy, I counsel retaining them now not than 30 seconds to a minute. 

11. Discord 

Manufacturers leveraging Discord usually use the platform for neighborhood advertising and marketing. That is achieved by creating a delegated house (server) that serves as a central hub for interactions between the model and its shoppers and segmenting shoppers into completely different channels that enchantment to their pursuits. 

So, the place does video are available in? Properly, I put Discord on this record as a result of the platform permits for video calls, which permits server members to tune in and converse. Manufacturers can host webinars, tutorials, Q&As, and extra by way of stay video calls and streams. 

12. Telegram

Telegram is a cloud-based messaging app that lets viewers ship messages, movies, photographs, and information to one another. Customers can even make voice and video calls. 

Telegram is usually a nice platform for offering customer support, and its video capabilities can enable manufacturers to raised troubleshoot points, reply questions, or present visible tutorials.  

13. Vimeo

Vimeo is usually in comparison with YouTube, however I personally consider the previous has some technical capabilities that give it an edge over the extra well-known platform.

Vimeo permits customers to submit movies that may solely be seen by followers or chosen accounts, which may be useful if you wish to construct neighborhood by way of unique content material. 

Ideas for Sharing Social Media Movies

1. For many platforms, zone in on short-form movies.

The world is turning into extra fast-paced daily. Whereas many individuals are watching social media movies of their spare time, some are watching them on the go.

For instance, I typically watch TikTok movies and Instagram Reels on the subway or bus whereas working errands.

My buddies typically watch movies in between conferences or whereas ready for an appointment.

These brief durations of time do not go away a lot room for shoppers to look at long-form movies, so many entrepreneurs counsel specializing in creating short-form, or “snackable,” video content material.

“Utilizing snackable movies on social can truly drive extra engagement than static photographs,” says Meisha Bochicchio, Content material Advertising and marketing Supervisor at Wistia.

With regards to creating efficient snackable content material, Bochicchio says, “First issues first, needless to say most social media platforms will routinely begin taking part in video content material as viewers scroll.

So, be certain that your movies are autoplay-friendly. Maintain them brief and put your key messaging within the first few seconds.”

“Do not forget that most individuals received’t hear your audio, so be certain that your movies are additionally silent-friendly, ”Bochicchio advises. “Contemplate textual content overlays, or add captions instantly on platforms like LinkedIn, Twitter, and Fb.”

To be taught extra about this technique, take a look at this post on snackable content, or this submit that highlights the newest short-form video trends.

And if you wish to make snackable content material by yourself, our AI-powered Clip Creator instrument can convert textual content into skilled movies for what you are promoting with only a few clicks.

2. Check completely different video codecs, too.

Whereas short-form video content material is a good tactic to harness, you’ll be able to nonetheless publish longer movies so long as they’re participating and helpful to your viewers.

For instance, whereas individuals won’t need to watch a two-hour industrial, they might watch an extended stay video Q&A, an interview with a thought chief, or a video that tells a longer but entertaining story.

When you can actually take a look at longer-form movies, you may also take a look at out different codecs, reminiscent of live streams, interactive movies, and shopping videos, on platforms like TikTok, Instagram, and Fb.

It is price noting that 46% of Gen Z shoppers within the U.S. have participated in stay purchasing occasions, and 47% have bought from a stay stream.

As new video codecs emerge, it may be useful to find out if they could work to your model and design a take a look at round them.

Be certain you establish and monitor the proper success metrics. For instance, should you‘re testing an extended video, take a look at its views and dropoff price to see how lengthy viewers keep tuned.

In the meantime, should you attempt a extra interactive strategy like a stay stream or Q&A you may also pay attention to feedback, engagements, and shares on the content material whilst you’re stay.

3. Meet your video audiences the place they’re.

As with every social media technique, some content material will carry out higher on some social media platforms slightly than others.

Whereas snackable, consumer-facing content material would possibly carry out nicely with YouTube, Fb, and TikTok’s giant shopper audiences, a B2B advertising and marketing video or a Q&A with a company thought chief would possibly carry out higher on a professional-facing community like LinkedIn.

Fortunately, to create an awesome advertising and marketing technique, you don‘t (and shouldn’t must) place your movies on each single social media platform.

Nonetheless, it is best to research the demographics of each major network, establish which audiences would possibly interact most together with your content material, and begin publishing movies the place it makes probably the most sense to your model and objectives.

Then, proceed to regulate platforms you’ve got dominated out in case they proceed to evolve and supply your model extra viewers alternatives sooner or later.

4. Do not all the time lean on repurposed content material.

Throughout my early days as a content material creator, I might typically repurpose content material throughout a number of platforms. That technique was adequate for some time, however issues have modified since then.

Right this moment, it may well nonetheless be useful for manufacturers to repurpose some video content material for various platforms after they have related audiences and options. This may also be a good way to check whether or not your content material technique for one platform will work with one viewers.

Nonetheless, as a result of realizing your social media viewers is extra necessary than ever, you would possibly need to think about having a barely completely different video technique to your most necessary video platforms.

Whereas there might be instances the place you’ll be able to simply repurpose content material to save lots of time or bandwidth, some platforms like TikTok and Instagram are evolving with algorithms that would deprioritize your content if it has a watermark from one other community.

5. Embrace influencers and clients.

Even should you’ve executed all your analysis and churn out movies day by day, it may well nonetheless be extremely onerous to submit a viral piece of content material that grows your viewers.

Fortunately, there are consultants on each social media platform who know learn how to create movies. And, a few of them will even create movies for you — after which share them with their audiences.

That is why one nice growth strategy can contain reaching out to influencers or thought leaders with experience in your business and both that includes them in your movies or getting them to endorse your model of their content material.

If you cannot afford to have an influencer assist enhance your video technique, you may also look in the direction of pleased shoppers.

With this technique, you’ll be able to encourage clients to share a video about their expertise together with your model on social media, or you’ll be able to create a video crammed with a number of items of user-generated content material from pleased clients.

As a result of at this time’s shoppers crave authenticity from manufacturers, user-generated content material not solely can offer you free video content material however can even unfold model consciousness to prospects or individuals researching you on social media.

Navigating Social Media Content material

Greater than ever, social media and content material advertising and marketing are all the time evolving. As a marketer, it‘s necessary to remain updated with the newest tendencies and knowledge to raised inform your methods — whether or not you’re investing in video or different ways.

Editor’s be aware: This submit was initially revealed in June 2021 and has been up to date for comprehensiveness.