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

Every 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 relating to 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 essential 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 Advertising Report. So, it‘s protected to say that’s the place shoppers watch social media movies.

The truth is, our most up-to-date Video Advertising Report exhibits Instagram is the highest social media platform for ROI, engagement, and lead era for sharing advertising movies.

Behind Instagram is YouTube relating to ROI and lead era.

In fact, I can‘t miss TikTok, contemplating it’s the app I discover myself scrolling via 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 movies use the longstanding Meta-owned platform, it is available in fourth place for ROI, lead era, and engagement.

13 Finest 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. In keeping with Neilsen, YouTube topped the record for streaming time for 17 consecutive months in July.

So, in case you‘re questioning if the platform could be a welcome boost to your video advertising or social media technique—the numbers counsel that’s the correct transfer!

What I really like most about YouTube is how the platform can host various codecs of movies, resembling reside streaming, short-form movies, and long-form movies.

You may also make the most of YouTube’s Neighborhood tab to talk to interact together with your viewers in between video uploads.

Different key options and advantages embrace:

• AI-generated transcriptions and captions
• Simple 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 through YouTube Studio
• Monetization choices through the YouTube Associate Program
• Sturdy audio library

2. TikTok

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

Our 2024 Client Developments Report exhibits that 48% of Gen Z shoppers desire to study new merchandise through 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:

• Reside stream procuring 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
• Continually rising library of trending songs and sounds

3. Instagram

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

Listed below are a number of the finest options:

• E-commerce capabilities through Instagram storefronts
• Reside stream capabilities
• Shoppable tales

4. Fb

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

Options embrace:

• Fb Reside
• Fb Tales
• Paid Video Advertisements
• Neighborhood 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 number of years later.

The app continues to be going sturdy amongst youthful shoppers in the present day, 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 few months.

Advertising on Snapchat could be tough for the reason that app‘s primary 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 numerous options like Snap Advertisements, Story Advertisements, and Collections Advertisements.

6. Twitch

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

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

My favourite Twitch options and advantages are:

• Monetization choices through its affiliate and partnership packages
• Stream scheduling
• Reside feedback
• Channel analytics

7. X (previously Twitter)

X is generally thought to be a micro-blogging platform, but it surely has video posting and sharing skills. 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 just lately found the totally different potentialities relating to 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 publish video advertisements which are 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 every of my most up-to-date movies is a TikTok I embedded in a LinkedIn publish. In only a week, that publish garnered greater than 1,700 views and reached extra 1,200 folks.

It is value noting that I solely have about 600 folks 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 relating to model, artwork, recipes, and extra. 

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

Different helpful options are: 

• Shoppable video advertisements that includes a video clip selling related merchandise to customers with comparable pursuits
• Personalised assortment advertisements enable a number of photographs that may embrace 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 advertisements to construct discussions round their services whereas constructing neighborhood within the type of subreddits. 

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

11. Discord 

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

So, the place does video are available? Effectively, 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 through reside video calls and streams. 

12. Telegram

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

Telegram could be 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 commonly in comparison with YouTube, however I personally imagine the previous has some technical capabilities that give it an edge over the extra well-known platform.

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

Ideas for Sharing Social Media Movies

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

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

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

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

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

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

On the subject of creating efficient snackable content material, Bochicchio says, “First issues first, take into account that most social media platforms will mechanically begin taking part in video content material as viewers scroll.

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

“Keep in mind that most individuals gained’t hear your audio, so make certain your movies are additionally silent-friendly, ”Bochicchio advises. “Take into account textual content overlays, or add captions immediately on platforms like LinkedIn, Twitter, and Fb.”

To study extra about this technique, take a look at this publish on snackable content material, or this publish that highlights the most recent short-form video tendencies.

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 your small business with only a few clicks.

2. Check totally 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 beneficial to your viewers.

For instance, whereas folks may not wish to watch a two-hour industrial, they may watch an extended reside video Q&A, an interview with a thought chief, or a video that tells an extended however entertaining story.

Whilst you can definitely take a look at longer-form movies, it’s also possible to take a look at out different codecs, resembling reside streams, interactive movies, and procuring movies, on platforms like TikTok, Instagram, and Fb.

It is value noting that 46% of Gen Z shoppers within the U.S. have participated in reside procuring occasions, and 47% have bought from a reside 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.

Ensure you establish and observe the correct success metrics. For instance, in case you‘re testing an extended video, take a look at its views and dropoff fee to see how lengthy viewers keep tuned.

In the meantime, in case you attempt a extra interactive method like a reside stream or Q&A it’s also possible to pay attention to feedback, engagements, and shares on the content material whilst you’re reside.

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 massive client audiences, a B2B advertising 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 excellent advertising technique, you don‘t (and shouldn’t must) place your movies on each single social media platform.

Nonetheless, it is best to analysis the demographics of every main community, establish which audiences would possibly have interaction most together with your content material, and begin publishing movies the place it makes essentially the most sense to your model and objectives.

Then, proceed to control 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 at all times lean on repurposed content material.

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

At this time, it might nonetheless be helpful for manufacturers to repurpose some video content material for various platforms after they have comparable audiences and options. This can be an effective way to check whether or not your content material technique for one platform will work with one viewers.

Nonetheless, as a result of figuring out your social media viewers is extra essential than ever, you would possibly wish to contemplate having a barely totally different video technique to your most essential video platforms.

Whereas there will likely be occasions 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 might deprioritize your content material if it has a watermark from one other community.

5. Embrace influencers and clients.

Even in case you’ve achieved your entire analysis and churn out movies each day, it might nonetheless be extremely exhausting to publish a viral piece of content material that grows your viewers.

Fortunately, there are consultants on each social media platform who know easy methods 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 development technique can contain reaching out to influencers or thought leaders with experience in your trade 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, it’s also possible to look in direction of joyful 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 full of a number of items of user-generated content material from joyful clients.

As a result of in the present day’s shoppers crave authenticity from manufacturers, user-generated content material not solely can give you free video content material however also can unfold model consciousness to prospects or folks researching you on social media.

Navigating Social Media Content material

Greater than ever, social media and content material advertising are at all times evolving. As a marketer, it‘s essential to remain updated with the most recent tendencies and information to raised inform your methods — whether or not you’re investing in video or different ways.

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