The possibilities of short videos are endless and that’s what makes them a dominant trend in the social media world. From entertaining TikTok dance videos to informative Instagram reels and humorous YouTube shorts, short videos offer a wide range of content that appeals to different needs and interests. At a time when attention spans are short and visual stimuli dominate, short videos are not just a trend, but a creative response to the demands of modern digital communication.

2 YouTube – Longer videos are making a comeback

YouTube has developed into a global platform over the years and will remain one of the most popular apps worldwide in 2023 with 2.7 billion active users.

While short videos in vertical format attract attention, YouTube remains a powerful player. With an average watch time of over 20 minutes and 2.51 billion monthly active users worldwide, YouTube continues to be a platform for long-term video strategies. YouTube’s versatility is one of the strengths that makes the platform a cornerstone of digital entertainment. Unlike short-lived video platforms, YouTube allows content to be split into different formats for flexible use. This versatility opens up numerous opportunities for content creators:

• Long-term video strategies: YouTube is the ideal platform for content with depth and longevity. Long formats and comprehensive explanations find their place here and make it possible to cover complex topics in depth.
• Sharing on social media: Recycling YouTube content into smaller videos makes it possible to share highlights on other social platforms. This encourages cross-promotion and draws additional attention to the YouTube channel.
• IGTV and blog integration: Content can not only be shared on social media, but also republished on platforms such as IGTV or embedded in blog articles. This integration creates an additional presence across different digital channels.

A key advantage of YouTube is its broad target group appeal. Unlike platforms such as TikTok, which attract a younger target group, YouTube appeals to people of different ages. This makes it an ideal place for brands and content creators who want to reach a diverse audience.

Following the success of platforms like TikTok, YouTube 2024 will see a rise in vertical short-form videos (YouTube Shorts) that target users with a shorter attention span and favor mobile usage. In a press release published by YouTube in September 2023, it was announced that YouTube Shorts already has over 70 billion daily views from over 2 billion registered users per month worldwide. These figures make it clear that YouTube Shorts has become a serious competitor for platforms such as Instagram and TikTok. This trend should not be ignored by content creators as it offers significant opportunities for increased reach and engagement.

3. Broadcast & CO: building a strong community

Content and community are inextricably linked and will continue to grow closer together in 2024. Many companies actually believe that success depends only on content creation – this is actually half right. It is just as important to build an engaged community. This is characterized by unsolicited advertising, sharing content, celebrating milestones together and increased community building based on a genuine interest in the brand or products. Building an active online community is crucial to a successful social media strategy.

Personal interaction with the community plays a central role here. Communication in communities is becoming increasingly important, whether via broadcast channels on Instagram, Messenger or in WhatsApp groups. These forms of communication make it possible to get in touch with followers directly, with the focus on a personal approach. In addition to celebrities, brands such as Rewe are already using the Instagram function to interact directly with their target group. They not only share recipes, new brochures and discounts, but also rely on an innovative form of communication. Users cannot write anything in the chat itself, but can only respond with emojis. This function also opens up exciting opportunities for influencers, as it allows them to strengthen their community on a personal level. The messages appear directly in the channel members’ direct messages, giving the feeling of having been written to directly by the person. In contrast, Discord channels offer a space for exchange between several people, which enables dynamic and versatile communication and may become more important in the coming year.

4. Social SEO as Game-Changer

The way people search for information has changed dramatically. Search engines like Google are no longer the only place to go to find answers to questions. More and more consumers, especially Gen Z, are turning to social platforms such as TikTok and Instagram for their search queries. The shift to TikTok shows that the way we search for information is evolving.

This change in search habits has far-reaching effects on users’ information behavior and purchasing decisions. Surveys indicate that social media platforms are the second most popular channel for Generation Z to influence their purchasing decisions. The likelihood of making a purchase following a social media recommendation increases by 71% – and the trend is rising. This trend raises legitimate concerns for Google, as platforms such as TikTok, Facebook and Instagram are increasingly encroaching on its traditional territory.

The importance of SEO is becoming increasingly clear in social media. Effective search engine optimization can help posts gain 30% more engagement. This means that it is crucial for content creators and businesses to maximize their visibility on social platforms.

Hashtags continue to play an important role here. Instagram continues to recommend the integration of 3 to 5 relevant hashtags per post to increase reach and make content accessible to a wider audience. Hashtags serve as a guide in the big world of social media and allow users to search for specific content. However, the integration of keywords and alternative text is just as important as the use of hashtags. By integrating targeted keywords, posts can be better captured by the platforms’ algorithms, resulting in higher visibility. Alternative texts offer another way to improve the accessibility of content, especially for users with visual impairments.

A particularly effective strategy in the world of social SEO is to create content that answers frequently asked questions. This not only creates added value for the target group, but also leads to these posts being displayed more frequently in search results. Tailoring content to the needs and questions of users is a proven way to increase visibility and establish yourself as a relevant source in the digital world.

Overall, it is clear that social SEO is not only crucial for companies, but also for content creators. Through the targeted integration of hashtags, keywords and educational content, they can not only increase their reach, but also be perceived as a trustworthy source of information. These strategies are essential to get noticed in the flooded world of social media.

5. Focus on Micro-Influencer

Influencer marketing has also changed significantly in recent months. Instead of creators or celebrities with a very high number of followers, many companies now prefer micro-influencers. Authenticity and brand alignment are now more important than the number of followers, as consumers value a genuine connection and credible content.

Working with micro-influencers offers companies the opportunity to increase their credibility and build an engaged community. Micro-influencers often operate their account for a very specific reason: because they enjoy it. The community senses this and therefore feels more connected to the micro-influencer. A decisive advantage of cooperating with micro-influencers is the cost efficiency. Compared to macro-influencers, the costs of collaboration are generally lower. This cost saving allows companies to use their marketing spend more efficiently and achieve a higher return on investment. Nevertheless, it is important to monitor performance carefully and adjust the strategy accordingly.

Consumers are increasingly looking for real, authentic brand experiences and authentic influencers can build a stronger bond with their target group. This is clearly reflected in the engagement rate (interaction rate): due to the loyal and committed community, the engagement rate (interaction rate) is higher for micro-influencers than for macro-influencers.