One of the major trends pointed out in Tubular Labs’ latest report is the increasing popularity of longer video content on platforms like YouTube and TikTok. While short-form videos have been dominating social media for a while, there has been a noticeable shift towards longer video uploads. On YouTube, videos longer than 30 seconds have seen a 39% increase, indicating a change in viewer preferences and attention spans. Similarly, TikTok users are now engaging more with videos between 1 and 2 minutes in length, hinting at a new trend towards extended short-form content.
Tubular Labs has highlighted some unexpected rising content trends on TikTok, including the categories of “Business and Finance.” Despite not being traditionally associated with viral content, finance-related clips are gaining popularity on the platform. Topics such as “Home ownership at a young age” and “Viral finance tips” are resonating with users, suggesting a shift towards more educational and informative content. For brands operating in these sectors, exploring TikTok as a marketing channel could yield promising results.
The report also mentions the increasing engagement levels on Instagram, coinciding with Meta’s efforts to incorporate more AI-recommended content into users’ feeds. With 50% of content now being delivered through AI suggestions, Instagram is becoming more personalized and dynamic. Additionally, the rise of Reels on Instagram has led to a surge in video uploads on Facebook, a platform that has been experiencing a decline in user-generated content. This trend could be attributed to creators cross-posting their TikTok videos on Facebook, aiming to diversify their audience reach amidst the uncertainty surrounding TikTok’s future.
Overall, Tubular Labs’ report sheds light on the evolving landscape of social media video in 2022. As audience preferences change and platforms adapt to new trends, content creators and marketers must stay ahead of the curve. By incorporating longer-form video content, exploring niche trends on platforms like TikTok, and leveraging AI recommendations on Instagram, brands can enhance their social media presence and connect with their target audience in more meaningful ways. Keeping a close eye on these emerging trends and adjusting content strategies accordingly will be crucial for success in the ever-evolving world of social media marketing.
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