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Tubular Labs’ “The State of Social H2 2024” report highlights several key trends in social video content:
- Attention spans are increasing: Are we… healing? There’s a notable shift towards longer videos on TikTok and YouTube. Videos between 1–2 minutes on TikTok and 30 seconds to 1 minute on YouTube saw 39% year-over-year growth in uploads. These longer videos are garnering more engagement, suggesting that audiences are beginning to favor more substantial content over ultra-short clips.
- Content categories on the rise: On TikTok, the fastest-growing categories are beauty (up 22%), music (up 30%), and business & finance (up 73%).
- Gameplay is growing: Gameplay videos reached a record 6 billion views on YouTube in June, marking a significant milestone.
- The Olympic games were golden: During the Paris Olympics, gymnastics emerged as the most-viewed sport on YouTube with 1.1 billion views, far outpacing other sports like track & field, which had 543 million views.
Check out the full playbook by Tubular Labs.
