As users spent more time scrolling on their phones, platforms began favoring vertically oriented clips in their algorithms, giving creators an extra incentive to optimize for that format.
Zuckerberg's January 7 announcement shifts platform to user-driven moderation system, raising concerns about misinformation across Facebook, Instagram, and Threads as Trump takes office.
Habits—those automatic behaviors that seamlessly weave into the fabric of our daily lives—play a vital role in shaping our routines, health, and overall well-being.
As users spent more time scrolling on their phones, platforms began favoring vertically oriented clips in their algorithms, giving creators an extra incentive to optimize for that format.
When we look back at some of the social media trends from 2024, we can see just how much of an impact video content had. Short-form videos dominated news feeds, people craved authenticity from brands and influencers, and artificial intelligence tools became more accessible than ever.
Looking back on 2024, it’s clear that social media platforms kept evolving at a rapid pace. Meta, which oversees Facebook and Instagram, poured resources into interactive features and quick, vertical videos. TikTok solidified its place in the marketing mix with engaging short clips. Meanwhile, YouTube Shorts gained a stronger foothold, challenging the idea that YouTube was mainly for longer videos. And even Twitter (later renamed X in 2023) upgraded its video features, sparking various debates over the platform’s direction.
One of the most significant shifts was the push toward vertical video. As users spent more time scrolling on their phones, platforms began favoring vertically oriented clips in their algorithms, giving creators an extra incentive to optimize for that format. Ephemeral content and live videos also took off, thanks to viewers’ growing appetite for real-time, behind-the-scenes interactions.
Advertising on social platforms became more targeted, too. Moreover, eye-catching visuals and compelling storytelling became practically essential for holding people’s attention, especially given how quickly viewers scroll away from anything that doesn’t immediately grab them.
And alongside all these changes, brands could narrow down exactly who saw their video ads, so the stakes for making a great first impression were quite high.
Short-form videos were an absolute juggernaut in 2024, winning over audiences with their snappy, easily digestible format. TikTok set the standard, and Instagram Reels and YouTube Shorts followed suit. People often scrolled through dozens of these quick clips in a single session, enjoying the instant entertainment and quick learnings.
For brands and creators, mastering the opening seconds became critical. Algorithms tend to bury videos when viewers leave early, so creators had to hook their audience right away. Some did this by starting with a bold statement, a high-energy scene, or a relatable question. Adding on-screen captions or titles to complement the audio helped as well since many people watch videos on mute or in noisy settings.
Even with such short runtimes, each video needed a clear message or point. Whether you’re filming a tutorial, introducing a product, or sharing a humorous behind-the-scenes moment, it’s essential to show viewers why they should keep watching. Including a simple call to action (CTA) — such as inviting comments or directing people to a specific link — turned passive viewers into active participants, helping you extend your reach beyond that initial glance.
A major takeaway from 2024 was that a one-size-fits-all approach just doesn’t work. Each social media platform has its own style, technical needs, and audience behaviors. Instagram loves visually polished posts, while TikTok users prefer spontaneous, less “perfect” content. YouTube can handle longer or more detailed material, and LinkedIn rewards professional, industry-focused videos.
On LinkedIn, for example, videos that tackle timely topics or offer thoughtful insights attract a professional audience. Many creators included on-screen text and more formal narration to align with LinkedIn’s user base. Meanwhile, Snapchat and Instagram Stories thrived on quick, behind-the-scenes updates or day-in-the-life snippets, playing into viewers’ desire for candid moments.
Aspect ratios and time limits also vary. Vertical 9:16 is a great fit for TikTok, Reels, and Shorts. However, using that same format on Twitter (X) without adjusting can lead to awkward or cropped scenes. Smart creators prepared multiple versions of each video so they could seamlessly post on multiple platforms. They kept the branding consistent, but the framing and length adapted to each space.
In 2024, as smartphones got better cameras and editing programs became more accessible, there were fewer excuses for shaky video or muddy audio. Distracting technical issues could undermine a video’s effectiveness, especially if you’re trying to persuade viewers to stick around.
At the same time, authenticity was just as important. Audiences got tired of ultra-polished, obviously staged videos in their feeds. Some of the year’s most successful social media posts were recorded on phones in natural environments — no fancy gear, no professional lighting, just real people sharing real moments.
Striking the right balance meant being deliberate in your approach. Jump cuts, text overlays, and quick transitions helped keep the pace fast enough for short attention spans but leaving in a blooper or two hinted at a genuine human touch. This blend of polish and rawness helped brands appear both professional and relatable.
Stories engage people. This was true in 2024, and it remains true today. Effective social media videos usually have a clear story arc: a problem, a path to a solution, and a satisfying conclusion. Whether you’re discussing your company’s journey, showing how a product is made, or sharing a customer’s personal experience, a narrative structure gives viewers a reason to care.
Branding naturally also matters but in a subtle, strategic way. Instead of plastering an oversized logo in the corner, many creators found success weaving brand elements into the content itself. For instance, they might use a consistent color palette, a signature transition, or a short tagline. These details kept brand identity front and center without annoying or distracting viewers.
Longer videos benefited from a strong hook at the beginning and a well-defined story all the way through. Humor, heartfelt moments, and intriguing facts kept people watching and often led to more comments, likes, and shares. Shorter videos had to be especially concise, sometimes delivering a full story in less than a minute. Some creators used serial formats, releasing multiple “chapters” to maintain viewer interest over time.
Social media platforms introduced a variety of interactive features in 2024, and creators who embraced them saw notable bumps in engagement. Polls, quizzes, swipe-up links, and Q&A stickers let audiences play an active role, which encouraged them to watch until the end and share the content with friends.
AI tools also went mainstream. Many video editing programs used artificial intelligence to automate tasks like generating captions or cropping for different aspect ratios. Some platforms used AI-driven analytics to let creators see which parts of their videos were most or least engaging, giving real-time feedback on how to fine-tune future content.
Livestreaming, combined with these interactive elements, took off as well. Viewers could comment, ask questions, and even influence what the host did on camera. This real-time exchange turned casual watchers into a dedicated community. Brands found that a single live stream, if well-promoted, could leave a lasting impression and earn them new fans.
However, it was important to use these tools carefully. Loading a video with too many bells and whistles often felt overwhelming to viewers. Instead, creators who chose a couple of interactive elements and used them thoughtfully tended to come across as more professional and easier to engage with.
Even the best video can’t fulfill its potential if no one sees it. In 2024, creators discovered that relying on one platform wasn’t enough. They needed solid distribution and cross-promotion strategies. Posting a video on TikTok, YouTube Shorts, and Instagram Reels at the same time — but with slight tweaks for each format — broadened the initial audience.
Cross-promotion also became a popular way to tap into new fanbases. An influencer with a strong TikTok following might tease a longer YouTube episode and direct viewers there, or they could do a joint livestream with another creator to pull in new audiences on both sides. These collaborations gave creators a chance to showcase different facets of their content and reach people who might not otherwise see their work.
Promotion off social media mattered, too. Email newsletters, website banners, and even printed flyers with QR codes drove traffic to creators’ social pages. The consistent look and feel — from social ads to email campaigns — reinforced brand identity and made it more likely that people would remember the brand.
Metrics became a crucial part of the process in 2024. Platforms offered increasingly detailed dashboards, showing creators everything from total watch time to audience demographics. These insights helped brands and influencers refine what they posted and how they posted it.
Watch time, in particular, became a major focus. If people kept watching your video from start to finish, it signaled to the algorithm that your content was worth sharing. That higher completion rate could lead to more organic exposure. On the flip side, if large chunks of the audience dropped off at a specific point, it was a clue that the video’s pacing or content needed a closer look.
Engagement metrics, such as likes, comments, shares, and saves, also played a key role. Even if a piece of content didn’t rack up millions of views, a smaller but highly interactive audience could be more valuable for certain brands. These deeper interactions indicated the content was resonating on a more meaningful level.
A/B testing allowed creators to compare different formats, hooks, or calls to action. Trying two versions of a similar video showed which approach performed better, offering real-world data on what the audience wanted. By reviewing metrics regularly, creators could adapt quickly, dropping strategies that weren’t working and doubling down on the ones that were.
So, what does all of this mean for you in 2025 and beyond? Although social media will continue to evolve, the basics of standout video content remain the same: Know your audience, capture their attention early, and deliver value through engaging storytelling. Pay attention to new features and trends, but don’t abandon tried-and-true methods that highlight your unique brand identity.
It also helps to keep testing and experimenting. Maybe you’ll launch a mini-series of tutorial videos, or you’ll go live to answer viewer questions. AI-driven editing and analytics will only get smarter, so consider how to use those tools effectively without sacrificing your personal touch.
Finally, plan ahead. Good videos don’t just happen; they require solid pre-production, whether you’re drafting a script, deciding on an aesthetic, or scouting filming locations. Invest in your gear where you can — especially reliable audio — but don’t be afraid to shoot smartphone footage if it makes your content more genuine. By combining quality production with authenticity, you’ll likely find that sweet spot where viewers see both your professionalism and your personality.
As we reflect on what worked in 2024, keep in mind that the social media landscape is always shifting. What matters most is your ability to stay flexible, adapt quickly, and remain true to your brand’s voice. By following these best practices and embracing change, you’ll be well-positioned to create compelling, high-performing videos for the year ahead and beyond.
If you're ready to elevate your video content strategy and make the most of social media’s evolving landscape, we’d love to help! Here at Adriana Lacey Consulting, our passion is helping brands like yours craft authentic, engaging, and high-performing content that resonates with your audience. Whether you’re looking to refine your approach, experiment with new trends, or develop a data-driven video strategy, our expertise is here to guide you every step of the way. Let’s collaborate to turn your social media presence into a powerful tool for growth—reach out to us today to start the conversation!
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