Top Social Media Platforms for Video in 2024 [Data]

When evaluating the best social media platforms for video content in 2024, it’s essential to recognize the leading ones. While YouTube and TikTok often come to mind first, they represent just a fraction of the available options for video sharing. There are numerous other video platforms that marketers should not overlook.

Before diving into the myriad of options marketers have, it’s crucial to understand the importance of social media videos. Knowing where consumers engage with videos and some relevant findings will help shape strategies. For more detailed insights, check out the 2024 State of Marketing Report.

Top Places Where Consumers Watch Social Media Videos

According to the 2024 State of Marketing Report, the best social media platforms for video content include YouTube, Instagram, and TikTok. These platforms stand out for their impressive ROI, engagement rates, and lead-generation capabilities. For example, our recent Video Marketing Report highlighted Instagram as the leading platform in multiple key metrics.

YouTube follows closely behind Instagram in both ROI and lead generation. Then there is TikTok, a platform known for its highly engaging short-form content and is the second in engagement behind Instagram. Moreover, Facebook, though slightly trailing, still holds a significant position with 60% of marketers utilizing it for sharing video content.

Top 13 Social Media Video Platforms for 2024

1. YouTube

YouTube reigns as the largest video-sharing platform, boasting over 2.7 billion users. According to Nielsen, it has topped the list for streaming time for 17 consecutive months as of July. This makes it an excellent addition to any video marketing strategy. Key features include live streaming, short-form and long-form videos, AI-generated transcriptions, and extensive privacy settings.

2. TikTok

TikTok’s appeal to a Gen Z audience is undeniable. The 2024 Consumer Trends Report reveals that 48% of Gen Z consumers prefer learning about new products through short-form videos on TikTok. The platform’s standout features include live stream shopping, multiple monetization opportunities, and a constantly updating library of trending songs and sounds.

3. Instagram

Instagram’s popularity extends to 72% of Gen Z users who have engaged with the app in the past three months. The platform offers valuable e-commerce features such as Instagram storefronts, live streaming, and shoppable stories.

4. Facebook

Despite a demographic skew toward millennials and Gen X, Facebook remains a staple with 42% of users considering it their favorite app. It offers features like Facebook Live, Stories, paid video ads, and community pages.

5. Snapchat

Snapchat continues to thrive, especially among Gen Z, with 57% using the app within the last three months. It’s also notable that 37% of millennials have used Snapchat recently. Marketers can leverage Snap Ads, Story Ads, and Collection Ads despite the app’s ephemeral nature.

6. Twitch

Known for gaming live streams, Twitch’s utility extends beyond gaming. Brands like Wendy’s use Twitch influencers to promote their products. Twitch offers monetization options, stream scheduling, live comments, and channel analytics.

7. X (formerly Twitter)

Though often viewed as a micro-blogging platform, X also supports video sharing. Non-subscribers can upload videos up to 140 seconds long, while subscribers get more generous limits.

8. LinkedIn

LinkedIn offers substantial opportunities for B2B video content marketing. Users can upload up to 10-minute videos and stream for up to four hours. I recently posted a TikTok video on LinkedIn, garnering over 1,700 views and reaching more than 1,200 people.

9. Pinterest

Ideal for retail brands, Pinterest allows businesses to create inspiring video content. Features like shoppable video ads and personalized collection ads make it an excellent platform for reaching users with specific interests.

10. Reddit

Reddit focuses on community and discussions, making it perfect for brands to build community engagement through subreddit-specific video ads. Although videos can be up to 15 minutes long, shorter formats may be more effective.

11. Discord

Discord is great for community marketing by creating designated spaces (servers) for interactions and using video calls for webinars, tutorials, and Q&As. Brands can leverage these capabilities to deepen engagement with their audiences.

12. Telegram

Telegram supports voice and video calls, making it ideal for customer service through visual tutorials. The platform’s capability to send videos, messages, and images makes troubleshooting and answering queries easier.

13. Vimeo

Often compared to YouTube, Vimeo allows more control by enabling users to limit video views to followers or specific accounts. This makes it suitable for building exclusive content communities.

Strategies for Maximizing Social Media Video Content

1. Emphasize Short-Form Videos

With the fast-paced nature of today’s world, short-form videos are ideal for engaging audiences on the go. Whether on a subway, during breaks, or waiting for appointments, these “snackable” videos drive more engagement than static images. Make sure your videos are autoplay and silent-friendly, with key messages at the start.

2. Experiment with Various Video Formats

While short-form videos are crucial, it’s also beneficial to explore longer formats or other types such as live streams and interactive videos. Platforms like TikTok and Instagram support different formats, allowing you to engage audiences in various ways. Measure success by tracking views, engagement, and other relevant metrics.

3. Target Videos to the Right Platforms

Understanding which platforms resonate with your target audience is essential. Consumer-facing content may excel on YouTube, Facebook, and TikTok, whereas B2B videos might perform better on LinkedIn. Research and focus your efforts where it makes the most sense.

4. Avoid Over-Reliance on Repurposed Content

While repurposing content can save time, it’s crucial to tailor content to each specific platform. Algorithms on platforms like TikTok and Instagram may deprioritize videos with watermarks from other networks. Developing unique content for each platform can improve engagement.

5. Leverage Influencers and Customers

Utilizing influencers and happy customers can significantly boost your video strategy. Collaborate with industry experts to feature them in your videos or endorse your brand. Encouraging user-generated content can also enhance authenticity and spread brand awareness.

Navigating the Future of Social Media Content

Social media and content marketing are continuously evolving. Staying updated with the latest trends and data is essential for informed strategies, especially when investing in video content. Explore more marketing tips and strategies by clicking here.

Editor’s note: This post was originally published in June 2021 and has been updated for comprehensiveness.