Social Video 2024

Platforms Focus on Longer Video

The era of bite-sized video is nearing an end as social media platforms push for longer content and consider video more holistically. Longer videos are easier to monetize and could spur users to spend more time on social media, but some creators see drawbacks.

Key Question: Why are social media platforms prioritizing longer videos—and how are creators, marketers, and users responding to the shift?

Key Stat: More than half (53.1%) of Gen Zers watch long-form videos—those that are 90 seconds or longer—according to our July 2023 survey.

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    Table of Contents

    1. Executive Summary
    2. Social platforms are embracing longer videos
    3. Users’ appetite for longer videos is growing
    1. Longer videos are easier for platforms to monetize
    2. Creators have mixed feelings about the shift to longer videos
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Haley Austin
    Director, Digital Media
    Interviewed April 30, 2024
    Jamie Gutfreund
    Creator Vision
    Interviewed April 25, 2024

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    Minda Smiley


    Jasmine Enberg
    Principal Analyst
    Oscar Orozco
    Director, Forecasting
    Paul Verna
    Principal Analyst

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