The rise of TikTok and social media video

Is video the future of social media? 

Beyond TikTok, a wave of smaller video-based social media platforms are rapidly gaining traction. As an example, video game streaming platform Twitch has grown from 102,000 viewers in 2012 to over 30 million daily users in 2022. 

Much like Instagram, Twitter is now joining the video wave with its newest feature, Fleets. Fleets are temporary posts that expire after a day. With Fleets, users can post videos on their timelines which, according to Hubspot, are six times more likely to be retweeted than a photo. 

Added to rising demand for video among users, social media marketers are leaning into the possibilities of promoting brands through video. As marketers continue to search for innovative ways to engage audiences, video has become a powerful way to tell a brand’s story, share a value proposition, and nurture relationships with potential customers. 

Surveyed by Hubspot, 67% of marketers claim that sharing videos on social media has the highest ROI out of all marketing channels. As social media platforms and consumer habits trend towards video, more brands are investing in video marketing to keep the attention of their audiences and grow the reach of their business. 

No social media company has capitalised on the shift toward social media video marketing quite like TikTok. According to Reuters, TikTok’s marketing revenue is likely to triple throughout 2022 and break the $11 billion mark, exceeding the combined sales of its rivals Twitter ($5.58 billion) and Snapchat ($4.86). 

While TikTok’s metrics tell a story of jaw-dropping growth, keep in mind that the platform doesn’t stand unchallenged in the social media video space. Popular apps such as Instagram, Twitter and Snapchat have integrated TikTok-style features, aiming to appeal to new audiences. Only time will tell if these companies are able to prise away a portion of TikTok’s loyal following.  

As far as social media content is concerned, video is destined only to grow. Whether or not TikTok will continue to grow alongside it will depend on the company’s ability to innovate and lead the way in the next era of social media video sharing. 

If you’re keen to learn more about all things social media, or maybe even launch a career as a professional Social Media Marketer, Academy Xi now offers a Social Media Marketing: Elevate that’s built and taught by industry experts. 

This course equips you with the full spectrum of skills and knowledge needed to deliver an effective end-to-end social media strategy. By graduation, you’ll be able to:

• Combine social media strategy and execution
• Choose platforms based on your audience, brand and goals
• Create context-specific content assets
• Manage content calendars
• Measure outcomes and refine your strategy with analytics
• Use the latest platforms, including Facebook, Instagram and LinkedIn 
• Use industry tools including Canva, Ad Mockups, Google Analytics and URL Builder   

You’ll walk away with an industry-recognised certification and a stand-out portfolio demonstrating your new skills to employers. 

Want to discuss your transferable skills and course options? Speak to a course advisor today and take the first steps in your Social Media Marketing journey.