The 10 Best Video Marketing Channels to Grow Your Brand in 2024

Video marketing has become a non-negotiable for brands looking to capture attention, build engagement, and drive results online. Consider these stats:

  • Online videos will make up more than 82% of all consumer internet traffic by 2024 — 15 times higher than in 2017 (Cisco)
  • 96% of consumers have watched an explainer video to learn more about a product or service (Wyzowl)
  • 84% of people say that they‘ve been convinced to buy a product or service by watching a brand‘s video (Wyzowl)
  • 79% of people say they‘ve been convinced to buy or download a piece of software or app by watching a video (Wyzowl)

Clearly, if you‘re not creating video content as part of your digital marketing strategy, you‘re missing out on a huge opportunity to reach and convert your target audience. But with so many video platforms out there, it can be tough to know where to focus your efforts for maximum ROI.

In this guide, we‘ll break down the top 10 video marketing channels you need to know about in 2024, along with best practices and real-world examples to inspire your own video marketing efforts.

1. YouTube

  • Over 2.9 billion monthly active users worldwide (YouTube)
  • 62% of businesses use YouTube as a channel to post video content (Buffer)
  • 90% of people say they discover new brands or products on YouTube (Think with Google)

As the world‘s second largest search engine and the #1 video platform, YouTube is a must-have for any video marketing strategy. With its massive global reach and highly engaged user base, YouTube offers unparalleled opportunity for brand discovery, thought leadership, and lead generation.

To succeed on YouTube in 2024, it‘s important to focus on creating high-value, binge-worthy content that informs, entertains, or inspires your target audience. Some of the most effective video formats include:

  • How-to tutorials and guides
  • Product demos and reviews
  • Thought leadership interviews and presentations
  • Storytelling and narrative-driven content
  • Recurring series and episodic content
Example: Ahrefs‘ "SEO for Beginners" Series

Ahrefs has built a huge YouTube following by consistently publishing actionable, in-depth video tutorials on SEO and digital marketing. Their "SEO for Beginners" series has racked up millions of views and helped establish the brand as a go-to resource for marketers looking to level up their skills.

Action Items:

  • Research keywords and topics relevant to your niche that people are searching for on YouTube
  • Prioritize educational, keyword-focused content that provides real value to your target audience
  • Optimize your video titles, descriptions, and tags for discoverability in YouTube search
  • Create high-retention content that keeps viewers watching (and coming back for more)
  • Include clear CTAs to drive traffic back to your website or landing pages
  • Engage with your audience by responding to comments and creating a community around your channel

2. TikTok

  • 1.8 billion monthly active users worldwide (Hootsuite)
  • Users spend an average of 89 minutes per day on the app (eMarketer)
  • The most engaging posts on TikTok have an average watch time of 25-30 seconds (Social Media Today)

TikTok‘s meteoric rise over the past few years has made it an essential channel for reaching Gen Z and younger Millennial audiences. With its focus on short-form, creative content set to trending sounds and challenges, TikTok offers a unique opportunity to showcase your brand‘s personality and build authentic connections with your audience.

To make a splash on TikTok in 2024, brands need to lean into the app‘s informal, DIY aesthetic and be willing to experiment with new and remixed content formats. Some of the most popular TikTok video types include:

  • Participation in trending challenges and dances
  • Memes and humor-based content
  • User-generated content and fan highlights
  • Educational content broken into digestible tips
  • Influencer partnerships and takeovers
Example: Chipotle‘s #GuacDance Challenge

To celebrate National Avocado Day, Chipotle created the #GuacDance challenge on TikTok, encouraging fans to share videos of themselves dancing with avocados. The campaign generated over 1 billion views and 400,000 video submissions, making it one of the most successful branded challenges on the platform.

Action Items:

  • Follow trends and get involved in popular challenges and hashtags
  • Create bite-sized educational content that provides quick tips or insights
  • Encourage fan participation and user-generated content through challenges and contests
  • Partner with TikTok creators and influencers to expand your reach and tap into new audiences
  • Use trending sounds and filters to increase your chances of appearing on the For You page
  • Post consistently (at least 1-2 times per day) to stay top of mind and build a loyal following

3. Instagram

Instagram has long been a powerhouse for visual content, and with the launch of Reels in 2020, the platform has become an even more important channel for video marketing. Whether you‘re creating long-form IGTV videos, short and snappy Reels, or engaging Instagram Stories, there are plenty of opportunities to showcase your brand and products on Instagram.

To stand out on Instagram in 2024, focus on creating visually stunning, on-brand video content that tells a story and builds an emotional connection with your audience. Some effective video formats to try include:

  • Behind-the-scenes and day-in-the-life content
  • User-generated content and customer testimonials
  • Product tutorials and how-to videos
  • Live videos and Q&As
  • Reels set to trending audio clips or featuring popular transitions/effects
Example: Sephora‘s "Beauty Insider" IGTV Series

Sephora‘s "Beauty Insider" series on IGTV features interviews with beauty influencers, experts, and brand founders, providing valuable tips and insights for the beauty community. By creating content that empowers and educates its audience, Sephora has built a loyal following and reinforced its position as a trusted authority in the beauty space.

Action Items:

  • Develop a consistent visual aesthetic and brand voice across your Instagram video content
  • Use hashtags, geotags, and descriptive captions to increase discoverability
  • Optimize your content for silent viewing with eye-catching visuals and on-screen text
  • Engage with your audience through comments, DMs, and interactive features like polls and questions
  • Share user-generated content and encourage fans to tag your brand for a chance to be featured
  • Analyze your Instagram Insights to see which types of videos resonate most with your audience

4. Facebook

  • 2.94 billion monthly active users worldwide (Meta)
  • 71% of users‘ time on Facebook is spent watching videos (Social Media Examiner)
  • Facebook is the most popular platform for watching videos longer than one minute (Social Media Examiner)

Despite increasing competition from newer platforms, Facebook remains a vital channel for video marketing, particularly for reaching older demographics. With its robust targeting capabilities and massive global audience, Facebook offers unmatched opportunities for driving awareness, engagement, and conversions through video.

To drive results on Facebook in 2024, aim to create video content that is immediately attention-grabbing, visually compelling, and optimized for mobile viewing. Some high-performing Facebook video formats include:

  • Short, snackable videos that are easy to consume on the go
  • Square or vertical videos that take up more real estate in the mobile News Feed
  • Explainer and tutorial videos that provide clear value to the viewer
  • Live videos that foster real-time engagement and interaction
Example: Tastemade‘s "Tiny Kitchen" Series

Tastemade‘s "Tiny Kitchen" videos on Facebook feature mesmerizing recipe demos filmed in a miniature kitchen set. These satisfying, snackable videos regularly rack up millions of views and have helped grow Tastemade‘s Facebook following to over 39 million. By creating content that is both visually compelling and useful to its audience, Tastemade has become a go-to resource for food and lifestyle inspiration on the platform.

Action Items:

  • Grab attention with a strong hook in the first few seconds of your video
  • Use eye-catching visuals, motion graphics, and text overlays to communicate your message
  • Optimize your videos for silent autoplay with clear visuals and captions
  • Experiment with different video lengths and formats to see what works best for your audience
  • Use Facebook‘s targeting options to reach your ideal audience based on interests, behaviors, and demographics
  • Drive traffic to your website or landing pages with clear calls-to-action and links in your post captions

5. LinkedIn

  • 900 million members in more than 200 countries and territories worldwide (LinkedIn)
  • 87% of video marketers say video has increased traffic to their website (Wyzowl)
  • Videos are 5x more likely than other types of content to start a conversation on LinkedIn (LinkedIn)

For B2B brands, LinkedIn has emerged as an increasingly important channel for video marketing. With its professional user base and targeting capabilities, LinkedIn provides a unique opportunity to reach decision-makers and drive thought leadership through educational, industry-specific video content.

To make an impact on LinkedIn in 2024, focus on creating informative, actionable video content that speaks directly to your target audience‘s pain points and goals. Some popular LinkedIn video formats include:

  • Thought leadership interviews and panel discussions
  • Case studies and customer success stories
  • Product demos and explainer videos
  • Webinar and event recaps
  • Personal branding and career advice videos
Example: HubSpot‘s "Skill Up" Video Series

HubSpot‘s "Skill Up" video series on LinkedIn features short, actionable tips and insights on topics like sales, marketing, and personal branding. By providing valuable, snackable content that helps its audience level up their skills, HubSpot has built a highly engaged community of business professionals on the platform.

Action Items:

  • Optimize your videos for LinkedIn‘s platform with square or vertical aspect ratios and descriptive titles and captions
  • Use LinkedIn‘s targeting options to reach your ideal audience based on job title, company size, industry, and more
  • Encourage engagement by asking questions and starting conversations in the comments
  • Include clear calls-to-action to drive traffic back to your website or landing pages
  • Collaborate with thought leaders and influencers in your industry to expand your reach and credibility
  • Utilize LinkedIn‘s native video tools like stickers, filters, and captions to make your content more engaging and accessible

With the right strategy and approach, video marketing can be an incredibly powerful way to build your brand, engage your audience, and drive real business results. By focusing on the channels where your audience is most active and creating high-quality, platform-specific content, you can establish your brand as a leader in your industry and stay ahead of the curve in the rapidly evolving world of video marketing.