SOCIAL VIDEO: A Year of Comfort, Curation, Comedy & Connection
It’s official: social video is the number one way users watch content today.
Social video has revolutionized how we consume content, shaping the way we connect, learn, and entertain ourselves. The stats speak for themselves: 7-in-10 platform users watch online video content on a daily basis.1 In today’s fast-paced digital world, short-form platforms aren’t just hubs for creativity; they’re cultural powerhouses—destinations that amplify voices, spark trends, and fuel global conversations.
Social video has become the leading medium through which we experience the world—and it’s only getting bigger. A third of users say they expect to watch more social videos in the next six months—that’s up from 1-in-4 last year.1 And the number of users watching short-form video via mobile has gone up 17 percentage points over the last two years.3
And leading the charge is TikTok. Synonymous with transcending trends, shaping consumer tastes, and driving cultural conversations forward, TikTok is among the most trusted destinations for consuming short-form video. Indeed, 66% of users rate the platform highly for the quality of its algorithm—meaning they trust it to reliably deliver highly relevant content.2
Our data suggests that there are four key drivers that keep users engaged with social video platforms: comfort, curation, comedy, and connection
Short-form video has become a haven for relaxation
What’s the last thing you do before going to bed? For many, the soothing ritual of scrolling through their phones seems to be the answer.
This year, short-form video cemented its role as a go-to source for relaxation and reprieve in a fast-paced and turbulent world. Platforms provided users with easily digestible, personalized content to decompress. Three quarters of TikTok users turn to the platform for escapism and entertainment—the latter driver peaking among Gen X.1 They gravitate towards content that soothes anxieties and caters to their mental health, seeing social video as a welcome antidote to the stressors of everyday life.
The younger cohort of Gen Z, meanwhile, are most likely to seek comfort and relaxation, seeing laughter as a key tactic to unwind. This aligns more broadly with social trends across users, who are favoring wholesome comfort content like self-care and endorphin-inducing pet videos.
Turns out, scrolling does in fact soothe the soul.
Short-form platforms may seem like time-fillers, but user behavior is anything but passive. Engagement blends active interaction with intentional consumption, giving users control over their content. TikTok users, 3.7 times more likely to trust its algorithm than those of streaming platforms,4 still actively curate their feeds: 44% seek out videos themselves while 33% rely on recommendations from others.1 Users shape their algorithm in a myriad of ways such as lingering on specific videos, skipping others, or using features like stitches and duets to engage directly. While these features were all pioneered by TikTok, based on the principles of mobile-first, short-form design, they have quickly disseminated to other platforms.
Active participation and serialized content help to shape users' feeds
TikTok also fosters community-driven engagement, with 72% of users saying the comments section enhances videos5 and 76% viewing brands that engage in comments as part of the community.6 Additionally, TikTok users are 1.3 times more likely to feel the platform enables co-creation compared to traditional social platforms.4
Short-form video has not only changed how we curate, but also how we consume content, giving long-form narratives a new lease on life through bite-sized serialization. But unlike episodic storytelling on TV, these new types of narratives have an organic and immersive quality to them. On social video platforms, users are taking complex personal dramas and breaking them up into more digestible chunks—whether it’s unraveling a “Rug Gate” mystery or following a 52-part saga from Reesa Teesa about her marriage to a pathological liar.
This storytelling approach keeps audiences hooked, demonstrating that long-form narratives can thrive even in the confines of short-form formats. With only a slight difference in user preferences for short- versus long-form, it’s clear this trend has staying power—even if Reesa Teesa’s marriage did not.
This year, humor emerged as the backbone of short-form video. Comedic content proved to be the ultimate connector, driving virality and fostering a sense of belonging.
Among Gen Z, 41% say that their leading need-state for turning to social platforms is to laugh.1 TikTok’s role in defining comedic tastes among younger audiences became especially apparent when Saturday Night Live began adding TikTok stars to its roster. But laughter can also be a powerful unifier, bringing together different generations and audiences, who have their own distinct interests.
Being “in on the joke” drives short-form engagement
This year saw social video redefine how people connect and communicate, with the shareable nature of short-form especially well-suited to “pebbling.” Essentially, sharing videos has become a modern expression of thoughtfulness, deepening bonds among friends, family, and communities. No wonder, therefore, that more than half of Gen Z and 41% of Millennials turn to social video for a sense of belonging—including to connect and to find content to share with others. Notably, 76% engage with platforms' direct messaging functions, with Millennials being the most frequent users of these features.1
The social nature of TikTok, bolstered by its algorithm, allows users to discover and engage with content based on their interests, strengthening these connections even further. By tailoring experiences based on emotional and topic-driven content, TikTok allows users to feel a sense of belonging, whether they’re sharing laughter, knowledge, or simply participating in fandoms. All of these experiences contribute to a deeper, more personal bond with the content and the creators behind it.
Short-form has become a digital love language
Redefining Social Video Success
As we look ahead, the shifts in behavior among users that defined 2024—comfort, curation, comedy, and connection—will continue to evolve, shaping not just the future of short-form video but also the broader digital landscape.
Short-form serialization as a powerful connector
Long-form narratives are adapting into serialized formats, combining the depth of traditional storytelling with the immediacy of short-form video—allowing users to curate their narrative journeys by selecting short-form sagas that match their evolving interests. This also fosters connection, with users returning to platforms, forming bonds over shared stories, and interacting with other interested parties.
Collectively, these themes are redefining social video success
Building niche communities with comedy
Niche communities will thrive as users engage in collaborative, shared experiences around specific passions—whether fandoms, hobbies, or in particular, in-jokes. Comedy is key, acting as a universal connector that unites diverse groups through humor, memes, and viral moments.
Seamless curated shopping
experiences via social video
Shoppable videos will transform social video platforms into hubs for both entertainment and e-commerce. Interactive product tags, in-video purchasing options, and AI-driven recommendations make shopping feel natural and enjoyable. Users will be able to curate their shopping experiences directly from their feeds and the comfort of their home, blending content and commerce effortlessly.
COMFORT
CURATION
COMEDY
CONNECTION
Needs delivered by watching social video
To be entertained
To laugh
To relax, unwind, or escape
To pass the time
For comfort / relief
Social video is the future
So how is social video shifting behaviors?
To answer this, TikTok collaborated with NRG to leverage insights from their Future of Social Video report—an annual study that surveys 1,000 social video viewers. We wanted to explore the long tail opportunities and the alchemy of elements that capture users’ attention, engagement, and trust— ingredients advertisers cannot ignore if they want to succeed in this ever-changing digital landscape.
COMFORT
CURATION
COMEDY
CONNECTION
Implication: creators, brands, and platforms should focus on delivering authentic, comforting content that aligns with users' needs and creates personalized, low-pressure escapism.
Social media actions & behaviors
More now than 6 months ago
Expect to do more in 6 months' time
Watch short-form videos
Watch long-form videos
32%
29%
24%
27%
Implication: brands should leverage tools that balance user control with algorithmic discovery to foster personalization and deeper community engagement. By taking advantage of features like comments, stitches, and duets, they can create opportunities for interactive storytelling, turning single moments into ongoing narratives that keep audiences connected.
Across all three generations, one of the top categories users seek from their favorite creators is comedic content; on social video platforms, in-jokes and memes can serve as a cultural shorthand, fostering inclusivity and relatability. Beyond comedy, users also show strong interest in topics such as food, cooking, and music—with gaming a particular popular category among Gen Z.
Top 10 topics covered by users' favorite creators
Users' reasons for watching videos on social media
Fulfilling emotional needs
Following specific topics
Learning new knowledge
Feeling a sense of belonging
Passing time
Building self-esteem
Implication: platforms and creators can amplify short-form’s role by creating shareable, personalized content that fosters meaningful connections; features like tailored sharing options, collaborative creation tools, and prompts for discussion can further elevate this. By leveraging community-driven content, platforms can deepen connections between creators and audiences, offering spaces for individuals to engage with others who share similar interests.
As we look ahead, the shifts in behavior among users that defined 2024—comfort, curation, comedy, and connection—will continue to evolve, shaping not just the future of short-form video but also the broader digital landscape.
Some key thoughts on what’s to come:
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All data among viewers aged 18-54 from NRG’s Future of Social Video report, 2024
44%
seek videos themselves
33%
rely on recommendations
All data among viewers aged 18-54 from NRG’s Future of Social Video report, 2024
All data among viewers aged 18-54 from NRG’s Future of Social Video report 2024
Total
Gen X
Millennials
Gen Z (18+)
Implication: comedy will remain at the forefront of short-form content for all ages. As users continue to seek laughter and connection, creators and brands should consider exploring dynamic ways to deliver humor and increasingly leverage comedy as a tool to drive deeper relationships with their audiences.
Gen Z
Millennials
Gen X
All data among viewers aged 18-54 from NRG’s Future of Social Video report, 2024
NRG Future of Social Video report, 2024
NRG Future of Social Video reports, 2023 and 2024
GWI Core 2023, 2019 Audience: Internet users aged 18-64 - 98,481 (2023), 97,999 (2021) Market: USA
*Those who have watched a video on their mobile in the last week
TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by MarketCast
5. TikTok Marketing Science Global TikTok Comment Section via AYTM [US,UK,CA] , April 2024 Base: TikTok 18+ users (n = 1,150)
6. TikTok Marketing Science Global Community and Self-Expression 2021 conducted by Flamingo
Citations:
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All data among viewers aged 18-54 from NRG’s Future of Social Video report, 2024
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The comfort of AI-powered personalization
AI-driven tools will revolutionize content discovery, offering highly personalized video recommendations based on individual preferences. This personalized approach enhances comfort by making it easier for users to find content that aligns with their mood, interests, or needs—whether that be relaxation, entertainment, or a bit of both.
CONNECTION
CURATION
COMEDY
COMFORT
