In recent years, the landscape of digital consumer behavior has seen significant changes, with video consumption emerging as the dominant activity over other forms of social media engagement. Platforms like TikTok, Instagram Reels, and YouTube Shorts have proven their influence and dominance in the market, tapping into consumers' enduring preference for quick, punchy short clips.

TikTok, often dubbed as the 'new TV,' illustrates this trend perfectly. Its skyrocketing popularity underlines how watching videos remains the key consumer behavior in contrast to other social media activities. From entertaining dance routines to educational quick-bites, these platforms serve the consumers' need for content that is both engaging and time-efficient.

Moreover, the popularity of Instagram Reels and the growing traction of YouTube Shorts further emphasize the consumers' love affair with these compact, easily digestible video pieces. These platforms have successfully harnessed the power of short video content, delivering information in a concise yet engaging manner.

However, as we move forward into 2024, we anticipate a surge in the popularity of longer video content. This format presents increased opportunities for ad placements and the creation of more intricate brand content. For instance, think of tutorial videos, where complex processes are broken down and presented in an easy-to-understand format.

In fact, some brands have already begun to explore this avenue. Who could forget the Hilton Hotels’ 10-minute blockbuster TikTok ad that took the internet by storm in 2023? Or consider how YETI shines a spotlight on grassroots organizations through their videos, effectively utilizing the longer format to tell compelling stories.

Moving forward, we predict that your favorite brands will adopt a layered social video strategy. This approach will include both punchy short videos for hard-hitting messages and longer, 'edutainment' style content for more complex narratives. Brands will also delve into creating their own serialized formats, ranging from talk shows to lifestyle programs.

Brands in 2024 will prioritize testing and balancing between short and long-form videos. Take, for instance, Mondelēz' Qaiser Bachani's observation. He recognizes that while short video formats might cut through the noise and serve as a valuable entry point, long-form content is crucial where storytelling really matters. Thus, for brands that rely heavily on narratives, it will be important to leverage the extra length that different platforms offer.

In conclusion, the landscape of social media is ever-evolving, and it is essential for brands to keep pace with these changes. As we move into 2024, the key will be in crafting a balance between short and long-form videos, ensuring that audiences remain engaged and brands continue to tell their stories effectively.