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Tubular Labs’ “The State of Social H2 2024” report highlights several key trends in social video content:

• Attention spans are increasing: Are we… healing? There’s a notable shift towards longer videos on TikTok and YouTube. Videos between 1–2 minutes on TikTok and 30 seconds to 1 minute on YouTube saw 39% year-over-year growth in uploads. These longer videos are garnering more engagement, suggesting that audiences are beginning to favor more substantial content over ultra-short clips.
• Content categories on the rise: On TikTok, the fastest-growing categories are beauty (up 22%), music (up 30%), and business & finance (up 73%).
• Gameplay is growing: Gameplay videos reached a record 6 billion views on YouTube in June, marking a significant milestone.
• The Olympic games were golden: During the Paris Olympics, gymnastics emerged as the most-viewed sport on YouTube with 1.1 billion views, far outpacing other sports like track & field, which had 543 million views.

Check out the full playbook by Tubular Labs.

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Barbie hard-launched a new slogan in a short film played at last week’s Barbie-themed WNBA game between the Chicago Sky and Indiana Fever.

“Give Limitless Possibilities,” we learn, is about all of the gifts and traits we hope (and labor) to give our kids, like curiosity, confidence, and, above all, potential. WNBA legend Sue Bird helped unveil the campaign.

Barbie is the latest brand to take note of growing interest in women’s basketball. Custom Barbie x Chicago Sky sherpa belt bags and shirts were given to 2,000 early fans, and the arena was dolled up with braiding stations and Barbie photo opps.