If you handle the content marketing for your business, you will no doubt have witnessed the increase of video across digital marketing platforms. According to HighQ, 78% of users are watching videos online every week and they predict that by 2018 video will take up 79% of all consumer internet traffic. If you are looking to use video to engage with a B2C audience, one of the best platforms to do this is via social media.
In order to discover how users currently engage with online video content on social media platforms, Hyperfine Media have conducted a survey of over 1500 people across the UK. Respondents were asked to reveal which social platform they use to watch the most videos.
The most popular platforms outlined in the results include YouTube, Facebook, Google+, Twitter, Vimeo, Pinterest and Vine. The results however reveal that the top two social media platforms most used by users are YouTube, used by 61% of respondents and Facebook, used by 28%. When looking further into the results, there are clear correlations when it came to the demographics of age and gender.
YouTube remains the most popular social media platform for watching video content online across both genders and age groups. Almost two thirds of males (62%) and females (60%) responded with YouTube as their preferred medium with an almost equal percentage amongst the various age groups that took part - under 18 (68%), 18 to 24 year olds (68%), 25 to 34 year olds (59%), 35 to 44 year olds (59%), 45 to 54 year olds (61%), 55 to 64 year olds (64%) and people aged over 65 (55%).
This response is unsurprising as YouTube remains the main platform online to not only search for video content, but also for hosting. However, according to recent statistics shared by Socialbakers, brands are now uploading more videos to Facebook rather than YouTube. The main reason for this owes to the number of interactions content on Facebook receives compared to YouTube, such as likes, shares, views and comments.
In relation to the survey results, this can be seen in the popularity of Facebook the responses from the different demographics. The percentage of responses across the board ranged from a quarter to almost half of the responses, including males (24%), females (30%), under 18’s (16%), 18 to 24 year olds (20%), 25 to 34 year olds (29%), 35 to 44 year olds (29%), 45 to 54 year olds (28%) 55 to 64 year olds (32%) and people aged over 65 (40%).
If you are planning on using video content in your content marketing strategy, ensure that you create a YouTube channel for your business and share these videos on your Facebook profile in order to maximise the coverage and engagement from your followers.
By Garth Haley, Corporate Videographer, Editor and Animator at Hyperfine Media.
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