15 Aug The Evolving Social Media Landscape & Its Usage Demographics
The current pandemic has brought along a dramatic boost in personal social media usage, highlighting rapidly shifting social media trends, preferences, habits, and platform features. With millions out of work and on unemployment benefits and millions more finding themselves now working remotely from home, this has translated into a dramatic increase in internet traffic particularly to social media sites like Instagram and newer arrival TikTok.
As things age and as would be predicted, older platforms such as Facebook are becoming more and more used by the older generations and paid less attention to by the youthful as newer platforms hit the scene and catch their eyes. Today there is a smaller percentage of adolescents and those under 25 having Facebook accounts than in previous years; younger populations more than doubled in Instagram usage just over the last few years, with adolescents making up more than 30 percent of U.S. TikTok users and nearly 65 percent being between the ages of 10 and 29 (TikTok downloads increased almost 100 percent from the previous year).
With file sizes becoming miniscule and internet speeds getting faster every day, there has been a significant rise in video content as would be predicted; we are of course seeing this exponentially grow today with so many quarantined at home due to COVID-19 and binge-watching video content. While Facebook is highly optimized for mobile devices, TikTok and Instagram are today both more downloaded apps due to their optimization for short-video posts, and YouTube’s app is also now downloaded more than Facebook with a larger percentage of adults reporting they use YouTube than Facebook (73 percent to 69 percent). Further along this note, YouTube is making a change to its long standing mid-roll ads policy taking effect in late July; the minimum video length will now be a mere eight minutes rather than ten, creating more monetization potential for more videos. The ten-minute minimum threshold had for numerous years been the policy for enabling mid-roll ads, which allow the uploader to pick and choose placement within video timelines for when auctioned ads may appear during playback.
As with Instagram posts, tweets with video get multiple times the engagement in terms of views, likes, comments, and sharing; Twitter has a maximum video length allowance of only two minutes twenty seconds, which makes sense when you consider the reports showing that the percentage of page views drops as video duration increases. Twitter has also been smart to enable a feature to embed videos published there to other websites without having to rely on video hosting platforms such as YouTube and Vimeo. Researchers agree that attention spans are getting shorter and shorter and that the explosion in social media content has played a large part in this trend that started about a hundred years ago; subject matter gets popular more quickly but the attraction fades at an equivalently heightened rate.
Video has become a main facet of digital content marketing strategies, with the mention of the word “video” in email subject lines increasing open rates by 19 percent; landing pages with video can boost conversion rates by 80 percent, and 90 percent of consumers report videos assist them in their purchasing decisions. Another interesting tidbit is that viewers spend as much as eight times longer on live streams than video-on-demand. With video content continuing to take over on social, how are you planning to evolve your digital content marketing strategy? Reach out to us today to start forming the digital content marketing strategy best optimized for your business!
Blog By: Mike Stalcup (Intern Summer 2020)