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Social video continues to kick goals

The one big way to lock eyeballs on to ads is continuing to grow.

US studies have found social video is on the minds of many marketers, with ad spend likely to grow over the next 12 months as consumers flock to an increasing number of online services.

The Next Generation

YouTube's dominance in the online video market is reflected by its numbers among US teenagers and young adults between the ages of 13 and 24, with 85% of respondents to a Defy Media survey saying they use the platform.

The Google-owned platform has a solid lead over all comers, with Netflix (66%) and traditional cable television (62%) lagging behind. A respectable 53% said they watch video on Facebook, but it's a different story for other popular social apps and websites.

Instagram and Snapchat are almost neck and at 37% and 33% respectively, while Vine trails behind on 27%, but is ahead of parent company Twitter at 19%.

Planning ahead

Perhaps unsurprisingly, marketers are flocking to YouTube. An Advertiser Perceptions report found 72% of respondents intend to use YouTube in the next 12 months.

Facebook is next best at 46%, while Twitter lags behind at 25% – equal with cable network ESPN.

It isn't all bad for Twitter, however. Over 82% of its users watch video, and 70% watch what appears on their feed.

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April's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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