The State of Social Video - Amazon S3are Snapchat, Instagram, and Facebook. 13 State of Social Video When you pick up your smartphone or tablet after some time of not using it, aside

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The State of Social Video

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State of Social Video

VidMob is a creative technology platform that connects brands with a global network of expert creative talent to produce, analyze and optimize mobile video. We conducted a multi-market study of GenZ and Millennial consumers to understand their motivations, attitudes and usage of social

video. Findings yield actionable creative insights for brand marketers looking to connect with young audiences.

Executive Summary

VidMob surveyed 1,000 16-24 year olds and 1,000 25-34 year olds in the U.S. between May 14 through May 23, 2018 about their media consumption and digital and advertising preference. Similar surveys

were conducted in the UK, Netherlands and Germany.

Methodology

Key Takeaways

Massive generational shift away from static content consumption

to video.

Time spent consuming social video far outpaces linear TV and streaming

services.

Social media apps have become the entry point

to the web.

Personalization wins but in very different ways

than marketers are accustomed to.

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Motion For The Win

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33%

41%

Mill

enni

alG

enZ

A large percentage of younger audiences’ time spent is watching video.

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vs. articles or photos

vs. articles or photos

Not including the time that you spend using your phone or computer for work or school, how would you divide the time that you spend on the following activities?

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Mill

enni

als

Gen

Z

20

25minutes

minutes

*mins. per hour03


On an hourly basis:

spent watching video

spent watching video

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54% of video time per day is spent using social apps (25% YouTube, 29% other social platforms).

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On a typical day, how would you divide the total time you spend watching different types of video content?

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That’s 5x time spent watching linear TV and 2x watching streaming services.

05



01

Millennials are similar, with 48% of time spent per day watching videos on social channels.

*includes YouTube 06



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2x more than linear TV and 3x more than streaming services.

*includes YouTube 07



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All social boats are rising

Spent more time on social media this year vs. last year.

of GenZ and Millennials

*across all platforms studied

42%08

State of Social VideoHow often do you use the following social media sites or apps?

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All social boats are rising

Growth in usage of social apps is 40% higher than mobile browsers.

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State of Social VideoHow often do you use the following social media sites or apps?

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Millennials

GenZ

50% Instagram

Instagram 55% 59% YouTube

Snapchat 56%

Snapchat 40%YouTube 46%

Compared to last year, GenZ has embraced YouTube, Snapchat, and Instagram while Millennials show the most love for Instagram and YouTube.

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How has your usage of the following mobile apps changed in the past year, if at all?

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Less than 5% of GenZ and Millennials open a browser first.

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When you pick up your smartphone or tablet after some time of not using it, aside from checking texts and email, what are the first three apps you typically open and browse?

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Top 3 firstapps opened by GenZ are Snapchat, Instagram, and Facebook.

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Top 3 firstapps opened by Millennials are Facebook, Instagram, and Snapchat.


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It’s a Stories World

15


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81% of daily Instagram users use Snapchat daily.

73% of daily Snapchat users also use Instagram daily.

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Do you watch and/or post Stories on Facebook?Do you watch and/or post Stories on Instagram?Do you watch and/or post stories on Snapchat?

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Percentage of Millennials who consume Stories on each platform.

Instagram 60%

Snapchat 53%

Facebook 48%

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34% of GenZ watches Facebook Stories.

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What is it that makes you post to Stories rather to your feed?

Q:19


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It’s a general update on my life but isn’t important enough to post.

I want everyone to see it, not just my close friends.

Because I want to share something that isn’t related to my feed.

“““

“““A:20


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GenZ

Watching Stories

Facebook 34%

Instagram 70%

Snap 72%

Millennials

Facebook 48%

Instagram 59%

Snap 52%

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Do you watch stories on:

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Social users consume much more than they create.

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Do you post?

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Facebook

Instagram

Snapchat

13% Create

39% Create

58% Create 73% Consume

70% Consume

34% Consume

GenZ

23


01

Facebook

Instagram

Snapchat

20% Create

31% Create

34% Create53% Consume

58% Consume

48% Consume

Millennials

24


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How-to Tutorial Hack

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0127


How-to’s/Tutorials and Hacks are the most popular types of videos watched (46% of GenZ and Millennials).

Which of the following types of video have you watched in the past week on your smartphone?

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Vlogs draw 42% of GenZ, followed by Pranks (37%) and, a distant third, Unboxing (27%).

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1 in 4 GenZ and Millennials actively seek videos of products and services they are considering buying.

S U MM E R S A L E

29



01

lol

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54% watch Snapchat Stories for the laughs.

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When you think of the best Stories that you have seen on Snapchat, what makes them the best?

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Instagram (46%) and Facebook Stories (42%) users like a good giggle too.

When you think of the best Stories that you have seen on Snapchat, what makes them the best?

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Female GenZ Snapchat users overwhelmingly choose Comedy as a reason watch social video content.

Celebrity 18%

Humor 55%

34


Which of these characteristics make you more positive towards video ads?

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Rethink Personalization

35


01

What doespersonalizationmean?

36


01

Style/Taste

Celebrity/Influencer

Age/lifestage

55%

45%

29%37


By contrast, more traditional means of personalizing, like matching gender, age, ethnicity or featuring a person’s name are deemed far less important by GenZ and Millennials.

When you’re watching a video ad, how importantis it that the video...

Across the board, similar style and taste is most important for whether either generation likes an ad.

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41% of GenZ feels more positive towards ads that are visually beautiful vs. 32% of Millennials.

When you’re watching a video ad, how importantis it that the video...

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Freshness Over Frequency

38


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GenZ dislikes overly repetitive ads (44% say it annoys them; 28% say they tune out).

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When you see an ad many times, how does it influence your opinion of the advertiser?

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Millennials either tune out (34%)or start to dislike brands (38%) who run the same ads over and over.

40


When you see an ad many times, how does it influence your opinion of the advertiser?

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The State of Social Video - Amazon S3are Snapchat, Instagram, and Facebook. 13 State of Social Video When you pick up your smartphone or tablet after some time of not using it, aside