With over 70% of the US population on social media, your company is way behind the times if you’re not marketing video on these platforms. Visual content is 40x more likely to be shared on social media than other content. Here’s what you need to know about demographics for video marketing.
Carol has written previously about how video marketing just makes sense. But what do you do with video? If you’re not utilizing video in social media, you’re missing out.
Social media isn’t just an outlet to post content you’ve already created. It’s an outlet to create media for that will allow you to more directly engage your demographic, driving conversions beyond what any other medium is capable of. No matter what your business does, no matter your demographic, if you don’t have a solid strategy, you’re losing a ton of money.
Social Media has shifted drastically in terms of video in the last two years. Facebook is now receiving more video views than YouTube. Snapchat has taken over a huge market share. Even Twitter is now a capable platform for video marketing.
Here are recent stats to integrate into your strategy:
- 1.44 billion users
- Over 8 billion daily video views
- 100 million hours of video watched every day
| Age Demographic | Percent of US Population that Uses Facebook |
| 18-29 | 87% |
| 30-49 | 73% |
| 50-64 | 63% |
| 65+ | 56% |
Did you know that Facebook is pushing video posts by business to more viewers than posts without? You nor- mally have to pay to boost your posts. So if you’re creating video content for YouTube, and not placing those same videos onto Facebook as well, your brand or business is losing distribution—not to mention relevancy.
- 332 million users
- 82% of users watch video content
- 90% of video views happen on mobile devices
- Tweets with video are 2.8x more likely to be retweeted
| Age Demographic | Percent of US Population that Uses Twitter |
| 18-29 | 37% |
| 30-49 | 25% |
| 50-64 | 12% |
| 65+ | 10% |
Being limited to 140 characters seems to insinuate that the platform isn’t for video. That couldn’t be further from the truth. Twitter has built in stats available to watch your impressions, clicks, favorites, retweets, replies and engagement for the videos you post. And you can pull your website analytics for referrals from Twitter for even more ROI data.
- 400 million users
- 30% of US internet users are on Instagram
- Highest per-follower engagement rate at 4.2%
| Age Demographic | Percent of US Population that Uses Instagram |
| 18-29 | 53% |
| 30-49 | 25% |
| 50-64 | 11% |
| 65+ | 6% |
Instagram isn’t just photos anymore. People have been sharing short videos for some time, and as of March 29, 2016, Instagram allows up to 60 second videos. That’s a big deal for businesses; those extra 45 seconds of engagement mean a lot. And since the entire purpose of Instagram is for its users to see photos and video, your demographic is already looking for your content.
Snapchat
- 100 million users
- 18% of US social media users are on Snapchat
- Over 8 billion videos are viewed on Snapchat daily
| Age Demographic | Age Distribution Among Users |
| 16-24 | 52% |
| 25-34 | 32% |
| 35-44 | 11% |
| 45-54 | 4% |
| 55-64 | 1% |
If you have a younger demographic and you’re not investing time into marketing on Snapchat, you’re missing your demographic. While fairly new, companies are already using Story Replies to conduct informal contests, host polls and start Q&A discussions with users.
CONCLUSION:
With direct engagement and the ability to track that engagement, if your budget for social media marketing is less than your broadcasting budget, you should reconsider your (super old-school) strategy. Because you’re missing out.
We don’t just create TV commercials at New Sky Productions. We create branded content that directly drives engagement with your demographic.
