Video Viewing on Social Media

Social Media: Demographics And Video Viewing

In February 2017, Forbes reported that “a third of all the time people spend online is dedicated to watching videos”.  In fact, people are watching a billions hours of Youtube-videos every day! 

There’s no doubt that video is here to stay. But who are the primary social media users on Facebook, Instagram and LinkedIn and why should you engage them with video? 


Facebook is still the most popular social media platform with over 2 billion monthly active users. An astonishing 500 millions of these users were watching videos on Facebook every single day in 2017.  

Facebook’s user demographics are pretty much equally divided when it comes to gender, geographical location, age, educational level and income. In other words, you will meet everyone on Facebook. 

With so many users and so many people watching videos, this is the platform where you can easily meet and engage new audiences with your video content and introduce them to your product or service.

Because your target audience most likely will be on Facebook, you could sponsor your videos to be sure that your content reach the right people. 

Create different video content to different target groups to reach as many people as possible. 


Social Media: Demographics And Video Viewing

As of February 2018, Instagram had more than 800 million monthly active users, and experts believe it will reach 1 billion during 2018.

The interesting thing about Instagram’s demographics is that this is the big social media platform where you can really reach the millenials. 18-29 year olds are the primary users, with 59% of people using the platform falling into this age category.

Posting videos on Instagram has been very popular since they implemented this feature in 2013, and the popularity just keeps on growing. According to Instagram themselves, “time spent watching video on Instagram is up more than 80% year over year”. In addition, the number of videos produced per day has quadrupled from last year.  

This statistic combined with the fact that 80% of users say that they follow at least one business on Instagram, makes it a great reason for especially B2C companies to post more videos on Instagram to engage their audience on the audience’s terms. 


Social Media: Demographics And Video Viewing

While Facebook and Instagram are great choices for B2C marketing, LinkedIn, the platform for professionals and networking, is the best platform for B2B marketing.

LinkedIn has over 500 million users, who are mainly urban, with higher education and an above average income. 

LinkedIn has been a little late in the video game, but in 2017 they let users upload their own videos to their timelines. And it seems like this has been a great success.

According to LinkedIn, users share video posts 20 times more frequently than posts with other types of content. Hopefully video content will continue to grow on the platform.

There is especially one great advantage for companies to post videos on LinkedIn. Because LinkedIn is the go-to platform for B2B and professionals “to learn, engage, and find solutions to their business problems”, it’s the platform where you will meet the people who are actually interested in your content. That means that compared to other platforms, people are less likely to scroll past you when they see your content on the site. 

Read more about social media videos here. 

This blog post has been created based on our guide “Consumer Trends and How They Apply To Your Company”. If you’re interested in learning more, click the button below. 

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