YouTube is the most used social media platform in the UK with 88% of respondents using it since 2020 – an increase to 93% for adult Generation Z (aged 18 to 29).
This is according to research by Channel Factory, a global partner in video technology, brand suitability solution experts, which shed light on the way users in the UK come into contact with major social media platforms – YouTube, TikTok, Snapchat and Meta (Instagram and Facebook) – from the beginning of the pandemic until today
The target is close to second with 73% of respondents using the platform, followed by TikTok (54%) and Snapchat (51%). The survey also shows that Generation Z users are four times more likely to use YouTube than Snapchat and almost three times more likely than TikTok. Meta is still the most popular social network among millennials (30 to 44 years old).
Rob Blake, a British doctor at Channel Factory, commented: “As the most popular social media platform, with a key focus on longer-form video content, advertisers have many opportunities to reach their audiences with their key messages. We’ve also found that content-matched ads have a 17% higher return on investment. “
There have also been some significant differences, particularly in the behavior of ad sharing between different generations. Millennials and Gen X (45-60 years old) tend to share a brand’s video ad when they think its content is relevant to their friends or family members (64% and 57% respectively), while Generation Z users are more likely to share ads they consider ‘ funny ‘(59%) or’ creative and cool ‘(57%). “Advertisements not only seem to influence next-generation purchasing decisions, but also provide them with a significant way to communicate with their peers, express themselves and shape their identity,” added Rob Blake, UK CEO at Channel Factory.
Turning to interesting trends in shopping habits from social media advertising, Meta Image ads are currently the first choice for users to shop on social networks (32%). This is especially true for millennials who prefer meta image ads and meta video ads (41% and 35%, respectively).
Gen Z mainly deals with Meta Image Ad (40%), TikTok video ads (40%) and YouTube video ads (32%). In all generations, Meta is considered the easiest shopping platform (44% of respondents ranked it first), followed by YouTube (25%).
“Our research clearly shows that there are significant differences in the way users, especially in different generations, communicate with trade on different social channels. It is crucial for advertisers to stay up to date with these trends in order to deliver effective campaigns that will lead to conversion, ”added Rob Blake, UK CEO at Channel Factory.
In addition to relaxing and watching fun videos, users turn to YouTube to discover something new, unusual or surprising (35%) or find out information on a topic that interests them (35%).
When it comes to content preferences by generation, the most popular YouTube content, apart from music and entertainment, for Generation Z is life and family content (44%), and technology-related for both millennials (31%) and Generation X (37%). . At TikTok, both Gen Z (47%) and Millennials (41%) prefer lifestyle and family content, while Gen X is more interested in beauty (30%) and sports-related content (30%). Finally, on Meta, life and family content are very popular among Generation Z (47%) and millennials (56%), while Generation X is more inclined to watch sports (35%).
Blake said: “Understanding the types of content that different generations consume can help brands and advertisers direct their advertising. Furthermore, brand suitability can ensure that ads and content work together for the best results. ”
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