Social Media Statistics Update

At the end of the Q4 of 2022, there were 4.9 billion people globally who use one or more social media platforms daily (Forbes, 2022).

An average person spends 145 minutes every day on social media (Workup, 2022).

Short-form video will remain the top marketing content format for 2023, it has the highest ROI and growth rate, with 90% of marketers now using this media format (HubSpot, 2023).

Facebook

  • Facebook has remained the most-used social media platform with 2.98 billion monthly active users as of Q1 of 2023, a 7.18% increase year on year (Dean, 2023).
  • On average 78.63% of these users use the platform daily, equivalent to 1.9 billion (Dean, 2023).

Instagram

  • At the end of 2022, it was estimated that there were 1.28 billion monthly users, it has been forecasted there will be an increase to 1.44 billion (Dixon, 2022).
  • Static images posted on Instagram achieved an average reach of 1,850 users and carousels reached an average of 2,325 users (Dixon, 2022).

YouTube

  • At the end of 2022 there were 2.5 million active monthly users (Omicore, 2023)
  • The average time spent on YouTube globally is 19 minutes daily (Omicore, 2023)
  • 500 billion YouTube videos are watched daily (Omicore, 2023)

Twitter

  • In 2022, there were 229 million daily active users, this is a 15.9% increase compared to 2021 (Oberlo, 2023).
  • On average, 500 million tweets are shared daily (Oberlo, 2023).
  • 6 out of 10 (59.2%) Twitter users globally are between 25 and 49 years old (Statista, 2021)

TikTok

  • TikTok had 1.6 billion active monthly users at the end of 2022 and is estimated to reach 1.8 billion by the end of 2023 (Kurve, 2023)
  • Gen Z dominates TikTok, with 83% using the platform in Q1 2023 (Kurve, 2023)
  • TikTok is the most engaging social media platform, with an average session length of 10.85 minutes, the time spent on TikTok globally in 2022 was a mammoth 68 billion hours.
  • Over 1 billion videos are viewed daily (Kurve, 2023)
  • TikTok has the highest engagement rate 4.25% compared to Instagram 0.60% (Kurve, 2023)

If you need some help with any areas of your marketing, get in touch by emailing us on [email protected]

Have you considered YouTube for your marketing?

This week we virtually attended a really insightful mini festival put on by You Tube…. Discussing marketing on….You Tube!!

Some very interesting stats were provided by the CEO Ronan Harris who said that

There was 7 times more YouTube watch time for the 2020 Tokyo Olympics than there was for the Rio Olympics in 2016.

You Tube provides content to suit “you”, we can all find personal and relevant content for us.

The average online adult in the UK watched 60 minutes of YouTube per day in June across all devices including connected TV.

25 million people stream YouTube via their TV screens every month.

People watch YouTube to shop, to learn, for information, inspiration and entertainment  providing such a variety of users that it therefore provides great opportunities for marketers.

Mark Ritson believes in his own coined phrase of “Bothism” which is the unified marketing strategy of utilising multimedia and in this instance TV and YouTube. As an alternative to the TV versus YouTube debate, his argument is that the two well and truly fill in the gaps of the other. Using both TV and YouTube it is recognising that TV isn’t dying and acknowledging that YouTube isn’t TV’s enemy. They are complimentary to each other; YouTubes accessibility, addressability, scalability and targetability fills the demographic gaps that TV can not fulfil.

His theory of “Bothism” introduces a blend of different opportunities. Consumers are presently fragmented in their viewing habits so it is key for brands to follow their audiences. Up to 42% of YouTube campaigns are delivered on TV sets.

BT had an incremental reach of 15% by adding YouTube to their marketing mix and a 25% incremental reach on harder to reach audiences. Accessing “Blindspot” audiences that are traditionally hard to target ie younger audiences maybe areas of the country that don’t get great radio or OOH.

Specific messages for YouTube can be utilised for specific target markets and its considered the best idea to have a YouTube advert specifically for this channel rather than using a TV advert.

Some ad agencies have found a 12% incremental reach by adding in YouTube to TV plans.

If you want to find out more about using YouTube as part of your media campaign, contact one of our team at The Media Angel

The Best Adverts Of Super Bowl 2017

The Super Bowl is one of the biggest sporting events in the world with over 160,000,000 people tuning in to watch the final. With such a strong audience, it is no wonder that it’s one of the advertising’s biggest day of the year.

Below we have selected our top 5 adverts that aired last night during the Super Bowl.

 

Honda, Yearbooks

https://www.youtube.com/watch?time_continue=5&v=f06ng5cII8o

 

Mr. Clean, Cleaner of Your Dreams

https://www.youtube.com/watch?v=GDzMxlw2Fgo

 

Audi

https://www.youtube.com/watch?v=G6u10YPk_34

 

T-Mobile’s #UnlimitedMoves

https://www.youtube.com/watch?v=Kg_4tX4XwI8

 

Lifewtr’s Inspiration Drops

https://www.youtube.com/watch?v=7i_GEgNchRY

 

TV Versus On-line Video Consumption

There has been much discussion recently on the way consumers are viewing video content…

Whether via YouTube, on-line or TV channels, bringing to the forefront the question of whether broadcasters need to evolve in line with viewer expectations of video.

The following statistics show our consumption of video content
*In 2015, 61.6% of all video viewing was on Live TV
*14% of video content accessed was on Playback TV.
*38.5% of users viewed videos online
* 56% of 16-24 year olds consumed videos online
*YouTube has reached more 18-34 year olds on mobile alone than any commercial TV channel in the UK and 50% of those aged between 16 and 34 have accessed YouTube on a TV set.
* 90% of this age group own smartphones and 60% own tablets.
* 41% of this age group said that they would choose YouTube above TV as a source for videos.
* 59% of this age group are more likely to find content on what they are interested in by searching on YouTube.
* YouTube claim brands should consider pushing 24% of their TV budgets into Youtube in order to reach younger audiences

The reason for these increasing video online stats is simply control, convenience and content relevancy. Basically put, viewers can watch what they want, when they want and how they want to….as a platform for advertising, however, it still needs to mature.

This said TV remains at the forefront for video viewing and it remains extremely effective as a mass-reach advertising medium. Where Online video advertising does not offer the same mass reach in a single moment from brand awareness which is possible with TV, it does allow advertisers to utilise data to offer personalisation, allowing the targeting of the right creative treatment of the right product to be put in front of the right person at the right time.

TV is beginning to move in the right direction offering personalisation with connected TVs and set top boxes. Sky, have made progress with Sky AdSmart and Sky Advance, offering advertising based on location, household demographic, and viewing behaviour.

So, TV remains a powerful and effective medium, but in order to continue to thrive broadcasters must invest and collaborate in the areas of technology, data and strategies to seize the moment and evolve. If broadcasters manage to evolve, delivering all things to viewers and advertisers, from mass reach to mass personalisation – TV will remain the leader in video consumption. But we have to consider that the two fulfil different roles in our happily co-existing..

Want to find out more on the benefits of using television YouTube or both? Get in touch with The Media Angel on 02921 320 200 or [email protected] to find out how your brand can be seen on a local, regional, national basis.

 

 

 

The battle between YouTube vs. TV

According to a report by Pixability, YouTube viewing is growing at the fastest rate ever, with watch time up 60% year on year globally.

There has been much debate over recent years over the battle between YouTube and television and what it means exactly for businesses. Some have branded ‘TV dead’ while others have said it still remains ‘the most effective and powerful medium of all time’ and continue to use it.

Global figures found in the YouTube report reveal:
  • Channel subscriptions are up 47% year on year.
  • Top 100 brands, are uploading a new video to YouTube every 18.5 minutes.
  • The average mobile viewing session has increased by 50% to more than 40 mins.
  • The number of advertisers running video ads on YouTube is up by 40%.
  • Top 100 brands media spend is up by 60%.

Click here to see more YouTube stats from the Top 100 Global study – http://www.pixability.com/top-100-brands-2015/

Marketing Week recently noted while it seems YouTube is gunning for TV ad spend, in the UK, its success isn’t as rapid as the impressive Global stats above. According to Ofcom, YouTube accounts for just 3.5% of the UK’s total video consumption while TV is 81%. The gap narrows among consumers aged 16-24 – where YouTube accounts for 7.5% of video and TV accounts for 65% – by far.

TV advertising continues to grow, with UK revenue hitting a record high of £4.91bn in 2014, up 6% from the previous year, while the number of brands new or returning to TV advertising was more than 800, according to Thinkbox.

Make peace, not war and benefit from using both!

If budgets permitted, as with any large scale campaign it’s advisable to best spread your message to the relevant mediums that your target audience use, see and hear.

In fact, Thinkbox says the question shouldn’t be TV versus YouTube or online video, the IPA’s econometric study on “Advertising Effectiveness: the long and short of it” says the two complement each other extremely well.

Want to find out more on the benefits of using YouTube or television or both. Get in touch with The Media Angel to find out how your brand can be seen on a regional, national or global level.

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