YouTube is the most used social media platform in the UK, with 88% of respondents using it since 2020 – an increase of 93% among Gen Z adults (18 – 29 years old).
According to a study by Channel Factory, the brand is a global video technology partner specializing in solution solutions, which sheds some light on how UK users are connecting with major social media platforms – YouTube, TikTok, Snapchat and Meta (Instagram) and Facebook) – the epidemic has begun. Ever since
Meta ranks second with 73% of respondents using the platform, followed by TikTok (54%) and Snapchat (51%). The study also shows that General Z users are four times more likely to use YouTube than Snapchat and almost three times more likely to use TickTock. Meta is the most popular social network of the millennium (30 – 44 years old).
Rob Blake, MD of Channel Factory UK, commented: “As the most popular social media platform, with a strong focus on long form video content, advertisers have a myriad of opportunities to reach their viewers with their key messages. We’ve also found that ads that are linked to content give a 17% higher return on investment. “
Some notable differences have also emerged, especially in the behavior of different generations of advertising sharing. Millennials and Gen X (45 – 60 years old) tend to share a brand video ad when they think its content is relevant to their friends or family members (64% and 57% respectively), where Gen Z users tend to share ads. Leaning more, they find ‘funny’ (59%) or ‘creative and great’ (57%). “It seems that the ads are not only influencing the next generation of purchasing decisions but also providing a meaningful way for them to interact with their peers, express themselves and form their identities,” added Rob Blake, Managing Director at Channel Factory UK.
Back to the trend of attractive shopping habits from social media ads, meta image ads are now the first choice of users to shop through social media (32%). This is especially true of millennials who prefer meta image ads and meta video ads (41% and 35%, respectively).
Gen Z is mainly associated with meta image ads (40%), TikTok video ads (40%) and YouTube video ads (32%). Across all generations, Meta is considered the easiest shopping platform (44% of respondents ranked it first), followed by YouTube (25%).
“Our research shows that there are significant differences between users, especially those of different generations, in engaging with a store on different social channels. Rob Blake, UK Managing Director at Channel Factory, added that it is important for advertisers to stay on top of this trend in order to deliver effective campaigns.
In addition to taking breaks and watching entertaining videos, users return to YouTube to discover something new, unusual, or surprising (35%) or find information on topics of interest (35%).
In terms of content choice by generation, the most popular YouTube content for Gen Z, in addition to music and entertainment, is lifestyle and family-related (44%), and technology-related% for both Millennials (31%) and Gen X (37%). On TikTok, both Gen Z (47%) and Millennials (41%) prefer lifestyle and family content, while Gen X is more interested in beauty (30%) and sports content (30%). Finally, Meta, Lifestyle and Family Content is very popular among Gen Z (47%) and Millennials (56%), where Gen X is more prone to watching games (35%).
Blake says: “Understanding the kind of content that different generations are using can help brands and advertisers focus on their advertising campaigns. In addition, brand relevance can ensure that advertising and content work in harmony for optimal results. “
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