fbpx

Video Content and Consumption on Facebook

By September 19, 2019 September 24th, 2019 Video Marketing

Video is the most popular type of content on social media, and with more and more data available to us about social media usage, it’s no surprise that video consumption is on the rise.

Facebook recently released their updated report on video consumption in Australia, with one of their executives reporting that by 2021 their platform would be all video. We have taken content and findings from the report that we think will be relevant to our clients.

As we know, social media users appetite for video is insatiable. People of all ages have multiple devices (e.g. phone, tablet, laptop) and are viewing content on websites and social media platforms at various times throughout the day. They might be at home, work, on transport, in cafes – everywhere they go they consume video content. The types of video content includes short animations, longer explainer videos, case study videos, video ads and raw ‘on the go’ footage from vloggers.

“There is no longer one main screen – consumers are free to watch what they want, when they want, where they want.”

With the role of social media in each of our lives ever changing, people are now focused on consuming more and more content and accessing several devices at one time which has resulted in screen content seeing unparalleled change in the past decade. Viewers now have access to more content, across more devices, on more platforms, and it’s available whenever they choose. For example, they might be watching tv and on social media at the same time.

Though all social media platforms prefer video content, Facebook currently leads in video consumption across all age groups. Whist the younger cohort have the highest Facebook usage, it still remains high across all age groups, as follows:

  • 18-24 years – 85%
  • 25-34 years – 83%
  • 35-44 years – 81%
  • 45-54 years – 76%
  • 55+ – 71%

Facebook reaches 15.7 million over 14 years old in Australia alone.

 “Australians love video. On the average weekday, 74% of consumers over the age of 18 years old watch at least one hour of video content, and almost one quarter (23%) watch more than three hours. Average daily consumption on weekends is even heavier, with 82% of consumers watching at least one hour and 36% watching more than three hours.”

 While video consumption is increasing across the board, it’s important to also consider the devices people are using and the impact that has on video consumption. Mobile devices are more commonly used for consumption of video content on platforms such as Facebook, Instagram, YouTube and Snapchat.

Here are some finding from the PwC Consumer Research, 2019 that informed this report:

  • Social media is most used weekday mornings, with Facebook, Instagram and YouTube being the most used video platforms.
  • Facebook is within the top three most used weekends and weekdays.
  • Snapchat and Instagram command more attention amongst 18-24 year olds compared with the 55+ group.
  • Social media is the highest reaching video category for all consumers 18-44
  • Mobile is the primary device upon which social media channels are consumed.
  • On average, consumers claim to spend more than 30 minutes per session on all social platforms

 When should you post on Facebook?

According to this report: “Prime time is all the time,” & “There is no ‘peak’ and ‘off-peak’ for Facebook”.

Facebook is used in the morning, afternoon and evening every day of the week. This consistent use provides marketers with an omnipresent channel through which they can reach consumers at any point in time with scale. According to Facebook’s latest report, between 75% – 80% of each demographic access Facebook at least once daily. This figure decreases with age for both Instagram & Facebook, with 70% of 18-24 years olds accessing YouTube at least once daily, and 82% accessing Instagram at least once daily. Amongst  the 55+ group, 33% access YouTube at least once daily, and 41% access Instagram at least once daily.

YouTube, Facebook, Instagram and Snapchat are all commanding about as much time as a typical TV program, indicating that these platforms are as much in competition for consumers’ time and attention as traditional TV programming.

Taking these points into consideration, we recommend the following:

  1. Focus budget within social media channels with the highest potential audience – fish where the fish are.
  2. When planning video, be sure not to mistake the use of numerous video platforms and services as a way to maximise reach.
  3. Since mobile phone consumption is high for video content, make sure you optimise your videos for mobile devices e.g. add captions to all video content as over 80% of people viewing video content on Facebook have their sound off.

Example: 18-24 year olds are heavy users of their mobile phones for video content and given the data we have, we know that YouTube and Facebook are the highest reaching video platforms for this demographic (85%).

Here are the findings for the other age groups:

age group 25-34 years

  • Heavy users of mobile to view video content (70%)
  • Ensure that your video creative is optimised for mobile environments.

 age group 35-44 years

  • Mobile is used by 66% of this audience to view video content.
  • Facebook reaches 81% of this demographic and is the highest reaching social media platform.

 age group 45-54 years

  • Mobile is used by 66% of this audience to view video content.
  • Facebook reaches 81% of this demographic, and is the highest reaching social media platform.

age group 55 plus

  • 76% of this demographic can be reached via social media.
  • Facebook is the second highest reaching video platforms for this demographic
  • 29% of this audience watches video content on their mobile device

Knowing your target audience and the social media platforms that they are engaging with is key to making informed media planning decisions.


NB: Information has been taken from the following report from Facebook:

Facebook

My Screen

Video Consumption in Australia

Second version

August 2019