Entertainment Content on Social Media: Every Generation Has Their Own Preferences [Study]

As generations gaps are now becoming more evident with the development in technology, it has now becoming more inevitable than ever to ignore the difference in trends and entertainment engagement. Some people like to read chunks of text others like to listen or watch and that’s how the trend of blogging and vlogging was initiated. This difference in preference has raised a lot of question especially for the advertisers and the marketers. They are looking to explore what their targeted audience might like and how they can market their product by sending less and still manage to reach the maximum audience.

To start the process, experts recommend that the researcher must start by exploring how people interact with influencers, sports stars, actors and other celebrities on social networks and how they interact differently with the change of social media platforms. This will help in exploring which influencers and creators make the best impact in which age group and has the strongest influence in which a region so the marketers can specifically reach out to them according to their target audience.

To make it easier a detailed report was published by GlobalWebIndex (GWI) to explain the generation difference, gender difference and even the social media difference that impacts the interest of the viewer. This report explains that 57% of generation Z follows vloggers, which means that if the product is targeted towards the younger audience vloggers can help the most. The report specifically highlights the importance of video both the uploaded video as well as the live video. When differentiated according to the social media platforms, it was observed that Facebook was equally popular among people of all age with steady engagement according to the stats of the past two years. On Instagram, 43% of users have watched a video in the last month and 13% of people have engaged in a live video too however, on Twitter stats are a little different. GWI explains that Twitter is becoming an advertising tool and 32% of people have watched a video last month and nearly 14% of users have also interacted on a live video.

When it comes to competition, the study further explains that Facebook has the least competition as compare to other platforms which means that on total 59% of the users have watched a live or an entertainment video on Facebook in the last one month. One of the main finding that most of the brands are interested in knowing was the impact that these videos have on the user and the purchases. The report addresses that 13% audience discovers the brands via vlogs whereas, 26% of people have watched a video that was sponsored by a brand in the past month. When asked about "impact on the purchase journey" 13% of the audience said they use vlogs when they are researching products and they want brands to come up with better videos and entertaining content.
"54% of internet users are news networkers (those who stay up-to-date with current events; follow journalists and/or news/media organizations) on social media. Although Twitter engages its users the most with the news, 4 in 10 of them read news content on Facebook as well."
GWI also observed that generation Z is not only the most video consuming audience but also the producers of these videos. Stats say that 6 out of 10 influencers belong to the generation Z making it satisfying and alarming for the brands at the same time. This means that if they are consuming more videos they are also making more videos which gives them a better idea of what the audience wants to see. On the other hand, this raises the question that this generation might end up depriving themselves of the other mediums of entertainment.

How consumers engage with influencers, sports, and news videos on social media platforms
Read next: Facebook, Instagram, Twitter, LinkedIn: Important Social Media Statistics for Brands (infographic)
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