Report: Video is crucial for reaching social media audiences

A study from data analytics firm Talkwalker and Trust Insights reveals YouTube is an essential platform as users seek educational content. TikTok’s power remains to be seen.

Video study

Social media habits are changing as users are favoring two things: community and video.

More and more social media users are searching for “velvet rope” communities, or forums that are not public facing but offer a specific audience for collaboration, brainstorming and griping. Social media users also love to engage with and share video, making good online video content a marketer’s best hope for breaking through the latest algorithm changes.

A new report from Talkwalker and Trust Insights reveals that the most important social media platform for brands isn’t Facebook, Instagram or even TikTok. It’s YouTube.

By looking at keywords for account creation queries matched against search terms like “quit,” the report projects that YouTube stands to see growth and investment while other platforms like Instagram and even newcomer sensation TikTok will fall off.

Todd Grossman, CEO of the Americas for Talkwalker, says the report offers three big lessons for communicators.

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