The real YouTube: report unlocks social video trends



While video is an increasingly fundamental facet of all social media platforms, there has so far been scant analysis of how different types of video find different levels of success according to the platform. 

This has particular significance for brands looking to tailor content for a specific audience (or to ensure it uses the right platform for its content).

Well, a new report by European MCN DIVIMOVE has broken down usage by platform, based on collected data on more than 1100 popular videos, closely tracked across multiple platforms, and the principal findings for each of the main platforms were as follows….


Music videos are the most likely to be shared on Facebook, followed by sports, auto and entertainment.

On Facebook, people tend to interact on a very personal level, mostly with friends and family. Thus, they want to present and identify themselves with the stuff they post.

The data suggests that such videos do well in attracting other people on the site to engage. If content is chosen properly, brands can increase its chances to snow-ball even further.


This platform is often used to follow social influencers and share stuff with a very wide audience, not just friends and family.

The content is thus very mixed, with entertainment and comedy content taking the crown. Gaming, music and tech also receive some exposure on Twitter, which provides slightly more opportunity for niches due to its much wider audience than Facebook.


As you would expect, when they are on LinkedIn, users want to appear professional, capable, savvy and well-informed. This explains the large popularity of news, tech and tutorial videos.

Except some mild sports interest, all other topics are practically non-existent on this online network.


Pinterest collects wide audiences interested in the same topic, often cooking recipes, interior design inspiration and how-to on DIY.

This explains the massive interest in tech & tutorials also providing How-To videos. To a lesser extent music, beauty and sports are also shared to the site.


Social engagement on YouTube works differently still from all the previous platforms. Music, sport & auto and news almost completely disappear as engaging genres. Instead we see a huge rise in gaming and beauty: a type of content the study found was practically non-existent on most other social media.

This is because YouTube generally operates on the widest and most anonymous audience of all these platforms. It paves the way for more “niche” genres to thrive, to the point that these genres become the norm. Beauty and gaming are definitely among the biggest genres on YouTube so it is no surprise that they have such an engaging audience.

Comedy and entertainment perform very well on the site too, and seem to be the only genres that can comfortably spread to almost all social media platforms.

Natan Edelsburg (Shorty Awards & Muck Rack) , Jason Krebs (Maker Studios) and Dennis Beste ( will be looking at ‘Social Media and Short Form Video’ at TV Xperience’ (October 6th-7th 2015, Hilton Times Square, New York). Click here for more info.


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