by Rena – Biteable social media marketer
Think about this: customers view greater than 500 million hours of video every day on YouTube. After Google, YouTube is the second most trafficked website on the web. With that quantity of site visitors producing that many tens of millions of hours, it may be difficult to discern who’s taking note of your on-line video content material.
There are many components to contemplate when crafting your on-line video content material for the appropriate viewers. Age, social media platform, and site are all apparent indicators that may assist direct your video content material. A much less apparent component? Gender.
On-line video consumption developments between genders fluctuate broadly. Right here’s some background on gender variations in video consumption — and a few issues to contemplate when creating content material for a particular viewers.
Girls Vs. Males: Who’s Watching?
Traditionally, ladies have proven extra engagement in on-line social networks than males. A research by comScore in 2010 found that social networking websites attain a better proportion of ladies than males: 76% of ladies go to a social community, versus 70% of males.
Extra considerably, ladies spend a median of 5.5 hours every month on social media, in comparison with four hours by males. This means that ladies are extra engaged with the content material being proven on social media — and most of the time, the content material is video.
A more moderen research verifies this development. In 2014, one other research measured gendered variations in Fb engagement. This time, the development was much more clear: 54% of ladies view pictures and movies on Fb, in comparison with simply 39% of males; the truth is, ladies eat leisure posts at a fee of 43%, nearly 10 factors larger than males.
On-line Video Consumption Tendencies
Total, video consumption is on the rise in a serious manner. One estimate anticipated that 74% of all Web site visitors in 2017 shall be video. Pushed by cell advertising, video is king. The takeaway right here is that these statistics appear to counsel that extra ladies interact with on-line video content material than males. And that is true, however there are underlying developments that content material creators ought to notice.
Men and women have completely different preferences within the sorts of content material they search out. One research discovered that ladies usually want visible platforms, like Pinterest, Fb, and Instagram — platforms the place video is king. Males, alternatively, are extra dominant on text-based websites like Reddit or Digg. Some sociologists imagine this distinction is rooted in conventional gender roles: moms have been traditionally accountable for taking household pictures, and visible content material on-line is the subsequent evolution of that development.
With regards to advertising, nonetheless, the developments shift. Video promoting sees extra traction with males than ladies: the truth is, in a single research, 50% extra males than ladies interacted with video adverts. What this means is that ladies eat content material for private and social causes, whereas males look to movies for data, and to study merchandise and types.
Try this infographic for deeper developments in video consumption.
Find out how to Craft Your Video Content material
Your content material ought to be true to you and your viewers, slightly than crafted for a particular gender.
Typically talking, content material that’s inclusive, slightly than unique, will at all times carry out higher. Sure video finest practices will at all times reign supreme: clear visuals, a fascinating narrative, and maintaining your video brief and to the purpose will result in higher views.
There are various kinds of video you may make for what you are promoting as a lead magnet. With this background, an explainer video or promo may do higher with males than with ladies. Conversely, a behind-the-scenes or assessment video goes to attain higher with ladies.
Most significantly, the place you submit your video typically issues greater than what you place in your video. Social networks like Fb and Instagram are video-friendly platforms which might be certain to achieve plenty of ladies. If you’d like males to view your video, prioritize YouTube and LinkedIn.
With these platforms guiding your content material technique, you’ll be capable to storyboard your video to achieve the appropriate hearts, minds, and eyeballs.
Rena, Biteable social media marketer
Rena is a social media scientist within the Biteable Lab. Out of the workplace, Rena likes late nights and good espresso.
The submit Gender Variations in On-line Video Consumption by Rena of @teambiteable appeared first on She Owns It.