How Your Clients Can Reach Online Video-​Watching Consumers

BY Rachel Cagle
Featured image for “How Your Clients Can Reach Online Video-​Watching Consumers”

You’ll never guess who’s leading the charge in how we consume video content: Gen Z. Their preferences for online video and streaming content aren’t just their own anymore. Here’s what you and your clients need to know.

How Your Clients Can Reach Online Video-​Watching Consumers

Video Watching Preferences

According to an article by TV Tech, based on research from HUB, smartphones are a major way people consume media. For example, the primary mediums Gen Z watch video content on are as follows:

  • Smartphone: 88% of Gen Z watch online video this way
  • Smart TV: 72%
  • MVPD Set Top Box: 48%

The accessibility and convenience of smartphones has made them a dominant viewing source for younger viewers 13–24,” says HUB. But older generations aren’t that far behind Gen Z. The top video content sources for consumers ages 35 and over are:

  • Smart TV: 63%
  • Smartphone: 55%
  • MVPD Set Top Box: 55%

The gap between smartphone and smart TV viewing isn’t very large. TV Tech reports 35+-years-old viewers say the time they spend watching non-​premium online videos cuts into traditional TV time.

Consumers ages 35 and over spend an average of 10.51 hours per week watching non-​premium online videos. That may not sound like a lot, but TV Tech says that number has risen significantly compared to previous years. All generations are predicted to catch up to the 13.6 hours Gen Z spend watching non-​premium videos weekly.

Where They’re Watching Videos

Gen Z and consumers ages 35+ spend 19% and 12% of their screen time, respectively, consuming non-​premium video content. What are the most popular channels to watch online video on? For consumers 24 and under, they’re:

  • YouTube: 83% of these consumers say they’ve watched videos here within the last week
  • Instagram: 70%
  • TikTok: 69%
  • Snapchat: 47%
  • Facebook: 46%
  • YouTube Shorts: 42%

For consumers 35 and older, they’re:

  • YouTube: 85%
  • Facebook: 52%
  • Instagram: 39%
  • YouTube Shorts: 38%
  • TikTok: 33%
  • Snapchat: 15%

Of course, these are just general numbers. Want to find out which social and video platforms your client’s target audience is most active on? Check out their profile on AudienceSCAN on AdMall by SalesFuel.

Crafting Super-​Effective Online Video Ads

Not all online video ads are created equal. A general video ad placed on every source listed above cannot be expected to get evergreen results. Video ads need to be tailored to what consumers are most receptive to on each video platform.

Here are the attributes consumers of all ages enjoy about each platform they watch non-​premium online videos on:

  • TikTok: Short and entertaining
  • YouTube: Informative and entertaining
  • Instagram: Helps them stay up to date on internet trends and entertaining
  • Facebook: Informative and helps them stay up to date on internet trends
  • Snapchat: Short

Keep valued attributes in mind. Consider platform demographics when you and your client are deciding how to make video ads for various social media platforms. 

For example, you don’t want to post a lengthy video on TikTok or Snapchat. And your client should put more informative ads on YouTube and Facebook.

No matter which platform your client’s choose, one rule holds true: The shorter the online video ad, the better. According to a previous SalesFuel blog, based on research from Vidyard:

  • 66% of consumers will finish videos that are less than one minute long
  • 56% will watch a full video that’s between one and two minutes long
  • 50% will completely watch a video between two and 10 minutes long”

And then it’s all downhill from there. Overall, 15-​second online video ads are the sweet spot your client should be aiming for.

Photo by: Beth Macdonald