Social Video Study Reveals Stark Generational Differences

In the decades since YouTube debuted in 2005, video content has become a cornerstone of not just social media, but of the entertainment and advertising world writ large, with its high rates of engagement and ability to influence purchase decisions. And these days, more people than ever — especially younger generations — are opting to get their entertainment via social video over traditional avenues such as linear TV. 

Case in point: 27% of 18-24 year olds reported watching two to four hours of social video per day, compared to 19% across all age groups. On the flip side, older people watch far less, with 48% of 55-64 year olds, and 67% of people 65+, saying they consume under 30 minutes of video daily. That’s all according to a survey of 1,000+ people over the age of 18 that we conducted with help from MX8 Labs, a research platform designed specifically to eliminate the time-consuming, manual survey fielding by leveraging AI for quicker, scalable, actionable results.

The study revealed other insights (as detailed below) around social video consumption, platform preferences and more. This kind of intelligence is valuable for influencers, brands and media companies alike looking to strengthen audience relationships, build engagement and drive revenue — especially as uncertainty remains around TikTok’s fate in the U.S. 

The findings uncovered generational divides, especially in terms of daily watch-time, favored platforms and the likelihood of videos leading to product purchases, underscoring the need for tailored video strategies that resonate with different age groups.

• Younger people find social videos more engaging and informative than older viewers: 76% of 18-24 year olds, and 73% of 25-34 year olds, said social videos are somewhat/very engaging. Meanwhile, 45% of people over 65 said social videos are not engaging. 
• 67% of people 18-24 years old, and 63% of 25-34 year olds, said social videos are somewhat/very informative, while 49% of people 65+ said they are not informative. 
• Smartphones are the device of choice for consuming social video, regardless of age. And not only that, but 79% of respondents said they make purchases via mobile — and that share increases to 86% among 45-54 year olds. This widespread preference for mobile devices highlights the importance for brands to create content that’s optimized for small screens while including a clear path to purchase. 
• Across all ages, YouTube won for the video platform people visit first to watch videos, cited by 38% of respondents, followed by TikTok (26%), Facebook (17%) and Instagram (14%). 
• But that changes when looking at specific age groups: TikTok led for people 18-24 years old (44%), while Facebook dominated for those over 65 years old (40%).
• A third of respondents reported having purchased a product based on an influencer recommendation. This is particularly true for younger people (40% for 18-24 year olds).
• When asked to rank the factors that increase trust in a social media influencer, authenticity emerged as paramount, with 35% saying it was the No. 1 factor. Social proof (how many followers an influencer has, the number of likes they get, etc) was ranked lowest (No. 5) by 60%. 
• When asked about how trustworthy they find product recommendations from a variety of sources, half of respondents said word-of-mouth from family/friends was the most trustworthy. By comparison, 16% cited influencers as the most trustworthy source, vs. a mere 2% for TV/movie celebrities, while 13% said TV ads were the most trustworthy. 

Video on social media is not just a trend but a vital communication channel that businesses cannot afford to ignore. By understanding the preferences of different age groups, choosing the right platforms, and prioritizing authenticity, brands can effectively leverage social video to engage and influence consumers.