July 3, 2022

Social media ad engagement


YouTube is the most used social media platform in the UK with 88% of respondents using it since 2020, rising to 93% in Gen Z adults (aged 18-29), according to research from Channel Factory, a global video technology partner specialist. Meta (Instagram and Facebook) is a close second with 73% of respondents using the platform, followed by TikTok (54%) and Snapchat (51%). The research also shows that Gen Z users are four times more likely to use YouTube compared to Snapchat and almost three times more likely compared to TikTok. Meta remains the most popular social network among Millennials (aged 30-44). Ads that are aligned with the content have a 17% higher ROI. Millennials and Gen X (aged 45-60) tend to share a brand video ad when they think its content is relevant to their friends or family members (64% and 57% respectively). While Gen Z users are more inclined to share ads that they find ‘funny’ (59%) or ‘creative and cool’ (57%). Meta Image Ads are currently the first choice for users to shop on socials (32%). Millennials prefer Meta Image Ads and Meta Video Ads (41% and 35% respectively). Gen Z mainly engage with Meta Image Ad (40%), TikTok video ad (40%) and YouTube video ad (32%). Across all generations, Meta is considered the easiest shopping platform (44% of respondents ranked it first), followed by YouTube (25%). Users turn to YouTube to discover something new, unusual or surprising (35%) or to find out information about a topic of interest (35%).


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