Young Britons are three times more likely to be using YouTube than TikTok, but they engage more with ads on the latter, a new study finds.
The Social Effect, from video tech business Channel Factory, shows YouTube is the most-used platform across all age groups, with 88% of respondents using it since 2020 – that figure rises to 93% in Gen Z adults (aged 18-29) – followed by Meta (73%), TikTok (54%) and Snapchat (51%).
Why it matters
Different platforms deliver different results for different age groups. Understanding these nuances can help marketers better focus their advertising efforts depending on what they want to achieve.
- Ads that are aligned with social content have a 17% higher return on investment.
- Millennials and Gen X tend to share a brand video ad when they think its content is relevant to their friends or family members (64% and 57% respectively)
- Gen Z users are more inclined to share ads that they find ‘funny’ (59%) or ‘creative and cool’ (57%).
- When it comes to online shopping, Gen Z mainly engage with Meta Image Ad (40%), TikTok video ad (40%) and YouTube video ad (32%).
“It seems that adverts are not only influencing the next generation’s purchasing decisions but also providing a meaningful way for them to interact with their peers, express themselves and shape their identity” – Rob Blake, UK managing director at Channel Factory.
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