Social platforms are ramping up on emergent video formats to drive new and deeper forms of engagement across their sites and apps, yielding new opportunities for brands.
Social video ad spend flows overwhelmingly to the dominant social platforms: Facebook, YouTube, Twitter, and Snapchat. Nearly three-quarters of YouTube ad revenue comes from video content, 60% for Snapchat, and 55% for Twitter, per eMarketer. Video is only 30% of Facebook's total ad revenue, but the social giant accounts for the largest share of social video ad spend overall.
Facebook Watch has pivoted to a communal viewing focus as it looks to scale viewership. But even though half of US adults say they've never even heard of Watch, some shows have demonstrated that they can gain loyal followings nevertheless.