LinkedIn gets vulnerable and social video fluctuates
Plus: NFL Hall of Famer Shannon Sharpe becomes an advocate.
TikTok users are continuing to watch more videos every year, but its growth in engaged minutes from 2021 to 2022 has declined over previous years.
A report from Sensor Town said U.S. users spent nearly 94 minutes a day watching videos on TikTok, an increase of 10% from last year, but down after a 45% increase from 2020 to 2021.
YouTube saw an average of 73 minutes viewed each day among its users, a 10% increase from the previous year.
Facebook and Instagram saw slower results. Instagram lost 8% of watch time and finished with 54 average minutes while Facebook ended with 45 minutes per day.
WHY IT MATTERS: Many brands are still overlooking TikTok when considering social video. It’s time to rethink that strategy. TikTok and YouTube continue to attract more attention than their competitors. TikTok And YouTube’s Shorts program has breathed new life into its service. Make it a priority to showcase short vertical videos to see the best results. Meanwhile, Instagram’s backslide and Facebook’s slide and stagnation show weakness in the once-dominant social behemoths.
The popular real-time photo sharing app is exploring adding paid services to its app.
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