H. Tankovska
Research expert covering social media, online video and entertainment, and internet communications
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With approximately 1.6 billion video views in March 2019, LADbible was ranked first among the most watched Facebook video publishers. Second-ranked UNILAD generated 1.6 billion video views. Both social news and entertainment publishers are owned by the British media company The LADbible Group Ltd.
Mobile social video A significant chunk of social video is consumed via mobile. One of the most popular mobile video apps is TikTok, which has over 3.7 million monthly active users in the United States. TikTok is a mobile app for creating and sharing short videos, which also can be edited in-app. The app merged with Musical.ly in August 2018, thus gaining access to the teenage online user market in the United States. Popular types of TikTok videos include dances, comedy sketches or lip-synchs to songs. The platform is frequently considered the spiritual successor to the now-defunct mobile video app Vine, and popular TikTok videos are frequently shared across other social networks.
Social video consumption
Watching a video on the likes of Facebook or Instagram is now part of everyday social media usage. Whilst YouTube is as popular as ever, it is no longer the only source out there for online video viewers. With companies and influencers utilizing video for marketing purposes on Instagram, concertgoers broadcasting the event to their friends via Facebook Live and Twitter users endlessly retweeting their favorite vlogs, video content on social is here to stay. Social media is an important channel for video producers and many traditional media brands have started to generate content specifically to be distributed and discussed on social platforms. News, ads, viral moments, celebrity vlogs, sporting clips – the variety of video clips on social media is seemingly endless and users are highly engaged with video content on Facebook. As of February 2018, Facebook ranked first among social video platforms, accounting for a significant share of social media video posts across all tiers of influencers. The network accounted for 50 percent of social video posts by celebrity influencers with more than 20 million followers.Mobile social video A significant chunk of social video is consumed via mobile. One of the most popular mobile video apps is TikTok, which has over 3.7 million monthly active users in the United States. TikTok is a mobile app for creating and sharing short videos, which also can be edited in-app. The app merged with Musical.ly in August 2018, thus gaining access to the teenage online user market in the United States. Popular types of TikTok videos include dances, comedy sketches or lip-synchs to songs. The platform is frequently considered the spiritual successor to the now-defunct mobile video app Vine, and popular TikTok videos are frequently shared across other social networks.
