Platform Diversification Reveals Growth Opportunities For Social Video
By uncovering the nuances of each platform, creators can tailor content to each unique audience and improve targeting.
Tubular Labs data reveals that the full impact of social video cannot be realized on one platform alone. According to their new report, 2024 State of Video: Tubular’s Social Media Playbook, video podcasts are a great example of successful platform diversification. One of YouTube’s top podcasts, H3 Podcast, posts across various platforms to increase their reach and draw viewership back to their YouTube channel for their audience to watch full episodes.
- The channel garnered more than 61.2 million minutes watched in January 2023 on YouTube, averaging 29.5 minutes watched per video.
- While the H3 podcast show appears on YouTube, both their owned content and user- generated content (UGC) surrounding the show gain more average engagements on other social platforms.
- For UGC content posted by fans, the average engagement per video is 15.7x more on Instagram.
Audiences differ from platform to platform. While H3’s YouTube podcast audience is predominantly female, its Facebook audience is mostly male. By uncovering the nuances of each platform, creators can tailor content to each unique audience and improve targeting.
More trends for Media & Entertainment creators on social video can be found in Tubular’s full report here.