Social media increasingly important for watching video content online

When it comes to sites for sharing videos with friends and family, other websites are starting to emerge as viable alternatives to the big names in the social media realm.

Posted on Oct 12, 2012 by YuMe

More and more people are consuming content through social media sites beyond major portals like Facebook and Twitter, according to a September study from the Pew Internet and American Life Project. The survey showed that about 46 percent of all online adults are creating original content and 41 percent said they share digital videos and and photos with others.

Pew's researchers found that 18 percent of all internet users have shared a video they made, and 25 percent of survey respondents indicated that they had shared a video created by someone else.

When it comes to sites for sharing videos with friends and family, other websites are starting to emerge as viable alternatives to the big names in the social media realm. While the Pew survey found that 66 percent of adults online use Facebook and 16 percent use Twitter, 5 percent of all adult internet users are now blogging socially on Tumblr, including 11 percent of those between 18 and 29, MarketingProfs reported.

"The Internet has always been a platform for creators and curators," Joanna Brenner, a co-author of the Pew report, said in a statement. "Now, as social media services continue to grow and expand, the tools are more visual and social, and that seems to be attracting special audiences of early adopters."

Using Tumblr to promote internet video ads
Katherine Barna, Tumblr's head of public relations, told The Daily Muse that the new blogging service holds great potential for video advertisers to get the company's message out. For one, the site's audience is particularly keen on reposting fresh content, which can help to quickly spread word about an online video ad or another spot.

In addition, another benefit that Tumblr offers is that it is more customizable than other social media websites, Barna said. This allows a company can tailor its offering to better reflect its message using a variety of mediums, including video. Plus, features already built into Tumblr simplify the process for users to share content posted on the site to other portals such as Facebook and Twitter.

"[O]n the back end, there’s this media-rich following experience where you can stream all of your favorite content into one place – which is helpful for keeping up on what’s happening in your industry," Barna said. "Someone recently referred to it as a mullet approach: business in the front and party in the back!"

Big name brands such as Calvin Klein, Coca-Cola and MTV have already turned to Tumblr to reach the site's growing audience. According to compete.com, Tumblr's audience increased from more than 15 million unique visitors in August 2011 to more than 22 million unique visitors a year later.