U.S. Hispanics, African and Asian Americans and Facebook Video

By David Cohen Comment


Facebook users who identify themselves as U.S. Hispanics, African Americans or Asian Americans are 1.3 times more likely than average users to say that video helps them stay connected with their cultures.

Facebook IQ commissioned a survey by Qualtrics to study the value of video on the social network to multicultural audiences, and its other findings included:

  • 86 percent of African Americans believe cultural heritage is important to the way they define themselves, along with 84 percent of U.S. Hispanics and 81 percent of Asian Americans.
  • U.S. Hispanics are 1.5 times more likely than average users to watch video on their mobile phones or tablets multiple times per day, and that figure is 1.3 times for the other two groups.
  • Video topics that create cultural connections with multicultural audiences include family, food, language, music and sports.
  • Multicultural affinity clusters on Facebook are 1.3 times more likely than the average user to consume video content from brands longer.

FacebookIQCulturalConnectionVideo1 FacebookIQCulturalConnectionVideo2

Facebook IQ also offered the following takeaways for marketers on the social network:

  • Deliver mobile-friendly video: Multicultural audiences report watching video multiple times per day on either their mobile phones or tablets. Design video to play both with and without sound, engaging viewers even if a video is playing silently inline.
  • Capture attention with culturally relevant content: U.S. Hispanics and Asian Americans prefer watching video in English and in their native language. Employ “thumb-stopping creative” to bring brands to life with video that captures the importance of culture, perhaps including phrases from a viewer’s native language.
  • Understand video content preferences: Videos with content related to family, food, language, music and sports can create cultural connections. Consider catering to video-watching interests by featuring categories that appeal to U.S. Hispanics, African Americans and Asian Americans. For instance, showcase sports teams to U.S. Hispanic males, feature celebrities for African Americans and include how-to content for Asian American females.

Readers: What did you think of the findings by Facebook IQ and Qualtrics?