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New Tubular Labs Report Shows Strong Social Video Presence Impacts the Bottom Line for QSR

The report analyzes how the top 15 fast food brands are using social video to differentiate and reach Gen Z diners

Tubular Labs, the global leader in social video intelligence and measurement, today announced new findings surrounding the quick-service restaurant (QSR) industry as it relates to social video. In this new report, “Nourishing Relations with Fast Food Diners,” Tubular divulges how brands and agencies can leverage insights to strategically reach the Gen Z audience.

This audience spends over 25% of their waking time on social media and most of them are not watching TV regularly. As a collective whole, they spend more than 1.5M years watching social video content each month. (Yes, years.) They’re also watching longer content – the average watch time Gen Z spends per video is nine minutes while other demographics average only three minutes.

The fast food restaurant category is projected to grow by 22% over the next five years and social video viewership of QSR owned and earned content has risen 39% on YouTube in the last two years. As brands lean into authentic and relevant conversations with this next wave of customers, it’s vital that they also build a solid social video content strategy, cultivate the ability to anticipate trends, and stay on the leading edge of innovation.

“Brands need to do more than just “show up” in the right places to engage with Gen Z. Because their generational POV shapes and shifts culture so quickly, social video presents an opportunity for brands to focus on becoming an integral part of what these audiences are interested in,” said Tubular Labs CMO, Josh Schmiesing.

In the report, brands and agencies can learn:

1. How to create opportunities to connect culturally with audiences

2. When to use social video to complement other media channels

3. Why embracing the science of social video planning leads to maximum brand impact

For more insights, download the entire report here.

Methodology
For this report, Tubular Labs analyzed brand activities, influencer content, audience viewership and shopping behaviors across social platforms for the top 15 quick service restaurant brands by total 2020 sales. (Including McDonald’s, Starbucks, Subway, Taco Bell, Chick-fil-A, Wendy’s, Burger King, Dunkin’, Domino’s, Panera Bread, Pizza Hut, Chipotle, Sonic Drive-In, KFC, and Arby’s).

About Tubular Labs

Tubular Labs, the social video intelligence company, is the only solution to provide a unified view of the content, interests and behaviors of audiences across YouTube, Instagram, Facebook, Twitch, and more. With the largest social video database covering over 11 billion videos and 32 million creators, Tubular helps hundreds of household name brands, leading agencies and the largest media properties grow their business and lead on social by anticipating trending content and new creators. For more information, visit www.tubularlabs.com.