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Tubular Labs’ Releases Report Surfacing Social Video’s Latest Success Stories

New report shows strategies around content timing, length and audience overlap can increase ROI and engagement on social video.

Tubular Labs, the world’s most trusted source for a unified view of social video, has released a new report around emerging trends across social platforms, aiding brands, agencies and creators for how to prepare for what’s to come in the second half of 2023.

In the report, Tubular uncovered insights including:

Timing Is Everything
Tubular researched what ingredients for social video can help creators and brands generate growth on platforms. Where short-form video has already been recognized as a tool for engagement, there are still growth opportunities for those looking to squeeze the most out of snackable content, such as:

  • Whitespace categories in #Shorts: Emerging categories like Food & Drink score the highest average views per video for YouTube #Shorts – even though video game and movie/TV videos dominate the number of uploads. Looking at views per category compared to uploads can show marketers where demand outweighs supply in their genre.
  • Timing depends on the content: Tubular research found some categories might benefit from posting even more short-form videos. For example, the average News publisher on YouTube posts 15% #shorts while Sports media, a top driver of short-form videos, averages 62% #shorts.
  • Nightly Scrollers Pay off for News Media
    Particularly for news creators, it can be challenging to push past the 24-hour attention cycle, but digging into trends from the first half of the year reveal opportunities for news publishers looking to expand their reach on social media.

  • Late Night Sweet Spot: In 1H 2023, news related videos posted from 10 p.m.-Midnight ET on YouTube saw the most views within the first 24 hours. While breaking news can happen at any time of day, packaging up evergreen content that stretches beyond the news cycle can be best served when many are night scrolling before bed.
  • Educate and Entertain: Tubular found that news topics on education and entertainment can live well-beyond their initial go-live date. During 1H, Insider Edition leveraged law enforcement videos that continue to grow viewership & ROI over time. The publisher received nearly 3x more views on YouTube videos originally posted 1-2 years prior than the other top creators combined.
  • Social Video Continues To Drive ECommerce
    Using Tubular’s Consumer Insights, marketers can see that social video and ecommerce are inextricably linked. By understanding what strategies and content types resonate with buyers, brands can expand out of their comfort zone and impact ROI.

  • Expand Into Adjacent Audiences: In 2023, a tumbler cup from century old outdoor gear brand, Stanley, went viral, reaching cult status. But it wasn’t outdoor enthusiasts propelling the trend. Tubular Consumer Insights reveals Stanley market share has increased for those who watch parenting & beauty related videos, thanks to the viral Stanley tumbler cup.
  • To find more 2023 social video trends from Tubular Labs, download the report here.

    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.