If we look a little further into the future, we will find younger and younger social network users.

Social platforms such as TikTok are driving deep engagement, creating new opportunities for brands. According to data from InfluencerMarketingHub, users of this social network with less than 1,000 followers generate an engagement of 9.38% over Instagram’s 7.2%.

TikTok video recording

 

Investment in video advertising on social networks is expected to grow significantly in the coming years to reach $25.6 billion by 2023, 128% more than the $11.2 billion in 2018, according to forecasts by Business Insider Intelligence.

Social media audiences are self-segmenting and actual usage shows us that the younger generation is on YouTube and Instagram, which all have in common that they are multimedia and mobile first, and today face new competitors like TikTok or Twicht.

The young consumer is the one to watch. In less than 5 years this generation will have literally spent their entire lives online, and that also implies that new digital marketing strategies are needed to reach them. Video has then a lot to say.

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