{"id":42424,"date":"2018-06-27T10:49:00","date_gmt":"2018-06-27T17:49:00","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/survey-results-millennials-social-video-habits\/"},"modified":"2025-02-25T15:54:21","modified_gmt":"2025-02-25T22:54:21","slug":"survey-results-millennials-social-video-habits","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/survey-results-millennials-social-video-habits\/","title":{"rendered":"Survey Results on Millennials’ Social Video Habits: 9 Key Questions Answered"},"content":{"rendered":"

Millennials use social video for a variety of reasons, from research and entertainment to communication with friends. Surprisingly, most millennials surveyed by ClearVoice have never published live video. Of the 33% of millennials who do publish live video, only 14% of that subset go live more than once per month.<\/strong><\/p><\/blockquote>\n

Social pundits will tell you that you need to invest more time and money into creating social videos for millennials, but what does your millennial audience actually want? ClearVoice decided to do an informal survey of nearly 150 millennials \u2014 mostly between the ages of 18-24 \u2014 to find out their opinions about online videos. Many of the results were to be expected, but some of the ways millennials engage with social videos may surprise you.<\/p>\n

Here’s what we learned.<\/p>\n

First, a question to set the stage:<\/h2>\n

\"Millennials<\/p>\n

No surprise here. Virtually every respondent is using social media multiple times per day. According to a MediaKix<\/a> survey, the average person spends nearly two hours per day on social media. On average, those same survey respondents spent 40 minutes per day on YouTube; 35 minutes on Facebook; 25 minutes on Snapchat; and 15 minutes on Instagram.<\/p>\n

Next, millennials’ social video consumption habits:<\/h2>\n

\"Millennials<\/p>\n

For sure, some great content that is more than a couple of minutes long pops up on news feeds, but if all things are even, it looks like the sweet spot for reaching millennials is between 30-60 seconds. Another way to look at this might be to say that 9 out of every 10 millennials responded that the optimal length for a social video is two minutes or less.<\/p>\n

A study performed by HubSpot\u00a0backs up this data<\/a>, though Hubspot also claims that the optimal length depends on the channel on which the content is being consumed. According to the report, Instagram videos that received the most comments were about 26 seconds long. Therefore, it is safe to assume that the magic spot for Instagram videos is about 30 seconds or less.<\/p>\n

Facebook videos tend to be able to capture users’ attention for a bit longer. Hubspot reports that its respondents engaged the most with videos that were approximately one minute long. If an organization wants to create a longer video, the report indicates that YouTube might be the optimal channel, as the most-engaged with videos are about two minutes long, according to the report. An example of an effective two-minute YouTube video is evidenced Coca-Cola spot:<\/p>\n