The Importance of Video Content

The closer we approach 2025, the more relevant video content has become for businesses of all sizes. A recent report by Pew Research Center sheds light on the changing landscape of social media usage in the U.S. This report highlights which platforms are most popular, who uses them, and how this information can benefit your business.

For any brand looking to grow its online presence, this data emphasizes one undeniable truth: video content is essential. Let’s explore how each social media platform’s user base can help shape your video content strategy—and why now is the time to act.

The Most Popular Social Media Platforms: Where Your Audience Is

According to Pew’s latest research, a few social media giants remain at the top, but each has a unique user demographic that businesses should understand and consider when creating content. Let’s take a closer look at each platform:

Which social media platforms are most popular

YouTube

  • Popularity: YouTube remains one of the most widely used platforms across all age groups.
  • User Demographics: It has an even distribution among various age groups, making it a versatile platform for reaching different audiences. While younger users are very active, older users also frequent the platform, which gives brands a wide audience to engage with.
  • Content Recommendation: Given YouTube’s vast user base and preference for video, it’s an ideal platform for long-form content, tutorials, product demos, and storytelling. Its reach can help your brand tap into both younger and older demographics effectively.

Facebook

  • Popularity: Despite growing competition, Facebook still boasts a substantial user base, especially among older adults.
  • User Demographics: Facebook’s user demographics skew slightly older, with a strong following among users aged 30 and up.
  • Content Recommendation: Given Facebook’s versatility, it’s a great platform for sharing a mix of content, including videos. Video content on Facebook is highly engaging, especially when it includes live events, interactive elements, or behind-the-scenes looks that feel personal to the viewer.

Instagram

  • Popularity: Instagram is highly popular among younger audiences, especially those aged 18-29.
  • User Demographics: The platform skews younger, making it perfect for businesses targeting Millennials and Gen Z.
  • Content Recommendation: Short-form video content such as Instagram Stories, Reels, and IGTV are ideal here. These formats are quick, engaging, and help brands show personality, which resonates well with Instagram’s younger audience. Brands that create visually engaging content, such as product showcases and how-to videos, can thrive here.

TikTok

  • Popularity: TikTok has rapidly grown, becoming a go-to platform for younger audiences, especially Gen Z.
  • User Demographics: TikTok’s user base is primarily younger, with a significant number of users under 30.
  • Content Recommendation: TikTok is all about short, engaging, and often humorous or relatable video content. Brands looking to connect with younger audiences can leverage trends, challenges, and bite-sized content to reach and engage TikTok users. Authenticity and creativity are crucial to success on this platform.

LinkedIn

  1. Popularity: LinkedIn is the primary platform for professionals and B2B audiences.
  2. User Demographics: LinkedIn users are generally professionals, often aged 25 and above.
  3. Content Recommendation: Video content on LinkedIn can be focused on thought leadership, industry insights, and brand values. Companies can use LinkedIn for webinars, informative video series, and behind-the-scenes content that appeals to business professionals and industry peers.

Why Your Business Needs Video Content Now More Than Ever

The data from Pew Research highlights how different demographics use each platform, but one trend remains constant across them all: users are engaging with video content at higher rates than ever. Here are a few key reasons why investing in video content for social media is essential for your business:

Video Content Increases Engagement

  1. Studies consistently show that video content garners higher engagement than text or static images. This is particularly true on platforms like Instagram and TikTok, where users expect and prefer video content. Videos capture attention more effectively, allowing brands to communicate their message quickly and clearly.

Video Boosts Reach and Visibility

  1. Social media algorithms favor videos, often giving it more reach than other types of posts. Platforms like YouTube and Facebook push videos higher in users’ feeds, helping businesses reach a broader audience. By creating regular, high-quality videos, your brand can increase its visibility and stay top of mind with potential customers.

Video Builds Trust and Connection

  1. Video content allows for a more personal touch, helping brands build trust with their audience. Whether it’s a behind-the-scenes video or a live Q&A, videos enables businesses to show authenticity and transparency. This is essential for platforms like LinkedIn and Facebook, where users appreciate seeing the human side of a brand.

Appealing to a Younger Audience

  1. Platforms like Instagram and TikTok dominate with younger audiences who have a preference for short, engaging videos. If your business is targeting Millennials or Gen Z, having a strong presence on these platforms with well-crafted dynamic videos is essential. Even on YouTube, younger audiences are drawn to content that feels genuine and relatable.

Video Content Drives Conversions

  1. From product demos to customer testimonials, video content is a powerful tool for driving conversions. Potential customers are more likely to make a purchase after watching a video about a product or service. By strategically placing your videos on the right platform, businesses can guide their audience through the buyer’s journey more effectively.

Getting Started with Video Content for Your Business

Creating effective videos for multiple platforms may seem daunting, but it doesn’t have to be. Start with these steps:

  • Know Your Audience: Use the demographic insights from Pew Research to understand where your audience is and what they want to see. If you’re targeting young adults, consider focusing on TikTok and Instagram with short, creative videos.
  • Match Content with Platform: Each platform has its strengths, so tailor your content to fit. LinkedIn users may appreciate educational or professional insights, while TikTok users may respond better to quick, fun, and authentic content.
  • Stay Consistent: Posting regularly helps maintain engagement and keeps your brand relevant. Consider creating a content calendar to plan video posts across platforms.
  • Measure and Adjust: Use analytics tools to measure engagement on each platform. Learn what works and adapt your strategy to maximize reach and impact.

Ready to Elevate Your Social Media Strategy?

Understanding where your audience spends time online and what kind of content they want to see is crucial. The latest insights from Pew Research highlight just how essential video content has become in today’s social media landscape. If you’re looking to take your social media presence to the next level, now is the time to invest in video.

At Aanpas, we specialize in helping businesses create dynamic video content that resonates with their audience. Whether you need assistance with video production, editing, or a complete content strategy, our team is here to bring your vision to life.

Visit aanpas.com today to get started on creating video content that will engage, inspire, and convert your audience!