Focus Allocation — Facebook & Instagram: Facebook consistently generates the highest volume of video views for content catered towards males, followed by Instagram. Consumption of content on Facebook spiked during the early months of Covid, but has slowly decreased in August.
Social Content — Instagram: Relationship & Dating Humour, Sport Highlights and Sport Humour are top content buckets.
Social Content — YouTube: Stunts, Hip Hop Music, and UFC Highlights are top content buckets.
Social Content — Facebook: Top Sport Moment Lists, Prank Videos, and World Records are top content buckets.
Social Content — Twitter: BLM, Gaming Announcements, and Sport Highlights are top content buckets. Twitter was heavily dominated by sports content - 9 out of 10 top male-dominated Twitter accounts were related to sports.
Paid Tactic — Social Media: The content buckets above entice large, male-dominated audiences which presents an opportunity to reach them via display advertising or social media advertising. Potentially targeting the audiences of top creators with male-dominated audiences via paid social media channels is worth testing as well.
Content & Messaging — Social Media: Leverage the top-performing content buckets above for male-dominated audiences to better inform and refine your brand’s social media content strategy across relevant platforms.
Partnership Tactic — Social Media: Consider developing a strategic partnership approach with the appropriate creators of the top-performing content buckets above.
Facebook consistently generates the highest volume of video views from profiles with <65% male audience, followed by Instagram and YouTube. Consumption has fluctuated since April with an average of 21 billion video views per month.
Top 10 content creators with a male dominant* audience on Instagram are:
Top 10 content creators with a male dominant* audience on YouTube are:
Top 10 content creators with a male dominant* audience on Facebook are:
The top content on Twitter is...