Celebrating Remarkable Women in Social Video

Celebrating Remarkable Women in Social Video

Facebook and Instagram’s most popular content comes from media companies and brands. Then we pulled out some insights around the top creators and videos across Facebook and YouTube. The Growth of Women’s Day/Month Content in Social Video Over the last three years, International Women’s Day and Women’s History Month have made some impressive strides across social video platforms. Interestingly enough, the highest growth in views on International Women’s Day or Women’s History Month clips between 2017 and 2018 has actually been on Instagram and Twitter. Year-over-year, Instagram saw a 56.15% growth in Women’s Month/Day videos and Twitter saw a 45.42% increase. On Instagram, media companies and brands like Beautiful Destinations, GoPro, and MTV are using #InternationalWomensDay to highlight extraordinary women in their communities (though the much-loved Michelle Obama currently has the most-viewed Instagram video related to the topic with almost 2.3M views). 👇🏾#IAmBecoming #WellnessWednesday Facebook’s most-viewed Women’s Day/Month videos have also mostly come from media and entertainment companies, with MTV topping the charts again as the 2nd most-watched publisher of female-related content, just behind media company Because of Them We Can. Both brands had content that finished in the top in the top ten most-watched clips! On Twitter, however, the top creators for Women’s Day/Month are quite different. As such, creators, media companies, and especially brands (who could easily increase their presence around this topic) should make sure they include International Women’s Day or Women’s History Month content in their video strategy plans for 2020.

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Quick Insights:

  • Videos with content around International Women’s Day/Month content have generated 769.5M views since 2016.
  • There was an overall 27% increase in content related to the topic from 2017-2018.
  • Instagram and Twitter are the biggest platforms for content of this nature. The former’s most popular content comes from media companies, while the latter’s comes from businesses, brands, sports companies, and oddly enough, political and government organizations.
  • On YouTube, the top creators for Women’s Day/Month content are children’s programming channels.
  • Facebook and Instagram’s most popular content comes from media companies and brands.

Originally launched in 1911 to support the women’s rights movement, International Women’s Day celebrates the accomplishments of women despite boundaries, borders, and backgrounds. Of course, it helps that since 1975, International Women’s Day has taken place in March, which is officially Women’s History Month. Both the month and the particular day are recognized across not just traditional media outlets, but also across social video verticals as the world increasingly becomes more digital.

We decided to explore some of the remarkable creators succeeding at social video related to these topics. We first looked into how much the overall content about these two topics has grown over the last three years across video platforms. Then we pulled out some insights around the top creators and videos across Facebook and YouTube. Read on to see what we discovered!

The Growth of Women’s Day/Month Content in Social Video

Over the last three years, International Women’s Day and Women’s History Month have made some impressive strides across social video platforms. Overall, Women’s Month/Day videos have generated more than 769.5Mviews since exactly three years ago today. Additionally, total views on content related to these yearly celebrations grew+27% last year, from 264M views in 2017 to 360.5M in 2018!

Interestingly enough, the highest growth in views on International Women’s Day or Women’s History Month clips between 2017 and 2018 has actually been on Instagram and Twitter. Year-over-year, Instagram saw a 56.15% growth in Women’s Month/Day videos and Twitter saw a 45.42% increase. Influencers and media companies have undoubtedly uploaded the most Women’s Day/Month content since early 2017, with roughly 12.7K total clips uploaded across social platforms from influencers and just over 4K clips from media companies.

While brands aren’t far behind at about 3.8K videos uploaded cross-platform, influencers and media companies still pulled in the most views. Clearly, there’s an opportunity for brands to step up their video marketing around each annual Women’s Day/Month and figure out how they can grab a larger slice of those views (branded content, anyone?).

How Female-Centric Content Is Performing So Far This Month

On YouTube, some of the top creators pulling in Women’s Day/Month views in March have been, surprisingly, children’s programming channels. For example, both Chotoonz…

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