Australia’s social video use more like Russia than US says study

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Australian brands are “laggards” when it comes to utilising social video apps such as Vine and Snapchat with the country’s profile more like Russia than the US according to a study by The Works and UTS University.

“It’s not a massively impressive story when you compare it to overseas markets. We are laggards, we are not embracing  this opportunity,” Douglas Nicol creative partner at The Works told an audience at Mumbrella360.

He was presenting the fourh round of research in The Datafication Project which the agency undertakes in conjunction with UTS  which aims to analyse “large social media data sets to get usable insights for marketers about how Australian consumers use social media”.

This year the project focused on social video platforms: who use them and how they engage with them, and Nicol presented a list of how the top 10 social brands are utilising the space, with Woolworths, Pizza Hut and XBox Australia making up the top three.

“Woolworths are doing some very interesting work with Jamie Oliver in this space,” he said. “Generally, a lot of brands aren’t involved in this area or aren’t doing it very well and are getting mixed results and mixed levels of engagement.

“We need to experiment with this more and need to be inspired from this more. We need to get in there and experiment and make mistakes and who does that will win in this area.”

The Australian top ten list:

  1. Woolworths
  2. Pizza Hut
  3. Xbox Australia
  4. KFC
  5. Flight Centre
  6. Vegemite
  7. Slurpee
  8. Catch of the Day
  9. Ticketex
  10. Coles Australia

The research also broke down who are using social video platforms, how they are using them and when.

According to the research, women use social video platforms more than men, with 66 per cent of Instagram videos women, 58 per cent of Vine users women and women representing 71 per cent of Snapchat users. Nicol said Australia’s stats are most similar to Russia’s.

“Without exception women dominate the use of these types of social platforms,” said Nicol.

“If you look at the country we best compare with, it’s not the UK, it’s not the US. Russia exhibits the same sort of behaviours of women having strong domination with men a little less involved in social media.”

The types of content people post on each platform are:

  • Instagram images: Food and drink, friends and family, selfies
  • Instagram videos: Music and dance, sport and action, animals
  • Vine: Funny and silly, selfie, music and dance
  • Snapchat: Funny and silly, friends and family, selfie

Users on Vine are more willing to like posts, with all platform users happy to comment equally, the research suggested with users typically posting across all platforms on a Sunday evening.

The full research can be read on the Datafication website.

Miranda Ward


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