We keep a keen eye on top categories across social video to uncover what is trending and what type of content audiences want to watch. Our team refreshes these Category Infographics quarterly so you can stay attuned to the need-to-know info on consumer behavior, website activity, brand preference, video content relevance, and more.
Sometimes you want a captivating infographic to walk you through the latest and greatest, but other you need a bullet point you can bring to your team meeting that supports your latest inspired idea.
Here are the key learnings from our latest update on the Beauty, Gaming, and Food & Beverage categories:
The Food & Beverage video category
Foodie lovers have driven growth in this content category by 55% since last year. Here are the flagship statistics from our latest investigation:
- Men make up 58% of F&B viewers.
- Views grew from 314B → 488B in the last 365 days (55%+).
- Category white space opportunities: Food Hacks – Average views after 30 days +900k with only 881 videos in this category.
- Category white space opportunities: Frozen Drinks – Average views after 30 days +600k with only 521 videos in this category.
- Oversaturated categories: Street Food & Muckbang have over 40,000 videos in this category.
- Food & Bev viewers are >6.5x more likely to also watch content about Low-Carb & Gluten-Free diets, Fermentation, and Glycemic Index Diets.
- Food & Bev viewers are >2.8x more likely to buy these product categories: Frozen Pizza, Tofu, and Chicken Thighs, Drumsticks & Wings.
- Food & Bev viewers are 3.7x more likely to buy from the brand Hot One’s.
- Food & Bev views are >2x more likely to buy from these brands: Tasty, Minute Maid, Kellogg’s, and KitchenAid.
- Food & Bev viewers are >14.5x more likely to visit these websites: coke.com, instacart.com, cheetos.com, and foxyfolksy.com.
The Beauty video category
This video category touts highly engaged viewers who are very likely to drive conversions in adjacent categories.
- Though Beauty is traditionally a female-dominated category, male viewers make up 41%.
- Views grew from 109B → 142B in the last 365 days (30.3%+).
- Category white space opportunities: Hair Products – Average views after 30 days +277k with only 6,185 videos in this category.
- Category white space opportunities: Beauty Hacks – Average views after 30 days +241K with only 4,072 videos in this category.
- Oversaturated categories: Hairstyles > 47k videos in this category, Nail Care >16k videos in this category.
- Beauty viewers are >8x more likely to also watch content about Anti-Aging, Tanning, Afro-textured Hair, and K.Beauty.
- Beauty viewers are >3.8x more likely to buy these product categories: Setting Powder, Hair & Scalp Treatments, and Mindful Beauty Cosmetics.
- Beauty viewers are 4.2x more likely to buy from the brand E.L.F Cosmetics
- Beauty views are >2.8x more likely to buy from these brands: Rimmel, CeraVe, and Redken.
- Beauty viewers are >17.5x more likely to visit these websites: realtechniques.com, urbanoutfitters.com, bloomingdales.com, and beauty.magnet.com.
The Gaming video category
One of the biggest video categories on social video drives major sales and feeds tons of adjacent categories.
- The Gaming category is dominated by males 18-24.
- Views grew from 634B → 687B in the last 365 days (+44B).
- Categories white space opportunities: Music & Dance Games – Average views after 30 days +258k with only 1,058 videos in this category.
- Categories white space opportunities: Animal Video Games – Average views after 30 days +6,561K with only 74 videos in this category.
- Oversaturated categories: Adventure Video Games > 717k videos in this category, Action Video Games >775k videos in this category.
- Gaming viewers are >7.2x more likely to also watch content about Announcement Trailers and TVs.
- Gaming viewers are >2.4x more likely to buy these product categories: Graphics cards, Comic Books & Graphic Novels, and Collectible Figures.
- Food & Bev viewers are >2.4x more likely to buy from the brand Razer.
- Food & Bev views are >1.8x more likely to buy from these brands: Hot Ones, Oculus, and Pokémon
- Food & Bev viewers are most likely to visit these websites: gamerdigest.com asiatoday.co.kr, teamliquid.com, onepunchmanga.net, and aerosoft.com.
Get more from Tubular’s Category Infographics (also available for the Travel, Sports, Music, Electronics, Fashion, and Automotive categories). Empowering yourself with one-off stats is great, but seeing the visual landscape is priceless.