The State of Social Video 2023: Part 1

By Henley Worthen · October 28, 2022

Around this time of year, it feels like time starts to move at twice the pace. Marketers & media creators go into hyper-speed preparing for the biggest consumer season of the year. So, while you’re focused on executing your end-of-year strategy, we’ve used our data to forecast the biggest trends we see on the horizon for 2023.

If you can’t wait, download the report: Navigating Social Video in 2023: What you need to thrive now. Over the next few weeks we will break down each key trend and share bite-sized data downloads that you can bring to your weekly strategy meetings.

In our upcoming 5-part blog series we’ll be discussing how to:

  1. Keep pace with evolving social video trends
  2. Leverage the booming creator economy
  3. Align with charitable campaigns
  4. Optimize offerings with AR & VR
  5. Get ahead of the search engine evolution

Without further ado, let’s dive into Part 1/5:

It’s all about that pace…

Trends seem to turn over faster and faster — which means marketers need to be predictive with measurements that not only let them benchmark but forecast what’s to come. You need to spot trends before they blow up.

In the report, Tubular found that TikTok sound trends have an average 2-week lifespan, while marketers usually face a 4-6 week turnaround time from conception to completion.

Key Data Points:

  • TikTok audio “It’s Corn” hit peak viewership only 10 days after posting
  • Trending sounds average a 14-day climb to peak after posting 
  • After peak performance, sounds decrease by 75% viewership in just 18.5 days 

If you’re using Social Listening techniques, you probably won’t see a popular soundtrack or social video challenge pop onto your newsfeed until it’s already reached peak viewership. At this point, you still need to research, strategize, create a branded concept, produce, and launch the content.

How can you get ahead of this? Find out more in the full report.

Simplifying the Social Video Universe

Tubular’s ContentGraph categorization technology organizes billions of videos into buckets so you can make sense of the social video universe. This helps you find the trends you need faster and understand why they’re resonating with audiences.

Consider how would hone in on opportunities within the general Sports category:

In the last 90 days, over 980M videos were uploaded on social video. For the record, that’s +10M per day. Social Listening techniques can quickly be exhausted when you consider that scope.

In the Sports category alone, that number goes down to 1.3M. Then, when cut into Categories (of which Tubular has +1,500) you see much more manageable numbers.

Then, delving into Topics (of which Tubular has +1M of ever-evolving category Topics) you can get into the nitty-gritty of niche content. These help you see what content is rapidly growing and which topics are over-saturated.

You can now easily and quickly uncover white-space opportunities so every dollar you spend on marketing and content creation reaches as many people as possible.

The faster social moves, the more you will need a partner who can make social video make sense. Instantaneous and predictive insights help you forecast where your industry is headed so you can climb to the top and continue to lead with confidence.

If you’re interested in learning more about our patent categorization technology, watch this short video on our product capabilities.

Can’t wait to learn more about the State of Social Video in 2023? We got you. Download the full-report now.

Stay tuned for next week when we’ll be covering the booming creator economy.

Be ahead of the curve in
the age of video.