Adobe published a new report which talks about trends in short-form videos, including preferences and purchasing patterns. According to the report, TikTok is the top short-form video platform in countries including the US, Philippines, Brazil and Indonesia. Despite talks about TikTok being banned in the US, it is still the top platform when it comes to short-form videos. Even though TikTok operates as Douyin in China, the top search among the platforms in China was still TikTok.
The most engagements on TikTok are from Gen-Z (58%). The second most used short-form video platform by Gen-Z is Instagram (24%). Gen-Z use TikTok for an average 86 minutes daily, which makes about 10 hours per week. 65% of the surveyed people in America engage with multiple short-form video content throughout the day, with Gen-Z (83%) consuming short-form video content the most among them.
There are different types of short-form content users enjoy watching, with comedy (50%) being the top content. 44% enjoy watching entertainment content like movie clips or trailers. 42% also enjoy watching content based on animals and pets, while 36% love watching lifestyle and vlogging content. People enjoy watching content on TikTok because it's always diverse with a blend of humor, education and entertainment.
Short-form video content also influences the users’ purchasing decisions. 3 out of 8 respondents said that they have made a purchase based on the content they watched, with women (41%) more likely to do it than men (30%). TikTok is again the top platform to influence the shopping decisions of users. Gen-Z (90%) are the most likely to get impulsed to buy something after watching the content. The top products people bought after watching the content were clothing (38%), skin care (30%) and makeup (27%).
There is also a big diversification of platforms across different generations. Where most Gen-Z prefer platforms like TikTok and Instagram, millennials are more likely to use Instagram and Facebook. On the other hand, Baby Boomers are likely to watch short-form video content on YouTube.
Take a look at the chart below for more insights:
Read next: The Growing Popularity of AI Image Generation: How Different Generations Are Learning to Prompt Creatively
The most engagements on TikTok are from Gen-Z (58%). The second most used short-form video platform by Gen-Z is Instagram (24%). Gen-Z use TikTok for an average 86 minutes daily, which makes about 10 hours per week. 65% of the surveyed people in America engage with multiple short-form video content throughout the day, with Gen-Z (83%) consuming short-form video content the most among them.
There are different types of short-form content users enjoy watching, with comedy (50%) being the top content. 44% enjoy watching entertainment content like movie clips or trailers. 42% also enjoy watching content based on animals and pets, while 36% love watching lifestyle and vlogging content. People enjoy watching content on TikTok because it's always diverse with a blend of humor, education and entertainment.
Short-form video content also influences the users’ purchasing decisions. 3 out of 8 respondents said that they have made a purchase based on the content they watched, with women (41%) more likely to do it than men (30%). TikTok is again the top platform to influence the shopping decisions of users. Gen-Z (90%) are the most likely to get impulsed to buy something after watching the content. The top products people bought after watching the content were clothing (38%), skin care (30%) and makeup (27%).
There is also a big diversification of platforms across different generations. Where most Gen-Z prefer platforms like TikTok and Instagram, millennials are more likely to use Instagram and Facebook. On the other hand, Baby Boomers are likely to watch short-form video content on YouTube.
Take a look at the chart below for more insights:
Read next: The Growing Popularity of AI Image Generation: How Different Generations Are Learning to Prompt Creatively
