Cultural Connection: The Value of Video

People’s connection with video is undeniable. With more than 8 billion video views per day, we are seeing this come to life on Facebook in many different ways.1

People are using video to connect with their culture. In a survey Facebook IQ recently commissioned with Qualtrics, we found that people who self-identify as US Hispanic, African American or Asian American are 1.3X more likely than the general population to say that video helps them stay connected with their culture.2 And culture is essential: 84% of US Hispanic, 86% of African American and 81% of Asian American survey respondents said cultural heritage was important to the way they define themselves.2

The importance of video is reflected in how it accompanies Multicultural audiences throughout their day. Compared to the general population, our survey results show that US Hispanics are 1.5X more likely and African Americans and Asian Americans are 1.3X more likely to watch video multiple times a day on either their mobile phone or tablet.2

We also learned from survey respondents that videos with content related to family, food, language, music and sports can create cultural connections with Multicultural audiences.2

Multicultural_Video_01

 

In analyzing our own video data, we looked at Facebook’s US Hispanic, African American and Asian American affinity advertising clusters, which are built based on people’s affinity with content associated with these cultures, to further examine the value of video.

We found that people in each affinity cluster are active creators and consumers of content. When it comes to video from brands, audiences within Multicultural affinity clusters on Facebook are 1.3X more likely than the general population* to consume brand video content longer.3**

 

Multicultural_Video_02

What it means for marketers

US Hispanics, African Americans and Asian Americans made up 38% of the US population in 2014.4 That figure is projected to reach 58% by 2060.4 Regardless of cultural background, video has the power to convey cultural nuances that can help brands connect with Multicultural audiences across screens.

Deliver mobile friendly video: Multicultural audiences report watching video multiple times a day on either their mobile phone or tablet. Design video to play both with and without sound, engaging viewers even if a video is playing silently inline.

Capture attention with culturally relevant content: US Hispanics and Asian Americans prefer watching video in English and in their native language. Employ “thumb-stopping creative” to bring brands to life with video that captures the importance of culture, perhaps including phrases from a viewer’s native language.

Understand video content preferences: Videos with content related to family, food, language, music and sports can create cultural connections. Consider catering to video-watching interests by featuring categories that appeal to US Hispanics, African Americans and Asian Americans. For instance, showcase sports teams to US Hispanic males, feature celebrities for African Americans and include how-to content for Asian American females.

 

*For purposes of this post, the general population is defined as the population of the US, excluding 1) people who self-identify as US Hispanic, African American or Asian American or 2) people who belong to the Multicultural affinity clusters on Facebook.

**Longer video content refers to videos for which at least 75% of the content has been played.

 

Sources:
1 Facebook internal data, Sep 2015.
2 “Multicultural Video” by Qualtrics, US only (Facebook-commissioned online study of 1,600 people ages 18–65, including respondents who self-identified as Hispanic, African American or Asian American), Oct 2015.
3 Facebook internal data, US only, Oct 11–20, 2015. Analysis of video consumption and engagement of people ages 18–65, including people in the US Hispanic, African American and Asian American affinity clusters.
4 “2014 National Population Projections” by US Census Bureau.