TikTok might be the first platform to be written into most marketing plans but, across the generations, this approach is unlikely to work, with Facebook remaining the most popular site to consume content, regularly used by two-thirds of Brits (66%), outpacing YouTube (62%) and Instagram (55%), with TikTok (50%) in last place.
Meanwhile, from a content consumption perspective, short-form videos and reels continue to dominate all spaces, being flagged as the preferred format for 40% of Brits, followed by long-form videos (22%).
So says a new nationwide study of 2,000 UK consumers by Adobe Express, “The Content by Generation Report” conducted by 3 Gem, designed to reveal generational and regional preferences and uncover exactly where each generation prefers to get its content from.
In stark contrast to video, long-form, audio-only podcasts sat at the bottom, with fewer than one in ten (8%) picking this as their go-to content medium, while only 11% said they got theirs through educational or AI-assisted tools.
Indeed, the latter half of the study only acts to back this up, with short-form viewing habits appearing to accelerate over time, as more than a third of those surveyed (35%) said they felt like they were definitely watching more short-form content than they were a year ago.
With such short-form content taking a front row seat, it is perhaps unsurprising that Brits continue to turn to dedicated video platforms to discover new trends, with TikTok and YouTube both standing level here at 43%, as well as Facebook, with all three outclassing each of the other platforms from our survey by a wide margin.
There has also been a major shift in consumer trends, with 37% of Brits now saying entertaining content is more engaging for them compared to only 17% saying they were still interested in influencer partnerships.
Basically, authenticity has become the all-important benchmark for quality, and almost half of Brits (49%) say they want more genuine and relatable content in their feeds going forward.
When it comes to the generational divide, however, the newer the platform, the more likely a younger generation is to adopt its use.
Nowhere is this more prominent than with TikTok, which remains the platform of choice for Gen Z. According to our survey, 80% of Gen Z regularly use TikTok, compared to just 20% of Boomers. Meanwhile, on the flip side, just under three-quarters of Millennials (69%) and Gen X frequently use Facebook, while only 33% of Gen Z appear to have adopted the platform.
Trends like these also prove to be similar from a content front as well, with younger audiences leaning more towards short-form videos. Here, at least 53% of Millennials placed short-form videos as their entertainment of choice, whereas only 24% Boomers said the same.
News content appears to be more important for older generations, with only 8% of Gen Z respondents seeking it out compared to more than a third of Boomers (34%) – this is in spite of Gen Z being very vocal about the causes they care about.
Lastly, influencer content still remains a firmly Gen Z and Millennial space, being a key attraction for 25% of Gen Z and Millennials but only 7% of Boomers. However, once more, authenticity in content is a must for all age groups, with 57% of Boomers specifically wanting brands to put more effort into this area.
Finally, the are also sandout differences between the various UK regions and how they like to consume their content.
First out of the blocks is Wales, where Facebook is the dominant platform, with over three-quarters (78%) of residents making use of it – making it the most popular region for Facebook in the UK.
In contrast, TikTok leads in London (66%), especially for finding new trends, with well over half (59%) of users going here first compared to only 38% in Wales and 28% in the South West regions.
Surprisingly, though, despite TikTok having a firm trend discovery lead in London, when it comes to short-video use, it is actually the North West that is out in front, followed closely by the West Midlands and Yorkshire, with just under half of those living in these areas (49%, 47%, and 46% respectively), picking short form videos over everything else.
However, despite not being near the top for TikTok use, it is Scotland that has seen the biggest growth in short-form video consumption in total, with 44% of respondents concluding that they definitely watch more short-form videos now than they did a year ago.
As for what attracts consumer attention the most, entertaining and humorous videos are still preferred by the majority of regions, though the South East lead here, with 42% of those we spoke to leaning towards this option.
And lastly, when it comes to what brands should be doing more of, authenticity once more caps out at the top of everyone’s agenda, being a must for 59% of viewers in Scotland and half of survey participants in Yorkshire (50%).
The report concluded: “Across the UK, the data reveals a clear shift in expectations: audiences want content that feels real, engaging and fit for the platforms they use most.
“Nationally, short-form video is the standout winner. Facebook still dominates in much of the UK especially older demographics, but TikTok leads cultural discovery and younger engagement. Authenticity has become the universal content currency, cutting across all age groups and regions.
“This presents brands with a straightforward strategic focus: create content that is short, relatable, platform-specific and genuinely useful or entertaining.”
Related stories
PwC: Act now so that data and tech spend gets results
Gartner: Industry must grasp ‘AI nettle’ or wither on vine
Decision Marketing at 15: The march of the robot army
Vast majority of GenAI initiatives remain stuck in pilots
‘Unmanageable explosion of AI data’ sparks privacy fears
Be the first to comment on "Revealed: How marketers can win the generation game"