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New Report Finds Social Media Video Now Sees as Much Consumption Time as Traditional TV

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New Report Finds Social Media Video Now Sees as Much Consumption Time as Traditional TV


Underlining the rising influence of online content in broader media consumption, a new study conducted by the Consumer Technology Association, to be released in conjunction with the annual CES industry event, has found that US consumers now spend almost as much time streaming videos on social platforms as they do watching traditional TV.

As reported by Variety, the study, which incorporates responses from over 2,000 respondents, shows that, overall, user-created content on social platforms now accounts for 39% of weekly media hours consumed by Americans, versus 61% for traditional media.

You can see the breakdown in this listing, with traditional TV consumption taking up 18% of overall media consumer time, against 16% for user-generated content online.

And as you would expect, that trend is even more pronounced among younger consumers.

As per Variety:

“Teens 13-17 spend 56% of their media time with user-created content compared with just 22% among consumers 55 and older.”

The data underlines the evolving shift away from traditional media, and towards more democratized social media platforms as the key form of content consumption. Which is important to note for brands – though it is also relevant to note that traditional TV and subscription-based video, right now, still takes up the lion’s share of media consumption time.

While there’s clearly significant value in UGC, and big benefits for exposure and audience building in social apps, there’s also still something to be said for editorially-defined content. And while VOD services look set to be the death knell for traditional TV, despite younger consumers aligning with individual creators more than channels and shows, moderation and publishing control do still play a key part in sorting the cream from the crop, and amplifying that material to bigger audiences.

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That has changed, of course, over the past decade, but it is interesting to note the significant role that editorially-curated content still plays in the broader media landscape. Younger consumers are far more aligned with individual creators that they find and subscribe to, and that is a key daily consumption trend to note. But in terms of spending your media dollars right now, there remains significant value in these legacy (for lack of a better term) formats, that could drive strong results.

In other words, don’t put all your eggs in one content basket, but do ensure that you’re aware of the latest consumption trends, which are set to be shaken up again over the next decade as we see a new wave of metaverse-native creators taking up this new stage.

The CTA study also found that around 20 million creators in the US are monetizing their content in some way online, with the average income for online creators sitting at $768 per month.

Of revenue earned by creators, 28% is from merchandise or fan experiences; 27% is from content subscriptions; 27% is from a la carte payment for content; 16% is from tips; and 2% is from other sources.”

While platforms are working to add more monetization options for creators, in order to retain top stars, and keep their audiences coming back for more, merch and subscriptions remain the top earners, with tips still a way behind.

Which makes sense. While people may well like, and even love certain creators, they’re still not overly likely to pay for something that they can get for free. For creators, that means that you need to work on your added value proposition to maximize your revenue streams, and developing products and/or services that you can provide in addition to your regular content to boost your opportunities.

See also  'Flurona' is a great example of how misinformation can circulate

It’s an interesting report on the current state of the media landscape, and the changes that have transformed the way that media distribution works to a large degree. Given this, if you want to maximize your brand messaging in 2022, you should be looking to diversify, with popular UGC in your niche now a key pipeline for many brands to reach the right audience.

That could be even more effective than TV ads, which have long been viewed as the premium ad placement option. TV ads will still secure greater brand awareness in many respects, but depending on your audience, there could also be better, more valuable ways to connect.



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TikTok’s Working on a New, Opt-In Function to Show You Who Viewed Your Profile

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TikTok's Working on a New, Opt-In Function to Show You Who Viewed Your Profile


I’m not entirely sure what value this might bring, but TikTok is reportedly working on bringing back the option to see who viewed your profile in the app over the preceding 30 days, which would provide more transparency over user interest.

As you can see in these screenshots, uncovered by app researcher Kev Adriano (and shared by Matt Navarra), TikTok looks to be testing an opt-in functionality that would enable you to see who’s checking out your TikTok profile, while users would also be able to see when you’ve checked out their profile as well when this feature is switched on.

Which TikTok used to have, as a means to increase connections in the app.

TikTok profile views notification

As you can see here, TikTok used to provide a listing of people who’d checked out your profile, with a view to helping you find others to follow who may have similar, shared interests. TikTok removed the functionality early last year, amid various investigations into its data sharing processes, and with several high-profile cases of TikTok stalkers causing real-world problems for platform stars, it made sense that it might not want to share this information anymore, as it likely only increases anxiety for those who may have concerns.

But I guess, if stalkers wanted to check out your profile they wouldn’t turn the feature on, so maybe, by making it opt-in, that reduces that element? Maybe.

I don’t know, I don’t see a heap of value here, and while I can understand, when an app is starting out, how this sort of awareness might help to increase network connections, I’m not sure that it serves any real value for TikTok, other than providing insight into who’s poking around, and likely increasing concerns about certain people who keep coming back to check out your profile again and again.

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Maybe there’s a value for aspiring influencers, in reaching out to potential collaborators who’ve checked out their stuff, or maybe it works for hook-ups, if that’s what you want to use TikTok for, which is why the opt-in element is important.

But much like the same feature on LinkedIn, mostly, it seems pretty useless. I mean, it’s somewhat interesting to know that somebody from a company that you’d like to work for checked out your profile, but if they did, and they didn’t feel compelled to get in touch, who really cares?

There is a limited value proposition here, in that getting in touch with those who did check out your profile could result in a business relationship, similar to the above note on potential collaborators on TikTok. But I’d be interested to see the actual percentage of successful contacts made is as a result of these insights.

I can’t imagine it’s very high – but maybe, if you give users the choice, and they explicitly opt-in, there is some value there.

Seems like stalker tracking to me, and potential angst and conflict as a result.

There’s no official word from TikTok as to whether this option will ever be released at this stage.





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‘Flurona’ is a great example of how misinformation can circulate

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'Flurona' is a great example of how misinformation can circulate


This transmission electron microscope image shows SARS-CoV-2—also known as 2019-nCoV, the virus that causes COVID-19—isolated from a patient in the U.S. Virus particles are shown emerging from the surface of cells cultured in the lab. The spikes on the outer edge of the virus particles give coronaviruses their name, crown-like. Image captured and colorized at NIAID’s Rocky Mountain Laboratories (RML) in Hamilton, Montana.
Source – NIAID, CC SA 2.0.

In early January, Israel confirmed its first case of an individual infected with both the seasonal flu and COVID-19 at the same time, authorities reported. The two infections were found in an unvaccinated pregnant woman who had mild symptoms.

At the rime, the Times of Israel said, “Some reports suggested this marked the first such dual case in the world, but reports of patients with both flu and COVID-19 surfaced in the US as early as spring 2020.”

And it was the Times of Israel that helped the story to go viral by using a catchy, made-up name – “flurona” – and reporting that this is the “first” such case in the country, which some people read as the first case ever.

One news outlet went about amplifying the anecdotal report into “a new nightmare to keep us awake at night.” All the hype over this supposedly new and nightmarish disease did nothing more than fuel the amount of misinformation already bogging down social media platforms.

Scientific American suggests that physicians and scientists just don’t seem to be able to get the right message across to the public about what is real, what is treatable, and what is downright false.

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Yes, you can catch the flu and Covid

Let’s look back a bit to the start of the pandemic. In March 2020, hospitals were being overrun with patients. At that time, COVID testing was still rather sluggish and expensive. So doctors often ordered several tests for patients, trying to identify — or eliminate from suspicion — other possible infections.   

And yes, any number of patients were found to have not only COVID-19 but nearly 5 percent of patients tested had another viral respiratory infection, too. At first, doctors worried more for these patients, whose immune systems were fighting two battles at once. 

“What we found was actually that patients who had Covid plus another infection — they had lower rates of inflammation in their body and were less likely to be admitted to the hospital,” said Dr. Sarah Baron, a physician who helped author a study in the Journal of Antimicrobial Chemotherapy to describe the findings.

While the study was small in the number of patients involved, it may offer an intriguing look at how one virus suppresses the effects of another – something called viral interference.

Researchers have known about viral interference since the 1960s when a group of scientists noticed that a live vaccine against polio and other enteroviruses also seemed to protect against unrelated viral respiratory diseases like influenza.  

For the week ending December 25, 2021, the U.S. Centers for Disease Control and Prevention reported that 6.2 percent of people tested for flu were positive, and 1,825 people were admitted to U.S. hospitals with flu that week.

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So I would suggest to everyone that first – remember there are many reliable news sources on the Internet. Secondly, if a story you read sounds outrageous, take a few minutes to research it. You may just find out how inaccurate it may be.



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12 Helpful SEO Tools for Your Brand in 2022 [Infographic]

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12 Helpful SEO Tools for Your Brand in 2022 [Infographic]


Search engine optimization can be a complicated process, but every year, more tools and options are added to help simplify and streamline your efforts, which can provide you with valuable insights and guidance that hasn’t previously been available so easily.

The right tools can transform your strategy, and as such, it’s worth keeping track of the latest tool additions as you look to learn more about what people are searching for, and how you can create content and offers to align with those behaviors.

Which is where this new listing from PageTraffic comes in. The below infographic outlines 12 newer SEO tools that are worth a look in 2022.

More insight is always better, and these apps may just become a key pipeline to better understanding for your business.



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