Celebrating Remarkable Women in Social Video

Celebrating Remarkable Women in Social Video

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Quick Insights:

  • Videos with content around International Women’s Day/Month content have generated 769.5M views since 2016.
  • There was an overall 27% increase in content related to the topic from 2017-2018.
  • Instagram and Twitter are the biggest platforms for content of this nature. The former’s most popular content comes from media companies, while the latter’s comes from businesses, brands, sports companies, and oddly enough, political and government organizations.
  • On YouTube, the top creators for Women’s Day/Month content are children’s programming channels.
  • Facebook and Instagram’s most popular content comes from media companies and brands.

Originally launched in 1911 to support the women’s rights movement, International Women’s Day celebrates the accomplishments of women despite boundaries, borders, and backgrounds. Of course, it helps that since 1975, International Women’s Day has taken place in March, which is officially Women’s History Month. Both the month and the particular day are recognized across not just traditional media outlets, but also across social video verticals as the world increasingly becomes more digital.

We decided to explore some of the remarkable creators succeeding at social video related to these topics. We first looked into how much the overall content about these two topics has grown over the last three years across video platforms. Then we pulled out some insights around the top creators and videos across Facebook and YouTube. Read on to see what we discovered!

The Growth of Women’s Day/Month Content in Social Video

Over the last three years, International Women’s Day and Women’s History Month have made some impressive strides across social video platforms. Overall, Women’s Month/Day videos have generated more than 769.5Mviews since exactly three years ago today. Additionally, total views on content related to these yearly celebrations grew+27% last year, from 264M views in 2017 to 360.5M in 2018!

Interestingly enough, the highest growth in views on International Women’s Day or Women’s History Month clips between 2017 and 2018 has actually been on Instagram and Twitter. Year-over-year, Instagram saw a 56.15% growth in Women’s Month/Day videos and Twitter saw a 45.42% increase. Influencers and media companies have undoubtedly uploaded the most Women’s Day/Month content since early 2017, with roughly 12.7K total clips uploaded across social platforms from influencers and just over 4K clips from media companies.

While brands aren’t far behind at about 3.8K videos uploaded cross-platform, influencers and media companies still pulled in the most views. Clearly, there’s an opportunity for brands to step up their video marketing around each annual Women’s Day/Month and figure out how they can grab a larger slice of those views (branded content, anyone?).

How Female-Centric Content Is Performing So Far This Month

On YouTube, some of the top creators pulling in Women’s Day/Month views in March have been, surprisingly, children’s programming channels. For example, both Chotoonz TV and Ever After High have released Women’s Day specials, which are two of the top three most-watched clips on the platform this month based on 2nd-day average view counts (V2).

On Instagram, media companies and brands like Beautiful Destinations, GoPro, and MTV are using #InternationalWomensDay to highlight extraordinary women in their communities (though the much-loved Michelle Obama currently has the most-viewed Instagram video related to the topic with almost 2.3M views).

View this post on Instagram

As I read through your feedback on my book, one theme that keeps popping up is how to empower the women around us—whether that's our girlfriends, coworkers, or the women we see at the gym or at happy hour. Empowering each other is a big question and can take a lot of forms, but one thing I know is that it's up to us to be there for each other—especially those who often feel overlooked—because when someone shows genuine interest in your growth and development, it can make all the difference in the world. So for#WomensHistoryMonth, I want you to let me know how you’re making an impact on another woman's life. Whether that’s joining a mentoring program, asking your boss about how they’re planning to get more women’s voices at the table, or simply taking 10 minutes to lend an ear to your coworker over coffee, I want to hear what you’re up to! Let me know in a short video or in comments below. 👇🏾#IAmBecoming #WellnessWednesday

A post shared by Michelle Obama (@michelleobama) on

Facebook’s most-viewed Women’s Day/Month videos have also mostly come from media and entertainment companies, with MTV topping the charts again as the 2nd most-watched publisher of female-related content, just behind media company Because of Them We Can. Brands like biscuit company Parle-G and home cleaning products brand Brawny Towels also performed well with their Women’s Day/Month content this month. Both brands had content that finished in the top in the top ten most-watched clips!

On Twitter, however, the top creators for Women’s Day/Month are quite different. The platform boasts some of the highest views on related-content over the last few years, the majority stemming from businesses, brands, sports companies, and political and government organizations. Both NASA and [email protected] are some of the most-watched brands on Twitter so far this month, along with FOX Soccer and Great British Racing. Spectrum Business and United were in the top three, while politics and entertainment companies JOE Politics and Joe.co.uk rounded out the remaining two spots in the eight most-watched creators on Twitter this month for Women’s Day/Month videos.

Something interesting happened when we changed our search parameters to most views after the first day of a video’s release (V1). Facebook displayed a strong presence from the U.S. Army and Air Force across its top 20 most-viewed clips. These videos showcased women’s involvement and careers within their ranks. The top 20 most-viewed clips also included author and former California first lady Maria Shriver, wrestling entertainment company WWE, and veteran-supporting nonprofit Make the Connection. Finally, equine food brand Purina Horse Feed joined Brawny Towels and Parle-G as some of the only brands to attract significant views within the first day after releasing a video.

Top-performing videos on Facebook for Women's History Month or International Women's Day
(Top 10 videos on Facebook about Women’s History Month or International Women’s Day, ranked by highest first-day views – V1. Data exclusive to Tubular.)

Overall, it’s clear online audiences are eager to consume Women’s Day/Month content across all the major social video platforms. As such, creators, media companies, and especially brands (who could easily increase their presence around this topic) should make sure they include International Women’s Day or Women’s History Month content in their video strategy plans for 2020. As an example of brands killing it with female-based content, why not check out Nike’s success with its latest “Dream Crazier” ad?

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