Social video is optimising lean-through engagement for digital natives, with simple editing features, filters, and music. Value for younger digital natives (those aged            lies in co-creation, sharing and liking. User-generated content (UGC) creation has contributed to the success of short-form video, as users seek to have an impact within social media ecosystems through creating and sharing unique experiences. TikTok is driving this lean-through consumer behaviour, with weekly active user (WAU) engagement for the platform increasing by            between            2020 and            2021. Despite this, TikTok monetisation still lags behind social video leader YouTube, which generated            billion in ad revenues 2021. This contrasts with the MIDiA estimate of            billion total TikTok revenue generated in 2021. Optimising lean-through monetisation will help close the gap for TikTok.

Methodological note: 

• MIDiA Research            social video as user-generated content            video content that is uploaded,            and engaged with on social            apps
• MIDiA Research            ‘lean in’ as interactive consumption            likes, comments, Facebook shares, etc.)
• MIDiA Research            ‘lean through’ as creative behaviour            to consumption (creating replica and            user generated content (UGC) for            on social apps)
• MIDiA Research            younger digital natives as those                      
• MIDiA Research            older digital natives as those                      

Companies and brands mentioned in this report: ByteDance, Dubsmash, Facebook, Fit Analytics, Instagram, Musical.ly, Shopify, Snapchat, SoundOn, TikTok, Twitch, Twitter, Vine, YouTube