Almost 8 in 10 Americans aged 12 and older currently use some form of social media, according to the latest annual Infinite Dial report [PDF] from Edison Research and Triton Digital.
The one format that is driving significantly higher shares on Facebook is videos.
This infographic from Quick Sprout illustrates some of the elements that go into creating create posts for YouTube, Facebook, Twitter, Pinterest, and Google+.
YouTube videos only make up roughly one-quarter of all videos posted by brands on Facebook.
Image and video post interaction rates on Facebook dropped on a year-over-year basis in Q3, as they did in Q2, with the opposite trend apparent for link and text posts.
More than seven in 10 women said they shared online videos on Facebook.
This year, 204.2 million people in the US will watch digital video content via any device at least monthly, representing 78.6% of internet users and 63.5% of the population.
Mixpo noted that respondents were looking for more than just a social video view or time spent with an ad; they wanted users to take additional steps after seeing the placements.
Nearly nine in 10 US advertising executives polled said they planned to run a video ad campaign on Facebook in the coming year—the highest response rate out of all networks.
Advertisers running video ads on social media are more interested in metrics such as engagement with interactive elements and shares than they are with views.