YouTube and the Rise of Clustersharing

  1. Tweens YouTube Clustersharing

In less than ten years, YouTube has emerged as a major cultural force. Over six billion hours of video are watched each month, with consumers uploading over 100 hours of video each minute. And its usage is broad, with more than 1 billion consumers visiting YouTube each month. Among these users are an increasing number of kids.

So many, in fact, that Google is actively working on plans to develop kid-friendly YouTube accounts for kids younger than its current minimum age of 13.


This is why a ‘YouTube strategy’ must be a vital part of family-focused marketing campaigns featuring digital content for their youth market.


The Rise of Clustersharing

Tweens YouTube Clustersharing: (n.) the act of sharing videos in person while hanging out with friends and familyYouTube provides an important social and creative outlet for tweens, and finding cool YouTube videos to share with others is a form of social capital. Not only can it foster bonding with friends, sharing a ‘cool’ or ‘funny’ video can help raise a kid’s social status. However, less than one-third (28%) of tweens say they have shared a video online.

Instead, based on observations and interviews, tweens most frequently share cool videos when hanging out (in person) with their friends and family huddled around laptops, tablets and phones. We call this phenomenon clustersharing. While this partly reflects the fact that not all tweens use social media, it speaks more to their desire to physically experience videos with others – to see, to feel and to share that experience, including their thoughts and emotions.

Besides sharing videos, tweens are also increasingly making and posting videos on YouTube. Theoretically, tweens should not be doing this, since it requires having a YouTube account (which are for kids 13 years+).

However, one-fourth of tweens have created online videos—some with their parent’s approval (and in many cases, enthusiastic support) and others by circumventing the rules they see as a limit on their fun.

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Research led by
Renee Weber, – VP Consumer Strategy and Research  – The Marketing Store
& Terence Burke, VP Qualitative Research – KidSay