Acumen Insights

Dare to Clustershare

Kidsay reports that YouTube provides an important social and creative outlet for tweens (ages 8 to 11), 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 only 28 percent of tweens say they have shared a video online. Instead, tweens most frequently share videos when hanging out (in person) with their friends and family huddled around laptops, tablets and phones. Kidsay calls this phenomenon clustersharing. While this partly reflects 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.

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