We need to clarify these two distinct video styles. Social media is "SOCIAL" as it relates to the viewer through visual, audatory and emotional cues. How does social media relate to "ME"? It is more personal.
Commercials, on the other hand, are general purpose video that follow a formula to reach a wide audience. It is like throwing out a net when fishing and hope you catch some fish. We have tuned out this approach with the advent of the remote control.
We like to call it "TARGETED DEMOGRAPHICS" but not all demographics are as what they once were. The ethnic diversity and economic segmentation has created a real divide in people's persception. For instance, a 100k/year Afro-American, Latino or Caucasian have different persceptions of what is important. We have what I would call MICRO DEMOGRAPHICS, social media will have to be tailored to the micro level.