With the ever-increasing amount of content being produced and published on social media platforms, you may be wondering how best to capture your target audience’s attention. A simple answer, video.
A 2017 HubSport survey reported that users are more likely to consume video content thoroughly instead of skimming or multitasking while engaging with the media. Additionally, video generated 12 times more shares over social than text and image content combined. Beyond awareness campaigns, consumers are also looking for brands to utilize videos to demonstrate product features and help with the purchase decision.
With YouTube gaining the second most traffic out of all websites and over 1 billion users, it is obvious that the social media platform dedicated specifically to video has been a success. However, video has also been a successful at driving engagement across a variety of platforms.
On Facebook, videos gain 135% more organic reach when compared to photos. This will become increasingly important for marketers as organic content reach has decreased across social media platforms. Facebook has capitalized on the trend by launched multiple video options, such as direct upload for native videos, which can result in higher engagement rates.
Facebook has also launched Facebook Live, which allows viewers to connect and engage with your content. This can be a great way to provide more impromptu interactions and allow for behind the scenes videos and other informal content.
Videos can also be incorporated into the ad space you purchase on the platform and can be shown to consumers as in-stream, feed or in story content. These different video formats provide marketers with options to best reach their target market.
Although photos still rain supreme for engagement on Instagram, time spent watching videos on the platform increased by 40% in 2016. Similar to Facebook, Instagram also offers a variety of options for video content. Instagram stories allow for videos up to 15 seconds, which can include organic content or paid advertisement.
Since launching in 2016, Instagram stories have been a huge success and are used by more than half a billion people. Additionally, businesses have also made use of stories “with one-third of the most viewed stories coming from businesses.”
Instagram’s most recent addition, IGTV allows for longer video up to 60 minutes and the company boost that the feature is built for mobile viewership stating that “longer vertical video in Instagram makes it even easier to get closer to your audience and be discovered by new people.”
In addition to allowing for videos to be uploaded to the platform, Twitter has also launched live videos through a Periscope integration.
Like all social media platforms, Twitter enables for promoted videos and allows marketers to choose different delivery options including in-stream video ads, which provides the ability “to target people while they’re already viewing related video content,” as well as prominent locations on users Twitter feed.
Videos can also be integrated into Twitters conversational ads, which build upon Twitters focus on hashtags to include call to actions that can be tweeted by users in order to increase brand engagement.
Given videos current success in gaining consumers attention and engagement, I believe that social media companies will continue to innovate and find new ways to further integrate videos on their platforms. How has your organization used videos in your marketing strategy? What opportunities and limitations has the medium presented to you?
Facebook: Learn why video is the true content king and how it can help you connect with your audience http://bit.ly/35SSQVi
Twitter: Learn why video is the true content king http://bit.ly/35SSQVi #marketingtips #socialmedia #contentmarketing #videomarketing