There is no doubt that social media video is fundamental for a successful long-term marketing strategy; video content will continue to drive the internet for years to come. You will find that when you go to a brand or company page on social media platforms such as Facebook or Instagram, it is packed with highly visual content that builds a relationship with their audience, videos especially. It is clear to see that the demand for video content is ever-increasing, despite it still being at a budding stage.
The Rise of Social Media Video & What It Means for Businesses
If your brand or company is not taking advantage of social media videos, whatever niche your business is in, you are absolutely leaving money on the table, and here’s why:
- 93% of videos on Twitter are accessed on the go, from mobile devices.
- Views for branded video content on YouTube have almost doubled over the last 3 years.
- Facebook has seen a huge 258% increase in branded video views from 2016 to 2017.
- When compared to a photo tweet, a video tweet has 6x higher chance of getting retweeted.
- Facebook Live videos receive 10x more comments than a regular video.
Here are 4 marketing tips that can help your business gain more exposure using video on social media platforms:
Upload Native Video Content
When you have a video to post, do this directly to Facebook instead of posting YouTube links. Native videos on Facebook get 10x more exposure than a link to another platform like YouTube.
In an extensive study conducted by Quintly, where they analysed 167,000 FB profiles and 6 million posts, it was discovered that Facebook native videos received 478% more shares and 110% more interactions.
This clearly indicates the fact that Facebook is prioritising native videos uploaded to its platform over external video links from sites such as YouTube.
There could be two possible reasons why native videos are performing better:
- Native videos begin to play automatically as you scroll down your feed, while YouTube videos need to be manually played.
- Native videos play inside Facebook’s environment, while YouTube videos play on an external page causing users to leave the Facebook platform in order to watch the video.
Both of these factors play a huge role in improving the experience for a regular Facebook user. Which makes native videos valuable not only to users, but also to Facebook.
Keep it Short and Sweet
Get to the point of your message with videos for social media, look around at other brands and see how each of their videos get to the point quickly. This is because they are considered “bitesized” as they don’t require much of their audience’s attention, as 80% of the social media content is being consumed via mobile devices. Successful social media content revolves around instant gratification, because that’s what the users are demanding. Social media users today want to…
- Consume content without wasting much time
- Keep track of the latest happenings around them
- Be informed on trending topics of their interest
- Get entertained there and then before moving on
Make the first 10 seconds count
According to a consumer study done by Microsoft, it was found that the human attention span has dwindled to 8 seconds from 12 seconds back in the year 2000. Which is lesser than the attention span of a goldfish.
With this in mind, always remember that your audience could lose interest within the first few seconds, so it is crucial that you make a strong first impression with your script and choice of imagery.
Subtitles are also an extremely important to include subtitles for your video, as social platforms like Facebook autoplay videos without sound, so be sure that your subtitles are clear and readable.
Call to Action
Social media video may not be the only weapon in your social media marketing arsenal, but it is definitely a major one. Which means you need to put in serious effort into creating video content that is not only worth watching but also worth sharing.
However, in order to get a good ROI from your social media video marketing efforts, you need to have a strong and clear call to action embedded in it. Because if you are not encouraging your audience to act, then what’s the use of creating social media video content for your brand?
In order to create an effective call to action, you need to first identify the objective or goal that you are trying to achieve. Once you are clear on it, it will be easier for you to get people to take action.
So if you weren’t already incorporating social media video into your digital marketing campaign, now you know that you should, and you also have 4 simple tips to get you started!