The Rise of Video Marketing on Social Media Platforms

By Sameer Panjwani March 28, 2018

In this fast-paced world where user attention spans are decreasing day by day, the best decision that you can take is to include videos in your marketing plans.

No matter what the end product or service is, a video is the new key component of a successful marketing campaign.

However, if you miss this flight, staying competitive in today’s digital world is going to be really hard.

As companies plan out their budgets and marketing strategies for 2018, social media is one marketing strategy that’s going to stay in focus with videos forming a large part of it.

Gone are days when YouTube was the sole website where people used to watch videos.

New platforms like Vimeo, Wistia etc. have cropped up and have their own loyal audience.

Online video content has expanded to almost every social network and YouTube no longer enjoys the monopoly it used to although, it’s still the world’s largest video search engine.

So, if you regularly frequent these social media platforms, you may already have noticed an increase in video content.

To help you understand just how big this valuable marketing strategy has become, here are a few stats taken from Inc.com:

  • Approximately 500 Million users watch videos on Facebook daily.
  • Snapchat claims to generate 10 billion video views daily.
  • 82% of users watch video content regularly on Twitter.
  • Over 5 Billion video views happen daily on YouTube.

Types of video content marketing you can consider are:

  • Advertisements
  • Live Streams
  • Presentations
  • Product Demos
  • Product Reviews
  • Testimonials
  • Tutorials
  • Video Blogs (Vlogs)
  • Video Interviews

To help you get going on this crucial new marketing idea, we’ve put together information on how to add video to each of the major social media platforms.

  • Twitter
  • Snapchat
  • Facebook
  • YouTube
  • Instagram

Twitter

Once upon a time, Twitter was just a micro-blogging platfrom limited to sharing just 140 characters of information.

But of late, Twitter is slowly becoming a silent killer. It continues to innovate and expand its video platform making it easy for businesses to share video content.

When it comes to creating personal engagement, Twitter is a great place to undertake 1-on-1 interactions.

However, the key to utilizing Twitter’s video options is to stay engaged with your audience.

You can accomplish this by replying to a tweet using your camera option and selecting video.

Thereafter, instead of typing a tweet, film your tweet response. It takes only a few seconds to tape the video and post it as a reply, but the rewards can be boundless.

Sharing video content on Twitter has taken branding on a whole new level. Additionally, this type of engagement is more personal and leaves less room for misinterpretation.

Also, with a character limit of 280, many users tend to use their own version of short-hand. The problem?  What makes sense to the writer doesn’t always make sense to the reader.

However, with a quick video tweet, you don’t have to compress words to fit everything in; you just need to speak clearly.

You can use Twitter to upload announcements, promotions, information, and ads.  Tips for Twitter videos include:

  • Personalize your videos. Videos that show people in the first few moments are likely to be viewed 2X times.
  • Videos that have a clear beginning, middle, and an end to it tend to have increased viewership.
  • Make sure to have the aspect ratio set to 16:9 as around 90% of viewers’ watch videos from smartphones.
  • Focus on branding to take advantage of the fact that most viewers use Twitter to get information.

Facebook

Over 4 billion video views happen every day on Facebook. No wonder, Facebook videos are a great way to tell rich stories and make the most of your online marketing strategy.

Branded Facebook videos have become the number one way for many businesses and entrepreneurs to reach their target audience.

With valuable data insights and multiple video ad products, businesses have a good reason to utilize this ever-expanding social platform.

Gone are the days when the only way to get a video on Facebook was to paste a YouTube link.

Now, you can upload the same video both on Facebook and YouTube and measure the outcome.

Moreover, the latest Facebook algorithm focuses on targeting native videos for selecting the top stories for your Newsfeed.

So, what does this mean for the marketers – Native videos on Facebook have a better chance of being viewed than YouTube linked videos.

But, if you are wondering, why Facebook did this? Well, probably to compete with Google.

YouTube is owned and operated by Google and as Facebook works to become more competitive than Google, it is understandable that they would prefer not have YouTube links.

Right now, Facebook is well on its way to becoming a strong competitor for content and video marketing and distribution, and they know it.

The platform has added numerous features in just a matter of months that let us know they are committed to expanding the amount of attention they will be giving to easy video marketing.

So, if you want to make the most of Facebook videos, here’re some quick tips and tricks to increase your presence on Facebook.

  • Have product promotions, funny videos, and DIY tips.
  • Have a live broadcast using the Facebook Live feature.
  • The first 3 seconds are what matters in Facebook as they count as a “view”.
  • Make sure your videos are 1 minute in length. Anything more than that, and you risk losing your audience.
  • Remember to cater to smartphone users. Keep the ideal aspect ratio as 16:9.
  • Make use of captions to hold your audiences’ attention. This is also handy since about 85% of FB videos are viewed in mute thanks to the default settings.

Lastly, make use of the “Creator” app by Facebook that contains exclusive tools for making, streaming, and marketing your videos.

What does all this mean for you?  Well, Facebook gives you the power to target consumers like never before.

It’s a continually expanding resource for video marketing across more than one major platform that is unlikely to disappear anytime soon.

Instagram

A hot platform for image sharing that became even hotter after Facebook acquired it, Instagram has been able to track 800 million monthly users till date.

If you wish to take advantage of this massive platform and stay at the top of your user’s minds, you’ll need to present your product or service creatively in the form of a shared video or video advertising.

Also, don’t forget about video ads. They occur between Instagram’s organic feed and can be an effective social media marketing option for marketers as they have a very high view rate.

A good way to make the most of Instagram is to take a closer look at Instagram Stories.

This video style creates a temporary 10-second picture or video clips that are positioned at the top of an Instagram feed.

Already a recognized marketing tool for expanding your brand’s visibility, it can create an enormous amount of engagement with your target audience.

A few ways you can use the Stories option is to offer exclusive content, provide behind the scenes activity, or show-off a product in action.

Experts recommend the following tips for using Instagram for video marketing:

  • Keep the length of your videos between 30 to 60 seconds.
  • For Instagram Stories, stick to 10-second
  • The ideal aspect ratio is 16:9 or 1:1 of videos. Stories should be in portrait mode.
  • Optimize comments and captions with hashtags. It’s been shown that adding one hashtag in a caption can result in 12% extra engagement.

Snapchat

Snapchat is enormously popular right now with no signs of any downfall.

If you are over the age of 29, however, you may be asking, “What exactly IS Snapchat???”

And, even if you’ve heard about it, you may not know exactly how it works. Since most of its users are Millennials and teens, it’s easy to understand why.

Ever since it’s launch 10 years back, Snapchat has expanded quite a bit but the basic premise remains the same.

The main idea behind Snapchat is that the pics, messages, and videos sent are temporary.

For example, if one user sends another user a photo and when that photo is opened, the receiver can only see it for 10 seconds.

Thereafter, it gets automatically deleted by the app.  So, essentially, with Snapchat, the phrase, “What happens on the Internet, stays on the Internet…Forever” no longer applies.

As of now, Snapchat has over 2 Billion video shares a day. It’s also one of the few platforms that lets you draw original content on top of the media.

And that’s the reason why the younger generation prefers it over anything else.

In Snapchat, videos can be set-up to be viewable anywhere from one second to 24 hours before auto-deletion.

This control over how long it remains available helps create an urgency to see the media before it disappears.  That urgency translates into better focus when viewing the video.

The best use of Snapchat would be to show the launch of new products, advertise upcoming events and trade shows, etc., as well as give sneak peaks behind the scenes of your company or business.

Here’re a few valuable tips to create Snapchat worthy videos.

  • Video length should be between 10-60 seconds.
  • Make sure to record in a vertical format and viewers tend to engage more.
  • Focus on making your first snap video especially engaging to avoid the 22% drop-off that can happen from the audience losing interest.

YouTube

Last, but definitely not least, we come to YouTube, the world’s largest video search engine. Despite increasing competition, YouTube is still a solid platform for video marketing, and it is doubtful it’s going anywhere soon.

YouTube is the still the best video marketing platform to target an audience via DIY videos, video tutorials, testimonials, and more.

The trick to using YouTube in today’s expanding video market is making sure people can find you amid the increase in content it receives daily.

Some basic guidelines for creating an ideal YouTube video include:

  • Keep the length under 5 minutes. Of course, if you have especially engaging content that will need more time, like a tutorial, that’s ok.
  • The best aspect ratio should be 16:9. This is especially important since current statistics show that 60% of YouTube viewers do so on smartphones.
  • If you are planning to include a Call to Action (CTA) the ideal location is at the 30-second
  • Keep any ads placed before or during the video short, so you don’t lose your audience.

It is also important to note that the most viral posts on YouTube are almost 10x longer than viral videos on Facebook.

One benefit of YouTube compared to other social media platforms is the ability to actually create and maintain a “channel.”

With your own channel, you can write, direct, film and start in your own “TV Show” online.

Doing so will allow you to increase your brand’s visibility in a way that none of the other platforms currently offer.

Its long history of being user-friendly and making embedding and sharing as simple and clicking a link keeps it in the running for video marketing today.

Video Marketing is on the Rise – It’s Time to Catch the Elevator

If you’re looking to gain more engagement on multiple social media platforms, video marketing should be your ultimate goal.

According to optinmonster.com statistics of how video marketing can help your business include:

  • Video marketing achieves a 54% increase in brand awareness.
  • Video marketing achieves 66% more successful leads annually.
  • 5% of video marketers get results with video marketing.
  • 83% of video marketers report excellent Return on Investments (ROI).
  • 82% of video marketers consider this type of marketing a crucial part of their plans.
  • 73% of non-marketer have reported making a purchase after watching a video.
  • 97% of video marketers using explainer vids claim it aids users in understanding their business better.
  • 94% of video marketers view videos as a valuable tool.
  • In one survey, 81% of video marketers showed an increase in sales.
  • Others surveyed showed support calls were reduced when video marketing was implemented.

Takeaways

It’s important to understand that social video will continue to grow and evolve as a key factor in content marketing.

And as this evolution continues, online marketing who are the prime users of this emerging trend, are going to have significant roles in deciding what direction it develops.  This role allows you to experiment with what works and what doesn’t.

Hence, marketers must take advantage of this opportunity to play with different approaches.

Then, talk with your peers about what ideas have worked and what haven’t.

Try the variety of tools and apps readily becoming available to be as creative as possible.

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Sameer Panjwani

Sameer Panjwani is the Founder & CEO of Mondovo.com, an online marketing toolset that helps you track your rankings, monitor your site stats, and research your competitors. A man of many talents, Sameer is currently on a mission to help 1 million businesses grow organically through his products and services.

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