Introduction on Why Video is Important in Social Media Marketing
Marketing has come a long way over the years, especially since web 2.0 took over. Nowadays, just having information about your company on your website isn’t enough. Companies have started using social media to help tell their story in a fun and user-friendly way. Unfortunately, many companies are missing a huge component to social media. That component is video.
Video content marketing is one of the most powerful ways to market a product or service. Videos have been proven to capture consumer’s attention longer than both text or image. In fact, 87% of online marketers use video content (SocialMediaToday). If you’re not using videos for your social media marketing campaign, someone else will!
You didn’t think I would write about the importance of videos on social media without including a video, did you?
Why Use Videos in Marketing?
Videos are an easy and effective way to tell a story. Other than live demos, videos are the most optimal way to show case your brand or whatever message you want to get across. If that isn’t enough to convince you to use videos, please refer to the facts below:
- Social video generates 1,200% more shares than text and images combined (SmallBizTrends)
- 55% of people watch videos online every day (Insivia)
- 98% of users say they’ve watched an explainer video to learn more about a product or service (Wyzowl)
- 4 times as many customers would rather watch a video about a product than read about it (Animoto)
- Video encourages social shares. In fact, 76% of users say they would share a branded video with their friends if it was entertaining (DreamGrow)
This video gave viewers a 360 degree (hence the brand name Degree Men) to experience Stephen Curry up close on a more personal level. On top of having superstar Stephen Curry, the video was also narrated by music producer DJ Khaled. With over 12,433 Retweets and 19,044 Likes, this video had great success (Degree Men Tweet)!
How Popular Are Videos On YouTube (DMR)
Online video has literally exploded during the last 5 years, with YouTube reporting that mobile video increases by 100% every year. Every minute, 300 hours of video are uploaded to the site. Within another year, video will account for 70% of all Internet traffic, according to recent studies. Here are some more hard facts about videos on YouTube:
- Smart phones are no longer the future, they are the present.
- More than half of YouTube views come from mobile devices.
- Almost 5 billion videos are watched on YouTube every single day.
- YouTube gets over 30 million visitors per day.
- The average viewing session lasts more than 40 minutes. This is up more than 50% year over year.
- 6 out of 10 people prefer online video platforms compared to live television
In General, Why Should My Company Use Social Media?
First and foremost, the four major consumer social media platforms (Facebook, Twitter, Instagram, and Snapchat) are free and easy to use. Social media is great for developing a loyal community of followers. Simply being able to respond to consumers with into seconds shows that your company is serious about its customer service efforts.
On the more analytical side of thing, social media increases digital exposure, boosts traffic and SEO rating, expand sales, reaches a new audience, and can ultimately cut marketing costs (Hootsuite).
Is It True That Executives Prefer Text Over Videos?
59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video. In fact, 75% of executives watch work-related videos on business websites at least once a week (MWP).
What Social Media Platforms are Popular (Inc)?
Twitter: 82% of Twitter’s audience watches video content
YouTube: More than 5 billion video views are watched each day
Facebook: Around 500 million people watch Facebook videos every day
Instagram: 80% of users follow a business on Instagram
Snapchat: Generates 10 billion video views every single day
How Long Can Videos Be on Social Media (SproutSocial)?
|Platform||Maximum Length of video|
|140 seconds long|
|YouTube||12 hours (must be under 128GB)|
|60 seconds long|
|Snapchat||60 seconds (6 consecutive 10 seconds snaps at once)|
This really depends on what social media platform you are using. For example, Instagram is going to have stricter length restricts compared to YouTube based on the essence of the platform. Refer to the chart below for the default video length requirement. There’s a reason that Instagram and other social media platforms only allow 60 second videos. According Animoto, nearly two-thirds of consumers prefer video under 60 seconds (Animoto).
Social Media Divided by Platform (SocialMediaToday)
Twitter feeds have the fastest scroll, which is why brands should focus on creating eye-catching content. Brands can use Twitter to upload teaser, announcement, advertisement, promotional, education, and user-based content.
Since viewers prefer Twitter to gather information, brands should focus on branding while sharing a video content on Twitter rather than promotion
Around 90% of videos are watched on mobile phones, this means it is important to optimize your videos to be view able all viewing devices.
- Perfect for brands that want to get more engagement with their customers
- With Google owning YouTube, videos on YouTube will have a higher organic rank compared to any other type of type of video.
- There are options to include links on the video directly and/or including links in the bio.
- There are options to include in-video surveys, where you can collect data
Last time you watch a video on Facebook, did you have the sound on? In fact, 85% of Facebook video is watched without sound (Digiday). This is important to know when making videos specifically for Facebook.
- Great for building awareness through videos
- The more people share your post, the more it will show up on user’s timeline
- Videos are an exceptional forum for engaging directly with the audience
- There is always a chance that your video will go viral
- Just because your video goes viral, that doesn’t mean that it’s a good thing. If you post a controversial video and everyone bashes on it, your brand image could suffer. It takes years to win a customer, but it only seconds to lose one (DeVrye)
- Perfect for attracting millennials
- Owned by Facebook, so the paid ad structure is pretty much the same
- This is a great way to show that your brand is run by humans and not robots
- Perfect for attracting millennials
- Snapchat gives brands a great opportunity to show the behind the senses of a company
- There currently no hashtags to help new people find your brand
- Hard to track success of your Snapchat campaign
Next time you need to run a social media marketing campaign, make sure to use video as much as you physically can! Just remember to make sure the video is:
- Interesting, entertaining, and/or has emotional appeal
- Works on both mobile and desktop
- Complements with your company’s marketing plan
“Insivia.” 27 Video Stats For 2017, Insivia, 9 Nov. 2017, www.insivia.com/27-video-stats-2017/.
“Social Media Marketing Explainer Video – SF Bay Area Web Design.” Tech Design Studios, 14 July 2015, youtu.be/A3bfvxDEgn0.
“Video Marketing Statistics 2016.” Survey: The State of Video Marketing 2016, Wyzowl, 2017, www.wyzowl.com/video-marketing-statistics-2016/.
Carmody, Bill. “How to Leverage Social Media In 2018: A Video Marketing Guide for Brands.” Social Media Toolkit, Inc., 2 Dec. 2017, www.inc.com/bill-carmody/how-to-leverage-social-media-in-2018-a-video-marketing-guide-for-brands.html.
Chudleigh, Joel. “10 Statistics That Show Video Is the Future of Marketing.” MWP Digital Media, My Web Presenters Ltd, 5 Aug. 2015, mwpdigitalmedia.com/blog/10-statistics-that-show-video-is-the-future-of-marketing/.
DeVrye, Catherine. “Http://Ljournal.ru/Wp-Content/Uploads/2017/03/a-2017-023.Pdf.” ‘It Takes Years to Win a Customer and Only Seconds to Lose One.’ , 2017, pp. 1–2., www.greatmotivation.com/media/pdf/26-It-takes-years-to.pdf.
Foreman, Curtis. “10 Types of Social Media and How Each Can Benefit Your Business.” Hootsuite Social Media Management, Hootsuite Inc., 20 June 2017, blog.hootsuite.com/types-of-social-media/.
Hainla, Liis. “8 Powerful Reasons You Need to Use Video Marketing.” DreamGrow, DreamGrow, 20 Jan. 2018, www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/.
Hutchinson, Andrew. “Social Video Marketing Tips for Small Business [Infographic].” Social Media Today, Industry Dive, 21 Nov. 2017, www.socialmediatoday.com/news/social-video-marketing-tips-for-small-business-infographic/511350/.
Lister, Mary. “37 Staggering Video Marketing Statistics for 2018.” The Word Stream Blog, WordStream, 5 Feb. 2018, www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics.
Mansfield, Matt. “27 Video Marketing Statistics That Will Have You Hitting the Record Button.” In Marketing Tips, Small Business Trends LLC, 4 Oct. 2016, smallbiztrends.com/2016/10/video-marketing-statistics.html.
Men, Degree. “Think You Can Keep up with Curry? Find out in This 360° Video #RedefineWhatsPossible.” Twitter, Degree Men, 20 Apr. 2017, twitter.com/DegreeMen/status/855147095723999232.
O’Neill, Megan. “The 2015 Video Marketing Cheat Sheet [Infographic].” Animoto Blog, Animoto Inc, 7 May 2015, animoto.com/blog/business/video-marketing-cheat-sheet-infographic/.
Patel, Sahil. “85 percent of Facebook video is watched without sound.” Digiday, Digiday, 17 May 2016, digiday.com/media/silent-world-facebook-video/.
Smith, Craig. “160 Amazing YouTube Statistics.” DMR, DMR, 13 Mar. 2018, expandedramblings.com/index.php/youtube-statistics/.
York, Alex. “Always Up-to-Date Guide to Social Media Video Specs.” Sprout Social, Sprout Social, 13 Sept. 2017, sproutsocial.com/insights/social-media-video-specs-guide/.