Last week, HubSpot’s 2021 State of Marketing Report reveals that video is the highest content advertising and marketing technique utilized by manufacturers whereas social media is ranked as the highest advertising and marketing channel.
With information like that above — and all of the rising social media video platforms on the market — it is develop into apparent that social media advertising and marketing and video content go hand in hand.
While creating nice social media movies in your firm may be an extremely efficient advertising and marketing tactic, every social media content technique should not be a one-size-fits-all strategy. To be sure that your movies are seen and unfold high quality model consciousness, you will want to make sure you’re making the best movies for the best audiences on the best platforms.
With new video publishing choices showing on social platforms repeatedly, figuring out the place your content will dwell is a part of the content advertising and marketing battle.
To assist you determine the place to publish your video content — and which varieties of movies to publish — we surveyed 300+ shoppers to discover out the place they mostly watch movies on social media.
Below, we’ll reveal the outcomes and some professional ideas for constructing one of the best social media video-sharing technique for 2021 — together with one from an professional at Wistia.
Where are Consumers Watching Social Media Videos?
In current years, Gen-Z-targeting platforms like TikTookay and Instagram have been on the rise. But should you assume that everybody’s primarily watching video on these platforms, you may be stunned by what our ballot discovered.
When I requested shoppers “On which social media platform do you most commonly watch videos?”, 35% of respondents mentioned YouTube.
While it is not stunning that YouTube or Facebook, a number of the world’s greatest on-line platforms, are the popular video viewing websites, solely 8% of respondents mentioned they primarily watch movies on Instagram — one of many pioneers of Stories and dwell video.
Another stunning discover was that 20% of respondents — or 1 in 5 folks — primarily use TikTookay (the youngest social community on the listing) for video viewing. While this does not essentially imply you want to shift your entire technique to TikTookay, it does present that the platform might proceed to have a promising future for content entrepreneurs.
If this information has you nervous that you simply’re publishing movies on the improper platforms, take a breath. Remember that this is only one casual client survey. Had we polled a particular age group, folks from a particular trade, or shoppers from totally different areas, the outcomes might need swayed to different platforms — like LinkedIn or Twitter.
However, despite the fact that this is only one small survey, it does remind us that a mixture of older and newer platforms, like YouTube and TikTookay, are the go-to video platforms for huge audiences.
Now that we have gotten an thought of the place shoppers are primarily watching social media movies, we’ll stroll you thru a couple of ideas for sharing one of the best movies for various social media audiences.
Tips for Sharing Social Media Videos
1. For most platforms, zone in on snackable content.
The world is turning into extra fast-paced each day. While many individuals are watching social media movies of their spare time, some are watching them between conferences, whereas in line on the retailer, or on public transit. Even if folks do have time to watch hours of video, there’s a lot on the market that they will need to scroll to extra content nearly instantly after their video begins.
That’s why one social media video technique to concentrate on in 2021 is mastering the artwork of “snackable” or tremendous short-form content.
“Using snackable videos on social can actually drive more engagement than static images,” says Meisha Bochicchio, Content Marketing Manager at Wistia. “A recent study discovered that 60% of entrepreneurs noticed extra clicks with video posts in contrast with static pictures.”
When it comes to creating efficient snackable content, Bochicchio says, “First issues first, needless to say most social media platforms will robotically begin enjoying video content as viewers scroll. So, be sure that your movies are autoplay-friendly. Keep them brief and put your key messaging within the first few seconds. For instance, check out this video from Wistia asserting their State of Video Report.”
“Remember that most people won’t hear your audio, so make sure your videos are also silent-friendly,”Bochicchio advises. “Consider textual content overlays, or add captions straight on platforms like LinkedIn, Twitter, and Facebook.
In the video instance under, Wistia marks the launch of their sequence “Show Business” with a captioned video that enables viewers to get key info with none sound.
To study extra about this technique, take a look at this publish on snackable content, or this publish that highlights the newest short-form video developments.
2. Test totally different video codecs, too.
While snackable content is a good tactic to harness in 2021, you may nonetheless publish longer movies, so long as they’re participating and precious to your viewers.
For instance, whereas folks won’t need to watch a two-hour industrial, they may watch an extended dwell video Q&A, an interview with a thought chief, or a video that tells an extended, however entertaining story.
Here’s a terrific instance of a TV-episode-length, Clio-winning video created by Pepsi:
While you may definitely take a look at longer-form video, you can even take a look at out different codecs, corresponding to dwell streams, interactive movies, and buying movies on platforms like Instagram and Facebook.
As new video codecs emerge, it may be useful to decide if they could work in your model and design a take a look at round them.
Be certain you determine and monitor the best success metrics. For instance, should you’re testing an extended video, have a look at its views and dropoff charge to see how lengthy viewers keep tuned. Meanwhile, should you attempt a extra interactive strategy like a dwell stream or Q&A you can even pay attention to feedback, engagements, and shares on the content when you’re dwell.
3. Meet your video audiences the place they’re.
As with any social media technique, some content will carry out higher on some social media platforms moderately than others. While snackable, consumer-facing content may carry out effectively with YouTube, Facebook, and TikTookay’s massive client audiences, a B2B advertising and marketing video or a Q&A with a company thought chief may carry out higher on a professional-facing community like LinkedIn.
Luckily, to create a terrific advertising and marketing technique, you do not (and should not have to) place your movies on each single social media platform. However, it is best to analysis the demographics of every main community, determine which audiences may have interaction most along with your content, and begin publishing movies the place it makes essentially the most sense in your model and targets.
Then, proceed to regulate platforms you have dominated out in case they proceed to evolve and supply your model extra viewers alternatives sooner or later.
4. Don’t all the time lean on repurposed content.
When I used to be a startup marketer, I cherished to repurpose content every time it was attainable. And, again then, when social media platforms have been much less advanced, this technique would work.
Today, it could actually nonetheless be helpful for manufacturers to repurpose some video content for various platforms after they have related audiences and options. This will also be a good way to take a look at whether or not your content technique for one platform will work with one viewers.
However, as a result of realizing your social media viewers is extra essential than ever, you may want to take into account having a barely totally different video technique in your most essential video platforms. While there will probably be instances the place you may simply repurpose content to save time or bandwidth, some platforms like TikTookay and Instagram are evolving with algorithms that would deprioritize your content if it has a watermark from one other community.
5. Embrace influencers — and clients.
Even should you’ve performed your whole analysis and churn out movies day by day, it could actually nonetheless be extremely onerous to publish a viral piece of content that grows your viewers.
Luckily, there are consultants on each social media platform who understand how to create movies. And, a few of them will even create movies for you — after which share them with their audiences.
That’s why one nice development technique can contain reaching out to influencers or thought leaders with experience in your trade and both that includes them in your movies or getting them to endorse your model of their content.
If you may’t afford to have an influencer assist enhance your video technique, you can even look in the direction of glad shoppers. With this technique, you may encourage clients to share a video about their expertise along with your model on social media, or you may create a video stuffed with a number of items of user-generated content from glad clients.
Because at present’s shoppers crave authenticity from manufacturers, user-generated content not solely can give you free video content however can even unfold model consciousness to prospects or folks researching you on social media.
Navigating Social Media Content
More than ever, social media and content advertising and marketing are all the time evolving. As a marketer, it is essential to keep up to date with the newest developments and information to higher inform your methods — whether or not you are investing in video or different ways.
To study extra in regards to the newest advertising and marketing developments, obtain our free 2021 State of Marketing Report under.