If you’re using video as part of your marketing strategy, it’s impossible to ignore social media as an outlet you should be using to get your videos seen by as many people as possible. However, it’s essential to post the right content to the right channels if you want your videos to reach your target audiences. Here we take a look at the different ways people interact with video content on the different social platforms.
Why use social media to promote your videos?
These days, social media is where many people turn to discover new brands and products, which in turn informs their purchase decisions – 90 percent of consumers now use online video to help them decide what to buy.
Social media is ideal for this as it provides social proof for your business – new audiences become aware of your brand as their friends start following you and sharing the content you post. This enables conversations to start around your business, and the friends of those taking part want to get in on the action. Video is the most effective medium for getting your brand noticed on social media – videos are shared a huge 1200 percent more on social channels than text and images combined. This vastly widens the audience receiving and engaging with your brand message.
Here is a heart-warming video promoting Villa Maria Catholic Homes and their NDIS services, it is one in a series we created form them.
In addition, the more your brand is seen as a trend, the more social media users are likely to want to follow you. Video helps greatly with users’ perception of your business – 83 percent of consumers believe that brands using video on social media are “cool”. This is in joint first place with brands who respond to questions on social channels.
Which social channels should you use?
It isn’t enough simply to post the same content across a variety of social channels and hope for the best. Each social network has its own specific audience, and these audiences respond to and interact with content in different ways.
Facebook is by far the largest social network, with over 2 billion active users worldwide. 83 percent of all online women and 75 percent of all online men use Facebook. It is indisputably the best place to reach audiences aged between 18 and 49 – it’s particularly popular with Generation X. Competition for video popularity on Facebook is keen, as over 8 billion videos are watched on the platform every day.
Instagram is the fastest growing social network – it currently has around 800 million active users. 90 percent of these are aged under 35, and as 53 percent of them follow brands on the platform, this is a particularly good option for businesses whose products appeal to millennials. It’s worth noting that 32 percent of teenagers view Instagram as the most important social network.
Twitter’s growth has stagnated somewhat in recent years – its 330 million users pale in comparison to Facebook and Instagram. However, 82 percent of its users watch video content on Twitter, and video ads posted on this platform are almost twice as memorable as skippable ads on premium sites.
LinkedIn has approximately 106 million monthly active users. These are more likely to be higher-earning professionals, who don’t tend to use other social channels. LinkedIn is particularly useful for B2B businesses – 94 percent of businesses relying on B2B sales use LinkedIn for content marketing.
What makes a good social media video?
Users on social media want to see videos they can engage with and enjoy. Videos that provoke an emotional response are particularly popular – audiences respond to videos that make them laugh or teach them something new. They want to be involved in a story rather than watching heavily branded, promotional content. If they enjoy your videos, they are more likely to share them, widening the reach of your brand message.
A second video in the series of videos created for Villa Maria Catholic Homes and their NDIS services. Each video was designed to connect with a different demographic and people with diverse needs.
In addition, as social channels are flooded with video content, users aren’t inclined to spend too long on each one. Videos of up to two minutes long receive the most engagement on social media, so it’s important to get your necessary message across in as short a time as possible.
It’s also worth bearing in mind that due to the hectic nature of the News Feed, 85 percent of videos on Facebook are watched without sound. Including captions will increase your video times by an average of 12 percent on that platform.
Consider using a professional video production company
83 percent of marketers state that they would like to create more video content if they had the time and resources to do so. If this sounds like you, it’s time to consider getting your social media videos made by a professional production company. This not only saves you time in devising and creating your video content, it also ensures that the videos you post online are of high enough quality to represent your brand in the best possible light.
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