Not just limited to YouTube, video marketing is soon becoming the future of content marketing on social/digital media. As digital media continues to become the focal point of most companies’ marketing focus and budgeting, video or content marketing is increasingly being employed across social media platforms like Facebook, Twitter, and Instagram.
As a matter of fact, a study of the latest trends has revealed that these social media platforms are also the best medium to spread a brand’s content across a wide audience. YouTube tops the list by generating more than 5 billion views each day, and at least 500 million people watch videos on Facebook. Twitter is not far behind when it comes to video marketing, with as much as 82% of Twitter’s audience consuming a variety of video content. With these statistics in hand, it is evident that video is becoming the most dominant form of content to lock audience attention.
Like every other content marketing strategy, video marketing does come with its own sets of basic practices like the ideal length of a video, aspect ratio, and a plethora of influencer practices which ensure that you get the best out of your efforts. Here is all you need to know about the nuances of marketing video content on social media platforms like YouTube, Facebook, Instagram, and Twitter:
As much as 60% of YouTube videos are watched on mobile devices, therefore, the sharing rate is much higher, which makes YouTube the best video marketing platform to engage your target audience. Content can be marketed in the form of explainer videos, do-it-yourself (DIY) videos, testimonials, tutorials, and behind the scenes videos. It also helps to make use of tools and techniques that create better engagement options for mobile viewers, which in turn increase your reach and sharing opportunities.
YouTube has also released a new version for mobile app viewers wherein the design brings an adjustable play-screen, an overall cleaner look, and an ability to play videos in portrait mode. Thus, you can optimise your content in a form that would appeal best to mobile phone audience.
Few things to keep in mind while marketing your content on YouTube:
- Your video would generate the maximum traction if it has an ideal length. A video longer than five minutes would lose audience attention.
- The ideal aspect ratio for YouTube videos is 16:9.
- The most lucrative place to put a call-for-action (CTA) is on the 30-second mark, as that is when the viewer is most likely to click.
Facebook has been putting significant emphasis on video content, as evident by the increased frequency of videos on while you scroll through your news feed. Marketers are thus producing more relevant video content that is specifically targeted for the Facebook audience. Since attention span on Facebook is relatively shorter as compared to YouTube, it helps if the length of your Facebook video is between two to three minutes. You can also attract a high number of views, likes, comments, and shares on your Facebook page by sharing DIY tips, unboxing videos, product promotions, and humorous videos that relate to your field. You can make good use of Facebook’s “Live” feature to include live broadcasts whenever possible. This makes the brand look more active and thus increases viewer engagement. While going live, plan in advance to make sure that you go live at a time when the bulk of the audience is available. As with all social media post, timing is of the essence!
When you’re posting videos on Facebook, putting extra efforts in the first three seconds of the video is essential to make sure that the viewer attention does not waver. Use of compelling captions will attract more viewers, but keep in mind that 85% of Facebook videos are watched without sound, as it is the default setting.
With over 500 daily active users, Instagram has been recognised by marketers for its potential as an effective video marketing platform. Every major brand is actively and regularly posting on Instagram to reach out to its audience on an hourly basis. The key to effective video marketing on Instagram lies in posting the right kind of video at the right time, and this nifty hack could increase your user engagement by ten-fold.
You can also use Instagram to showcase your product in a creative manner by launching a series of video advertising campaigns. Sponsored and organic video ads appear in news feed and boast a reasonably high view rate. Instagram has lately emerged as an effective marketing channel for small and large companies alike, as it allows brands to market their products directly to the target audience.
For instance, Google efficiently uses Instagram stories to market the launch of its products. It keeps inviting social media influencers to its product launches and events, wherein these influencers cover exclusive footage of the events through their Instagram stories. Google efficiently markets its products through influencers people follow and thus creates buzz about the brand and products.
A strategical and calculated use of Instagram stories can drive massive engagement to your site. You can use Instagram stories to offer exclusive content, show behind the scenes, showcase your products in action, and can also ask social media influencers to contribute to your promotions through their stories. Since attention time on Instagram is even lower, the ideal length of a video on Instagram is no more than a minute, while for stories it is 10 seconds. This makes it essential to deliver crisp, to-the-point information about your products and services, with facts that would appeal to viewers the most. Addition of a single hashtag on your Instagram caption results in an increased engagement of 12%, so make sure to optimise your captions and comments with relevant hashtags. For easy and attractive captures, you can also use tools like Boomerang and Layout.
Contrary to popular belief, Snapchat offers many distinctive features like filters, bitemojis, text, and geofilters which give rise to social media trends that are significantly changing marketing dynamics in the digital marketing scenario. As a social media marketing platform, Snapchat offers its users direct access to live events, so it proves quite lucrative when you want to spread awareness about your product.
Brands not only use Snapchat to record videos of launch, trade shows, exhibitions, events , but also ask social media influencers to influence their launches on their respective Snapchat handles. Snapchat can also be used to showcase exclusive or behind the scenes content to provide unique footage to their followers. However, make sure that the first snap video you post is engaging as almost 22% of viewers drop if they lose interest from the first snap.
While largely a news-based social media platform, Twitter can also be used to share engaging video content. As compared to third-party videos, native videos shared on Twitter drive relatively more user engagement. The mobile app for Twitter also includes an in-app access to your phone’s camera so that you can engage more followers through video content. Brands can efficiently use Twitter to upload announcements, advertisements, teasers, an educational, promotional, and user-based content to drive action to their pages. However, it is important to note that Twitter feeds also have the fastest scroll rate, therefore, it is important that the videos you release on your Twitter feed are extremely attractive and eye-catching.
Like Snapchat, the ideal length of a Twitter video should not exceed one minute. Brands will also benefit from the observation that 90% of videos on Twitter are viewed on mobile phones, so keeping a mobile-friendly approach in mind while creating videos will give you good results. Businesses should ideally focus on branding rather than promotion while sharing their video content as viewers mostly use Twitter for information gathering.
In a nutshell:
A key component of content marketing, video marketing is one of the most cost-effective ways to generate engagement on social media platforms. Videos offer marketers enough room to experiment with what works best for their audience and what they appreciate the most. It is thus safe to conclude that video marketing will continue to evolve in the coming years.