Trust the Research: Your Brand Video Belongs on Social Media

Mar 18, 2019


BEST PRACTICES SERIES

Article ImageBy now, it’s become evident that video has taken over the internet. This year, it’s expected that 84% of consumer IP traffic will be video related, and that’s a number that has grown significantly over the past five years. Figuring out the best way to use your video content, however, is a tough challenge. Many clients come to agencies with digital video strategies that just aren’t optimized, and that reflects itself in a lower return on investment than was hoped for.

It’s not enough to have good video content by itself. You need to know how to get it in front of the right people, and at the right time. That’s why it is important to stay on top of the latest data, to make sure video content is deployed in the smartest places possible.

Trends in video marketing have changed significantly over the past few years. Brands have noticed just how effective video marketing is, and the space has become cluttered, resulting in lower click-through rates (CTR). However, there are proven ways to keep your own CTR high. It’s important to know what works now, as well as what the video marketing forecast looks like for the next five years. Right now, we know that video content is highly effective when posted on social media, and when accessible through mobile devices.

Keeping research in mind, we’ve highlighted three key findings:

 

1. Keep It Short

You are more likely to achieve a higher Video Completion Rate by keeping your videos down to less than 30 seconds. In fact, when advertising on certain social media platforms, video must be kept short. Video Snap Ads on Snapchat are limited to a 10 second maximum and Facebook suggests that videos be no longer than 15 seconds.

With the video marketing space being so heavily saturated, user attention spans have decreased. To make an impact on Millennials and users belonging to Gen Z, videos must be kept short, relevant and well-targeted, in addition to being interesting and enjoyable.

From a brand and agency perspective, shorter videos provide a definite advantage. Think about it: considering tight budgets and deadlines, would you rather create four 10-second ads or four 30-second videos? The answer is clear. Going with 10-second videos not only gives you the advantage of high speed and low price, but shorter videos will also likely result in better quality.

When videos are short, they’re forced to be attention-grabbing within the first three seconds, which is something video should do anyway. Another tip? Showcase your brand or brand message early.

 

2. Make It Mobile

Mobile video viewing continues to break records year after year - eMarketer predicted that more than three quarters (78.4%) of worldwide video viewing would be through mobile devices in 2018. And the numbers will undoubtedly continue to rise, thanks to advancements in smartphone technology and the coming of the 5G network, which is expected to become more available to users this year.

Another big factor to consider is the rise in popularity of social media stories. Stories have spread from Snapchat to Instagram and Facebook, and with them came yet another space for video ads. You should always be making your mobile videos, or at least a version of them, compatible with the vertical format that stories use.

From an advertising angle, mobile devices are not only predicted to be the primary driver of video ad growth over the next five years, but mobile is forecasted to account for 72% of the growth in spending of online video advertising, according to Forrester forecast. Talk about getting your brand video to the right target and at the right time!

While plenty of mobile video watching is spent on Netflix and YouTube, videos are more commonly shared throughout social media, so making sure your presence is made on these platforms is more important than ever in order to connect with your targeted consumer.

 

3. Different Platforms for Different Goals


While social media possibilities seem endless, brands and companies should always have a presence on Facebook, Instagram, LinkedIn and Twitter. Each platform provides a path to a different goal and ensures video content is created with that goal in mind. If you do not know what platform to begin with, start with Facebook as the gold standard. Facebook allows you to fine-tune your target with metrics like location, interests, and website visits to be as meticulous as possible, thus making a greater impact on the viewer.

Instagram is a visual-driven platform. Using this platform will allow companies to show off their best creative capabilities. 

Currently, LinkedIn video ads are available only through mobile. Considering this, advertising video on LinkedIn or posting it on a LinkedIn profile is the best way to reach and engage those in the business to business world.

For Twitter, it’s all about targeting. Twitter ad targeting is so superior, it’d be considered a real shame not to use it to your advantage. You can target by keywords, hashtag, or specific Twitter profiles that other users follow. It is one of the best tools for creating brand awareness if done properly.

Examining the four big players on social media today is just the tip of the iceberg. There are a plethora of social media platforms you can use to get your video content out there. The important thing is knowing which platform to use for what means.

So, What’s This All Mean for You?


The key takeaway here is that social media platforms have beefed up their video support for a reason. They see a strong future in video, and there is plenty of data out there to prove this.


The transformative trend toward video has been shaking things up for a while now. And while this is not exactly news, you should still know that social media is now one of the best places to deploy brand video. So, if your brand is already riding the video train, take a closer look at the social media platforms you use to disperse that video. The data suggests this as the best way to get the most bang for your buck when it comes to video content. If you are not utilizing video to drive awareness and engagement, now is the time, as video will continue to be part of social media’s future.


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