2020 will probably go down in history as the year of the infamous pandemic. But most digital marketers will also remember it as the year that video became the undisputed king content.
Over the last decade or so, video as a medium conquered the platforms we use for communication, education, and entertainment, from video call apps to VOD streaming platforms. And it also evolved into the preferred tool of promotion for brands across all niches, including whiteboard explainer videos, live streams, and social media stories.
That is because social media platforms (and their users) love short and entertaining videos. But this doesn’t mean you should just saturate your Facebook and Instagram pages with video content… First, you need a content strategy based on hard, actionable stats.
If you’re looking for data to help you make the right decisions on your marketing plan, then look no further! In this piece, we list some crucial social video stats that can nurture your decision-making and help you improve your social marketing skills.
Let’s get started!
Our first stat goes out to all the marketers out there who still doubt the power of social media and video.
According to a brief conducted by Marketing Dive, 53% of consumers say they’ve engaged with a brand after watching a video on social media. Even better, when it comes to millennials, that figure goes up to 66%!
This shows both the popularity of marketing videos on platforms like Facebook and Instagram and their rising influence on consumer decisions. Trust is a difficult thing to come by in the world of digital advertising, so only professional and valuable content can make a difference in the eyes of your audience.
One way to use this data to your advantage is to plan your content calendar ahead so that your social media profile is always active and updated. That way, the first thing that new visitors will see when they search for your brand on social media is an engaging video that showcases your products or services.
#2: Short Content Wins the Race
As I mentioned earlier, social media users crave bite-sized videos that can make them laugh or learn something new.
A 2018 report by Marketing Charts concluded that B2B videos lasting one minute or less had a 68% completion rate, compared to the 25% completion rate of videos that were more than 20 minutes long.
Of course, some long-form marketing videos can be useful for consumers looking for a lengthy explanation about how a product works or gets made. But one of the key advantages of video as a format is that it can communicate complex ideas in just a few seconds. Usually, if you’re taking too much time explaining your product to your audience, then you’re probably doing it wrong.
So, before posting long videos on your social media, consider doing a series of shorter videos around that subject. You can also rely on fast-paced editing and visual aids such as graphics and creative animation to get your message across in a dynamic way.
#3: How Videos Work on Facebook
Facebook started as a place for friends and families to exchange mainly pictures and thoughts. Since then, other platforms like Instagram and TikTok took advantage of the opportunities that engaging videos offered, and soon Facebook reinvented itself to catch up with the growing trend.
A 2020 study conducted by Social Insider measured that 15% of all Facebook content is video and that 71% of that content is posted by accounts with over 100,000 followers. And those percentages are increasing since then!
That same study came up with other interesting facts regarding Facebook videos:
- The optimal video length for engagement is between 2 and 5 minutes.
- Only 12% of video posts are live streams, but they get double the engagement.
Facebook’s algorithm favors video content over links, texts, and pictures. On top of that, it prioritizes natively uploaded videos to keep users inside the platform’s interface. Plus, native videos play automatically when users scroll down through their feeds, while videos hosted on other platforms like YouTube need to be manually played. This translates into more views and, most importantly, a higher chance of catching your audience’s attention.
#4: What About Twitter?
Just like Facebook, some marketers think of Twitter as a picture-and-text platform, but nothing could be further from the truth! Video tweets can do wonders for brands.
According to Twitter’s insights blog, tweets with video attract 10x more engagements than those without video. Plus, promoted video tweets save more than 50% on cost-per-engagement!
Twitter also shares a couple of tips to boost your social media presence, like optimizing your videos for mobile consumption, as most views happen on smartphones. I would also recommend using the right hashtags on your promotion campaign since they’re the social media equivalent of keywords.
#5: You Can’t Forget About Instagram
With over 1 billion active monthly users, Instagram has grown up to become the second-ranked traditional social network, right behind Facebook (not considering WhatsApp and YouTube).
Last year, the platform shared a valuable insight for businesses: video ads containing mobile-shot or user-generated content have a 63% higher conversion rate. Shocking, isn’t it?
One of the reasons user-generated content is so effective in digital marketing is that it boosts credibility and helps build brand trust. After all, people trust other people, as simple as that!
You can also use this stat to your advantage by creating video testimonials. They are short-form pieces that tell the story of how your product or service helped one of your customers. Think of it as a great review that you can share with all your followers and target customers!
#6: Everybody Wants to Try TikTok
Your social media efforts will probably be directed at the main platforms we discussed in this article: Facebook, Twitter, and Instagram. But you should always keep a curious mind and explore new territories, such as TikTok.
In a recent report made by Postclick, 25% of marketers said they planned to start using TikTok as an advertising channel in 2021.
There are tons of creative ways to generate marketing content for TikTok. For starters, it has an entirely different algorithm that shows users content from all around the world, not just from their country or the people they follow. This can be a land of fresh opportunities to tap into!
If you have some experience with social media marketing already, you’ve probably learned that nothing about it can be set in stone. You should always be on the lookout for the latest trends that can help you maximize audience reach and engagement.
That being said, I’ve shared with you very useful and practical stats that will get you to start thinking about your social media presence in an insightful way. Now it’s your turn to explore the outreach these platforms can offer your business and craft a winning strategy that will benefit your brand for years to come.
|Author Bio: Victor Blasco|
|Victor Blasco is an audiovisual designer, video marketing expert, and founder/CEO of the explainer video production company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.|