social media video

Video is king of social media, what next?

Video is one of the biggest social media marketing trends in recent years. It’s a powerful part of the marketing mix, allowing you to engage with target audiences in a way that static photos and other types of social media content can’t. A Cisco report has found that 82% of global internet traffic will come from either video streaming or video downloads in 2022.

If you don’t include social media videos as part of your content marketing, your business risks being left behind.

The rise of social media videos

A recent video marketing report found that 96% of people have watched product videos to learn more about a product line or service. And 88% say they’ve been convinced to buy products or services when they watch video clips.

The way people use the internet is changing. Social media users watch far more video content than ever before. Make sure that you provide them with the content they want to watch.

Targeting your demographic

Video posts are now a key part of social media marketing strategies aimed at audiences of all ages. People are far more likely to watch videos than read a blog post or look at photos.

A typical Millennial will watch between 10 and 20 hours of online video per week, as much as many full-length films. The global average for watching daily videos is 84 minutes.

Astonishingly, TikTok went from 3.2m in September 2019 to an expected 1.8 billion monthly users by the end of 2022. Three billion people have downloaded TikTok to date and more than one billion TikTok videos are watched per day.

Videos can achieve incredible results, boosting engagement and elevating brand awareness.

Sharing social media videos across all channels

People enjoy watching short videos on different social media platforms, prioritising them over other types of content, like blogs or photos.

YouTube is by far the most prolific video hosting site in the world in 2022, receiving over 2.1 billion monthly users.

As YouTube videos are embedded and shared on other platforms, such as Facebook, Instagram, Pinterest and Reddit, the actual reach of these videos is far higher than the number of unique viewers suggests.

Social media strategy

There’s a wide range of strategies for marketers looking to tell their story and reach customers via organic social media videos or paid social media ads.

We’ve spoken before about the importance of marketing to networks, and brands that create social media videos and ads and then choose the right platform have an excellent opportunity to distribute their message.

Target audience is key

The audience is the most important factor when choosing a social media platform. If your target customers aren’t active on a channel, there’s no point.

Facebook has more active users than any other network, but if your audience hangs out on Snapchat, that’s where you need to be.

The sheer size of YouTube makes it an example of a more generalist social media platform for one audience. However, social media platforms compete by offering a more targeted user experience.

Different platforms offer different video types. Twitch focuses on gaming, while Tiktok and Instagram are closer to social networks with user-generated content. Though they’re smaller than YouTube, they still pull in a significant audience.

Types of social media videos

There are four ways you can create videos on most social media platforms:

  1. Live video. Streamed in real-time. Facebook, TikTok, Instagram, Twitter, YouTube, and LinkedIn all have versions.
  2. Story videos. Disappear after 24 hours. Stories are available on Facebook, Instagram, Twitter, and Pinterest.
  3. Short videos. Short and snappy. TikTok and Instagram are famous for short-form videos. The videos will range in length from five seconds to one minute and often repeat themselves.
  4. Long videos. Last longer than one minute. They can take the form of tutorial videos, informational videos, thought leader interviews and behind-the-scenes videos. They can be posted on YouTube, Facebook, LinkedIn, and Instagram.

Organic social media video or paid ads?

To get your brand seen in your ideal customer’s search, a healthy mix of organic social media videos and paid ads can do wonders for your content marketing strategy.

As Hootsuite says, the foundation of the most successful integrated social media strategies is using organic to serve and delight your existing customers while attracting new eyes with paid ads.

Tips for social media videos

Launching a social media video marketing campaign is one of the most effective ways to get in front of larger audiences. Multiple videos boost engagement and convert more leads. These social media video tips might help:

  • Set goals. When you create and upload a video, what do you want to achieve? Do you want to appear at the top of search engines, boost engagement, and encourage comments and shares? Drive traffic to your website link? Or is it just about getting audiences to watch to build awareness of your services?
  • Decide on your platform. Is Facebook right for your target audience? Do you know the perfect format for most platforms? Each one has a different spec, and new features often appear. To save time, you need to understand what’s needed.
  • Choose your video types. What are the best videos for your business? Educational videos? Behind-the-scenes footage? Live videos? Would static images or photos work better or entertaining videos?
  • Plan the video production. Consider how your video will look and what will perform best. The first few seconds of any video are crucial for grabbing your audience’s attention. Shooting your own videos can be time-consuming. Outsourcing to an agency can help.
  • Consider the video format. Think about the type of video content you want to create. Then plan how it will look and if it works on your platform of choice. Do you want to include photos? Square videos often do better than landscape videos on social media channels like Facebook, Instagram and Twitter.
  • Think about post-production. Videos are about more than shooting content. You need to allow time for editing, cutting scenes you don’t need, and adding text overlays, including photos. If you add captions, you have a better chance of getting more engagement.

Getting the most out of social media video

There are plenty of options when it comes to creating social video content. The days when you needed a six-figure budget are long gone. Smartphones deliver stunning quality photos and videos. There’s even a London International Smartphone Film Festival, and Steven Soderbergh’s ‘High Flying Bird’ was shot entirely on an iPhone.

Post-FX processing built-in to apps like Instagram and TikTok lets you airbrush skin, change lighting, sync music and add visual effects, images and photos to create the perfect piece of video content.

The results can be astonishing, and these days we all have the technology at our fingertips to create great video content; it’s just a question of having something worth shooting.

Do you need help with your video content?

If your brand wants to reach a younger audience, you need to have a social media video content strategy in place.

For clever social video ideas that get your brand heard online, drop Ambitious PR a line today at [email protected].