Final week, HubSpot’s 2021 State of Advertising Report reveals that video is the highest content material advertising and marketing technique utilized by manufacturers whereas social media is ranked as the highest advertising and marketing channel.
With information like that above — and all of the rising social media video platforms on the market — it is turn out to be apparent that social media advertising and marketing and video content material go hand in hand.
Whereas creating nice social media movies in your firm might be an extremely efficient advertising and marketing tactic, every social media content material technique should not be a one-size-fits-all method. To make sure that your movies are seen and unfold high quality model consciousness, you will want to make sure you’re making the appropriate movies for the appropriate audiences on the appropriate platforms.
With new video publishing choices showing on social platforms usually, figuring out the place your content material will reside is a part of the content material advertising and marketing battle.
That will help you work out the place to publish your video content material — and which kinds of movies to submit — we surveyed 300+ shoppers to seek out out the place they mostly watch movies on social media.
Under, we’ll reveal the outcomes and some skilled ideas for constructing the most effective social media video-sharing technique for 2021 — together with one from an skilled at Wistia.
The place are Shoppers Watching Social Media Movies?
In recent times, Gen-Z-targeting platforms like TikTok and Instagram have been on the rise. However for those who assume that everybody’s primarily watching video on these platforms, you may be shocked by what our ballot discovered.
Once I requested shoppers “On which social media platform do you mostly watch movies?”, 35% of respondents stated YouTube.
Knowledge Supply
Whereas it is not stunning that YouTube or Fb, a number of the world’s greatest on-line platforms, are the popular video viewing websites, solely 8% of respondents stated they primarily watch movies on Instagram — one of many pioneers of Tales and reside video.
One other stunning discover was that 20% of respondents — or 1 in 5 folks — primarily use TikTok (the youngest social community on the checklist) for video viewing. Whereas this does not essentially imply it is advisable to shift your entire technique to TikTok, it does present that the platform might proceed to have a promising future for content material entrepreneurs.
If this information has you apprehensive that you simply’re publishing movies on the flawed platforms, take a breath. Keep in mind that this is only one casual shopper survey. Had we polled a selected age group, folks from a selected trade, or shoppers from completely different areas, the outcomes might need swayed to different platforms — like LinkedIn or Twitter.
Nonetheless, though this is only one small survey, it does remind us that a mixture of older and newer platforms, like YouTube and TikTok, are the go-to video platforms for huge audiences.
Now that we have gotten an concept of the place shoppers are primarily watching social media movies, we’ll stroll you thru a couple of ideas for sharing the most effective movies for various social media audiences.
Suggestions for Sharing Social Media Movies
1. For many platforms, zone in on snackable content material.
The world is changing into extra fast-paced daily. Whereas many individuals are watching social media movies of their spare time, some are watching them between conferences, whereas in line on the retailer, or on public transit. Even when folks do have time to observe hours of video, there’s a lot on the market that they’re going to wish to scroll to extra content material virtually instantly after their video begins.
That is why one social media video technique to concentrate on in 2021 is mastering the artwork of “snackable” or tremendous short-form content material.
“Utilizing snackable movies on social can truly drive extra engagement than static pictures,” says Meisha Bochicchio, Content material Advertising Supervisor at Wistia. “A latest research discovered that 60% of entrepreneurs noticed extra clicks with video posts in contrast with static pictures.”
In the case of creating efficient snackable content material, Bochicchio says, “First issues first, take into account that most social media platforms will routinely begin taking part in video content material as viewers scroll. So, be sure that your movies are autoplay-friendly. Maintain them brief and put your key messaging within the first few seconds. For instance, check out this video from Wistia saying their State of Video Report.”
“Keep in mind that most individuals gained’t hear your audio, so be sure that your movies are additionally silent-friendly,”Bochicchio advises. “Think about textual content overlays, or add captions straight on platforms like LinkedIn, Twitter, and Fb.
Within the video instance beneath, Wistia marks the launch of their sequence “Present Enterprise” with a captioned video that permits viewers to get key info with none sound.
To be taught extra about this technique, try this submit on snackable content material, or this submit that highlights the newest short-form video traits.
2. Take a look at completely different video codecs, too.
Whereas snackable content material is a good tactic to harness in 2021, you’ll be able to nonetheless publish longer movies, so long as they’re participating and worthwhile to your viewers.
For instance, whereas folks may not wish to watch a two-hour industrial, they might watch an extended reside video Q&A, an interview with a thought chief, or a video that tells an extended, however entertaining story.
This is an awesome instance of a TV-episode-length, Clio-winning video created by Pepsi:
When you can actually check longer-form video, you may also check out different codecs, comparable to reside streams, interactive movies, and buying movies on platforms like Instagram and Fb.
As new video codecs emerge, it may be useful to find out if they could work in your model and design a check round them.
Ensure you determine and monitor the appropriate success metrics. For instance, for those who’re testing an extended video, have a look at its views and dropoff price to see how lengthy viewers keep tuned. In the meantime, for those who strive a extra interactive method like a reside stream or Q&A you may also pay attention to feedback, engagements, and shares on the content material when you’re reside.
3. Meet your video audiences the place they’re.
As with every social media technique, some content material will carry out higher on some social media platforms slightly than others. Whereas snackable, consumer-facing content material may carry out nicely with YouTube, Fb, and TikTok’s massive shopper audiences, a B2B advertising and marketing video or a Q&A with a company thought chief may carry out higher on a professional-facing community like LinkedIn.
Fortunately, to create an awesome advertising and marketing technique, you do not (and should not must) place your movies on each single social media platform. Nonetheless, it’s best to analysis the demographics of every main community, determine which audiences may interact most together with your content material, and begin publishing movies the place it makes probably the most sense in your model and objectives.
Then, proceed to regulate platforms you have dominated out in case they proceed to evolve and supply your model extra viewers alternatives sooner or later.
4. Do not at all times lean on repurposed content material.
Once I was a startup marketer, I beloved to repurpose content material at any time when it was doable. And, again then, when social media platforms have been much less developed, this technique would work.
At present, it might probably nonetheless be useful for manufacturers to repurpose some video content material for various platforms after they have comparable audiences and options. This can be a good way to check whether or not your content material technique for one platform will work with one viewers.
Nonetheless, as a result of figuring out your social media viewers is extra necessary than ever, you may wish to contemplate having a barely completely different video technique in your most necessary video platforms. Whereas there will probably be occasions the place you’ll be able to simply repurpose content material to avoid wasting time or bandwidth, some platforms like TikTok and Instagram are evolving with algorithms that would deprioritize your content material if it has a watermark from one other community.
5. Embrace influencers — and clients.
Even for those who’ve finished your whole analysis and churn out movies each day, it might probably nonetheless be extremely exhausting to submit a viral piece of content material that grows your viewers.
Fortunately, there are consultants on each social media platform who know the way to create movies. And, a few of them will even create movies for you — after which share them with their audiences.
That is why one nice development technique can contain reaching out to influencers or thought leaders with experience in your trade and both that includes them in your movies or getting them to endorse your model of their content material.
If you cannot afford to have an influencer assist enhance your video technique, you may also look in the direction of joyful shoppers. With this technique, you’ll be able to encourage clients to share a video about their expertise together with your model on social media, or you’ll be able to create a video stuffed with a number of items of user-generated content material from joyful clients.
As a result of immediately’s shoppers crave authenticity from manufacturers, user-generated content material not solely can give you free video content material however also can unfold model consciousness to prospects or folks researching you on social media.
Navigating Social Media Content material
Greater than ever, social media and content material advertising and marketing are at all times evolving. As a marketer, it is necessary to remain updated with the newest traits and information to higher inform your methods — whether or not you are investing in video or different ways.
To be taught extra in regards to the newest advertising and marketing traits, obtain our free 2021 State of Advertising Report beneath.
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