It used to be that social media and video marketing were considered two different things. That’s no longer the case — the integration of video and social has made them virtually synonymous with one another.
Social media video is all fun and games, unless you’re a business entity. Unlike posting to your personal Facebook or Instagram accounts where literally anything goes, posting updates in the name of a business requires more forethought and research.
First and foremost, you need to understand that each social media platform works differently and is populated by different group of people. In this article, you will learn about 30+ insights about video marketing on social media in 2018.
If that’s too much for you, Breadnbeyond, an explainer video company, has compiled the whole thing for you in an infographic found below.
That said, let’s jump right in to the first platform for social media video marketing.
Start Using Facebook Creator’s App to Manage Your Page
Facebook launched their Creator’s App in 2017. The main reason you might use this app is because of the additional features such as custom intro, frames, and even emoji reactions that can be used on your Facebook Live broadcasts.
If you haven’t at least tried to incorporate live streaming into your social media calendar, you’re missing out on something big. According to a survey by Livestream and New York Magazine, 82% of respondents prefer live video from a brand to social posts.
Facebook Creator’s app also acts as a unified inbox that will make your job managing your brand’s Facebook and Instagram profile more easily.
If You Haven’t Made Square Videos on Facebook and Instagram, You Really Should
A case study by Buffer found out that square videos outperform landscape videos by 30-35% in terms of views, reactions, shares, and completion rate. This is due to the mind-boggling amount of Facebook’s traffic (95%) coming from mobile devices.
Source: Statista
In most of mobile devices, square videos take up to 78% more screen real estate, making them an incredible attention grabbers. That’s why it’s critical for businesses to optimize their content for mobile viewing.
LinkedIn Native Video Upload and Playback
In mid 2017, LinkedIn rolled out an update that allows users to upload videos natively to LinkedIn’s server – meaning their connections will no longer have to play videos on third party platforms like YouTube or Vimeo.
This update unlocked a whole new marketing field where B2B companies can introduce their products to a more narrow group of audience. Obviously, they can now do it with brand-building visual content like explainer videos and webinars.
Explainer Videos as Brand-Building Tool on LinkedIn
Many businesses struggle introducing their products to other businesses. Explainer videos are a handy tool that can be used to introduce your company’s product to other professionals through LinkedIn.
Considering how fresh the LinkedIn native video feature is, you should go ahead and brainstorm with your team about how to use this feature to your benefit. For all you know, you could be the first to get the advantage of this feature.
Share Videos About Your Company and Industry on Twitter
Twitter has the reputation of being the go-to website to get information about latest trends because of their “Trending Topic” feature. In fact, 86% of Twitter users says they go to the platform to get their news, and 75% of those users do so on a daily basis.
That number is big enough on its own – but why bother creating videos when you can just share a tweet about it? Good question.
In Twitter’s annual report, they revealed some interesting statistics:
- 82% of Twitter users watch video regularly on the platform.
- 90% of video content on Twitter are watched on mobile devices.
- 70% of users only watch videos they discover on Twitter – and only 11% specifically search for a video.
The bottom line — Twitter users engage and interact with video content more than you would think. As a company, you can leverage this by creating a video about the latest update on your company’s products, accompanied by a short description of what it is (keep in mind the 260 characters limit). That way, your followers will be more interested in finding out what’s new about your product.
There are many more insights about video marketing on social media platforms in 2018 – too many to include in this article. But as promised, we have prepared an infographic for you to take away and read later on.
About the Author: Andre Oentoro is the founder of Breadnbeyond, an award winning explainer video company. He helps business increase conversion rates, close more sales and get positive ROI from explainer videos (in that order).