Final week, HubSpot’s 2021 State of Marketing Report reveals that video is the highest content material advertising technique utilized by manufacturers whereas social media is ranked as the highest advertising channel.
With knowledge like that above — and all of the rising social media video platforms on the market — it is develop into apparent that social media advertising and video content material go hand in hand.
Whereas creating nice social media movies in your firm could be an extremely efficient advertising 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 fitting movies for the fitting audiences on the fitting platforms.
With new video publishing choices showing on social platforms often, figuring out the place your content material will dwell is a part of the content material advertising battle.
That will help you determine the place to publish your video content material — and which sorts of movies to put up — we surveyed 300+ shoppers to search out out the place they mostly watch movies on social media.
Under, we’ll reveal the outcomes and some professional suggestions for constructing the most effective social media video-sharing technique for 2021 — together with one from an professional 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 if you happen to suppose that everybody’s primarily watching video on these platforms, you is likely to be stunned by what our ballot discovered.
After I requested shoppers “On which social media platform do you mostly watch movies?”, 35% of respondents stated YouTube.
Whereas it isn’t stunning that YouTube or Fb, a few of the world’s largest 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 dwell 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 you’ll want 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 knowledge has you fearful that you just’re publishing movies on the unsuitable platforms, take a breath. Do not forget that this is only one casual shopper survey. Had we polled a particular age group, folks from a particular trade, or shoppers from totally different areas, the outcomes may need swayed to different platforms — like LinkedIn or Twitter.
Nevertheless, although 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 thought of the place shoppers are primarily watching social media movies, we’ll stroll you thru a number of suggestions 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 turning into extra fast-paced every single day. 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 photos,” says Meisha Bochicchio, Content material Advertising and marketing Supervisor at Wistia. “A recent study discovered that 60% of entrepreneurs noticed extra clicks with video posts in contrast with static photos.”
On the subject of creating efficient snackable content material, Bochicchio says, “First issues first, needless to say most social media platforms will routinely begin taking part in video content material as viewers scroll. So, ensure that your movies are autoplay-friendly. Preserve them brief and put your key messaging within the first few seconds. For instance, check out this video from Wistia asserting their State of Video Report.”
“Do not forget that most individuals gained’t hear your audio, so ensure that your movies are additionally silent-friendly,”Bochicchio advises. “Think about textual content overlays, or add captions immediately 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 enables viewers to get key data with none sound.
To be taught extra about this technique, try this put up on snackable content material, or this put up that highlights the most recent short-form video tendencies.
2. Check totally different video codecs, too.
Whereas snackable content material is a superb tactic to harness in 2021, you’ll be able to nonetheless publish longer movies, so long as they’re partaking and priceless to your viewers.
For instance, whereas folks may not wish to watch a two-hour industrial, they might watch an extended dwell video Q&A, an interview with a thought chief, or a video that tells an extended, however entertaining story.
This is a fantastic instance of a TV-episode-length, Clio-winning video created by Pepsi:
When you can actually take a look at longer-form video, you can too take a look at out different codecs, resembling dwell streams, interactive movies, and purchasing movies on platforms like Instagram and Fb.
As new video codecs emerge, it may be useful to find out if they may work in your model and design a take a look at round them.
Be certain you determine and monitor the fitting success metrics. For instance, if you happen to’re testing an extended video, have a look at its views and dropoff fee to see how lengthy viewers keep tuned. In the meantime, if you happen to attempt a extra interactive method like a dwell stream or Q&A you can too pay attention to feedback, engagements, and shares on the content material whilst you’re dwell.
3. Meet your video audiences the place they’re.
As with all social media technique, some content material will carry out higher on some social media platforms relatively than others. Whereas snackable, consumer-facing content material may carry out effectively with YouTube, Fb, and TikTok’s giant shopper audiences, a B2B advertising video or a Q&A with a company thought chief may carry out higher on a professional-facing community like LinkedIn.
Fortunately, to create a fantastic advertising technique, you do not (and should not must) place your movies on each single social media platform. Nevertheless, it’s best to analysis the demographics of every main community, determine which audiences may interact most along with your content material, and begin publishing movies the place it makes essentially the most sense in your model and objectives.
Then, proceed to keep watch over platforms you’ve got dominated out in case they proceed to evolve and supply your model extra viewers alternatives sooner or later.
4. Do not all the time lean on repurposed content material.
After I was a startup marketer, I cherished to repurpose content material each time it was attainable. And, again then, when social media platforms have been much less advanced, this technique would work.
As we speak, it will probably nonetheless be useful for manufacturers to repurpose some video content material for various platforms after they have comparable audiences and options. This will also be a good way to check whether or not your content material technique for one platform will work with one viewers.
Nevertheless, as a result of understanding your social media viewers is extra necessary than ever, you may wish to contemplate having a barely totally different video technique in your most necessary video platforms. Whereas there might be instances 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 might deprioritize your content material if it has a watermark from one other community.
5. Embrace influencers — and clients.
Even if you happen to’ve finished your entire analysis and churn out movies each day, it will probably nonetheless be extremely arduous to put up a viral piece of content material that grows your viewers.
Fortunately, there are specialists on each social media platform who know learn how 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 increase your video technique, you can too look in direction of blissful shoppers. With this technique, you’ll be able to encourage clients to share a video about their expertise along 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 blissful clients.
As a result of right this moment’s shoppers crave authenticity from manufacturers, user-generated content material not solely can give you free video content material however can even 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 are all the time evolving. As a marketer, it is necessary to remain updated with the most recent tendencies and knowledge to raised inform your methods — whether or not you are investing in video or different ways.
To be taught extra in regards to the newest advertising tendencies, obtain our free 2021 State of Advertising and marketing Report beneath.