Fresh Data for Optimizing your Social Video Strategy

April 04, 2017

The Golden Age of video content in social media

At the end of 2015, Mark Zuckerberg said in one of his public Q&A that we will be entering The Golden Age of video in about 5 years. Starting with 2016 and continuing in 2017 we are undoubtedly in the evolving golden years of video: Facebook generates an average of over 8 billion video views daily, Snapchat users watch 10 billion videos per day, and about  5 billion videos are watched on Youtube every single day.

59% of users would rather watch a video than read text-based content and 51% of marketers named video as the content with the best ROI capabilities. This makes it pretty clear to see that video marketing is not a trend but a necessity.

What is a social video?

A social video is a digital material designed to be seen and shared through social media networks. The video content needs to be part of a distribution strategy with the clear objective of helping users build a personal connection with the brand.

As marketers, we pay attention to the interaction analysis and the best type of content that resonates with our audiences – on each channel the video is released. Each social video shared through social networks has a cumulative effect, amplifying value.

Successful campaigns build and grow relationships with the brand, therefore the video content needs to be personal, authentic, and emotionally grounded. Also each social network needs to be approached in a tailored manner, paying attention to the target audience, their trending preferences, the social viewing experience of each platform. To this we can add the different video lengths considered optimal for each network: Facebook – maximum 120 minutes, Instagram – recommended under 1 minute, YouTube – maximum 11 hours, Twitter – recommended under 30 seconds, Snapchat – under 10 seconds, and Vine – under 6 seconds.

Fun fact:
  • Engagement is steady up to 2 minutes, meaning that a 90-second video will hold a viewer’s attention as much as a 30-second video. If you’re making short videos, you don’t need to stress about the difference of a few seconds. Still, try keep it under 2 minutes.

Why social video is the key to your marketing goal

Social video has emerged as the best way to educate and inform potential prospects. It is naturally persuasive, personal and dynamic. Social video overcomes objections, or the hesitation to interact with a brand, when paired with a specific cadence of communication in a multi-channel strategy.

Understanding the audience segments of each social network allows you to better identify a preferential match and focus your efforts on where your audiences live and play.

Channel specific best practices for social video

Facebook
  • Facebook is overwhelmingly personal and thus engagement comes at a premium. A sense of community and mutual interest are vitally important
  • Take your social video viewer on an emotional journey, with uplifting stories, with community relevant themes
  • If you’re a multinational corporation with a global reach help the community and support the causes your audiences care about
  • Facebook video reaches approximately 22% of a page fans. An embedded YouTube video reaches only 13%. Photos are deprioritized, reaching only about 12% of your brand fans
  • Share videos natively, since autoplay is only available for native videos
  • Native videos experience 67% higher reach compared to YouTube videos shared on Facebook.
  • 40% of your audience will watch until the end of a 1 to 16 second long Facebook video
  • Make the first 30 seconds highly relevant and surprising
  • Give quality from the first frame: create content that has high energy and is entertaining
  • Pull people in and relate to your audiences on a human-to-human level
  • Tease the video with an interesting status
  • Well-crafted copy gives the viewer instant relevance and understanding
  • Words flashing across the screen add emphasis to your messaging
  • Add call to action
  • Post videos outside of normal business hours
  • Experiment with Facebook Live. Have a goal in mind and create live video content to answer this need. People like eavesdropping, so keep it relatable and don’t forget to repurpose your content after the live stream!
Twitter
  • Use a social video strategy that embraces both organic and paid strategies for building audiences and increasing engagement
  • Twitter’s rapid-fire, short-form communications are curated by audiences who gravitate toward the brands that speak to them
  • Set a goal and use the video content differently according to your goal
  • Suited for awareness and engagement; the best videos on Twitter are those who promote and educate
  • Social videos like an explainer video, tip series, or how-to video are the perfect type of content because it extends goodwill and builds rapport
  • Consider creating product or service-specific content like demonstrations, Q&A sessions, customer testimonials and filming customer reviews
  • 77% of Twitter users feel more positive about a brand when their Tweet has been replied to
  • Native video on Twitter drives more engagement with 2.5x more replies, 2.8x more retweets, 1.9x more favorites than third-party players
  • Native videos autoplay on Twitter, so you need to have a very interesting video intro
  • On Twitter, 80% of users will watch a full video only if it’s 30 seconds or less
  • Optimize the copy surrounding your video as some viewers disable autoplay in their feeds
  • Feature people early in your video
  • Showcase your product your product and its benefits in real life

YouTube
  • YouTube is a great vehicle for awareness and discovery, as well as building a community
  • Most YouTube users are on mobile, and yet, they view videos for 40 minutes on average
  • Most videos on YouTube average 2 minutes
  • Briefness is key on social networks. So YouTube viewers don’t really want fluff either
  • For businesses, YouTube works well in the awareness, engagement stages. The next step is to bring people into your website for conversion
  • Businesses should consider taking some of their most passionate employees and engaging personalities and putting them in front of the camera
  • YouTube videos can be teasers or previews that push to full-length content on your site
  • Use as much time as you need to adequately tell your story
  • Most engaging uploads, videos that were between 16 seconds and 2 minutes in length had 53.8% of all YouTube views
  • Speak to audiences in their native language. For scaling your content globally, subtitles are required
  • Don’t skimp on video descriptions or video tags if you want your content to be found
  • It’s important to make use of CTAs or small text-based buttons you can embed on your YouTube videos
  • It’s important that the first video is engaging and describes the mission of the channel, as well as what types of video content audiences can expect to see
  • Create an end screen with custom annotations that list several video options
  • Since a majority of YouTube viewers are on mobile, consider the mobile experience across every point of the customer journey
  • Creating playlists ensures that viewers stay engaged
  • Choose descriptive titles for your playlists which help your channel SEO
  • As YouTube is a social network, be social. Take time to respond to audience comments.

Because it its dynamic and persuasive power, social video becomes one of the best ways to educate and inform potential prospects and already existing customers. Think of your marketing goals and create mind blowing video content around it. And always, but always! keep in mind your customer’s journey and how you can enhance it to make the world of your brand the place to be.

 

No comments

Leave a Reply

Your email address will not be published. Required fields are marked *