Last week, HubSpot’s 2021 State of Marketing Report uncovers that video may be the top content online marketing strategy used by brands whilst social media is ranked as the top advertising channel.
Along with data like that above — and all the growing social media video clip platforms out there — it’s become obvious that social media marketing and video content go hand in hand.
While creating great social media videos for your business can be an incredibly effective marketing tactic, each social media content technique shouldn’t be a one-size-fits-all approach. To ensure that your own videos are seen plus spread quality brand name awareness, you’ll need to make certain you’re making the proper videos for the correct audiences on the correct platforms.
With new video posting options appearing on social platforms frequently, determining where your content will live is part of the content marketing battle.
To assist you figure out where to submit your video content material — and which usually types of videos to publish — we selected 300+ consumers to discover where they most commonly watch videos on social media.
Beneath, we’ll reveal the results and a few expert tricks for building the best social media video-sharing strategy for 2021 — including a single from an expert at Wistia.
Where are usually Consumers Watching Social networking Videos?
Recently, Gen-Z-targeting platforms such as TikTok and Instagram have been on the rise. In case you think that everybody’s primarily watching movie on these platforms, you might be surprised by what our poll discovered.
When I inquired consumers “On which usually social media platform do you most commonly watch videos? “, 35% of respondents said YouTube.
While a possibility surprising that YouTube or Facebook, some of the world’s biggest on the internet platforms, are the favored video viewing websites, only 8% associated with respondents said they primarily watch movies on Instagram — one of the pioneers associated with Stories and live video.
Another surprising find is that 20% of participants — or one in 5 individuals — primarily make use of TikTok (the youngest social network on the list) for video seeing. While this doesn’t necessarily indicate you need to shift your whole strategy to TikTok, it can show that the platform could continue to have a promising future regarding content marketers.
If this data has got you worried that you’re publishing videos on the wrong platforms, take a breath. Remember that this really is just one informal customer survey. Had we polled a specific age group, people from a specific industry, or customers from different areas, the results might have affected to other platforms — like LinkedIn or Twitter.
However , even though this really is just one small survey, it does remind all of us that a mix of older and newer systems, like YouTube and TikTok, are the first choice video platforms regarding vast audiences.
Now that coming from gotten an idea of where consumers are primarily watching social media videos, we’ll walk a person through a few methods for sharing the best movies for different social media audiences.
Tips for Discussing Social Media Videos
1 . For most systems, zone in upon snackable content.
The world is becoming more fast-paced every day. While many people are watching social media videos in their spare time, some are viewing them between meetings, while in line at the store, or on public transit. Even if people do have time for you to watch hours associated with video, there’s a lot out there that they’ll wish to scroll to a lot more content almost soon after their video begins.
That’s why one social media video strategy to focus on in 2021 is mastering the ability of “snackable” or extremely short-form content.
“Using snackable videos on social can in fact drive more engagement than static images, ” says Meisha Bochicchio, Content Marketing and advertising Manager at Wistia. “A recent study found that 60% of marketers noticed more clicks with video posts in contrast to static images. ”
When it comes to creating effective snackable content, Bochicchio says, “First things first, keep in mind that most social media systems will automatically begin playing video content as viewers scroll. So , make sure your video clips are autoplay-friendly. Bear them short and put your own key messaging in the first few seconds. For instance , take a look at this particular video from Wistia announcing their State of Video Record. ”
“Remember that most people will not hear your audio, so make sure your videos are also silent-friendly, “Bochicchio advises. “Consider text overlays, or upload captions directly on systems like LinkedIn, Tweets, and Facebook.
In the video example below, Wistia marks the release of their series “Show Business” with a captioned video that allows viewers to get key info without any sound.
For more information about this strategy, have a look at this post on snackable content, or this awesome article that highlights the most recent short-form video tendencies.
2 . Test different video formats, too.
Whilst snackable content is a great tactic to harness in 2021, you can still publish lengthier videos, as long as these types of engaging and useful to your audience.
For example , while people might not want to view a two-hour commercial, they could watch a longer live video Q& A, an interview using a thought leader, or perhaps a video that tells a longer, but enjoyable story.
Here is a great example of the TV-episode-length, Clio-winning movie created by Pepsi:
When you can certainly test longer-form video, you can also test out other formats, such as live streams, online videos, and buying videos on platforms like Instagram plus Facebook.
Since new video formats emerge, it can be helpful to determine if they might work for your brand plus design a test close to them.
Make sure you identify and monitor the right success metrics. For example , if you’re testing a longer video, look at its views and dropoff rate to see how long viewers stay tuned for more. Meanwhile, if you get a more interactive method like a live stream or Q& The you can also take note of remarks, engagements, and stocks on the content while you’re live.
3 or more. Meet your video clip audiences where they may be.
As with any social media marketing strategy, some articles will perform much better on some social media marketing platforms rather than others. While snackable, consumer-facing content might perform well with YouTube, Fb, and TikTok’s huge consumer audiences, the B2B marketing video clip or a Q& A with a corporate believed leader might carry out better on a professional-facing network like LinkedIn.
Luckily, to create a great marketing strategy, you don’t (and shouldn’t have to) place your videos on each and every social media platform. However , you should research the particular demographics of each main network, identify which audiences might participate most with your content, and start publishing movies where it makes the most sense for your brand and goals.
Then, continue to keep an eye on platforms might ruled out in case they continue to evolve and supply your brand more audience opportunities later on.
4. No longer always lean on repurposed content.
When I was a startup internet marketer, I loved in order to repurpose content anytime it was possible. Plus, back then, when social media marketing platforms were less evolved, this strategy works.
Today, it could still be beneficial for brand names to repurpose some video content for different platforms when they have got similar audiences plus features. This can become a great way to test regardless of whether your content strategy for 1 platform will work with one audience.
However , because understanding your social media audience is more important than ever before, you might want to consider aquiring a slightly different movie strategy for your most significant video platforms. While there will be times where one can easily repurpose content to save time or even bandwidth, some platforms like TikTok plus Instagram are evolving with algorithms that could deprioritize your content if it has a watermark from another system.
5. Embrace influencers — plus customers.
Even when you’ve done all of your research and churn out videos daily, it can still be incredibly hard to post a viral piece of content that grows your target audience.
Luckily, you will find experts on every social media platform whom know how to create video clips. And, some of them will even create videos for you personally — and then talk about them with their viewers.
That’s why one particular great growth strategy can involve calling influencers or believed leaders with experience in your industry plus either featuring them in your videos or even getting them to promote your brand within their content.
If you can’t afford to have an influencer help boost your video strategy, you can also appear towards happy customers. With this strategy, you can encourage customers to talk about a video about their experience with your brand on social media, or you can create a video full of multiple pieces of user-generated content from happy customers.
Due to the fact today’s consumers desire authenticity from brand names, user-generated content not only can provide you with free video content but may also spread brand recognition to prospects or people researching you on social media.
Navigating Social Media Content material
More than ever, social networking and content marketing are always evolving. Like a marketer, it’s important to remain up to date with the latest trends and information to better inform your strategies — whether or not you’re investing in movie or other strategies.
To learn more concerning the latest marketing developments, download our free 2021 State associated with Marketing Report below.