The Rise of Video Marketing on Social and How It Affects Your Business

Niharika Dutta3 years ago

Video marketing surely has risen to heights we have never seen before. Predictions say that by 2019, as much as 80% of consumer internet traffic will be directed towards watching video. It is evident that whatever your product or service, you will be left behind if you do not have a sound video marketing strategy in place.

When it comes to video marketing, the biggest social platforms are your ticket to reach a wide array of audience. Did you know that social video generates 1200% more shares than text and images combined? That’s huge potential right there, waiting for you to tap and grow your business. So, let us find out what the major social networking platforms have in store for you.

YouTube

The first social platform that comes to mind when it comes to video marketing is undoubtedly YouTube. YouTube is being used for marketing efforts by businesses for a long time now. Even though YouTube right now is facing huge competition from Facebook and trendier alternatives like Snapchat, Instagram, Vine and Twitter, it still remains at the top of the video marketing space.

YouTube has a whopping 1 billion visitors a month and 68% of viewers share a video they have watched. This means you have huge potential to engage with a massive audience. Making use of the tremendous potential YouTube offers, a lot of brands have benefitted from it.

Video creators have launched their career and grown into the personal brands by merely owning YouTube channels and reaching new audiences. YouTube continues to remain valuable for business if you know how to strategize your video marketing efforts to achieve the desired results.

Having said that, brand marketers have to keep in mind that over time YouTube has become saturated with content. Due to its sheer size, brands are struggling to be noticed and competing against hundreds of thousands of competitors.

If growing your business on YouTube is on your cards, then the first thing to remember is that YouTube is currently the second largest search engine in the world after Google. This means you need to optimize your videos so that people discover you through organic search. Not only that, you need to get creative with your video marketing initiatives.

To optimize your videos for search, formulate your video titles, descriptions, and tags, to include relevant keywords that people would search with while trying to find a company or product similar to yours. This will help your audience find your videos faster, both on YouTube and Google.

Advertising through YouTube is going huge these days. With 100 percent of the top 100 global brands having used YouTube ads in the past year, you will not want to be left behind. Using YouTube advertising opportunities, the number of channels, earning six figures per year on YouTube is up 50% year on year.

YouTube advertising has become a powerful option with the advent of YouTube TrueView which ensures that advertisers will only have to pay for those who opt to watch their video ads. Viewers benefit as they get to skip the ads which they don’t wish to watch and brands benefit as they get more views from an interested audience. Advertisers get to build an audience list who are interested in your brand which you can later use for remarketing.

The following is an example of a TrueView ad in action.

The Rise of Video Marketing on Social and How It Affects Your Business

Facebook

If there is one platform that you need to keep an eye on for your video marketing campaign, it would undoubtedly have to be Facebook. While YouTube remains at the zenith of video marketing, Facebook is also rising fast.  Facebook now sees about an average of 8 billion video views on a daily basis.

While using Facebook as a video marketing platform, native videos have a bigger reach than third party video embeds. According to a study, native Facebook videos have been found to have 4 times more interaction rates than that of YouTube videos, which is quite impressive.That means you cannot just share your YouTube video link as a status update and sit back. If you want your videos to be viewed by a larger audience, you need to upload the video content natively to Facebook.

Not only that, native videos can reap the benefits of video features that Facebook provides. For instance, with videos playing automatically on the news feed, a feature only applicable to native videos, people are discovering more content. That means, brands and video creators cannot ignore this if they want to enhance their business through video marketing.

Facebook allows video marketers to choose from a number of capabilities to improve reach, mobile engagement or audience targeting. One of these capabilities is “video views” for advertisers who specifically want to drive views. Once an advertiser chooses this as an objective in the ads create tool, Facebook optimizes the video ads to target users who are more likely to watch videos.

Yet another way to engage with your audience is to add a call to action at the end of your video to drive your audience to act, as shown in the image below.

The Rise of Video Marketing on Social and How It Affects Your Business

Video advertisers can also manage reach and frequency in terms of their audience size and number of times these ads will be shown to their target audience. This aligns the video marketing strategy with the business goals laid out by brand marketers.

Facebook is not showing any signs of slowing down when it comes to adding better video features. The latest addition to the list is a feature called ‘Facebook Live’ streaming. Brands can build better relationships with their audience with exclusive behind-the-scenes view of the work involved in bringing products to life, spontaneous Q&A’s, display new products and more. Facebook 360 videos are going to be the next big thing with 360 degree and 3D content.

Twitter

The next giant social platform to tap for your video marketing efforts is Twitter. Twitter has phenomenally grown in size and currently has 320 million monthly active users and has emerged as a listening platform. A few years earlier, engaging your audience on Twitter was a lot easier. But with the current volume of users, it is getting harder to grasp people’s attention.

With Twitter following in Facebook’s footsteps by launching native video support for mobile and desktop apps, it has become one of the best ways to reach your audience. Twitter users love videos! Take a look at the statistics from a research that shows how Twitter users engage with videos. 82% of Twitter users watch video content on Twitter. Twitter videos drive more engagement with 2.5 times more replies, 2.8 times number of retweets and 1.9 times more favourites.

Videos on Twitter are limited to 30 seconds in terms of length, just like tweets are restricted to 140 characters. That works in favour of brand marketers as shorter videos have been known to be more engaging.

As a brand marketer, how can you use Twitter video to grow your business and attract more attention? The secret is to make the effort to create engaging content to make good use of those 30 seconds. An interesting way to do it is to reply to tweets through a video. It’s simple, use the camera option, select video and start  recording.

A video response to a tweet is more personalized and engaging. They stand out and put a face to your brand. The good news is that very few brands actually do it. So, next time you want to reply to a question or a comment from a fan or customer, consider doing so through a video.

You probably are already using twitter chats to engage your customers in a Q&A. You can take chat sessions to the next level by giving video responses rather than standard text responses.

Consider the example of Twitter Gaming that hosted a Q&A session for video game journalist Geoff Keighley in which Geoff replied using Twitter video to questions his fans asked. Here’s a glimpse of Geoff responding to one of the questions.

This gave Geoff’s fans a special personalized experience and the responses received hundreds of likes and retweets.

The formula is simple. When you go that extra mile to establish a connection with your audience, they remember you! People appreciate the effort and time you dedicated for them and it gives you an edge over your competitors.

The Rise of Video Marketing on Social and How It Affects Your Business

Conclusion

There is a lot going on in the video marketing space and these social platforms have a huge role to play. All these platforms use the power of video in a unique way and your video marketing strategy must be tailored to tap the advantages of each of them.

Don’t just rely on one platform. If you are creating content on YouTube, make sure you have it on Facebook as well. Reply to your customers’ queries on Twitter. Get innovative. The world of video is evolving rapidly and YouTube is no more the only place to be. You need to grow and adapt with the changing trends and not ignore the other opportunities.

Niharika Dutta

​Niharika Datta is a Content Writer at Vidooly. She started her career as a Human Resource professional but is now pursuing her love for writing. Though she writes about a myriad of ideas, her personal favourite is writing about the latest trends in the content and digital marketing world. An ambivert by nature, she likes to grab a snack with a warm cup of coffee in the company of a good book or a close friend.

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