Recently, HubSpot’s 2021 State of Marketing Report revealed that video is the top content marketing strategy brands use while social media is the leading marketing channel. With data like this, social media marketing and video content go hand in hand.
To get your videos seen and drive brand awareness, you’ll need to make sure that you’re making the right video content for the right audiences on the right social media platforms.
With new video options appearing on social platforms regularly, determining where your video content lives is part of the video content marketing battle.
In an attempt to help you figure out where to publish your video content and which types of video content to post, HubSpot surveyed 300+ people to find out where they most commonly watch video content on social media.
Where are people watching social media videos?
When people were asked, “On which social media platform do you most commonly watch videos?”, 35% of respondents said YouTube.
It’s not surprising that YouTube or Facebook are the preferred video viewing sites, but only 8% of respondents said they primarily watch videos on Instagram.
Another unexpected find was that almost 20% of respondents primarily use TikTok for video viewing. While this doesn’t necessarily mean you need to shift your whole strategy to TikTok, it does show that the platform could continue to have a promising future.
Remembering that this is just one small HubSpot survey, it does remind us that a mix of older and newer platforms, like YouTube and TikTok, are currently the go-to video platforms for large audiences.
Let’s now talk you through five tips for the best types of video content for social media platforms.
5 tips for social media video content
1. Focus on “snackable” videos
While many of us watch social media videos in our spare time, some of us watch them between meetings, while waiting in line at a shops, or on public transport. Even if people do have time to watch hours of video, there’s so much out there that they’ll want to scroll to more content immediately after the video starts.
That’s why one social media video content strategy to focus on is the art of publishing the bite-sized “snackable” video content (super short-form).
Using “snackable videos” on social media can drive more engagement than static images. A recent study found that 60% of marketers saw more clicks with video posts compared with static images.
When it comes to creating effective “snackable” video content, keep in mind that most social media platforms will automatically start playing video content as viewers scroll. So, ensure your videos are autoplay-friendly. Keep them short and sweet, putting your key messaging in the first few seconds. For example, look at this video from Wistia for their State of Video Report.
Remember, most people won’t hear your audio when watching your videos on social media, so ensure your videos are also silent-friendly. Consider using text overlays, or upload captions directly on platforms like LinkedIn, Twitter, and Facebook.
2. Test different video formats
While “snackable” content is an excellent tactic to harness, you can still publish longer videos if they’re engaging and valuable to your audience.
For example, while people might not want to watch an hour commercial, they could watch a more extended live video Q&A, an interview with a thought leader, or a video that tells a longer but entertaining story.
As new video formats emerge, it can be helpful to determine if they might work for your brand and design a test around them.
Be sure you identify and track the right success metrics. For example, if you’re testing a longer video, look at its views and drop-off rate to see how long viewers stay tuned. If you try a more interactive video content approach like a live stream or Q&A, you can also note comments, engagements, and shares on the content while you’re live.
3. Find where your video audience is
As with any social media strategy, some content will perform better on some social media platforms rather than others. While “snackable” content might perform well with YouTube, Facebook, and TikTok’s large audiences, a B2B marketing video or a Q&A with a corporate thought leader might perform better on a professional-facing network like LinkedIn.
And you don’t have to place your videos on every single social media platform, either. But, you need to research the demographics of each major network, identify which audiences might engage most with your video content, and start publishing videos where it makes the most sense for your brand and your business objectives.
Then, keep a close eye on platforms you’ve ruled out in case they continue to evolve and provide your brand more audience opportunities in the future.
4. Don’t always repurpose videos
It can still benefit brands to repurpose some video content for different platforms with similar audiences and features. It can also be a great way to test whether your content strategy for one platform will work with another audience.
But you might want to consider having a slightly different video strategy for your most important video content platforms. There will be times where you can easily reformat content to save time. Still, platforms like TikTok and Instagram are evolving with algorithms that could deprioritise your content if it is not built to take full advantage of that video content platform.
5. Leverage influencers and customers
Even if you’ve done all of your research and regularly publish video content, it is still very tough to post viral content that grows your audience.
One excellent growth strategy could be for you to reach out to influencers or thought leaders with expertise in your industry and to feature them in your video content or getting them to endorse your brand in their video content.
If you can’t afford an influencer to help boost your video strategy, you can also look towards your happy customers. You can encourage your customers to share a video about their experience with your brand on social media. You can then make a video combining these user-generated content (UGC) customer endorsements or create a traditional customer testimonial video.
Video content can do wonders to increase your content engagement, clickthrough rates, traffic and sales, but we know that making video content can be intimidating. Many of us get paralysed by the “no time, too hard, too expensive” fallacy of creating video content.
But if you think you need fancy camera equipment and editing software to make video work or that it seems like a luxury your business can’t afford, it’s time to take a new approach to your video marketing strategy. Contact our friendly team of experts at Kaptura today. We’re more than just video creators; we help define the strategy behind video content for our customers to achieve their business objectives. We’re focused on helping you grow your sales through affordable, scalable and compelling video content. We work closely with you to get your video content seen, engaged with, and a call-to-action taken.
It takes more than just one great video to build a relationship with your customers. That happens gradually over time. We recommend creating a series of regular, bite-sized, snackable videos that focus on education, how-to’s, tips & tricks, buying guides, products, testimonials, or explore episodic storytelling with your own brand-driven YouTube ‘series’. It’s how we provide value to you in a way that builds trust and positions you as an expert with your audiences.
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