The rise of social media has changed the face of marketing forever. It is currently estimated that by 2018, the number of worldwide social media users is expected to reach an astonishing 2.5 billion; in other words, a third of the world’s population. If you’re not currently using social platforms to reach your target market, then you seriously need to get started. And these days there’s only one word that matters when it comes to getting your content seen and shared: video.
The Growing Power of Video
A recent report by the Cisco Visual Networking Index predicts that by 2019, video will account for 80% of global internet traffic, with almost a million minutes of video being shared every second. Video is now no longer something people actually have to sit down and watch; they can share it on the go due to the massive rise in the number of social media users sharing content on mobile devices. For example, mobile devices now account for 68% of the time spent using Facebook worldwide.
The rise of the socially-sharable video has been a relatively recent phenomenon, perhaps driven in part by increased mobile compatibility; but it has quickly become an absolutely essential way of reaching your audience, regardless of what your company does. Video is by no means all about sales; it is a quick and efficient means of getting any message out to an enormous amount of consumers.
The four leading social media platforms for video sharing are Facebook, YouTube, Snapchat and Twitter, and each platform’s users interact with content in different ways.
Facebook is now the leading platform for video sharing. It currently generates a massive 1 billion video views per day, with the number of video posts per person having increased 75% worldwide in the 2014-2015 period alone. Globally, the amount of video content on the Facebook News Feed has increased 3.6 times year-on-year. Facebook’s main strength from a marketing point of view is that it allows you to share video content in with your data, with its algorithms having recently changed to promote video content more highly. The average shares of video content have more than doubled in the last year.
YouTube is all about video rather than data. While their content may not get you as many shares on Facebook due to the competition between the two platforms, YouTube is still a vast market to tap into, with its number of viewers having increased 40% year-on-year since March 2014. The number of hours spent watching YouTube videos on mobile devices has increased 100% in the same period.
In the period from May to November 2015, the number of videos viewed on Snapchat tripled to 6 billion per day. Snapchat tends to prompt rapid responses to any calls-to-action your videos contain, as the videos are only viewable for 24 hours or less.
On Twitter, the more personalised the content, the more likely it is to generate a response. 160 characters is often not enough to get a written message across; replying to a Tweet using the camera option allows you to interact with your followers in a personal way that keeps them engaged.
All of the social media platforms are now heavily promoting video, as they’ve seen its power in terms of advertising revenue generation due to its unprecedented growth. It’s well worth learning to use each platform and understanding the different ways in which users interact with them if you want your content to reach its maximum intended audience. And most importantly, if you’re using any or all of them, the way forward seems to be video.
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