Social Media Video – Hot in 2016 🔥
Social Media Video – Hot In 2016 🔥
Social Media Video = Social Media + Online Video Marketing & Advertising. It’s popularity has been increasing incredible amounts over the past years on platforms way beyond the king of video, YouTube.
While YouTube probably pops into your mind when you think of online video, it’s definitely not the only platform embracing the massive potential for digital video content. Facebook, Twitter & Instagram have all pushed into the online video world over the past year… all in the race to grab more advertiser dollars, given the immense power social video has.
Digital video ad spend is growing at a rapid pace. According to a report from eMarketer,” 2015 State of Video,” total ad spend allocated for digital & social media has nearly doubled in the past year. 68% of marketers also plan to
increase their digital & social media video budgets in 2016.
2015 really has been a landmark year for digital & social media video. It tied with social media use overall in 2014 when it comes to average time spent/day engaging with different digital activities. In 2015, digital video finally pulled ahead.
So, what kind of devices are we watching digital & social media video on? More and more, we are using our tablets and smartphones. Tablet use has had the greatest annual growth from 2011 to 2015 @ 120%. And we’re not just watching on the go. We’re also tuning into content on our connected TVs, otherwise known as smart TVs, with an increased usage rate of 23%. The content world has been pushing in a mobile-first direction, and social media video is no different.
2016 offers businesses and brands of all sizes an opportunity to experiment with social media video marketing & advertising that’s custom-made for platforms like Facebook, YouTube, Instagram & Twitter vs trying to re-run TV spots on social platforms.
As the speed of digital marketing & advertising continues to pick up speed… it’s better to start now vs being left behind.
- Published in Facebook, Instagram-ads, Social Media Video, Twitter, Video, Video Marketing, YouTube
Best Bang For Your Buck: Facebook or YouTube Video?
Like many major marketers, Reebok wondered where its digital video ad dollars might be better spent—Facebook or YouTube video —and it partnered with Pixability to find out. The company tested its campaign by Venables Bell & Partners, featuring NFL player J.J. Watt endorsing the ZPump Fusion sneaker.
The results showed combining YouTube and Facebook buys is the most effective method for marketers.
YouTube had a higher video view rate (23.6% of people who scrolled past the video viewed it versus Facebook’s 5.4%) and video completion rate (20.4 percent versus Facebook’s 4.5 percent) as well as a lower cost per view. But Facebook had higher engagement.
“You want to meet the needs of the consumer. It depends on the time, where they’re going to be able to watch it, when they watch it,” said Jessica Ruscito, Reebok’s director of U.S. media and digital branding. “You want to make sure any time that a consumer wants to engage with your brand, you’ve got the content to deliver upon that need.” Pixability and Reebok noted it’s hard to make a direct comparison between the two platforms since Facebook’s “interactive elements” (Likes and Shares) are “simpler, easier to understand and take up more screen real estate.”
via adweek.com
- Published in Facebook, Video, Video Advertising, YouTube
Facebook Hits 8B Video Views Per Day
Facebook Hits 8 Billion Video Views/Day, Challenges YouTube
Did you know?
- More than 1 billion people use Facebook every single day
- 1.39 billion people now use Facebook on mobile devices, including more than 1 billion on Android
- There are 8 billion daily video views on Facebook
- More than 500 million people watch videos on the site daily
- In September 2015, over 1.5M small businesses posted video to Facebook, including native uploads and video ads.
Zuckerberg wanted to make it clear that Facebook is focused on investors, who are focused on advertisers, who are focused on reach – particularly mobile reach. It’s clear that he wants video advertisers to use “views” as a standard metric, even though comparing YouTube views and Facebook video views is like comparing apples to oranges.
Zuckerberg also stated that new video tools for Facebook pages are live, and that the site has been testing a dedicated video section. He confirmed that:
“Over the next few years, video is going to be some of the most engaging content online. And by continuing to innovate here, we have a chance to build the best place to watch and share videos”.
Yep, he just declared war on YouTube, which allows over a billion people to discover, watch and share originally-created videos. The big difference between the two is YouTube focus on helping people discover videos – and YouTube’s Content ID program, which ensures that what gets discovered are “originally-created videos.” Facebook is focused on watching and sharing videos.
Sheryl Sandberg, Facebook’s COO, shared a couple of more nuggets of news. She stated that revenue from mobile ads was up 73% year on year to $3.4 billion and grew 73% year-over-year. That means that mobile accounts for around 78% of Facebook’s total revenue from advertising. So, Facebook is focused on mobile.
“The average American adult spends 25% of their media time on mobile, and Facebook and Instagram together continue to account for over 1 in 5 minutes on mobile in the US”.
Mobile, mobile, and mobile. Get it? Got it? Good. Sandberg stated that Facebook was a good fit for marketers as it has “the best performing mobile ad products, and video is making them even better”. She believes that Facebook video gives the marketer a chance to reach a mass audience, with great cross device targeting and measurement”. “Our third priority is making our ads more relevant and effective. Carousel ads show multiple images, and now videos, and drive 30% to 50% lower cost per conversion than single-image link ads”.
Video marketers are indeed faced with a two-party system. According to eMarketer, global mobile ad spending is expected to be $72.1 billion this year, and Google’s share of this market is projected to be 33.7%, while Facebook’s share is forecast to be 17.4%. And, according to comScore, the Top 6 – and 8 of the Top 9 – apps in the U.S. are owned by Facebook or Google.
Today, some casual observers may mistakenly believe that it doesn’t matter whether you choose YouTube or Facebook video. But, there’s a big difference between YouTube’s and Facebook’s world view of video marketing and video advertising.
Facebook is primarily focused on advertisers. Facebook is focused on views – and says a “view” is reached at the three-second mark whether or not the viewer has even turned on the sound. In contrast, YouTube has a more balanced concern for partners as well as advertisers. YouTube also has a more balanced concern for giving viewers choice over which ads they watch and connecting brands with a more engaged audience. In fact, with TrueView ads, you don’t pay for random impressions or maybe-they-saw-its. The viewer has to choose to watch your video or there’s no charge. YouTube not only urges advertisers to go beyond impressions and clicks, it also offers Google’s Brand Lift solution to help them measure brand awareness, ad recall, and brand interest.
Finally, if you’re looking for a recent example of the impact of video ads, check out this one: P&G’s Gillette generated buzz for its latest razor, Gillette BODY, by targeting a rapidly expanding audience of body-grooming men. With a digital-first strategy anchored by YouTube TrueView ads, Gillette reached millennial males with their “100 Years of Hair” video ad.
The results: over 84% of the 13.5 million total viewers finished most of the video, there was a 211% lift in searches for the Gillette brand, and the video ad generated over 500,000 clicks to buy.
- Published in Facebook, Video Advertising, YouTube
Study: Online Video delivers highest conversions (vs other content)
While marketers increasingly appreciate the importance of video in their content mix and agree it produces the best conversions, a new report finds most marketers are still not effectively measuring the effectiveness of their online video efforts.
According a new report by Demand Metric, video remains extremely prevalent as a content type. Of the B2B and B2C marketing professionals surveyed, 91 per cent said video marketing content had become more important to them this year, while just eight per cent said there had been no change in importance.
“Often, the popularity of a content type can render it less effective, but this 2015 study shows that video has staying power and its importance continues to grow: it has not lost its ability to differentiate, “ said the report. “Virtually the entire marketing community acknowledges that video is still growing in importance as a type of marketing and sales content.”
Reflecting that growing importance, marketers are producing lots of videos. More than half of respondents produced between five and 50 videos annually for marketing purposes with 31 per cent producing between 11 and 50. The numbers produced were relatively unchanged from 2014, suggesting marketers have found their video sweet spot. More than half of large companies (defined by revenue) produced between 11 and 50 videos annually, while 45 per cent of medium-sized companies produced between five and 10. Smaller companies, at 35 per cent, were most likely to produce less than five.
Most marketers use their video content on their web site or on social media, with landing pages and recorded webinars well back. Explainer videos and product features were the most often produced types of videos, but customer testimonials were also popular.
Compared to other content types, 51% of respondents said video offered better conversion rates, while 23 per said it was much better and 20 per cent about the same.
“Video has proven an exceptional content type to support all stages of the buyer’s journey,” noted the report. “When a conversion occurs, it marks a pivotal point in the buyer’s journey, either from prospect to qualified prospect, or from qualified prospect to customer.”
The return on investment from online video content is growing, according to 50 per cent of respondents.
“It’s quite possible to determine the ROI for video content,” said the report. “If organizations don’t know what the ROI is, it is because they choose not to measure it, not because the data is unavailable.
Knowing ROI – and other performance metrics of video – is a function of tracking the proper metrics.”
via itBusiness
- Published in Automotive Marketing, Video Marketing
Facebook Video Drives Huge Brand Engagement
Forget the old conventional wisdom that most page posts on Facebook contain images and think links, at least in terms of volume.
In terms of interactions, video posts performed the strongest, followed by photos.
Quintly said in its study:
We found out that “moving pictures” are driving the highest interaction on Facebook. Videos, the highest engagement driver, are followed by image posts, which performed second best–with an increasing trend throughout the year.
As Timelines are getting more crowded every day, it is essential to choose the correct post type to unlock the potential your posts have.
The stats we analyzed underline the relevance of attention-grabbing images and video in social media strategies once again.
- Published in Facebook, Social Media Video, Video
Advertisers Flock To Facebook Video
Videos on Facebook now get 4 billion daily views, almost four times the figure from a year ago, according to Fortune. And it’s working for online publishers too: Buzzfeed had 500 million video views on Facebook in April, while Mic saw 33 million views from 8 videos in just two months.
That kind of reach will increase Facebook video’s appeal to marketers. A recent survey by marketing firm Mixpo, charted for us by BI Intelligence, indicates Facebook is quickly becoming the choice of platform for video marketers. Of the 125 US marketing and media executives surveyed, 87% said they plan to run an ad campaign on Facebook’s video platform this year. That’s 24 percentage points up from the people who said they ran a video ad campaign on Facebook last year. Facebook’s video platform is also more popular than YouTube video now, according to the survey.
Since the survey only asked 125 people, the results should be taken with a grain of salt. And YouTube still owns a wider video creator base, a stronger copyright policy, and a more established revenue-sharing model than Facebook, BI Intelligence says. But it’s also proof that advertisers will only continue to spend more on social video, with Facebook video being a major recipient of their spending.
- Published in Facebook, Video Advertising, Video Marketing
Massive Opportunity – Facebook Video Ads
Massive Potential Awaits Canadian Advertisers With Facebook Video Ads
Canada loves it’s internet… and it’s social media. In fact, Canada was one of the first countries to fall head over heels for Facebook, and now, more Canadians log into Facebook every day than anywhere else in the world.
As a business owner, if you’re not reading this and immediately making the connection between where people are and where you should be… you should be.
What else is key to know? Facebook loves, loves, LOVES video content. Facebook video ads can be posted, watched, shared and engaged with, right within the platform. Facebook has watched this digital consumption evolution, and the social network is starting to further emphasize video’s importance and potential with Facebook Video Ads.
Facebook says it averages a billion video views every single day, with 2/3 watched via mobile. Facebook video views increased 50% between May through July 2014.
To highlight this milestone, Facebook said this week it’s going to start showing video view counts, offer deeper video analytics for publishers and will recommend additional videos to watch after you’ve seen one… all tweaks to increase Facebook Video Ad consumption by the public, and make the use of video more attractive to businesses.
All of this means even more potential for businesses and brands that use video in their marketing and advertising efforts… and highlights expansion in the digital video space beyond video giant YouTube.
Even Beyonce agrees.
Queen Bey’s Management Company said that Facebook has ‘become the primary platform’ they use to communicate with fans. This comes on the heels of a behind-the-scenes video released via both Facebook and YouTube last summer.
Beyonce’s Facebook video earned 2.4M views in a few hours while YouTube’s views trickled in by comparison, earning just a few thousand.
Why is this? Fans spotted the video, watched it, and then shared it with their friends… increasing it’s exposure via Facebook news feeds.
Facebook Video Ads also present massive potential for Facebook as a business (it also just bought video adtech company LiveRail for somewhere between $4-500M in July) but also for business owners. It’s an amazing way to get a message across and provides a more immersive experience vs static status updates and photo posts. This also goes for the success rates of graphic Facebook Ads vs Facebook Advertising that utilizes video. Video is the most powerful medium available today.
All of this could further convince advertisers who love the video aspect of television and the social aspect of Facebook… their money may be better spent on social video – and Facebook Video Ads might be a great place to start.
Are you ready to get your business on board with Facebook Ads? Contact Us today to get started.
Integrating BizBOXTV Video Production, Video Advertising & Video Marketing into your business strategy will be the best decision you make in 2015 – guaranteed.
- Published in Facebook, Lisa Ostrikoff - The Globe And Mail, Video, Video Advertising
Why Online Video Needs To Be In Your 2015 Budget
Online Video needs to be in your budget in 2015 & beyond. Here’s why:
Digital has surpassed all forms of traditional advertising in Canada & Video Advertising has outpaced overall digital growth rates over the past five years.
- Published in Automotive Marketing, Calgary, Facebook, Social Media Video, Video, Video Advertising, Video Marketing, Video Production, YouTube
Want customers to remember you? Social video is the key
The explosion of the ‘social’ Internet has provided content creators, marketers and advertisers with a cost effective way to distribute and share online video. And unlike traditional advertising, online video lets them target their audience and measure its impact through analytics
Social video is content that is influenced by social media and intended to be shared from person to person. If we find something relevant, informative or entertaining, we pass it on, and the cycle continues. This is essentially how content goes viral.
Content and news discovery is becoming less and less about searching out the information you are looking for. Instead, it’s being shared via social network recommendations – likes, shares, Retweets, Pins, +1, etc.
If you’re already knee-deep in social media, you’re exposed to this type of sharing behaviour on a daily, or minute by minute basis, depending on how often you frequent such platforms.
BI Intelligence recently examined the social video landscape, taking a closer look at how advertisers specifically.
Some of the main takeaways include:
• Online & social video audiences are expected to double by 2016, reaching 1.5-billion worldwide ( Cisco)
• Social media video has trumped non-social video as far as views/audience size.
• The majority of people now, and an increasingly significant number in the future, will discover and watch video content on social media platforms like YouTube and Facebook.
• Video length is shrinking. Social media audiences seem to prefer to “snack” on social video.
• In the U.S., Facebook had the fastest-growing online video audience of major web properties over the last 10 months, and is just second to Google in terms of video audience size. In April 2013 alone, 63-million people watched video on Facebook.
The phenomenon isn’t showing signs of slowing anytime soon. So if you’re a business owner, now is the time to start thinking about integrating social video into your marketing and advertising budgets, before your competitors do.
Need another reason? According to the study mentioned above, “consumers are more likely to enjoy a brand video and remember the brand involved if they come across it because of a social media recommendation.”
It may still be early in the game, but it’s better to stay ahead of the curve than work to catch up when it might be too late.
Lisa Ostrikoff is a TV journalist and anchor-turned-creator of BizBOXTV, a Canadian online video production, advertising and social media marketing agency. You can find her on Twitter and Facebook .
Want customers to remember your brand? Social video’s the key – The Globe and Mail.