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.
Social Video = Massive Marketing & Advertising Opportunity
First of all, let’s clarify what “Social Video” is.
Social Video = Social Media + Online Video Marketing & Advertising.
Essentially, creating video content that is designed for social media platforms such as:
Your Social videos need to be designed specifically for social networks. This is because social video appears in different ways on different social networks, and each network has a unique audience with different behaviours.
Many people confuse social video with viral videos, but there’s a massive difference. Social media videos may not get millions of views and can still be deemed a big success. For example: if your company sells something very niche, the story of how your business can help could be a big success with only 2000 views, if those views are by your exact target audience and/or generate leads.
Social video also is extremely unique in its ability to convey a powerful message to viewers, in a way that static forms of marketing & advertising can’t. Social media networks also favour online video in their algorithms, knowing this rich form of content is more appreciated by it’s users.
Businesses that don’t invest in social video very soon really do risk being left behind. In a recent survey by the Content Marketing Institute, over 73% of marketers reported using online video as a marketing tactic. 69% of businesses are already creating videos specifically for social media. In that same survey, almost 70% of businesses say their budgets for social online videos are increasing. It’s clear that companies are beginning to recognize the power of these videos. If you’re not investing in social video yet, your competitors probably are.
Some of the ways social video can drive results is via:
– increasing brand awareness
– generating leads
– increasing online sales (conversions)
– customer service/support, etc…
The ROI of social videos will depend on which way you choose to use it. Every business will have differing targets & goals when it comes to the use of social video. If your social media videos are being used for lead generation, leads generated through the video should be tracked. If social video is being used to sell a product via your website, sales & conversions should be tracked. If you’re looking for results beyond brand awareness, the key is to set specific goals and track the success of your social videos using widely available analytics. It’s only through tracking that you will learn what connects with your audience and what doesn’t, allowing you to refine your video strategy as you continue creating social videos in the future.
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.
Want customers to remember your brand? Social video’s the key – The Globe and Mail.
Marketers continue to spend more on custom content, according to a recently released study from the Custom Content Council. On average, companies allocate 39 percent of their marketing, advertising and communications budgets toward content creation.
While spending on all types of marketing rose 9.2 percent between 201 2 and 2013, there is an increasing push toward digital content marketing. Between 40 and 44 percent of survey respondents expect to increase their spending on SEO, web updates and social content.
Custom content gets faster, more social and visual
Marketers are striving to keep their online presences fresh, and are diversifying their custom content strategies, according to the study. Companies’ websites are now updated on average more than three times per week. However, they aren’t just winning their audiences over with blog posts and news stories – they are complementing their established web content with active social media participation and video.
“Funds that were previously earmarked for print are being shifted to social and video content,” said Lori Rosen Executive Director of the Custom Content Council.
Marketers are now using content crafted exclusively for social networks more often than other formats. Developing robust presences on social networks helps brands engage their customers, drive traffic back to their websites and educate prospective buyers to qualify sales leads, according to eMarketer. Data shows that user reviews on social sites have a growing influence on customers who are making car-purchasing decisions.
“In this survey, 62 percent of respondents now report using video in their content marketing. Branded video is closing in on web and print as one of content marketing’s most common form,” Rosen added.
Brafton recently reported that video content is also being consumed more rapidly by American consumers. ComScore’s Video Metrix data found that people watched 39.3 billion videos in March 2013.
Brands must recognize that content marketing is evolving. In order to reach target audiences, marketers may need to diversify their campaigns and interact with new and existing customers where they’re most active online.