In 2020, life moved even more online. During a twelve-month period, the number of social media users increased by more than 13%. In order to keep up with these changes, social media platforms rolled out new functionalities.
On average, people aged 16-64 spend 2 hours and 25 minutes a day on social media globally. This is more time than they spend watching TV.
Even though the landscape is rapidly changing, we will still provide coverage. Our social media superguide has everything you need to create great social video content.
What is social media video marketing?
This text is discussing social video marketing, or using video to promote or market your brand and increase engagement on social media. Video content is becoming increasingly popular on social media platforms, with four of the top six channels for video consumption being social media sites.
More than half of consumers would rather see videos from brands than any other type of content, according to research. Additionally, nine out of ten customers say that videos impact their purchasing decisions. If you want to keep your followers engaged with your brand, social video marketing is key.
Defining your video strategy for social media
Here’s an A-Z glossary of some of the most social media terms that every social content marketer should know:
Algorithms
The order of content on users’ feeds is determined by algorithms. The social media algorithms are always changing, so it’s hard to keep up with the latest rules for social video content marketing. The social media algorithms are always changing, so it is important to keep up with the latest trends in the industry and adapt your social video marketing strategy accordingly.
Analytics
The term “analytics” refers to data that provides you with information about how well your social video content is doing and how you can improve it. It includes impressions, engagement rates, clickthrough rates and more.
Bots
It might be tempting to try and grow your following by taking shortcuts, but this can backfire. If you buy bots, your engagement rates could drop sharply in the long run, and you might even get banned from Instagram for breaking their terms of service. Your channel will grow more if you invest in a community management strategy. This will help you connect with your audience in an organic and authentic way.
At the end of the day, it is better to have 5,000 engaged followers than 5,000 unengaged bots.
Clickthrough rate (CTR)
The clickthrough rate is the number of times users click on a link to an external site. To calculate your click-through rate, divide the number of clicks your post receives by the post’s total number of impressions.
Engagement rate (ER)
This metric measures the engagement of a piece of content by determining how often it is interacted with in comparison to how many times it is seen.
Evergreen content
Evergreen social videos are those that stay relevant for a long time and don’t experience big changes in popularity depending on the time of year. Content that can be used for a long time and is not outdated is called evergreen content. This type of content can bring inconsistent traffic and engagement over time, social content marketers find it to be very valuable.
Impression
An impression occurs when a post or ad appears on a user’s newsfeed, regardless of whether the user interacts with it.
Influencers
Users with either a large following or high-quality content, or usually both, are considered influencers on social media. In exchange for payment, free product, or exposure, they promote products or services to their audience. If you want more people to see your brand, work with influencers who are already popular with your target audience. This way, you’re more likely to reach people who are interested in what you have to say.
Micro-influencers
Micro-influencers have audiences that are smaller, typically ranging from 10,000 to 100,000 followers. Since their organic followings are smaller, advertisers can more specifically target their marketing towards these groups. Micro-influencer campaigns result in up to 60% higher engagement, according to a study by HelloSociety.
Monetization
The best way to monetize your social media following is by turning your followers into paying customers. This can be done through influencer marketing and affiliate posts. You’re not going to have many people following you if all you ever talk about is sales, so try to limit those kinds of posts to 10%.
Native advertising
Native advertising is an advertising technique that integrates advertisement into a social media platform in a way that it appears to be editorial content instead of a traditional advertisement. In-feed ads and paid search listings are two examples. Native ads are viewed 53% more often than display ads, and can increase purchase intent by 18%.
Stagnancy
One of the biggest advantages of social media video marketing is its ability to continue growing. If you notice your follower count is not increasing or is decreasing, that is not good. Your social media video marketing is no longer effective because your audience no longer finds your content resonating or interesting.
The best way to break out of stagnation? New content forms and hashtags are worth experimenting with.
User-generated content
Any type of content that is created by unpaid contributors is known as user-generated content (UGC). UGC is a type of marketing where customers promote your product for you (for example, if a friend recommends your product to another friend). UGC can be more powerful than traditional advertising.
User-generated content (UGC) can be more than just low-quality selfies; it can also be polished and engaging social video content.
How to decide what social media channels are good for your business
Unsure where to focus your social video marketing strategy? This text provides information about the most popular social media platforms, their target audiences, and how they are used globally.
Facebook at a glance
More than 4 billion videos are viewed on Facebook every day, so it’s an important platform to consider when planning your social media video strategy.
- The average engagement rate for Facebook video posts is 0.26%, which is significantly higher than the average engagement rate overall of 0.18%, and Facebook Watch has a global daily user base of 140 million, who spend an average of 26 minutes per day watching video.
- Users view 85% of Facebook videos without sound, so if your video has dialogue, make sure there are subtitles or captions.
- 98.3 percent of Facebook users access the social media platform via their mobile devices, meaning video uploads need to be responsive to different screen sizes and orientations.
Instagram at a glance
Instagram has 1 billion active monthly users who spend an average of 27 minutes per day on the platform. The platform provides many opportunities for social media video marketing.
- Instagram Stories have become one of the most popular video marketing tools among social media managers, in large part due to 500 million active daily users sharing 250 million stories each day.
- IGTV has found its footing as series-based content, while Reels provides high-quality content that’s still informal, but has a longer shelf life than 24 hours.
- On Instagram Live, broadcasts become conversations and an opportunity to build trust and engagement with your audience. Plus, it’s popular with consumers — 80% of people would rather watch live video from a brand than read a blog.
- 71% of the billion monthly active users on the Instagram app are under the age of 35, making it an excellent platform for brands looking to connect with younger audiences.
Vine
The app Vine is doing very well in the area of brief, imaginative videos. The success of the system relies on the users. It’s a mobile application that allows users to interact with audiences and bounce ideas back and forth. It has the potential to provide more exposure for those who are involved in sharing. Heather Taylor, a vice-president at Ogilvy, says that brand vines are shared 4x more often than other online videos, and that 5 vines are shared on Twitter every second.
This trade-off emphasizes both individual creativity and the needs of the audience. There’s no mystery that users are finding ways to get more followers and likes by using speed to their advantage. And you should too.
Vine Quick Tips
- Think community. Simply consider what you would want from a business in terms of community interaction. Engage and participate often.
- Be creative and practical. People want videos that are useful and entertaining, and they want to know how you cater to their interests. Try a “how-to” or demo of your product – or present something interesting related to your brand.
- Leave them wanting more. Whether you’re humorous, engaging or inspiring, make sure your quick clips bring people back to you.
- Be authentic. This should go without saying for all social media, but don’t try to hard sell your products here. Show off what you stand for. Share “why” you exist and what makes your team successful.
Instagram is a marketing platform that allows brands to advertise with photos and short video clips in a more traditional yet technologically-friendly way. The app is being used more and more by top brands around the world. This tool is affordable and easy to use, which makes it very useful when you need to get quick exposure using an innovative approach.
The filtered photo app has increased its users by 50% since February of this year and now has 150 million users. Instagram gains one new user per second.
It is not surprising that both brands and consumers are so popular on Instagram. This means that people are more likely to engage with visual content, such as videos, rather than written content. Videos also generate more inbound links than written posts.
Instagram users are promoting their favorite videos by using hashtags. They are also using hashtags to make their posts more searchable with keywords. This allows brands to have more control over the content that is being shared, as well as the way it is presented to the public. This can be a valuable asset for companies who are looking to promote a certain image or message.
YouTube
So how do you use the world’s largest video sharing site and No. 2 search engine to successfully market your business, with over 72 hours of content being added every minute?
First, ask yourself, “Is YouTube right for my brand?”
When it’s not right
If your content is focused on selling products, you might want to try using a paid hosting service like Wistia or Vidyard. If you want to build links to your pages, YouTube is not the best option. If you wanted to use a video on your website that is hosted on a different platform, you would not be able to do so. The video would only be able to connect back to the original platform, and not to your website.
When it’s right
You should only create a YouTube channel if your target audience is already watching videos related to your field. According to comScore, 9 out of 10 online shoppers find brand videos helpful when making a purchasing decision, and 65% of consumers will visit a brand’s website after viewing a video to learn more.
The amount of content you produce for your business depends on the industry you’re in, the type of content you want to produce, and your business goals. Use what you feel will promote growth.
Youtube Quick Tips
- Make quality a priority. Since it’s a longer format, be sure to use high quality video. Team up with a pro to shoot and make sure you get great audio.
- Use keywords. Be consistent and put keywords in video descriptions, tags, and titles to increase search results. Always include a link to your site in the video description, for traffic and SEO. Google’s got this algorithm in their search engine that makes it over 50% more likely for a site to rank higher in their search results if it contains video content than if it doesn’t.
- Start with great content. Give more thought to how-to’s, explainer videos, and tutorials to engage more with clients and prospects. Keep the connection with your audience by “including” them in community opportunities. Share presentations, footage from conferences or marketing events, and make them feel like they’re part of what you’re doing. Use video for interacting with viewers. Share customer feedback to solidify your legitimacy. Choosing the right content to display in your video marketing allows your audience to know more about what you’re doing, based on the informative, entertaining, or advertising nature of the finished product. This can improve recollection, increase credibility, and support overall perspective.
- Monitor Content. Google is working toward a channel ranking. That means that you can figure out what’s on your channel that’s causing the rest of your content to lose value. If something is performing poorly, you better remove it because it’s hurting you.
- Have a Call-To-Action. End your video by giving viewers a choice in what direction to take.
- Share! Once you’ve figured out what needs to be in your video and you’ve produced it, set it up to attract more attention. Get it on the YouTube platform, and then share it with your other social media accounts.
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