Last week, HubSpot’s 2021 State of Marketing Report Revealing that video is the primary content marketing strategy used by brands, while social media is listed as the primary marketing channel.

With the above data-and all the growing social media video platforms-it is clear that social media marketing and video content go hand in hand.

Although making great social media videos for your company can be a very effective marketing strategy, every social media content strategy should not be a one-size-fits-all approach. In order to ensure that your videos are watched and spread high-quality brand awareness, you need to ensure that the right videos are produced on the right platforms for the right audience.

With new video publishing options appearing regularly on social platforms, determining where your content will appear is part of the content marketing war.

To help you determine where to post video content and what types of videos to post, we surveyed more than 300 consumers to find out where they watch videos most often on social media.

Below, we will reveal the results and some expert tips to build the best social media video sharing strategy for 2021-including recommendations from Wistia experts.

Where do consumers watch social media videos?

In recent years, generation Z positioning platforms such as TikTok and Instagram have been on the rise. However, if you think that everyone mainly watches videos on these platforms, you might be surprised by our survey results.

When I asked consumers “Which social media platform do you watch videos most often?”, 35% of respondents said YouTube.

Youtube, Facebook and TikTok are consumers' preferred social media video platforms

data source

Although it is not surprising that some of the world’s largest online platforms YouTube or Facebook are the preferred video viewing sites, only 8% of respondents said that they mainly watch videos on Instagram-one of the pioneers of storytelling and live video.

Another surprising finding is that 20% of respondents-one in five people-mainly use TikTok (The youngest social network on the list) For video viewing. While this does not necessarily mean that you need to transfer your entire strategy to TikTok, it does show that the platform can continue to bring a bright future for content marketers.

If this data makes you worry about posting videos on the wrong platform, take a deep breath. Remember, this is just an informal consumer survey. If we conduct surveys of people in specific age groups, specific industries, or consumers from different regions, the results may affect other platforms-such as LinkedIn or Twitter.

However, although this is only a small survey, it does remind us that the combination of old and new platforms such as YouTube and TikTok is the video platform of choice for a broad audience.

Now that we understand where consumers mainly watch social media videos, we will introduce you to some tips for sharing the best videos for different social media audiences.

Tips for sharing social media videos

1. For most platforms, focus on snack content.

The world is getting faster and faster every day. Although many people watch social media videos in their spare time, some people watch them between meetings, when queuing in stores, or taking public transportation. Even if people do have time to watch hours-long videos, there is so much content that they will scroll to more content almost immediately after the video starts.

This is why a social media video strategy to focus on in 2021 is to master the art of “snacks” or ultra-short format content.

Meisha Bochicchio, content marketing manager at Wistia, said: “The use of snackable videos on social media actually drives engagement better than static images.” A recent study It was found that 60% of marketers saw more clicks on video posts than static images. “

When creating effective snack content, Bochicchio said: “First of all, remember that most social media platforms will automatically start playing video content as the viewer scrolls. Therefore, make sure that your video is suitable for autoplay. Keep it short and save you The key information is placed within the first few seconds. For example, take a look at This video comes from Wistia Announce their video status report. “

“Remember, most people won’t hear your audio, so make sure your video is also muted,” Bochicchio suggested. “Consider text overlays, or upload headlines directly on platforms such as LinkedIn, Twitter, and Facebook.

In the video example below, Wistia marked the release of their series “Show Business” with a subtitled video that allows viewers to obtain key information without any sound.

To learn more about this strategy, check out This post about the content of snacks, Or this post highlighting the latest news Short video trend.

2. Also test different video formats.

Although snack content is a great strategy to take advantage of in 2021, you can still publish longer videos as long as they are attractive and valuable to your audience.

For example, while people may not want to watch a two-hour ad, they can watch longer live video Q&As, interviews with thought leaders, or A video that tells a longer but interesting story.

This is a good example of a TV one-episode-length Clio award-winning video produced by Pepsi:

Although you can of course test videos in longer formats, you can also test other formats, such as Live broadcast, Interactive video, and Shopping video On platforms such as Instagram and Facebook.

As new video formats emerge, it may be helpful to determine whether they are suitable for your brand and design tests around them.

Make sure you identify and track the correct success metrics. For example, if you are testing a longer video, check its views and churn rate to understand how long viewers watched. At the same time, if you try to adopt more interactive methods, such as live broadcast or Q&A, you can also record comments, participation, and sharing of content during the live broadcast.

3. Meet with your video viewers.

As with any social media strategy, certain content will perform better on certain social media platforms than others. While snacks and consumer-oriented content may perform well in a large consumer audience of YouTube, Facebook, and TikTok, B2B marketing videos or Q&A with corporate thought leaders may perform better on professional-oriented networks such as LinkedIn.

Fortunately, to develop a great marketing strategy, you don’t have (and shouldn’t) put videos on every social media platform.However, you should Study the demographics of each major network, Determine which audiences are most likely to interact with your content, and start posting videos in places that best suit your brand and goals.

Then, continue to focus on the platforms you have excluded, in case they continue to develop and provide your brand with more audience opportunities in the future.

4. Don’t always rely on repurposed content.

When I was an entrepreneurial marketer, I liked to repurpose content as much as possible. And, at that time, when the social media platform develops slowly, this strategy will work.

Today, when brands have similar audiences and features, it is still beneficial to reuse certain video content on different platforms. This is also a good way to test whether one of your platform’s content strategies is suitable for an audience.

However, because knowing your social media audience is more important than ever, you may want to consider a slightly different video strategy for the most important video platforms.Although sometimes you can easily readjust the content to save time or bandwidth, some platforms Like TikTok and Instagram The evolving algorithm can Decrease the priority of your content If it has a watermark from another network.

5. Embrace influencers-and customers.

Even if you have completed all your research and made videos every day, it’s still very difficult to publish viral content to increase your audience.

Fortunately, there are experts on every social media platform who know how to make videos. Moreover, some of them will even make videos for you-and then share them with their audience.

This is why a great growth strategy can involve Influencer or thought leader Have expertise in your industry and show them in your videos or have them recognize your brand in their content.

If you cannot afford influencers to help improve your video strategy, you can also look for happy consumers. Using this strategy, you can encourage customers to share videos about their experience with your brand on social media, or you can create a video that contains multiple pieces of user-generated content from satisfied customers.

Because today’s consumers Yearning for truth From the brand, User-generated content Not only can you provide you with free video content, but you can also spread brand awareness to potential customers or people who research you on social media.

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Social media and content marketing are evolving more than ever. As a marketer, it is important to understand the latest trends and data to better inform your strategy-whether you are investing in video or other strategies.

To learn more about the latest marketing trends, download our free 2021 State of Marketing report below.

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