TikTok users on Android smartphones have surpassed YouTube viewers in monthly viewing time as of June 2021. (also on Android devices). TikTok users continue to view more video material than YouTube users, and the gap is much wider in nations throughout the United Kingdom.
In addition, video is the most popular content marketing technique, and social media is the most popular marketing channel, according to HubSpot’s 2021 State of Marketing Report.
While it’s true that producing high-quality videos for your company’s social media channels may be a very effective marketing strategy, a cookie-cutter approach won’t work for every social media content plan. You need to make the appropriate videos for the right audiences on the right platforms if you want them to get viewed and help create great brand awareness.
Customers’ favorite social media video destinations
TikTok and Instagram, two sites aimed squarely at Generation Z, have seen meteoric growth in recent years. But if you assume that everyone uses these services solely to view videos, you may be startled by the results of our survey.
While it may come as no surprise that YouTube and Facebook are the preferred video viewing sites, one of the first adopters of Stories and live video, Instagram, has only 8% of respondents who say they use it as their primary video viewing site.
How to Share Videos on Social Media?
Focus on easily consumable content for the vast majority of platforms.
The speed of life is quickening everywhere. While most individuals watch videos on social media when they have free time, others do it in less conventional settings, such as waiting rooms, checkout lines, and commuter trains. Unfortunately, there is so much available that viewers will want to move on to other content nearly as soon as their movie begins playing, even if they do have the leisure to watch hours of video.
As a result, learning how to create “snackable” or extremely brief content is going to be an important part of your social media video strategy in 2021.
Wistia’s Content Marketing Manager, Meisha Bochicchio, argues that “using snackable films on social may really drive more interaction than static photos.” According to a recent research, “60% of marketers experienced increased clicks with video postings compared with static photographs.”
First and foremost, keep in mind that most social media platforms will immediately start playing video material as users scroll,” advises Bochicchio on the subject of developing effective snackable content. Make sure your movies can be played automatically. Keep them concise, with the most important information presented early on. Check out this video as Wistia reveals the results of their State of Video Report.
Try out many video codecs.
2021 will be the year of snackable content, but it doesn’t mean you can’t also produce lengthier films if they’re interesting and useful.
While viewers may not have the patience for a two-hour advertisement, they might watch a lengthier live video Q&A, an interview with an industry expert, or a video that tells a more in-depth but still interesting tale.
Besides experimenting with shorter clips, you can also try out live broadcasts, interactive videos, and shopping videos on social media sites like Instagram and Facebook.
To see if the newest video formats are a good fit for your company, it is important to do tests in these mediums as they become available.
The key to success is to measure the correct things. Look at things like views and dropoff rate to determine how long people watch a lengthier video being tested, for instance. If you go for a more participatory strategy, like a live broadcast or a Q&A, you may track real-time reactions, interactions, and shares of your material.
Get in front of your video viewers where they already are.
Some material will do better on some social media platforms than others, as is the case with every social media plan. For example, a B2B marketing video or a Q&A with a corporate thought leader would do better on a professional-facing network like LinkedIn than with the enormous consumer audiences of YouTube, Facebook, and TikTok.
Fortunately, you don’t need to (or even should) upload your movies to every social media site in existence to develop a successful advertising campaign. However, before you start posting videos anywhere, you should investigate the demographics of each major network, determine which people could interact most with your content, and then start releasing videos where it makes the most sense for your business and goals.
Then, keep an eye on platforms you’ve previously dismissed in case they undergo future changes that might open up new audience chances for your company.
Include both influencers and customers in your plans
It’s not always easy to upload anything that goes viral and increases your viewership, even if you’ve done your homework and are producing films on a daily basis.
Fortunately, there are video editing gurus available on all the major social networking sites. In addition, some of them will make films for you and promote them to their followers.
Reaching out to influential people in your field and having them appear in your videos or endorsing your business in their own material is a terrific way to expand your reach and build your audience.
If you don’t have the budget to pay for an influential person to promote your video content, satisfied customers can serve as a stand-in. With this tactic, you can either curate a film full of user-generated content from satisfied clients or encourage them to post a video about their experience with your company on social media.