If you are active on Facebook you cannot have failed to notice the prevalence of video content filling your newsfeed. To the casual observer your newsfeed could look like it has been taken over by a team of over enthusiastic advertising executives.
In part that is true. 64% of marketers expect video to dominate their strategies in the near future.
The reason is clear: In total, adult users now consume a total of 66 minutes of online video each and every day. One in three Britons view at least one online video a week – that’s a weekly audience of more than 20 million people in the UK alone. And by the time you finished reading those stats, they were out of date. The numbers are growing every single day.
Why has video on social media grown so much? If a picture paints 1,000 words then one minute of video is worth 1.8 million, so say Forrester’s researchers. We are lazy and are looking for the easiest means to digest messages and because the technology to create video has become as accessible as the smartphone in your pocket.
It’s not just Facebook either. You can post a video on Twitter, Snapchat supports video, Instagram, Vine and of course the Daddy of them all, YouTube. It’s no wonder then that 70% of companies now say video is the most effective tool in their online marketing belts, and two out of three businesses expect it to dominate their strategy going forward.
Before you get your phones out, start on the right footing and be clear how you will use video in your marketing strategy and what objective it will fulfil. Always consider the audience you are trying to reach and ensure the video is relevant to them or you will be wasting your time.
It should be short and sweet and compelling from the first few seconds. Most videos are only watched for the first 10 seconds so get your message across quickly. You can go on to embellish and develop it with your story-telling skills but don’t assume that it will be watched to the end. And don’t forget a call to action, what do you want the viewer to do now?
The purpose of video is to engage viewers in order that they share the video with others. The longer the viewer watches, the more they are engaged, the more they interact with your brand and the more likely they are to purchase.
In summary, video should be part of your marketing but don’t assume that as long as it is video it will get better engagement. Quality matters, stay on brand, make it interesting, informative, entertaining, helpful, relevant and final tip: upload it to the platform you are posting it on. A native video will reach more viewers than a link to YouTube.