Particularly on social media, the engagement statistics are showing no signs of slowing down. YouTube viewers are watching, on average, a billion hours of video every day, Facebook users consume over 8 billion videos every day, and 82% of Twitter’s audience views video content on the platform. With the optional video formats of live streams and 360-degree videos, marketing teams have a large scope to plan video campaigns.
65% of marketers are preparing to increase their budgets for mobile ads to focus more on video within the next few months. Furthermore, HubSpot reports that video is a growing priority, with 48% of marketers planning to add YouTube to their marketing plan in the next year, and 46% planning to add Facebook video.
The team at Search Engine Journal, for example, integrated their own Facebook Live strategy and discovered some great engagement rates. Their average Facebook Live engagement rate for their post was 178% higher than their average post engagement. And in addition, the reach of posts more than doubled.
With video social media strategy taking off, there are a number of best practices that are now commonplace:
- There is no ‘standard’ approach to video. Instead, to maximise engagement, it’s essential to convert them at the best spec for their location. Mobile should always be considered, as should a 1×1 format, which looks best on mobile devices and give the user a more seamless experience.
- Building up to a crescendo no longer works – the viewer needs to be hooked in the first five seconds. 94% of pre-roll on YouTube is skipped after five seconds – you don’t have long to grab your viewer’s attention.
- Subtitles are effective, as user-initiated sound is the norm on most platforms and the majority of target audiences choose to keep it that way due to public browsing
Video has a place in all aspects of a marketing campaign and it can be exceedingly powerful. However, it’s important to move away from the ‘one-size-fit-all approach’. Taking into account the platform and the audience can lead to brand engagement on a huge scale.