Video marketing on Social Media

Back in 2015 we published an article that projected the rise of video marketing, citing social media channels as one reason for this tidal wave… and in 2018 video is still rising.

Social media platforms have dominated the internet, reshaped the way we do business and made us focus long and hard on our communication strategy. Social channels are so keen to get everyone uploading video that they have gone out of their way to make it easy peasy for anyone to do it. Twitter, Facebook, YouTube (of course), Snapchat, Instagram, Pinterest – all of them video ready and willing. Linkedin is the latest behemoth of social to embrace video.

Here’s our round up of the big 7 and what they are up to in 2018.

Facebook

After establishing that video is what everyone expects, Facebook has recently announced that any branded video will soon be moved to a separate news feed, thus resulting in a drastic drop in organic reach, which will ultimately require businesses to opt into paid video advertising if they want anyone to see it (smart move Facebook). We’ve been long time advocates of paid marketing on Facebook as it allows hyper focused targeting. However these new announcements will undoubtedly change the shape of the platform and how businesses use it, affecting traction for new businesses and potentially pushing up ad costs. We may look back on these halcyon days of low cost reach and wish we’d utilised it more!

Pintrest

Pinterest went straight for the jugular when it enabled Promoted Video in 2016, where businesses have to pay to have their video content featured. In May 2017 they introduced Autoplay on all video content and “the more people watch, the less you pay”. This means you have to get your ducks in a row to make sure your video content is better than the next guy’s. Could there be a better incentive to produce engaging video content? As an added bonus, Pinterest (like Facebook) allows you to retarget everyone who saw your video with a follow-up campaign to really hit your message home.

 

Get Our Video Upload Cheat Sheet 2018.

Maximum video length for Snapchat? Correct aspect ratio for Instagram?
If you’re bamboozled by the ever shifting sands of social video get our free guide now.

GET THE GUIDE 

Instagram

With over half of its 800 million users checking in every single day Instagram has fantastic advertising potential. However, the latest algorithm shift (akin to Facebook’s) makes it harder to determine the reach of your content and who it’s going to. Directing users to an external site is also something that Instagram seems to be keen to avoid, which is not great news for businesses. However it’s currently a fashionable and growing network and many businesses have built solid reputations on the platform. In order to capitalise on Instagram’s opportunities your content needs to be regular, beautiful and very much on brand.

Snapchat

Snapchat has 100 million users consuming 30 minutes of content every day, making it a goldmine for businesses targeting millennials. Understanding their audience and calculating for its short attention span (Snapchat allows a maximum of 10 seconds video), savvy companies can gain loyal followers by releasing snippets of behind the scenes footage, glimpses of new collections, and micro interviews. It’s all very transient and not for the fainthearted, but it’s a free marketing opportunity not to be missed.

YouTube

The big player in video remains YouTube. Still the second largest search engine after Google; YouTube has got the history, the reach and the revenue streams all in place, and businesses have been using this social platform to upload video content since its creation in 2005. It took a full 10 years for business video to become a mainstream event, and a further 2 before becoming an expectation. Despite this trend, and its obvious positioning, YouTube are on record saying that 2017 was a difficult year. In the wake of the Logan Paul scandal [https://twitter.com/YouTube/status/950847381519699968] they have tightened up their advertising criteria.

New channels will need to have 1,000 subscribers and 4,000 hours of watch time within the past 12 months to be eligible for ads. YouTube will begin enforcing these new requirements for existing channels beginning February 20th, 2018. They are changing the “Google Preferred” settings to be manually reviewed meaning that any search will offer up the most vetted videos, not just the most popular. YouTube projects that this manual reviewing means they will have a tighter control on advertising because ads will only run on videos that have been verified to meet their ad-friendly guidelines.

Twitter

Twitter hasn’t had the best year either. It did show growth in 2017, although not much, but it is looking to the future and banking on video content in 2018.

Buffer did some serious testing on social platforms last year and have just posted their results (January 2018)  https://blog.bufferapp.com/3rd-party-social-media-tools

On Facebook and Twitter video is the best performing post type by quite some margin.

In 2017 Twitter partnered with the Omnicom Media Group to commission a study of the cognitive function of Twitter users, with video as the main focus. So, if you are thinking about using video on Twitter know this: shorter video is generally more effective, with research showing that a 15-second video on the platform is just as effective as a 30-second one, in terms of recall and impact.

[https://www.socialmediatoday.com/social-business/twitter-conducts-new-study-key-elements-effective-video-platform]

LinkedIn

With the introduction of native video posting in August 2017, Linkedin are a little late to the party but are very well received nonetheless. They have discovered that native video is shared 20 times more than any other type of content across the LinkedIn network. So, they are calling out for authentic, passionate and insightful video content that is made by you to share, inspire and educate your fellow connections. When you post a video, you can see audience insights such as the top companies, titles and locations of your viewers, as well as how many views, likes, and comments your videos are receiving – keeping everyone happy.

Know Your Figures

Each of these social giants has their own little quirks of format and specifications for uploading video – giving even the most seasoned of content providers a virtual nosebleed. To give you a head start, we’ve produced this handy little chart for you to have all of these rules one place, so you can check your upload requirements with ease. Now, go forth into the world of social video…and populate those feeds.

Get Our Video Upload Cheat Sheet 2018.

Maximum video length for Snapchat? Correct aspect ratio for Instagram?
If you’re bamboozled by the ever shifting sands of social video get our free guide now.

GET THE GUIDE 

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