Video content can be more memorable, informative, and engaging than written content or static images in less time. Reaching potential customers locally and globally through most online platforms or devices, especially on social media where it’s continuously growing among 2.77 billion people.
Even network experts Cisco have projected that global online video traffic will increase from 75% to 82% and live video to 17% by 2022. YouTube’s recent progression to the No. 2 most popular global website confirms this possibility. Of course, this doesn’t mean you should defect from using blogs/articles in your content strategy, everyone processes information differently.
The Rise of Time-Restricted Content
We have 8 seconds to attract a customer’s attention according to Microsoft claims from studying Canadians, with little to suggest any difference worldwide. Short form content demand continues to grow as customers become further enriched in social media content, particularly through smartphones. At least 43% of smartphone owners often watch online videos and almost 50% of internet users use videos to inform their purchasing decisions. 93% of Twitter videos are watched on a mobile device and tweets containing video gain 10 times more engagement.
Stories Growth Continues
Stories are brief segments of images/videos that provide an excellent opportunity to communicate your marketing to attentive customers. Their persistent presence motivates us to view the content before it expires within 24 hours unless archived for further use. Instagram alone have 500+ million daily Story viewers and previous statistics indicate it will continue to rise.
Although primarily used for B2C (Business-to-Consumer) marketing, LinkedIn and Twitter will soon be balancing B2B (Business-to-Business) content by adding Stories to their platforms. This will be a positive outcome by offering a more niche visual marketing of products/services to business-focused networks.
Snapchat primarily markets to Millennials and Pivotals with B2C marketing content from diverse brands, short stories gaining most engagement. While a large target audience, consider also using other platforms for maximum engagement and reaching older target audiences if necessary. Facebook can reach a broader target audience with B2B and/or B2C content, as can Instagram, depending on the topic.
Stories are continuously developing to engage audiences further by providing new interactive elements to encourage user input. Marketers can now tag events in Facebook stories and shopping products in Instagram stories. An interesting development since this takes Stories closer to the same functionality as general posts. It’s plausible that social media posts as we know them may gradually convert to Story format to replace news feeds.
Where Live Video Is Expanding and Declining
Live Video is available on Facebook, Twitter, Instagram, and YouTube, and continues to draw engagement of being part of an experience currently taking place. As mentioned before: live video is forecast by network experts Cisco to reach 17% of online video traffic by 2022.
Although Twitter’s Periscope is declining, Facebook Live videos are consumed more than uploaded videos and have allegedly grown four times within a year since 2016. No further insights can be located to monitor the current growth or the actual number of live videos consumed.
LinkedIn intend to expand into live videos by debuting LinkedIn Live later this year. This development will be interesting to witness as LinkedIn videos have more engagement than Facebook Live and Twitter video content. LinkedIn Live could potentially increase consumer engagement with the network, in addition to enhancing B2B marketing on the business-focused platform.
Tik Tok Audience Expanding & Influencer Marketing
Tik Tok (aka ‘Douyin’ in China) is a video-sharing social media application that has recently grown popular worldwide. Mostly among young audiences, while slowly attracting mature audiences and recently surpassing Twitter with 500 million active users, slowly catching up to Instagram.
Advertising on Tik Tok currently limits to personalised ads and influencer marketing, although expansion is likely as it matures. Other platforms have recognised Tik Tok as a competitor and released similar features like Instagram TV to compete. The application’s popularity appears to be because of it’s limited advertising presence, as Snapchat was before introducing unskippable advertisements.
Influencers engage audiences by building their own brand and a community of followers who value their views. They are cautious about their reputation and more likely to agree if it fits their brand, conveys a suitable message, and has S.M.A.R.T. goals. Approaching them with goals that are Specific, Measurable, Agreed upon, Realistic, and Time-based is ideal.