Here are the eight latest statistics about social video, ripped straight from the pages of the 2018 Sprout Social Index. Learn them. Love them. Use them to create change in your own organization, and download the full Index now.
…on Facebook, Instagram, Snapchat and YouTube.
Consumers are interested in a wide variety of content formats from brands on social. Sixty percent of consumers want to see posts that showcase new products or services, 59% want to see educational posts, 56% want to be entertained and 49% want to be inspired by brands on social. The common thread here is that consumers prefer content to be strongly visual.
Over half (58%) prefer visual-first content, with graphics and images and produced video taking the lead in this category.
Social marketers agree, listing “more video content” as the key ingredient to success on social in 2018 on Facebook, Instagram, Snapchat and YouTube.
Surprisingly, consumers surveyed want brands to stay “produced” rather than unedited, preferring produced video four times more than unproduced videos.
Given the transparent and immediate nature of social, this defies the general expectation that social users want raw videos from brands. In fact, people want brands to share produced and edited videos that showcase beauty and deliver a clear message. This is yet another reason that professional video production resources and distribution plans are key investments for social marketers in 2018.
When it comes to maximum watch time, consumers responded with a wide range of watch times, but the most common was between 1-2 minutes.
This suggests that your video content doesn’t have to be long to succeed with your social audience.
Now that you know the technical factors that impact if your audience will watch a video, let’s dive into the emotional factors. How do your consumers want your videos to make them feel?
The top reasons that consumers watch videos on social are to laugh (71%), to see a good story (59%) and to feel inspired (51%). Consumers watch the most videos on Facebook (40%) and YouTube (49%).
A majority of social marketers (76%) are focused on engagement and amplification metrics, so we asked consumers if they share brand video content on social and what prompts them to do so.
The good news: A majority of consumers (74%) share brand video content on social. The videos they share are most likely to be entertaining, inspiring or convey knowledge to friends.
Just because consumers dislike an “ad-like” approach from brands doesn’t mean social marketers can’t feature or link to product in videos.
What it does mean, however, is that your video must also entertain, inspire and/or provide some other value besides “buy this now.” Tactics that work include behind-the-scenes content featuring an inside look at a beloved brand (Instagram Stories is a great channel for this), content that helps your viewers in a way that overlaps with their interest in your brand and content that is, simply put, beautiful.
Video may be king, but ensuring that content reflects what consumers are looking for in their feed is queen. Remember that your brand is competing with friends and family for attention in user feeds, so it has to create real, unique value for users.
As brands work to incorporate more video into their strategy, creating content that is quick, easy to digest and well-produced will ensure resources are being used most effectively.
Need help developing and measuring your own social video strategy? Be sure to request a demo below.
The post 8 Fresh Stats About Social Video Marketing appeared first on Simply Measured.
Let’s be honest: marketing as a musician is tough. On any given day there are a million must-do’s and hardly…
Kettlebell Kings has used educational content to build an audience of over 79,000 fitness enthusiasts on Instagram. It generates 400-600…
LinkedIn now has more than 500 million users and if you want to reach business decision-makers, it could be the…
Facebook advertising costs range widely and are dependent on many factors, including your industry, location and objectives. With more businesses…
In this post you’ll discover 12 types of marketing videos that viewers love to watch. If you’re thinking of creating marketing…
With school back in session and fall around the bend, take this time to fill your calendar with opportunities to…