If we had to choose a “match made in heaven” in terms of digital marketing, it would be the one between social media and video content. Read on and discover 7 social video stats that will help you get better results from your social media campaigns.
On the one hand, you have social media participation, with over 3.5 billion users across the world and growing numbers. On the other hand, you have video as the best-performing type of content for brands out there; versatile, popular, and, most importantly, effective.
It’s only natural that both would find each other and coalesce into this marked trend-shift we’ve seen over the past few years. More and more marketers are doubling down on video-centered strategies, and social media platforms evolving with “video-first” approaches, like Facebook and Instagram.
Social video by the numbers
That said, the dynamics of social media videos are constantly changing. Adapting to its users’ behavior.
For example, while pieces like explainer videos perform extremely well on a platform like Facebook and YouTube, Instagram and Twitter user bases tend to respond better to short video ads.
And how do we know that? Data. Data that we marketers use to make the right choices.
So, today, we are going to go over a few key social video stats every marketer should keep in mind going into 2020 and beyond.
1. People prefer learning through video
Nowadays, we like things to be fast, simple, and dynamic. Which is one of the main reasons behind video popularity among consumers — especially on social media.
When asked, 68% of people interviewed by HubSpot said they’d prefer to learn about a new product or service through video. Text-based articles came in second (15%), with infographics and sales pitches in third (4%).
As you can see, it’s not even a close fight.
The takeaway? Marketers and business owners need to leverage the power of video to educate audiences about their products and services. Ideally, combining the type of content with social media platforms like IGTV and YouTube.
2. YouTube and how-to videos are like peanut butter and jelly
You may think that YouTube is mostly used for entertainment. After all, music videos and funny animal clips are indeed wildly popular. However, in a survey conducted by Google, when asked why they turned to YouTube, more than 7 in 10 viewers answered: “to solve a problem”.
People use social media platforms as crowd-sourced tools for problem-solving. The same study revealed that 86% of YouTube viewers also go there to learn something new.
Whether to understand a new piece of software, learn a new special recipe, or puzzle out the best use you can give to your new coffee machine — user demand for this type of content is out there. Giving brands and marketers an ideal opportunity to prioritize creating content that fits these criteria.
Here’s a good example of a tutorial video on how you can create a social media wall in less than 5 minutes using Walls.io.
3. Users engage AND share video content from brands
It’s well documented that visual content generates higher rates of engagement on social media, opening the door for brands to connect and interact with their audiences on an unprecedented level.
What’s better, though, is that the numbers show that users not only engage but SHARE branded video content more often too.
74% of users share video content from brands on social media. Reasons vary from industry to industry, with some people wanting to benefit others with useful content, while others just like to act as “curators of quality content”.
Regardless of why it’s a trend that can be capitalized on. Marketers and businesses producing the type of content their audience prefers, loves, and connects with on social media will increase their reach thanks to voluntary user interaction.
4. Most businesses are satisfied with their social video ROI
Using video content on social media has a lot of benefits: it increases brand awareness and visibility, engages users like no other formats, and most importantly, it gets results. As a matter of fact, 85% of business owners are satisfied with the return on investment from social video.
However, effective video marketing takes more than just recording something on your cell phone and uploading it to your social platform of choice.
Companies have to be mindful of the type of content they release and should have a good plan of what, when, and why they upload video content. Yes, consistency is important, but if you are consistently releasing content no one cares about, your social video strategy won’t pan out! It’s in instances like this when the guidance of a skilled video company will most likely come in handy.
5. Authenticity pays off
In general, people are looking for quality, experience, and good pricing when they interact with a brand. However, in social media, honesty and authenticity in their content seem to be a more significant driving motivator. Numbers say that as much as 86% of consumers prefer an honest brand personality on social media.
This quest for authenticity and transparency has a lot to do with the new generations. Younger users won’t settle for traditional and shallow content. They want to go backstage and see what happens when the camera lights are off.
Ultimately, what most users are looking for from brands on social media is to see their human side, mistakes-and-everything. In the past, many brands struggled to keep an air of professionalism and even distance from their audiences, fearing the effects of getting too personal. Today, there’s no better way to get to your audiences than through honest and friendly video content.
6. Video length isn’t everything… but almost!
There’s a reason why so many social media ads are only 10 seconds long or even shorter: our attention spans tend to decrease with each passing second. And this “viewer abandonment” rule especially applies to social media.
You can confidently expect about a 33% drop off within the first 30 seconds after they hit the play button on your video. Furthermore, you only have 10 seconds to grab your viewer’s attention in the first place.
That’s the main reason why most marketing pieces will rarely run longer than the two-minute mark (where most videos see their first big drop-off). Moreover, you should always front-load your video content, immediately get to the point where you capture viewer attention and then elaborate from there just long enough before wrapping up.
Never overstay your welcome in a viewer’s mind. The clock is always ticking.
7. Don’t sleep on vertical video
Nowadays, numbers say that 99% of people watch at least some videos on mobile devices, and 34% of those see most of their video content on a cellphone.
These numbers alone are reason enough to keep both eyes on the shift toward vertical video that social media content is going through. It makes sense, too, when you think about it. Vertical video content simply adjusts better to the way we already hold our devices for browsing and texting. Adjusting content to that already-preferable UX approach is more intuitive than forcing horizontality.
Social media developers realized that already and have started to adapt their platforms and content to this format. Needless to say, brands will have to follow that tune too.
Your takeaway about social video
With users watching around 100 million hours of video content on Facebook per day, YouTube being the second largest search engine in the world, and Instagram’s popularity increasing every month: social video demands your attention.
Social media platforms are all about sharing experiences. And video helps people to communicate and connect as no other format does.
Engage your visitors with custom social video feeds.
Create a social feed with videos and posts collected from multiple social media channels and embed it on your website to engage your visitors.
For everyone in the eCommerce game — from new businesses trying to make their mark to well-established brands — this has become a huge opportunity. Not only to engage with customers effectively but also to create brand awareness, be present, add value, and generate new leads.
However, always keep in mind that this requires planning a data-driven, robust video marketing strategy that accounts for your audience’s preferences, and understand how and where to connect better with them.
The good news is that knowing these statistics and trends can help you start doing just that with the right foot.