Marketing videos don’t only live on YouTube or business websites anymore. Now more than ever, videos are filmed and posted on social media where marketers have a wider reach.
However, not all social media platforms work alike or have the same impact. Though the goal is always the same -- reach people and convert them to loyal customers -- LinkedIn won’t have the same type of impact that Twitter might have, just as Instagram and Facebook don’t work exactly the same way.
One of the earliest goals for your business should be to figure out which social media platforms will have the widest reach and increase sales growth for the type of product or service YOUR small business provides.
Let’s take a look at some of the differences below.
Choose the Right Video Platforms for Your Social Media Channels
How can you go about finding what will work best for your business?
First things first—always be guided by strategy. Grab a pen and paper or open a new document and write down the answer to this question: What do you want to accomplish?
What goals are you trying to reach through your business? Whether you’re trying to sell a certain number of products, open a new service contract with a local business, or get your products into stores nationwide, knowing your goals is crucial to making the right marketing decisions.
When you know your goals, then you will be able to track and measure results. This will help you get a big picture glimpse of your business, including what’s working and what’s not.
For instance, if your goal is to sell as many maternity dresses as possible, you will most likely want to focus your marketing efforts on Instagram or Facebook, where you can collaborate with influencers who will get lots of eyes on your products. However, if your goal is to sell your bookkeeping service to financial professionals, LinkedIn will most likely be more profitable for you than Instagram or TikTok.
Video Social Media Statistics
So what’s the big deal? Why use video for social media marketing anyway?
For one thing, social media is free. This makes it an easy and affordable marketing option for business owners, but it also means you have the potential to get lots of eyes on your content without paying a ton of money for advertising.
Also, statistics show that social media users are more likely to share video content than written content. As valuable as written content is, it is easier for most people to spend one or two minutes watching a video than to spend five or more minutes reading an article. It’s likely that by the end of the year, up to 70% of internet traffic will be made up of video traffic. That makes now an ideal time to invest in video marketing for your small business.
Here are some statistics proving the benefit of using video for social media versus your website or traditional media:
- 55% of marketers use YouTube, and users watch over 1 billion hours of content there every day.
- Videos are viewed over 4 billion times on Facebook each day.
- Sponsored videos on Instagram generate three times the comments of sponsored posts on Instagram.
- TikTok users view over 1 million videos there every day.
- Tweets that include video have 10 times more engagement than tweets without.
- LinkedIn users are 20 times more likely to share a post that contains video than one that doesn’t.
Clearly, statistics show that video marketing is not only here to stay, but continually growing.
The importance of video SEO can’t be ignored, either, especially if you plan to use anything other than social media to market your product or service (for example, your website). Simple keyword research can help you find keywords that rank well and provide decent web traffic.
Types of Video Content for Social Media
There are various paths you can take when creating compelling video content for social media. Of course, your video social media strategy (and whether or not your videos appeal to viewers) begins, once again, with your overarching goals.
Certain types of video content will help you accomplish different goals within your marketing plan. But each type of video will be produced differently, which is why it’s important to figure out your goals and how to reach them most effectively. That way your efforts won’t be wasted.
Video Storytelling, for example, can be used to inform people about your company and mission in a compelling, relatable way. This provides an opportunity for you to share a bit of backstory about your company, which makes it easier for customers to relate to your brand.
Product Demos, on the other hand, are less about story and more about how your product actually works. These are typically shorter videos that help customers learn how to use your product, and they may even instill a bit of extra confidence in the product before they buy.
Live videos are a great way to provide communication with your most loyal customers. They also provide opportunities for Q&A sessions, peeks behind the scenes, and other genuine glimpses of your business.
Finally, let’s take a quick look at some of the top industries represented on each social media platform:
- YouTube: arts & entertainment, consumer packaged goods, health & fitness, technology & computing
- Facebook: animals, food & drink, news, beauty, fitness
- Instagram: travel, beauty, fashion, health & fitness
- TikTok: arts & entertainment, consumer packaged goods, beauty, fashion
- Twitter: food & drink, news, sports, arts & entertainment
- LinkedIn: information & technology, business & marketing, healthcare, education management
Just as each type of video content can produce different results for your business, each social media platform has different capabilities within each industry. Knowing both your business and your industry well will help you develop an effective video marketing strategy.
Check out the infographic below for more video statistics on LinkedIn, Twitter, Facebook, TikTok, Instagram, and YouTube.
It also includes the best sizes, formats, and lengths for each platform, plus tips to make your video stand out on social media more than ever.