Social media is an incredibly powerful digital marketing tool, and in Australia alone there are 15 million active users on each Facebook and YouTube each month. Let me just say that again in another way so it can sink in a little – 15 million visitors to Facebook and 15 million visitors to YouTube, in Australia, each and every month. Then add into the mix Instagram with 9 million monthly users and WhatsApp with a further 7 million. That’s a lot of opportunity to attract and engage with Australians.
According to the latest Social Media Report from yellow, 88% of online consumers use social media sites, and of these one third are accessing social media sites more than five times a day. It therefore should come as no surprise that social media is constantly changing the way we communicate and consume information.
1. Visual content is more engaging
Visual content is considerably more engaging on social than all-text content – in fact, it is more than 40 times more likely to get shared. Interestingly, Forrester Research goes as far as to say that one minute of video is worth 1.8 million words. Suddenly “a picture is worth 1000 words” fades into insignificance. It’s also important to remember that 85% of Facebook videos are watched without sound. This means it is vital to not only make a visual impact, but also to include captions.
2. Quality videos makes duration a moot point
There has been considerable debate about the “ideal duration” of a video for posting on social media channels. Depending on your source, this will often vary from 30 seconds right up to 20 or 25 minutes. Quite honestly, it does depend on the topic and objective of the video. However, interestingly, videos of 20 minutes or longer account for 55% of total video consumption time on smartphones. Ponder that for a while.
3. Virtual realty and augmented reality are the future
As technology develops, so too does the accessibility of it. Both augmented and virtual reality videos continue to be costly, but they are a lot less expensive than they used to be. This makes the ROI equation start to look a little more worthwhile – then add to the equation that 36% of viewers had a higher recall of virtual reality how-to videos than a standard YouTube video
4. Capture the attention span of a goldfish
Yes, you read that right – the average human attention span is getting shorter every day. With the volume of messages and “clutter” thrown at us every day, it is no wonder that our brains find it difficult to slow down. What does this mean for video marketing? According to socialmediatoday.com, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. Video marketing presents a fantastic opportunity to grab your audience’s attention – unlike text-based messaging it is extremely easy to consume.
5. Bolster your search engine optimization
Regardless of where your business is publishing content, search engine optimization should be your first and foremost thought. Social media platforms can be likened to search engines with extensive algorithms driving who gets to see your content based on relevancy. In this instance it isn’t just about the video itself, it’s also about creating compelling headlines and descriptions for your video so that your content registers in searches.
6. Drive conversions
No matter your marketing tactic or platform, you should always have a goal. Video is no different. Your goal for video marketing on social media will typically be some form of user action. For example, driving traffic to your website, purchasing a product or capturing contact information are all great types of user action. If someone has watched a video through to the end, that is a clear indication of their interest. Including a call to action – the desired action of the user – at the end of the video and within other elements of your social post is vital.
7. Humanise your business
Over two decade ago, marketing switched gears. Businesses used to keep strategies and tactics close to their chest, and avoided “sharing” anything unless it was time to cash it in. Transparency is now expected from consumers, indeed if you aren’t forthcoming with information and knowledge on your area of expertise, you are said to be “hiding” something and a level of distrust ensues. Videos are a great way of letting consumers see behind the scenes of your business and humanize what you do.
8. Leverage trending stories and breaking news
Proceed with caution. Is another royal wedding imminent? Or maybe yet another parliamentary overthrow? Powerful news stories spread like wildfire. Some of the smartest brands in the world take advantage of news and trending stories by becoming part of the social conversation. But here is fair warning – it can either go brilliantly well or end tragically. Be true to your brand, remain relevant, and certainly do not be distasteful or disrespectful. Whilst not video related, Adidas got slammed for a tweet published soon after the 2017 Boston Marathon with the headline “Congrats, you survived the Boston Marathon”. Despite being four years after the horror of the 2013 Boston Marathon, it was still met with intense rebuke. American baker Cinnabon used the death of Carrie Fisher to promote their buns with a post stating “RIP Carrie Fisher, you’ll always have the best buns in the galaxy” and incorporated a visual using their signature cinnamon bun. Whilst these are both somewhat commonsense errors of judgement, it is also indicative of just how easy it is to make a faux pas.
If you are looking to get started with your video marketing, or simply looking for a fresh set of creative ideas, make sure you contact us.