Social networks have become multimedia channels where video messages have taken a stellar role in recent years, generating more audience than other information formats. However, the characteristics of each network are not the same in audience or in the video formats they can handle (duration and content). This forces advertisers to know the specific characteristics of each network in order to draw up an effective strategy to guarantee optimal advertising investment for video content.
In summary: Each social network has its clearly defined audience and its video duration formats and context. These particular characteristics must be part of the brand strategy to be successful in social media management.
Next we will see the particularities of each network in relation to the video content that they can assimilate and the market segment they serve.
YouTube may not be a comun social network, but as a video-sharing platform with over a billion hours of daily viewing, it has earned its honorable mention. The platform has undoubtedly revolutionized online marketing as it serves 95% of Internet users, according to HubSpot. And how not to take advantage of such a wide-ranging network?
When it comes to user demographics, most men between the ages of 18 and 34 watch YouTube. However, despite that fact, this video platform is suitable for most businesses. More than 80% of brands were satisfied with the results of their YouTube video marketing campaign!
The cool thing about YouTube is that it can cover a wide variety of niches. You have a substantial existing audience. It offers a lot of flexibility regarding the length of the video. On the other hand, by optimizing your content, you can classify it organically.
YouTube is the second largest search engine in the world, YouTube is the mecca of social media video content. However, your brand can’t wait to start a channel with a few videos and see results. You must first set up your YouTube account properly before you start posting content. Putting the effort into setting up your channel will help you optimize content once it’s ready. If your video content on YouTube isn’t performing as well as you’d like, it might be time to re-evaluate your strategy. Once you’ve produced and published content on your YouTube channel, it’s time to analyze it. Doing YouTube analytics will help you understand what is resonating with your audience or what type of content is performing better organically.
Understand YouTube as one more social media channel and make measurement and analysis a habit to ensure success in managing your channel.
With more than 400 million monthly users under its protection, this social network has seen an increase in user base in recent years due to its accessibility and intrinsic visual nature. And to make things even better, since 2013, its users can also upload video content to the platform! That created a whole new world of opportunities for visual content marketers.
But, what social media video marketing opportunities does Instagram offer for digital marketers? Well, considering that the platform’s audience is predominantly women under the age of 35 and that it is best suited for personal promotion and influencer marketing, Instagram is an optimal advertising medium for brands that cater to that particular demographic. . So if your target person fits this description, you will probably want to focus more on promoting Instagram.
Another thing to keep in mind is that Instagram might not be the most suitable platform for all types of videos. That is, this social media platform only supports video content up to 60 seconds long. That leaves you with limited possibilities. With Stories, 60-second videos, and Instagram Live, the network expands in video content. However, the popularity of video content on Instagram is relatively new, and various brands haven’t gotten deep enough to strategize.
Still, many businesses have already been successful on Instagram, and many more will be jumping on the train soon! According to Wyzowl, 65% of content marketers plan to use this platform in 2020, so why shouldn’t you? Instagram provides marketers with many avenues for engagement. Using videos for your Instagram ads is a great way to get users to stop scrolling and engage with your content. However, most users will keep scrolling if they see the “Sponsored” tag or if your content is unattractive.
Instagram Stories users continue to grow and it is fast becoming the go-to choice for “hot content”. Whether you want to advertise or post organic content, it’s smart to adopt an Instagram Stories strategy to increase brand awareness.
However, due to the visual nature of the platform, your video content must be original and creative. Otherwise, people are probably just not consuming your content.
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Facebook is by far the largest social network in the world, with more than 2.07 billion active users. That means it also has the most diverse audience, from millennials to baby boomers. That is what makes Facebook one of the best platforms to spend your time as a social media marketer. And since it introduced its autoplay feature and streaming services, it has even surpassed YouTube in daily views.
When it comes to video limitations, Facebook is quite lenient with the length of the video, although you should not make yours last more than 3 minutes, and being very demanding we can say that 15 to 30 seconds is ideal. Other than that, you will have to grab the viewers’ attention in the first few seconds if you want your videos to be noticed in the first place. After all, due to the autoplay feature we mentioned earlier, most people will only be able to see a second or two of a video before moving it out of sight while scrolling down their feed. So if you’re not that good at creating eye-catching hooks, you might have trouble finding much success on Facebook.
But does that mean you shouldn’t try? Definitely not. After all, Facebook is the number one social channel with the highest ROI.
Video content on Facebook is a great way to increase awareness about your organic and paid content. If you promote exclusive content or a general information source, your brand must provide context. Facebook expects video content to take over text in the future, so get your strategy in motion now.
One of the most unique ways to connect with your audience is through live video broadcasts. While live streaming is relatively new to Facebook, several brands are already taking advantage of the type of content.
What would a social media post be without everyone’s favorite blue bird? Now, we know that Twitter is not commonly associated with video, but after it introduced video posts in 2015, the marketing potential of the platform grew exponentially! So who can get the most out of this platform? Well, the answer is brands that cater to the public. Namely, this social media platform is particularly popular in the US According to Hootsuite, 20% (30 million) of Twitter users are American. So if you are a business looking to enter the US market, taking your social media video marketing efforts to Twitter would be your best option.
When it comes to length limitations, Twitter is one of the most forgiving platforms – they allow you to upload clips up to 2 minutes 20 seconds long. However, a similar trend applies to Facebook: you will have limited time to get the attention of viewers if you want to be successful. So what we can suggest is that you focus on the first few seconds of the clip (create an effective hook), keep your content current, and include people in it. As long as you keep these things in mind, you shouldn’t have a problem reaching your audience on Twitter.
This popular visual social network quickly rose to fame, particularly in the United States. People interact with more than 1 billion stories and 400 billion snapshots daily! These staggering numbers are precisely why this social network is a goldmine for all brands targeting youth. “But how young?” You can ask. Well, Snapchat’s demographic consists mostly of millennials. Most notably, 90% of Snapchat users are between the ages of 13 and 24. That’s what makes this platform ideal for brands targeting these youth groups!
However, video advertising on Snapchat has some challenges. First of all, it only supports short videos; they cannot last more than ten seconds. Second, millennials have short attention spans and will only consume highly engaging and humorous content. These two facts can make success on Snapchat difficult, but not impossible. But keep in mind that you will need to adjust your social media video marketing strategy accordingly.
This social platform may be new to the market, but it would be silly not to recognize its potential! TikTok has seen massive growth in popularity in recent years, having reached 500 million monthly users. Like Snapchat, this platform’s audience consists predominantly of people under the age of 30 (66%), according to Neoreach. But what is this platform about? Well, it’s all about videos, of course. That is, TikTok allows users to upload and share short videos (up to 60 seconds in length), usually with entertaining content and humor.
But how can brands use this app to promote themselves? Well, as with some of the platforms we’ve already mentioned, companies that target a younger audience can post their video content. However, the challenges you might face will be similar to Snapchat. Due to the nature of TikTok content and demographics, not all advertising content will be effective. On top of that, you will need to be attractive enough to grab people’s attention.
As challenging as it may sound, it is undeniable that many brands will adapt their marketing strategies and content to reap the rewards of this rapidly growing new video market. In the end, one thing’s for sure: TikTok’s 52% engagement rate is too attractive for marketers to ignore.