Video marketing is booming and integrating it into your marketing strategy is critical if your goal is to grab your customers’ attention and keep it. Social algorithms have evolved to prioritise video content over other content formats, driven largely by user engagement. Put simply, video content grabs attention, is easily digestible, and provides more information in less time, so is it any wonder that algorithms favour the format?
According to a study by Hubspot, 96% of consumers between the ages of 18-34 watch videos several times throughout the week, and 75% of Millennials watch at least one video per day. Video habits differ from platform to platform, so we’ve pulled together stats looking at the behaviour and how to tailor your video strategy accordingly:
72% of consumers use video to learn about a product instead of reading the text in a user’s manual
95% of users watch an explainer video to learn more about a product or service
Users view an average of 8 billion videos on Facebook daily
Over half of Australians on Facebook watch video on the platform every day
72% of users on the platform buy a product after they’ve seen a video ad
75% of users take-action after viewing a brand’s video
Pinterest users are 2.6 x more likely to make a purchase after viewing brand video content on the platform
People watch Promoted Videos 32% longer when a storyline is developed over time
90% of Twitter videos are viewed through mobile devices
82% of users mainly watch video content on the app
LinkedIn users are 20 x more likely to share a video on the platform than any other type of post
Company page videos generate 5 x more engagement than other types of content
Users watch 10 billion videos on Snapchat daily
The average user spends 25 minutes per day on the app
Creating video that stands out
While video was once a nice to have form of content, it’s now crucial if you want to cut through and be memorable. The key to creating great video content for social is to put the hook in the first 10 seconds, pull the viewer in and keep them there.
Red Bull is the epitome of a company that can gracefully dip its toes into many strains of content, even if they have little to do with the product it sells. This is key to excellent marketing.
This video shows the Red Bull’s skill at this as they tap into a widespread market of passionate enthusiasts, creating something that establishes their brand as an authority on F1 Racing.
Engaging customers often involves tapping into cultural moments or trends. Game of Thrones was a huge source of hype and even those who weren’t heavily invested in the show got roped into water-cooler conversations. By recreating the title sequence using just Oreos, Oreo made something attention grabbing and shareable that was timely and iconic.
The most epic cookies of all time are here. #GameOfCookies #ForTheThrone
Posted by OREO on Tuesday, April 2, 2019
Slideshows offer the compelling motion of video whilst requiring no video-specific resources to create. If you’re not ready to try video ads but want to move beyond static photos, slideshow ads are a great low-cost alternative. Happy Socks uses slideshow ads to show off their colourful products in an eye-catching way.
Dollar Shave Club
If you can’t tell the story of your products or services in a minute or less, then you are probably over complicating things. Boil your message down to a short, informal video and let the world see it. Here is an intro video created by Dollar Shave Club. It’s short, humorous and gets the product benefits across.
Be transparent with your culture and invite viewers in. It’s hard to beat the excitement that comes across when somebody who loves their job is talking about what they do. Watch this video from Patagonia with employee interviews and work culture insights.
Ready to get started?
The best way to start is to decide on one or two focused channels. A business selling software or logistic solutions should start with LinkedIn and YouTube. A retailer should focus on Instagram and Pinterest. Establish measurable goals as you would for any other channel: awareness, engagement, leads or conversions and then get creative.
If you are clear on your message and benefits to your customer; and harbour secret dreams of a career as a creative director, then there are a host of cost-effective video creation tools available online such as Wideo, Promo and Wave.
Alternatively, we work with a number of video production companies that can produce high quality videos to brief, so if you’re ready to embark on a video social media strategy, drop us a line and we’ll have you nailing social video marketing in no time.