As we enter into 2019, businesses should know that video marketing will continue to be a pivotal way to engage an online audience. Currently, video is responsible for driving 69 percent of all consumer traffic, and this percentage is expected to grow to 78 percent by 2020.
Marketers can't deny the powerful statistics behind video content.
Website landing pages that include a video convert 800 percent better than pages without one. Businesses realize the tremendous value that video content brings to their website, which is why they're looking to share marketing videos through other online platforms as well. However, with so many outlets to choose from, how do you know which video marketing platforms are the right fit for your business?
The key players in the video marketing arena include YouTube, Facebook, and Instagram. Let's take a look at each of these platforms to help you best determine where to spend your video marketing dollars:
With its iconic red play button, YouTube has long been a dominant player in the video marketing space. Of all the social media platforms to view video on, YouTube currently leads the marketshare with 73 percent of online U.S. adults using this platform to watch videos.
YouTube has more than 1.8 billion users that are logging into the social media platform each month to watch videos. From a marketer's perspective, the massive pool of prospective customers that YouTube offers makes the platform very attractive.
More than half of the video content consumed on YouTube is being viewed from mobile devices. Furthermore, the average amount of time that mobile users are spending watching YouTube videos is 40 minutes, which is up more than 50 percent from 2017. Therefore, YouTube is an effective outlet for marketers that want to captivate a mobile audience.
Being the second largest search engine in the world, consumers consider YouTube to be a go-to resource for product demonstrations, educational resources, and more. If you're not taking advantage of YouTube, you're missing out on the opportunity to drive qualified traffic to your website. YouTube makes it easy for marketers to track the performance of the videos that they upload to the platform with free tools such as Google Analytics.
With an average of 8 billion videos viewed per day, Facebook reminds us that YouTube is not the only kid on the block when it comes to video marketing.
According to a recent study, Facebook native videos generate four times more engagement than any other video format. And, if you're focused on expanding your organic reach on Facebook, you should know that Facebook videos receive 135 percent more organic reach than photos.
If you already have a Facebook presence, it's easy for your business to start uploading marketing videos directly to your business Facebook page. Facebook also offers marketers other video marketing features to engage an audience, such as Facebook Live and Facebook 360 videos. To encourage your audience to take action, Facebook add a call-to-action button, which will appear as an option as soon as you upload a video.
Is there a downside to video marketing on Facebook? Sure. Paid video advertising on Facebook requires an approval process by the platform, and certain keywords and images included in the advertisement could cause Facebook to disapprove the content. Also, Facebook considers a 3-second video view to be a chargeable view. Because Facebook videos automatically start playing as users scroll through their newsfeeds, it's easy to spend advertising dollars without getting any real traction from the videos. However, the benefits of using video to engage your Facebook audience outweigh the cons.
With more than 500 million active users, it makes sense to make Instagram part of your video marketing strategy. What's different about sharing video content on Instagram than other social media platforms is that it needs to have a native and organic feel to appeal to users.
Historically, marketers were limited to 60 seconds to tell their story in a video. However, Instagram recently rolled out IGTV, which allows marketers to now upload video up to one hour in length. This enhancement is Instagram's attempt to compete with YouTube in the video marketing space.
Instagram marketers can create their own channel on IGTV. If you want to create your own channel, start by putting together an intro video that will tell your followers about the types of content that they can expect to find on your channel. You can then continue to engage your audience by using your IGTV channel to share video episodes. You can think of IGTV as a space to share video content without them having to be as polished as the content that you would upload to YouTube.
While it's not necessary to share videos on each of these platforms, it's important that you arm yourself with the knowledge of how each of these platforms can help you to grow your online presence with video marketing.
For some, video is intimidating as marketers aren't sure how to get started. We can help. Contact us at New York Ave to learn how we can help you to strengthen your digital marketing strategy by incorporating video.