Since there are virtually no boundaries for consumers to engage with content on-the-go, digital marketing has had to evolve to serve consumers with the content they want, when they want it. In today's fast-paced world, video content meets this need by providing value and flexibility and catering to the on-the-go lifestyle of consumers.
In short, video content is the future of digital marketing. We're seeing more brands than ever before use video as a way to engage their audience and build a relationship. As of 2017, 87 percent of online marketers are using video content to reach their audience. This means if you're not already making video content part of your digital marketing strategy, you're behind the eight ball.
Embracing Video Content on Social Media
Most of the major social media platforms now offer a video sharing feature, and some of these social media channels even rank video content higher in news feeds than other forms of content.
If you're just getting started with video content, sharing video content on social media is a great place to get your feet wet. Several social media platforms now offer the ability for marketers to go live with video content, which has proven to be a powerful way to engage an audience. However, with so many social media platforms to choose from, which one is the best platform to share video content?
Three of the most popular social media platforms to share video on include Facebook, Instagram, and YouTube. Here is an overview of these three platforms in regards to their video sharing capabilities:
Approximately 100 million hours of video content is consumed on Facebook each day. This social media giant has 1.28 billion daily active users, which means sharing video content on Facebook will give you more exposure than any other social media platform.
The reach of Facebook video content extends beyond the people who already like your page. By sharing video content on Facebook, you have the potential to reach new audiences when users engage with it, causing it to show up as activity on their news feeds.
Facebook offers a new live video feature that is quickly gaining traction with users. Approximately 20 percent of all videos shared on Facebook are live, and the amount of time that users spend watching live video has grown four times over the past year. The Facebook live video feature is extremely easy to use whether you're on a desktop computer or mobile device, and the content that you create ends up outliving the live broadcast.
While Instagram has significantly less daily active users than Facebook, it's still a powerful social media platform for using video to increase brand awareness. Instagram's "Videos You Might Like" feature includes hand-picked stories based on a user's previous viewing history. This feature is very effective with increasing brand awareness and driving new traffic to your business.
Sharing brief videos on Instagram that have a natural feel and offer educational value tend to perform well on this social media platform. If you want to host a webinar or share a long sit-down interview, choose a different social media platform to share this video content.
While YouTube is a social media platform, it's also the second largest search engine in the world behind Google. More than 300 hours of video are uploaded to YouTube every minute, and nearly 5 billion videos are watched on YouTube each day. YouTube is a video content powerhouse and needs to be part of your digital marketing repertoire.
Different than some of the other social media platforms mentioned above, YouTube is ideal for sharing longer videos. It should also be noted that marketers are only able to take advantage of YouTube's live video feature after they have 100 subscribers on the social media platform.
In summary, video content needs to be a key component of your digital marketing strategy going forward. With advancements in mobile technology and the enhanced video sharing features on social media platforms, it's never been easier or more affordable to use video content to engage an audience.