Video is becoming an increasingly critical part within online marketing strategies and Cisco predicts that by 2019, global internet traffic from videos will make up 80% of all internet traffic.
One reason for this increase in video content is because it is proven that consumers are much more likely to be engaged by visual content than blocks of text. As much as four times as many consumers would prefer to watch a video about a product that to read about one (Source).
Using video content within a social media strategy can be effective for both B2B and B2C businesses. For example, 62% of B2B marketers rated videos as an effective content marketing tactic in 2016 (Source). Whilst 34% of B2C marketers say pre-produced video will be critical to content marketing success in 2017 (Source).
There is a huge variety of different ways you can share video content with your audience. Here are a few examples:
Recently, more and more social networking sites are beginning to offer live video as a service to users, including Facebook, Instagram, YouTube and Twitter. More than a third of internet viewers say that they watch live videos online, with Facebook as the most popular channel, closely followed by YouTube (Source). Most social networking sites allow you to archive these live videos, however this isn’t possible to do with Instagram live videos.
Live videos allow you to directly interact with your audience through their commenting features. By sharing live, unedited content with your audience you are presenting a much more casual and personal side to your business, which could build up closer relationships between you and your audience.
Instagram and Snapchat both offer the opportunity to share videos that only last 10 seconds and then disappear after 24 hours. Unless you save this content and repost it onto other social media channels, there won’t be any opportunities for consumers to view it again after 24 hours have passed. Since these videos are intended to be watched on mobiles, in order to provide an optimum viewing experience for your audience, they are most effective when filmed vertically.
This content is very short-term, therefore, there is much less pressure surrounding it and the type of content that goes into it. Content found in these types of video is often much more casual and enables your audience to see a more genuine and authentic version of you and your company.
Although Vine, the original looping social video network is no longer available, a similar function is still available on both Twitter and Instagram.
As an alternative to Vine, Twitter announced that all Vine-length videos, which are 6.5 seconds or less, that were posted to Twitter would loop, regardless of what tool was used to create them.
Instagram offers an app entitled ‘Boomerang’, that enables you to take a burst of up to 20 photos and then creates them into a video that loops backwards and forwards. You can either create a ‘Boomerang’ within the Instagram app as an Instagram story or in the ‘Boomerang’ app.
Both Facebook and YouTube allow you to post 360 videos that have been pre-recorded. In order to create these videos, you will need a 360-degree camera, which records from all angles, giving the illusion of a multi-camera set-up.
360 videos allow viewers to virtually rotate the camera to change their point of view, giving them the opportunity to become fully immersed in your content, giving them the ability to physically engage with and feel involved in the content you share.
High Production Videos:
Whilst all the previous types of videos listed are fairly short and quick and easy to create, there is still plenty of opportunity to post high production videos that have lots of time and thought gone into them. You will most likely want to post these to YouTube or Vimeo, as both platforms support full HD videos (1080p) and Ultra HD 4K.
These videos, although less personal than the other types of video, can have a much stronger and more lasting impact on consumers.