On video content and its current dominance in social media…

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At Sircle Media we have have been talking about the importance of video in your online content game plan for some time now and the momentum just keeps on increasing on the topic.  It really is a must have component up and down the communication funnel, from long form marketing pieces, down to short form social media communication assets.

Animoto released their The State of Social Video 2017: Marketing in a Video First World Report and the numbers were staggering when it came to proof that video is a force to be reckoned with.  The infographic offers many compelling stats that should make marketers pay attention, and we break down some key takeaways here:

  • 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision in the last month.

Facebook video is the main frontier, especially in crowded categories where you want to stand out from the clutter with your USP!

  • 81% of marketers are optimizing their social videos for mobile viewership, including 39% that are creating square and/or vertical videos.

Consumers are watching on mobile devices, so you must be thinking in that format first. Be native!

  • The report also found that social media video drives brand engagement and sales with 83% of marketers reporting they are confident Facebook video content will drive purchases

I repeat, 83% of marketers are confident that Facebook video content will drive purchases!

  • Marketers feel the most confident about reaching customers with video on Facebook and YouTube. Consumers are still viewing on these platforms, but are also starting to expand the platforms where they’re watching branded video content. The top three channels they’re watching videos from brands are Facebook, Instagram Stories, and Snapchat.

It is no longer the case that your video strategy is synonymous with YouTube.  The consumption is coming from other channels and you need to be thinking about how and where you will be distributing during the creation process.  The good news is that the consumers are there, the data clearly shows they are watching videos and then they are taking action based on those messages.

Any marketer not getting in on this action, is making a huge mistake!

 

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