Last week’s HubSpot’s 2021 Marketing Status Report shows that video is a content marketing strategy used by brands, while social media is a marketing channel.
With the data above and all the social media video platforms growing there, it is clear that social media marketing and video content go hand in hand.
While creating great social media videos for your business can be an incredibly effective marketing tactic, not every social media content strategy should be the same approach for everyone. To ensure the visibility of your videos and to spread high-quality brand awareness, you need to make sure you’re making the right audiences for the right platforms.
As new ways to publish videos regularly appear on social media platforms, determining the content of content is part of the battle for content marketing.
To help you find out where to publish your video content – and what types of videos to post -, we surveyed over 300 consumers to find out where they most often watch videos on social media.
Below, we publish the results and some expert tips for developing the best social media video sharing strategy for 2021, including one Wistia expert.
Where are consumers watching social media videos?
In recent years, Gen-Z-targeted platforms such as TikTok and Instagram have been on the rise. However, if you think that everyone mainly watches the video on these platforms, you may be surprised at the results of our survey.
When I asked consumers, “Which social media platform do you watch videos the most?” 35% of respondents said YouTube.
While it’s no surprise that YouTube or Facebook, the world’s largest online platform, are preferred as video-watching sites, only 8% of respondents said they watch videos primarily on Instagram, one of the pioneers of stories and live video.
Another surprising finding was that 20% of respondents – or one in five people – mainly use TikTok (the youngest social network on the list) to watch videos. While this doesn’t necessarily mean you need to transfer your entire strategy to TikTok, it does show that the platform can continue to hold a promising future for content marketers.
If this data worries you about publishing videos on the wrong platforms, take a breath. Remember, this is just one informal consumer survey. If we had interviewed a specific age group, people in a particular industry or consumers in different regions, the results could have spread to other platforms, such as LinkedIn or Twitter.
Although this is just one small study, it still reminds us that a mix of older and newer platforms, such as YouTube and TikTok, are video platforms for the general public.
Now that we’ve got an idea of where consumers primarily watch social media videos, here are some tips for sharing the best videos with different social media audiences.
Tips for sharing social media videos
1. For most platforms, find the snack content.
The world is getting faster every day. While many people watch social media videos in their spare time, some watch them between meetings, in a store queue, or on public transportation. Even if people have time to watch video by the hour, there’s so much out there that they want to scroll to more content almost immediately after the video starts.
That’s why one social media video strategy to focus on in 2021 is mastering the art of “snack” or ultra-short form content.
“Using visible videos in social relationships can actually involve more than static images,” says Meisha Bochicchio, Wistia’s head of content marketing. “A a recent study found that 60% of marketers saw more clicks with video posts than with static images. “
As for creating effective snack content, Bochicchio says: “First of all, remember that most social media platforms will automatically play video content as viewers scroll. So make sure your videos play automatically. Keep them short and put your key messages in a few seconds. For example take a look this video from Wistiast reporting the status of your video report. “
“Remember, most people can’t hear your sound, so make sure your videos are quietly friendly, too,” Bochicchio suggests. “Think of text overlays or upload captions directly to platforms like LinkedIn, Twitter and Facebook.
In the video example below, Wistia marks the launch of its “Show Business” series with a video titled that allows viewers to get basic information without sound.
2. Also test different video formats.
While snack content is a great tactic in 2021, you can still publish longer videos if they are engaging and valuable to your audience.
For example, if people don’t want to watch a two-hour ad, they could watch longer live video questions and answers, interview with a think tank, or a video that tells a longer but entertaining story.
Here’s a great example of the length of the TV shows Pepsi created and the Clio winning video:
While you can definitely experiment with a longer format video, you can also try other formats, such as live broadcasts, interactive videos and shopping videos platforms such as Instagram and Facebook.
As new video formats emerge, it may be helpful to determine if they can work for your brand and redesign them.
Be sure to identify and monitor the correct metrics. For example, if you’re testing a longer video, look at its views and dropout rates to see how long viewers stay with your voice. As you try a more interactive approach, such as live or Q&A, you can also consider content comments, engagements, and shares during live.
3. Get to know your video audience where they are.
As with any social media strategy, some content works better on some social media platforms than others. While snack consumer content may work well on YouTube, Facebook, and TikTok’s large consumer communities, questions and answers with a B2B marketing video or business mindset may work better on a professional-type network like LinkedIn.
Fortunately, you don’t have to (and shouldn’t) have a great marketing strategy to create your videos for every social media platform. However, you should research the demographics of each major network, determine which audiences are most likely to interact with your content, and start publishing videos where this makes the most sense for your brand and goals.
Then, keep an eye on the platforms you’ve excluded if they continue to evolve and offer your audience more audience opportunities in the future.
4. Do not always rely on re-entered content.
When I was a start-up marketer, I always loved to reuse content whenever possible. And if social media platforms were less developed, this strategy would work.
Nowadays, brands can benefit from using some video content on different platforms if they have a similar audience and features. It can also be a great way to test if your single platform content strategy works with a single audience.
However, because knowing your social media audience is more important than ever, you may want to consider a slightly different video strategy for your major video platforms. Some platforms have a time where you can easily reuse content to save time or bandwidth such as TikTok and Instagram evolving with algorithms that could prioritize your content if it has a watermark from another network.
5. Think about influencers – and customers.
Even if you’ve done all your research and developed videos every day, it can still be incredibly difficult to post viral content that will increase your audience.
Fortunately, every social media platform has experts who know how to create videos. Some of them even create videos for you and then share them with your audience.
That’s why one great growth strategy may involve conversion influencers or thought leaders with expertise in their field and either present them in their videos or have them endorsed in their brand content.
If you can’t afford an influencer to help improve your video strategy, you can also look at happy consumers. With this strategy, you can encourage customers to share a video of their brand experience on social media, or create a video filled with happy users’ multi-user content.
For today’s consumers crave authenticity from trademarks, user-generated content Not only can we offer you free video content, but it can also spread brand awareness to prospects or people exploring you on social media.
Navigating social media content
More than ever, social media and content marketing are always evolving. As a marketer, it’s important to stay up to date with the latest trends and data to better communicate your strategies – whether you’re investing in videos or other tactics.
For more information on the latest marketing trends, download our free 2021 Marketing Status Report.