If you’re not yet using video as a part of your content marketing strategy, you need to work it in. Without video content, you’re abandoning the portion of your audience who are actively seeking visual content. With the help of Render Perfect Productions, let’s look at the state of video content marketing for social media in 2022.
Upload Videos to Facebook Natively
85% of all video content watched on Facebook is watched without sound. This only re-emphasizes the need for captioning content, especially if Facebook is going to be a chosen distribution channel.
Once on Facebook, video optimization for social media is key. 92% of Facebook users access the app or website through mobile. On mobile, square videos can cause an 80-100% increase in engagement and, sometimes, bring in 30-35% more video views.
If you don’t think mobile optimization is relevant, just remember that 94% of Facebook ad revenue comes from a mobile platform. Speaking of Facebook ads, the cost to purchase ads decreased 6% in 2019 while a 37% increase in ad impressions occurred.
Without getting too far away from content distribution, consider the importance of going live on your social media platforms. Facebook users are 4 times more likely to watch live stream videos than recorded content.
Leverage that information by hosting a webinar or live Q&A based on a topic you recently released content, that way your webinar or Q&A is doing double duty, gaining engagement and promoting previous pieces of content.
Snapchat, TikTok and Instagram For Short Form Videos
All three platforms support video content and are predominantly image/video sharing platforms. However, shortened content performs better on these platforms.
Quick Stats
📱TikTok has an estimate of 800 million monthly users
📱Instagram has 1 billion monthly users, with 500 million daily story users, and it is the
fastest-growing social media platform in Canada.
📱Snapchat had 210 million daily users by the end of 2019 with over 210 million snaps
created daily.
These platforms are great for promoting teasers of your longer videos, a 30-second clip of an educational video with a link to the whole clip on your site.
Instagram has rolled out its IGTV for longer video clips when needed.
IGTV is built for how you use your phone, showing vertical videos in full screen. These videos can be up to an hour-long 59 minutes longer than an Instagram video allows.
Each account becomes its own channel that users can subscribe to. This is a great location for a video blog and posting how-to/FAQ videos. Video blogs are a great way to get across a sense of company culture and highlight the amazing and talented members of your team.
Good to Know: Both Instagram and TikTok support shop functions
TikTok allows for video clips ranging in length from 15 seconds to 60 seconds. Making it the perfect place to leave engaging clips for your audience. Many brands have leveraged TikTok to share informational content pieces, creating trending videos that feature product benefits, upcoming events, or relatable content for their audience.
For Snapchat marketing, content is displayed for 24 hours before being removed. Making it a great place to promote upcoming events and share pieces of content that speak to your audience. This is not the location to be posting walkthrough tutorials or content similar.
I could go off on all things involved in social media marketing, but you’re here for video content distribution so, for now, that is all I will say about these platforms.
LinkedIn for B2B Marketing
Whenever we think of B2B marketing, the first place our minds wander to is LinkedIn and for good reason.
LinkedIn is by far the most reliable site for B2B companies to engage with one another. There are over 690 million users on LinkedIn, in over 200 countries, with a join rate of 2+ new members a second. These users are professionals from every industry who are online during working hours, with their business caps on.
All those stats make LinkedIn a B2B marketer’s playground, and we have the ultimate guide to B2B marketing on LinkedIn.
With video, LinkedIn does not disappoint us, as it has emerged as the most successful channel for B2B video marketers. An overwhelming 87% of marketers using video on LinkedIn described it as an effective channel.
If you’re new to video marketing, start by creating one of the most common types of video:
🎥 Explainer videos (72%)
🎥 Presentation Videos (49%)
🎥 Testimonial Videos (48%)
🎥 Sales Videos (42%)
🎥 Video Ads (42%)
Although this may not be the exciting video you imagine when thinking of marketing content, these video styles work to create conversions.
YouTube is Video Sharing Market Leader
Well, you knew this was coming up because you can’t talk about videos without discussing the kingpin that is YouTube.
If you’re looking to grow a YouTube platform for video content, we have a lot of need-to-know YouTube marketing statistics for you → did you know that on average a first page YouTube video is 15 minutes long?
With over 2 billion monthly users, this is the place to be distributing your video content.
How-to videos are here to stay. 90% of DIYers watch how-to videos on YouTube during an actual project. These don’t have to be construction or hobby-styled how-to videos. Software walkthroughs are just as popular on the platform.
Video content is also a great way to increase brand awareness by posting relatable on-brand content to your channel. This is content for your audience to enjoy without feeling pressured to buy items or trial a product; from this, you will develop a brand personality that will increase customer trust.
When distributing video content on YouTube, you need to be consistent at uploading to ensure your content is being viewed and not lost within the 500 hours of YouTube content that is being uploaded every minute.
As expected, 85% of video marketers are using YouTube whereas only 79% leverage Facebook, making these two platforms the most used among video marketers.
Remember to optimize for mobile, 70% of YouTube views come from a mobile device.
📱 When possible, always use a square layout, with minimum dimensions of 600:600
📱 Video thumbnails need to have high contrast between foreground and background
📱 Youtube ideal dimensions are 1920 x 1080 or 1080p
📱 Ensure your text is large and legible phone screens are small and will reduce the size of your content
📱 Preview it on mobile devices
About Render Perfect Productions:
Render Perfect has been built from the ground up to service growing businesses and help them realize their full visual storytelling and digital marketing potential. We’ve created a service offering and skill-set that spans video production, post-production, motion graphic design, 3D animation, web development, and video marketing strategy. Our insight and experience allow us to help clients make better planning decisions and get more out of their video production effort.
604 E Joppa Road