The 4 Go-To Social Media Video Platforms & How to Engage Their Audiences [New Data]

Last week, HubSpot’s 2021 State of Marketing Report reveals that video is the top content promoting strategy used by manufacturers while sociable media is rated as the very best marketing and advertising channel.

With data such as that above — and most of the expanding social media video platforms out there — it’s become obvious that social media marketing and video content go hand in hand.

While generating great social media videos for your company may be a remarkably successful marketing tactic, every social media content strategy shouldn’t be a one-size-fits-all approach. To ensure that your videos have been seen and spread quality brand consciousness, you’ll need to make certain you’re making the proper movies for the appropriate audiences on the ideal platforms.

With brand new video publishing options emerging on social programs frequently, determining where your articles will live is part of the content promoting battle.

To help you figure out where to publish your video content and which kinds of movies to article — we researched 300+ customers to discover where they most commonly watch movies on social media.

Below, we will show the outcomes and a couple of expert tips for creating the greatest social media video-sharing plan for 2021 — including one from a specialist in Wistia.

Download Now: State of Marketing in 2021 Report

Where Are Consumers Watching Social Media Videos?

In recent years, Gen-Z-targeting platforms such as TikTok and Instagram are on the upswing. But should you think that everyone’s primarily watching video on these platforms, then you might be amazed by what our survey found.

When I asked customers”On which social media platform do you most commonly watch videos?” , 35% of respondents said YouTube.

Youtube, Facebook, and TikTok are the go-to social media video platforms for consumers

Data Source

While it’s not surprising that YouTube or Facebook, some of the planet’s largest online programs, would be the favored video viewing sites, just 8% of respondents said that they primarily watch movies on Instagram — one of the pioneers of Stories and live video.

Another unexpected find was that 20% of respondents — 1 in five people — primarily use TikTok (the youngest social network on the listing ) for video viewing. While this does not necessarily mean that you have to shift your whole plan to TikTok, it will reveal that the platform may continue to get a promising future for articles marketers.

If this info has you stressed that you’re publishing videos on the incorrect platforms,  have a breath. Keep in mind that this is just one informal customer survey. Can we polled a specific age group, people from a specific sector, or customers from various areas, the results might have swayed to different programs — such as LinkedIn or even Twitter. 

However, though this is just one small poll, it will remind us that a mixture of older and newer platforms, such as YouTube and TikTok, would be the go-to video platforms for huge audiences. 

Now that we have gotten an idea of where customers are primarily watching social media videos, we will help you through a couple tips for sharing the top videos for distinct social media audiences.

Tips for Sharing Social Media Videos
1. For most platforms, zone in on snackable articles.

The planet is growing more fast-paced every day. While many individuals are watching social media videos in their spare time, many are watching them between encounters, while in line in the store, or on public transit. Even if people do have time to watch hours of video, there is so much out there that they’ll want to scroll to more articles almost immediately after their video begins.

That is why one social media video approach to focus on in 2021 is dominating the craft of”snackable” or super short-form content.

“Using snackable videos on social can actually drive more engagement than static images,” states Meisha Bochicchio, Content Marketing Manager in Wistia. “A recent study found that 60% of marketers saw more clicks with video posts compared with static images.”

If it comes to generating effective snackable articles, Bochicchio says,”First things first, keep in mind that most social media platforms will automatically start playing video content as viewers scroll. So, make sure your videos are autoplay-friendly. Keep them short and put your key messaging in the first few seconds. For example, take a look at this video from Wistia announcing their State of Video Report.”

“Remember that most people won’t hear your audio, so make sure your videos are also silent-friendly,”Bochicchio advises. “Consider text overlays, or upload captions directly on platforms like LinkedIn, Twitter, and Facebook.  

In the video example below, Wistia marks the launch of their series”Show Business” having a captioned video which makes it possible for viewers to get key information without any sound.

Don’t simply advertise on a display. Create a series! Welcome to Show Business: a one-of-a-kind series comprising industry leaders and brand-building specialists. #MakeAShow 👉

— Wistia (@wistia)
April 27, 2021

To learn more about this particular approach, take a look at this informative article on snackable articles , or this post that highlights the most recent short-form video trends.

2. Test different video formats, also.

While snackable articles is a fantastic tactic to exploit in 2021, you can still publish longer videos, provided that they are engaging and valuable to your viewers.

By way of instance, while people might not want to watch a two-hour firm, they may watch a longer live video Q&A, a meeting with an idea leader, or even a video that tells a longer, but entertaining narrative .

Here’s a Fantastic example of a TV-episode-length, Clio-winning video Made by Pepsi:

Though you can certainly test longer-form video, you may also try out other formats, including dwell streams, interactive movies, and searching movies  on programs such as Instagram and Facebook.

As fresh video formats emerge, it can be valuable to decide whether they might work for your brand and design a test around them.

Be certain that you identify and track the ideal success metrics. For instance, if you’re analyzing a longer video, have a look at its own views and dropoff speed to understand how long viewers stay tuned. Meanwhile, in case you attempt a more interactive strategy like a live stream or Q&A it is also possible to take note of opinions, engagements, and shares on the material as you’re live.

3. Meet your video viewers wherever they are.

As with any social media strategy, some articles will perform better on some social media platforms as opposed to others. Even though snackable, consumer-facing content might work well with YouTube, Facebook, and TikTok’s big consumer viewers, a B2B marketing video or a Q&A with a corporate notion leader might perform much better on a professional-facing network such as LinkedIn.

Luckily, to make a fantastic advertising plan, you do not (and shouldn’t have to) put your videos on each single social media platform. But you ought to research the demographics of every major media , identify that viewers might engage most along with your articles, and begin publishing videos in which it makes the most sense for the new and objectives.

Then, continue to keep a watch out for platforms you have ruled out if they continue to evolve and supply your brand more viewers chances later on.

4. Don’t always lean on content that is content.

When I was a startup marketer, I adored to repurpose content whenever it had been possible. And, back then, when social media platforms have been evolved, this approach would work.

These days, it may nonetheless be beneficial for manufacturers to repurpose some video content for different platforms when they have similar crowds and attributes. Additionally, this can be a great way to check if your content plan for a single platform will operate with a single viewer.

But because knowing your social media crowd is more significant than you might want to consider having a slightly different video approach on the important video programs. While there will be times where you are able to easily repurpose content to save bandwidth or time, some platforms such as TikTok and Instagram are evolving with calculations which may deprioritize your articles  if it has a watermark from the other network.

5. Adopt influencers — and clients.

Even if you’ve completed all of your research and churn videos out each day, it may still be incredibly hard to post a viral item of content which grows your viewers.

Luckily, there are experts on each social media platform that know the way to make videos. And, some of them will even produce videos for you — then discuss them with their viewers.

That is why one great growth approach may involve reaching out to influencers or thought leaders with expertise in your industry and either featuring them in your movies or acquiring them to endorse your brand in their articles.

If you can’t manage to get an influencer help enhance your video strategy, you can also appear towards happy customers. With this technique, you can encourage clients to discuss a video about their experience with your new on social media, or you may produce a video filled with many pieces of user-generated articles from happy clients.

Because today’s customers crave credibility  from manufacturers, user-generated content not just can provide you with free video content but can also spread brand awareness to prospects or people researching you on social media.

Navigating Social Media Content

More than ever, social media and articles marketing are always evolving. As a marketer, it’s important to keep current with the latest trends and data to inform your strategies — if you’re investing in video or other tactics.

To learn more about the most recent marketing trends, download our free 2021 State of Marketing Report below.

state of marketing

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