The Rise Of Video Content On Social Media
It’s hard not to notice the surge of video content across all social media platforms in the past year. If you haven’t already jumped on the bandwagon then you should - it’s only going to grow.
Each of the social media platforms have been and are continuing to adapt in order to allow for more video content across feeds. By the end of 2017, 69% of all consumer internet traffic will be video content, according to Cisco, and that number is predicted to rise to 80% by 2019. So why is video content beginning to dominate marketing strategies?
Watching a video engages the consumer, in today’s society people would rather watch a short video about a product or brand than read about it. Statistics show that viewers retain 95% of information from a video, compared to 10% when the information is read. Let’s have a look at each of the major social platforms…
Instagram is a visual app. You share pictures, videos, and even Boomerangs, which is a little bit of both. As many of you know, Instagram introduced Instagram Stories this year, which allows business’ to share behind-the-scenes content. Consumers are all about live content, they like to see what’s happening now, this is where you can get people excited about your business, new projects, etc. Due to the rise in video content, in the past year Instagram have adapted by not only introducing the Stories, but also increasing their 15 second video upload feature to 60 seconds. Brand Works’ webinar says that 65% of ad impressions on Instagram are due to video content, which is a massive difference from the 9% of video content in ad impressions in 2015.
Facebook have over 4 billion video views per day. They optimise views on video content by having a feature that automatically plays native videos silently as users scroll past, therefore it is important to grab consumers attention in the first few seconds in order for people to want to click onto the video and view it with sound. Facebook also included a view count on videos, which again optimises the amount of people that will want to view your video. If your video has hundreds or thousands of views, users will see that and want to know what all the fuss is about.
Similar to Facebook, Twitter has an autoplay feature when scrolling past videos. Twitter also have a range of features to make video uploading a seamless experience. Periscope, SnappyTV and Promoted Video are all features there to help create seamless live and video content. Twitter are focusing more on the live features on the platform. Ad Week stated that at the end of 2016 Twitter had 31 million unique viewers tuning in to live content on the platform.
Each of the social media platforms now all have a live stream video feature, people want current news, and the social platforms are giving you all the features to provide consumers with what they want.