In recent years, video has become one of the most engaging ways for brands to tell their stories on social media. From the instant popularity of Facebook Live videos to Instagram increasing the length of their videos from 30 to 60 seconds, marketers are using the power of video to communicate their business personalities and brand stories, express creativity. and build emotional connections with fans and followers. And it’s working: 51.9% of marketers worldwide consider video the type of content with the best ROI aaccording to an Adobe research report. And more than 60% of marketers plan to increase their video investment in the next year. Right now, the video is doing incredibly well on social media. So where is he heading for the rest of this year and beyond? Read on to learn more about the future of social media video trends with these predictions backed by current research and notable marketers.
The future of social media videos
YouTube, Facebook, and Instagram will be the preferred platforms for social media videos.
While video will be content to grow in popularity on social media, not all platforms will benefit equally from this growth. Some social media platforms will be better equipped to create, post, and share videos than others. And, the ones where marketers are most successful will be the ones that brands will lean the most towards, namely Facebook, YouTube and Instagram. For example, about 100 million hours of video is seen one day on Facebook, and from the 79% Of the marketing teams that posted videos to Facebook in 2020, 85% said they were successful. Of the 85% of marketing teams that posted videos on YouTube, 83% found it successful. AND, Sixty-five% of video marketers said they plan to include Instagram in their 2020 marketing strategy due to the effectiveness of video content on this social media platform. These three platforms will be the most popular when it comes to social media video content. Not only do they already have millions of active users, but they also allow you to interact with followers after posting a video. The more you respond to comments and communicate with your audience, the more they will engage with your content the next time you post. Meghan O’Neil from Adweek offers this advice. “When you interact with your fans on Twitter and Facebook, they are more likely to notice when you have a new video … and share it with their friends.” – Megan O’Neill, Adweek
There will be more video-based social media platforms.
While Facebook, YouTube, and Instagram will start out as the leading platforms for social media videos, that doesn’t mean they’ll be alone at the top for long. In fact, there has already been a wave of new video-based social media platforms that are rapidly gaining popularity around the world. Take Twitch, for example. In just eight years, the video game streaming platform has grown from 102,000 viewers to more than 1.4 million viewers.
Tik Tok is another good example. It was him application number one downloaded in 2020 with an estimated 738 million downloads. With over 500 million active users, Tik Tok is now the sixth largest social media platform in the world behind Instagram, WeChat, Facebook Messenger, Facebook and WhatsApp. But Tik Tok and Twitch aren’t the only social platforms aiming to join the ranks of Facebook, YouTube, and Instagram. Aside from smaller players like Meerkat and Parascope, Twitter is now getting on video with its newest feature, Fleets. Fleets are temporary posts that expire after one day, similar to an Instagram story. With Fleets, users can post videos on their timelines that are six times more likely to be retweeted than a photo tweet. And the investigation of Nielsen suggests that Twitter videos are twice as memorable as videos viewed on other social media platforms. The reasoning here is that Twitter videos tend to be seen as more organic and genuine than videos posted on Facebook, Youtube, or Instagram.
Social media platforms will compete with streaming services.
The next frontier for social platforms like Facebook, YouTube, and Instagram appears to be television. In fact, Facebook marketing expert, Mari smith, saying Nice who believes that Facebook’s goal is “to become the next generation digital television broadcast platform.” “Facebook is on a mission to become the next generation television platform” – Mari Smith. This means that Facebook would do it completely directly with brands like Netlix and Hulu. His goal is to become the destination for streaming video, and according to Smith, he’s investing heavily in his “Watch” feature to achieve that goal. YouTube, on the other hand, has been experimenting with YouTube TV since 2017. With YouTube TV, users can watch live TV without a cable subscription. This is very different from YouTube’s original approach, which was completely focused on user-generated content. With more social media platforms competing for its space, YouTube is expanding its offering to appeal to a wider audience. Let’s not forget Instagram either. While it doesn’t offer a full streaming service, Instagram recently launched its IGTV feature that is geared toward long-form video content. And, instead of having to tilt your device sideways to view a video, IGTV stretches the image so that the video can be viewed from the vertical interface of your device. Investigation shows that watching videos from this angle improves your completion rate.
The video will become part of the shopping experience.
Video was already becoming a standard part of the customer experience and now, as more people work from home and shop online, it is essential for brands trying to promote their products. Social media presents the perfect opportunity to share these videos as 61% of consumers crave video content when interacting with a brand. And 55% of people will use a brand’s video content when making a purchase decision. Here is an example of how J. Crew uses videos to promote their new products on Instagram. But product promotion isn’t the only way to capitalize on social media videos. Brands like Napoleon Cat are creating “how-to” videos where they explain how a product works and who would use it. Other brands host question and answer sessions and also post customer testimonial videos. This provides a level of social proof that helps customers trust a brand after viewing one of these videos. For example, here is a testimonial video from Clek created by one of their clients. These are just a few of the ways that social media videos are impacting the customer experience. As Brian Halligan highlights in the quote below, these are the opportune opportunities that “marketers must adapt to or risk extinction” by falling behind their competitors. For more video tips, learn how to create social video ads.