Video and Social Media in 2019: A Match Made in Heaven

With views of branded video content increasing by a staggering 258% on Facebook between 2016 and 2017 and video Tweets now 6x more likely to be retweeted, the numbers here are big. Today we’re taking a closer look at how savvy brands are driving huge levels of growth with the help of video on Facebook, Instagram, Twitter, Youtube and Snapchat.

By Cat Wellwood, 02 August 2019


We’re sure you’ll agree that video content has been making waves across social media in recent years. With views of branded video content increasing by a staggering 258% on Facebook between 2016 and 2017 and video Tweets now 6x more likely to be retweeted, the numbers here are big. 

Today we’re taking a closer look at how savvy brands are driving huge levels of growth with the help of video on Facebook, Instagram, Twitter, Youtube and Snapchat.

Facebook

In 2019, Facebook still has the largest active audience of any social network, with over 2 billion monthly users.  With over one-third of the world’s population now on Facebook, that’s a whole lot of people watching video content. With around 100 million hours of video now being watched on Facebook every single day, marketers must consider how video can be incorporated into their social media strategy.

A little unsure how to tap into the viral Facebook mould? Let’s take a look at some examples of businesses driving results with great video content.

Creating that Warm Fuzzy Feeling

Global rental community Airbnb refashioned the term ‘vacation mom’ to help describe what your mum is like whilst on holiday.  The brand created a heart-warming video of vacationers sharing their favourite holiday stories with their mums, with each holidaymaker sharing funny anecdotes about what their mum does on holiday that helps qualify her as the stereotypical ‘vacation mom.’ Results don’t lie and this vacation rental giant racked up millions of views, alongside a whole lot of warm feelings.

Top Facebook Video Tips

When it comes to incorporating video into your social media strategy, make sure to experiment with a number of creative approaches to identify what works well for your brand.  It’s always worth remembering that entertainment tends to produce the most interactions on Facebook, along with emotionally-fuelled content.  It’s important to set goals, such as higher engagement levels or more views and track your video performance.

Here are some of our top tips:

  1. Always include graphics in your video content: Digiday recently released a report highlighting that 85 percent of Facebook videos are viewed with the volume off.
  2. Upload your video content directly to Facebook: Native Facebook videos provide analytics data and better visibility in the feed.
  3. Make sure to include a call to action: Give people something to do after watching your video with an on-screen CTA.

Instagram

People love Instagram and it’s easy to see why.  For many people, the simplicity of gazing at highly visual content without having to read is extremely appealing.  Instagram’s stats are very impressive. With over 1 Billion monthly activities and over 500 million daily stories activities according to Instagram company data, this makes it the perfect network for marketers. 

So, how do you leverage the power of Instagram and get the right people’s attention?  Well, according to Instagram’s VP of business James Quarles, the interests of users make for highly effective targeting signals for ads.  This advice is also worth remembering when creating organic video. 

Ben & Jerry’s Has Fun with Food

Ben & Jerry’s has a strong Instagram presence and 2019 was the year they provided a delectable line-up of Instagram content, designed to showcase new product launches, as well as highlight recipe options. We’re sure you’ll agree that the Instagram video that really takes the cake is their “5 Exercises to Define Your Core.”  If you choose to watch this video content, be warned, it details a series of hilarious exercises you can do with the core flavour range from Ben & Jerry’s.  Maybe this video helps alleviate your dessert guilt, but whatever it is the video certainly struck a chord, racking up over a million views.

Top Instagram Video Tips

When it comes to video content on Instagram, putting in some thought about the story or even a little humour can help you achieve big results. Still looking for more inspiration to rev up your video content?  Check out our top tips below:

  1. Keep things simple: People often look to Instagram for simplicity, so don’t overcomplicate things and keep your execution on-point.
  2. Maintain your focus: Make sure you run with a single idea for your Instagram video content.
  3. Reduce your word count: Instagram is a highly visual medium. Make sure you don’t make people read too much.

Will You Choose to Use Video in Your Social Media Strategy in 2019?

Wyzowl surveyed 613 marketing professionals and consumers about their social media strategy for 2019 and this is how people responded:

Facebook: 78% of marketers plan to use Facebook video in their strategy for 2019.

Youtube: 88% of marketers plan to use Youtube in their strategy for 2019.

Instagram: 67% of marketers plan to incorporate Instagram video for 2019.

Twitter: 43% of marketers plan on using Twitter for video content in 2019.

Snapchat: Only 10% of marketers plan to use Snapchat in their strategy for 2019.

When it comes to your social media strategy in 2019, video easily communicates more than images or words alone. The brands included here as examples of what’s possible help to showcase how effective video content is. So, what’s stopping you, see what incorporating video content can do for your business.

Here at Zen, we always work with an omnichannel approach and video content is now a must-have in any successful social media strategy. Our recent video content for super premium dog food brand Billy + Margot saw a 300% increase in post reach.   

Both social media and video are extremely powerful mediums and when they are combined effectively, this leads to an increase in audience interaction and further brand awareness.

Just remember, a video doesn’t have to go viral for it to make a significant impact. Socially optimised video content will help to deliver your business the engagement, traffic and loyalty you are looking for in 2019.

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