Are you overwhelmed with choices when it comes to video marketing? Have you heard about all the cool trends but don’t know which will actually prove an ROI?
You’re in the right place.
In this post I’ll discuss the top 5 video marketing trends and give actionable advice you can use today.
Here’s a video that covers most of the information in this article:
Let’s get started...
Trend #1: An increase in native video uploading
Facebook has been working for years to get users to upload video content rather than sharing a YouTube link. That makes sense right? It’s all about a better user experience.
Well, it’s happening...
And that's because businesses are seeing results.
Search Engine Journal conducted a test to see which performed better on Facebook: Native vs YouTube. They found that native videos reach 2X more people and due to higher reach they get 2X more likes, 3X more shares, and 7X more comments.
And don’t forget about Twitter. 82% of users watch video content on Twitter according to an article from Sprout Social: A comprehensive guide to mastering Twitter video.
Twitter is following in Facebook’s footsteps and there is an upward trend in native uploading to Twitter vs YouTube link sharing.
Action Item: Upload all of your videos to Facebook and Twitter, don't share YouTube links.
Trend #2: Top Social Media platforms are making video a priority
We’re talking about: Twitter, Facebook, Instagram, Tumblr, and Snapchat. Yea, the heavy hitters.
When you’re creating videos the old fashioned way (with an actual camera), make versions that can be uploaded to Facebook and Twitter. Those are the 2 platforms that allow you to upload videos from your desktop.
The other platforms require video content to be created within the mobile APP. If it’s your target demo, go for it!
Action Item: Create multiple versions of your video for each platform. If you have a video project coming up, plan with the end in mind.
Trend #3: Periscope is blowing up!
I’m a late bloomer when it comes to social media platforms. But once I see an APP like Periscope experience massive growth, it’s time to start experimenting.
What’s massive growth you ask?
350,000 hours of content is viewed Periscope everyday! They gained 10 million users in 4 months, compared to Twitter which took 2 years to gain 1 million.
Here are some ideas for live streaming video:
It’s an unsaturated market which makes it easier to gain traction. Also check out YouTube and Facebook for live streaming, they have the resources to do it well.
Action Item: Set-up a Periscope account and join in on the action. Start experimenting once you understand the platform.
Trend #4: Businesses plan to spend more on Facebook video advertising
This makes sense. I’ve been working on a case study with a client that has seen a decrease in their cost-per-acquisition by 47% with Facebook video advertising. Here's the Verbling case study.
They have moved most of their budget from YouTube to Facebook. Why? Because it converts!
VentureBeat wrote an article comparing Facebook and YouTube for who’s winning the marketing battle. I feel like it’s tough to compare, they’re two completely different platforms that require their own approach. Although I’ve seen it mentioned in a few different articles that Facebook outperforms YouTube in terms of engagement.
It’s worth looking at Facebook to advertise your videos. Especially if you’ve seen diminishing results from YouTube.
Action Item: Promote your videos on Facebook.
Trend #5: Increased focus on other metrics than “views”
We love analytics! Better yet, we love analytics that show an ROI!
In the same VentureBeat article mentioned above, “views” are ranked 5th in importance.
Here’s the breakdown:
1. Engagement with interactive elements
4. Total time spent watching
I suggest AB testing videos and focus on the top 4 metrics.
Some questions to ask yourself:
-Are people engaging with your video content?
-Are they leaving at a certain point in the video?
-Are they actually converting to a new customer?
I also suggest you look at the analytics for your video hosting platform. I wrote an article about video hosting for your business that can help you out.
Action Item: AB test your videos and learn how to interpret the metrics. If you have an upcoming project, create a few versions (maybe chop off that intro?).
There are no right answers, all we can do is test. It’s helpful to look at trends but the only thing that should influence your video marketing strategy is your own data.
Here’s a quick breakdown of the key points in this article:
-Upload natively to each platform.
-Create multiple versions and plan with the end in mind.
-Experiment with Periscope.
-Promote videos on Facebook.
-AB test and look at other metrics than “views”.
Have you tested video marketing on these platforms? What were the results? Would love to hear from you in the comments below.