Video has become a powerful tool for brands to tell stories that engage with their audiences. Considering that Facebook recently paid media companies $50 million to produce live videos on its platform, it’s clear that the popularity of live‐streaming is growing. Offering exclusive peeks into unrevealed projects and personal, behind‐the‐scenes insights can build suspense, offer education, provide entertainment and encourage transparency. Sharing clips that showcase key moments with team members, at events and during projects can offer personal, experience‐based connections to a brand’s platform. Audiences are engaging with this style of content at record levels, which leads us to discover the Social Media Video Marketing Trends for 2017.
In 2016, we saw video‐based content take over the internet. On mobile alone, in an average week, YouTube reaches more 18+ year‐olds during prime time TV hours than any cable TV network. When given the option to read about a product, 4x as many consumers prefer to watch a video. Last year, 13% of marketers used LIVE video and that number is expected to be 50% by the end of this year (eMarketer). To maximize their ROI, it’s crucial for companies and content developers to understand the impact and value of video marketing in 2017.
The social video statistics that we saw last year demonstrate how video is dominating these channels:
Audience engagement is maximized by new technology, faster internet speeds, and more efficient video compression. After a promising launch of Facebook’s Live Video and 360 Video, we will likely see another year of exponential growth since marketers and companies are investing in content that supports these trends.
This is what we expect to see this year for Social Media Video Marketing Trends:
YouTube and Facebook’s competitiveness will continue. With YouTube owned by Google, videos must be natively posted on Facebook to take advantage of their marketing algorithms.
Snapchat will be vital for vicarious storytelling. By the end of 2017, ad revenue is projected to reach almost $1 billion in 2017 and reach 217 million daily active users. The honest, live, in‐the‐moment experience this platform offers users can provide an invaluable, transparent brand experience that centers on key moments.
Instagram will emerge as a leading video platform. Since integrating with Facebook, and shifting from photo to video‐based content, this platform could dominate 2017.
Selective audiences will make quality content crucial. Most people remember 10% of information three days after they hear it. That number jumps to 65% if that information is paired with a relevant image. According to Google, 4 out of 5 users will close the video if it stalls while loading.
More content will be viewed on multiple screens. When designing content, know that 85% of adults ages 18‐49 are using multiple devices at the same me. While watching TV at home, ⅔ of YouTube users often watch YouTube on a second screen.
Embed video will impact Twitter use. Like Periscope, Twitter now offers users live, embedded videos. 85% of users now watch videos on a daily basis, which may shift how content is engaged.
Targeting Millennials? Plan a Youtube Strategy this year. According to the Think with Google report, half of 18 to 34‐year‐old YouTube users drop what they’re doing to watch a new video by their favorite creator. It’s also key to note that 4 in 10 Millennials only trust YouTube for videos about causes they care about. The way this platform shapes millennial world views is significant ‐ 6 in 10 teen YouTube viewers reported that a YouTube creator has changed their perspective.
The rise in mobile usage, video referrals, and multiple device usages has inspired billions of shares on social media platforms. By the end of the year, it’s expected that videos will account for 74% of all internet traffic. Vicarious, LIVE‐video storytelling will continue to be popular on Snapchat, Facebook, Periscope, and 360. Snapchat’s also proving that there’s value in developing moment‐centered temporary content, which is a new, “against the grain” perspective on content creation; it’s moving away from the typical link‐trail and record based style of storytelling that brand legacy typically depends on. To maximize audience reach, it will be crucial to post content to Facebook that can then be shared across all platforms.
For those looking to design a video marketing strategy based on the Social Media Video Marketing Trends for 2017, know that filming promotional videos doesn’t require a multi‐million dollar budget. Camera positioning, quality filming, and a focus on relevant topics are essential. Audiences will watch and appreciate informative, action‐based clips if they feel genuinely connected to their favorite topics, people and brands. To learn more about how ICUC Social can help with your video strategy on social media in 2017, click on the image below.