The Importance of Using Video Content on Social Media


The top 10 trending viral videos on YouTube had a total of 550 million views, with viewers watching those videos for more than 25 million hours. The No. 1 video according to YouTube was Carpool Karaoke with Adele from The Late Late Show with James Corden.

Suffice it to say, people are “rolling in the deep,” watching viral videos these days and marketers are taking advantage of the opportunity of the flexibility and creativity video marketing has to offer.
About 87 percent of online marketers use video content, but what exactly attracts viewers to view a brand’s video?

Take the example of Budweiser’s World Series video.

“We are always trying to find ways to insert our brands authentically into pop culture,” says Lisa Weser, senior director of U.S. Marketing and Communication at Anheuser-Busch. She adds, “Not force it, but find the right moment, the right opportunity.”

The right moment came after the Chicago Cubs won the World Series after a 108-year drought.

The beer company released a video depicting former Cubs announcer Harry Caray calling the final out of the series.

“While Bud and baseball pair well together, nothing and no one is more synonymous with the Chicago Cubs than Harry Caray,” said Ricardo Marques, vice president, Budweiser in a press release. “To help Cubs fans celebrate this historic win, we wanted to bring back the real ‘Cubs Fan Bud Man’ to deliver the winning announcement he longed to give. We are honored to be part of this special moment.”
What made the Budweiser video a success because it followed certain criteria that a good video marketing campaign needs to have:

Story telling

Social video generates 1200 percent more shares than text and images combined.

Having a good story is important because consumers will share a video that will inform and also give a reaction when watching.

“Everyone was delighted to see the vintage spot the night of the game, but they were shocked and moved to see this video and to fulfill the dream everyone had, which was, if only Harry had been here. There was nothing forced about it. It was so true to the fan experience. It was so true to the brand, with our history and the team. Only Budweiser could have pulled that off,” said Weser.

Tells the brand story quickly

Research has showed that videos that are under 90 seconds see an average retention rate of 53 percent, while videos that are over 30 minutes retain only 10 percent.

With the short retention span of viewers, brands have a short time to get their point across.

Marketers need to grab consumers attention almost immediately once the video begins and convey to consumers why their brand is worthy of their patronage. This means keeping the attention of the consumer during the video. Be creative, have fun with it.

Choosing the right platform

Will you be marketing your video on Facebook, YouTube, Instagram or another social media platform?

Here are some statistics that may help with your decision:

  • According to YouTube, the video content site has over a billion users, which is almost one-third of the all Internet users.
  • 82 percent of Twitter users watch video content on Twitter
  • Snapchat users watch 10 billion videos a day.
  • 500 million people watch videos on Facebook every day.

Both YouTube and Facebook continue to set the standards when it comes to helping marketers reach out to consumers through the respected social media platforms.

Starting in 2018, YouTube will be getting rid of the 30 second unskippable ads.

“We’ve decided to stop supporting 30 second unskippable ads as of 2018 and focus that work well for both users and advertisers,” said a Google spokesman.

Not to worry marketers, YouTube still have options for you to consider.

Facebook is also changing its platform for videos.

Beginning in June, Facebook will be launching premium video programming.

This may give advertisers the opportunity to market to an even larger audience as Facebook competes with the likes of YouTube and Amazon with cord-cutting viewers.

The other change Facebook has made in recent months has been including the sound automatically as users scroll through their newsfeed.

Surprisingly though mute video has not hurt brands. According to Digiday, 85 percent of Facebook video views happen without sound.

Facebook found that because mobile video ads play loudly when people least expect it, 80 percent of people react negatively toward both the platform and the advertiser.

Cisco predicts that 80 percent of all Internet traffic will be streaming video content. The number of consumers watching video content will continue to rise as society becomes more dependent upon technology.

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