Video marketing is a powerful tool on its own. However, combining it with social media’s reach and potential can elevate your marketing campaign to the next level. Here is an overview and guide on conducting video marketing campaigns through various social media platforms to give you a better idea.
Video Content and Social Media
Before we dive into the specifics of running video marketing campaigns on social media, we must understand the relationship between video content and social media.
Recent reports show roughly 3.3 billion digital content viewers worldwide, with an average watch time of 84 minutes daily. These numbers are even expected to grow consistently in the coming years.
In today’s highly digital world, internet users love to consume video content. Some of the most popular video content types people love to watch revolve around sports, news, user-generated content, and video game live streaming.
Learning and entertainment through online videos have become significantly popular recently, particularly among younger people. Data shows that most digital video content viewers are aged between 12 to 30 years old. Some of the most popular types of online video content are explainer videos, tutorial videos, behind-the-scenes videos, and vlogs.
The leading online video and entertainment industry channels include video-sharing powerhouse YouTube and the up-and-coming social media platform TikTok. However, there are distinct differences between video content types depending on the social media platform they are on.
YouTube is mainly known for long-form videos, most lasting from 5 to 15 minutes. On the other hand, TikTok gave birth to a new video format commonly referred to as snackable videos that are only 15 seconds to two minutes long. Social media king Facebook features a variety of video content types, from social videos to viral videos, video ads, brand videos, and so on.
A Guide To Social Media Video Marketing Campaigns
Given the popularity of video content, digital marketers are exploring the potential of video marketing campaigns on various social media platforms. Nine of ten digital marketers believe that YouTube offers a positive ROI for their video marketing campaigns. Facebook and TikTok follow YouTube as the second and third most popular social media platforms for video marketing.
However, it is important to understand that not all video marketing campaigns are the same. There are different strategies, tactics, and techniques that digital marketers use to ensure that their video advertisements and promotions are effective based on their choice of social media platform.
To help you better understand, here’s an overview of video marketing campaigns on the top social media platforms YouTube, Facebook, and TikTok.
YouTube Video Marketing
With over 2 billion average monthly users, YouTube is recognized as the largest video-sharing social media platform. Aside from that, YouTube is also the most searched keyword on Google and the second-largest search engine on the web. Considering this, more than half of digital marketers start their video marketing campaigns on YouTube.
YouTube’s large user base makes it the perfect starting point for online businesses or brands who wants to venture into video marketing. It’s a great space to generate web traffic, boost brand awareness, increase online visibility, and promote products or services.
However, YouTube is also a highly competitive platform. While numerous people are watching on YouTube, there are also tons of channels and creators vying for the attention of the same target audience.
One important element digital marketers need to understand about YouTube is that the platform is designed like a search engine. Unlike other social media platforms where users simply stumble upon content, YouTube viewers actively search for the content, topics, or niches they are interested in. This allows creators to design marketing campaigns catering to their target audience’s needs, wants, and preferences for better results.
Considering this, search engine optimization (SEO) is a critical element in YouTube video marketing campaigns. Digital marketers must create content optimized to catch viewers’ attention effectively and boost visibility through the platform’s search engine analytics.
Recently, YouTube has expanded its features to include short-form video content and live video streaming. These features have allowed creators to publish various forms of video content, from short clips to full-blown video productions and live event online shows.
Beginner Tips For YouTube Video Marketing
- Insert keywords in your video titles.
- Use clean and simple but eye-catching video thumbnails.
- Add a call to action at your videos’ beginning, middle, or end.
- Include video transcripts and chapters for better SEO.
- Atomize and repurpose videos for more visibility and engagement.
- Share your YouTube videos on other social media platforms.
Facebook Video Marketing
Facebook is the largest social media platform on the web. With nearly 3 billion active users, the platform is popular across all age groups and demographics.
Considering this, Facebook video marketing is one of the fastest and most effective ways to reach a large and broad audience. Digital marketers believe getting a brand’s message across on Facebook through videos is relatively easier than through other media such as blogs, images, or infographics.
The Facebook platform is also conducive and compatible with various video formats. Like YouTube, users can find long and short-form videos on Facebook. It is also possible to conduct live video streams on the platform.
However, Facebook video marketing is more than just producing content. One of the benefits of using Facebook for video content marketing is that sharing videos is fast and easy.
Since Facebook is mainly a social networking site, users can share and spread social videos like wildfire to their Facebook network. This makes video marketing on a social media platform like Facebook perfect for boosting brand awareness and visibility and increasing online interactions and engagements.
Aside from that, Facebook also comes with video marketing features perfect for online stores or ecommerce businesses. Facebook marketing uses videos in their paid advertisements and promotions, making them more engaging for potential customers.
Beginner Tips For Facebook Video Marketing
- Create videos optimized for desktop and mobile viewers.
- Grab the viewer’s attention in the first 10 seconds of your videos.
- Use captions for silent viewers.
- Avoid long and dragging videos.
- Engage and interact with your audience through comments.
- Keep track of key performance indicators (KPIs) such as video reactions, comments, and shares.
TikTok Video Marketing
Only founded in 2015, TikTok is a relatively new social media platform. However, it has become one of the fastest-growing and most popular social media sites, especially for the younger generation.
Like YouTube, TikTok is a dedicated video-sharing platform. However, the site focuses on short-form video content for quick and fast consumption. The average length of a TikTok video is only 24 to 31 seconds.
One advantage of this video format is that it receives the most engagement. Since snackable videos are typically less than a minute long, they sit well within people’s attention span. This allows digital marketers to create content better received and remembered by viewers.
TikTok is a particularly popular platform for promoting brands, increasing engagement, and boosting online visibility. While shorter, TikTok videos can make a more significant and lasting impression on audiences. However, poorly structured short-form content can also easily drown among its competition.
Beginner Tips For TikTok Video Marketing
- Take advantage of popular trends to boost visibility.
- Repurpose long-form content into short-form TikTok clips or highlights.
- Add captions for silent viewers.
- Include calls to action to encourage viewers to follow or subscribe.
- Post frequently to provide your followers with new content regularly.
Social media is one of the most powerful and influential digital channels. When combined with the reach and engagement video content brings, such a marketing strategy can effectively boost online presence, increase audience engagement, improve search engine ranking, generate leads, and turn up sales.
However, a critical element of social media video marketing is understanding the differences in tactics and strategies based on the content type and social media platform. Generally, your video marketing strategies depend on the type of social media platform you will use. This will help you design a digital marketing plan that suits your objectives and video marketing techniques.
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