“In 1981, MTV’s arrival changed the shape of the music industry. Suddenly, video was essential for music promotion.”
Videos. Videos. Videos. Welcome to the new era of Video Marketing. Although content marketing is still essential in branding your business on social media, video marketing has become the next big thing; and rightfully so. Experts agree that posting more videos to your social media channels will likely increase engagement and garner more reach to your prospective audience. In fact, according to the American Marketing Association, video content will be the driving factor behind 85% of search traffic in the US by 2019! Woah!
Snapchat, who was one of the first to pioneer “live stories” along with Instagram, paved the way for many businesses to interact with their audience like never before. To put this more in perspective, if you haven’t been living under a rock for the last few years, you should have noticed a huge shift with your social media platforms. Did you know Facebook is now getting more daily minutes watched than Youtube, Snapchat’s daily views are now in the billions (probably trillions), and Twitter – well let’s just say unmatched.
Video marketing has completely changed the course of social branding and will only continue to do so in the future. As a 24 year old, I appreciate this new wave of video marketing for mainly two reasons.
- The Paragraph Post. Yes, I said it. The reason why I am a die hard Twitter fanatic is because they force you to sum up your thoughts in only 140 words! It’s like the perfect elevator pitch. But Facebook, this is where you will see a “paragraph” post with the words “see more” at the bottom. And to be honest, I never hit that option. By using videos, you are able to tell a story, get creative, have some fun, and be able to get your brand across all in 30 seconds! I will always recommend using a video to share a message versus posting a paragraph.
- Selling. It does not matter what you are selling, what your business mission statement is and who your audience is – if you do not have a video marketing strategy, then you may as well just throw in the towel. Whether its doing a Facebook Live or posting a pre-recorded video, make an effort to
24 Spotlight: Snapchat & Instagram
By the end of February 2016, Snapchat users were watching more than 8 billion videos a day. That’s…. insane. So does that mean Snapchat is going to become the next big social network for social marketing? Well, maybe a few years ago.
Instagram, the ever-growing social phenomenon, took a page out of Snapchat’s playbook and introduced its own version of “stories.” Well apparently, that is all Instagram needed to do in order to reclaim the crown of being the go-to for social marketing. In late April of this year, Instagram announced that their stories have hit 200 million daily users which is more than Snapchat’s last reported daily user count which was around 158 million in February 2017. This means that more people are using Instagram Stories than Snapchat.
When talking about video marketing, it is only necessary to include the popular tactic: “stories.” By using “stories,” businesses are able to improve their engagement, visibility, and content. From my 24 perspective, here are 5 companies who are utilizing this medium to effectively execute their video marketing strategy:
- National Geographic
- Urban Outfitters
If you need inspiration on how to use stories to further promote your brand, I recommend following these 5 companies on Instagram!
If you need help creating a social media video marketing strategy, I recommend reading these articles:
Whether you’re avid fan of Snapchat or Instagram; or prefer staple giants such as Facebook and Instagram, it is safe to say that all social media platforms have embraced video marketing. And it’s only obvious that we should too.