Last week, HubSpot’s 2021 Marketing Report revealed that video is the top content marketing strategy used by brands, while social media is ranked as the top marketing channel.
With data like this – and all the growing social media video platforms – it has become clear that social media marketing and video content go hand in hand.
While creating great social media videos for your company can be an incredibly effective marketing strategy, not every social media content strategy should be a one-size-fits-all approach. To make sure your videos get viewed and spread quality brand awareness, you have to make sure that you are creating the right videos for the right audience on the right platform.
With new video publishing options appearing regularly on social platforms, determining where your content will live is part of the content marketing battle.
To help you figure out where to publish your video content — and what types of videos to post — we surveyed over 300 consumers to find out which ones are the most popular on social media. Where do you watch more videos?
Below, we’ll reveal the results and some expert tips for creating the best social media video-sharing strategy for 2021—including one from an expert at Wistia.
Where are consumers watching social media videos?
In recent years, Gen-Z-targeting platforms like TikTok and Instagram have been on the rise. But if you think everyone is primarily watching videos on these platforms, you might be surprised by what our poll found.
When I asked consumers, “Which social media platform do you watch the most videos on?”, 35% of respondents told YouTube.
While it should come as no surprise that YouTube or Facebook, some of the world’s biggest online platforms, are the preferred video viewing sites, only 8% of respondents said they primarily watch video on Instagram – the pioneers of Stories and live video. one of.
Another surprising finding was that 20% of respondents – or 1 in 5 people – primarily use TikTok (the youngest social network on the list) to watch videos. While this doesn’t mean you need to shift your entire strategy to TikTok, it does show that the platform could have a promising future for content marketers.
If this data has you worried that you may be publishing videos on the wrong platform, take a breath. Remember that this is an informal consumer survey only. If we had chosen people in a specific age group, people in a specific industry, or consumers from different sectors, the results could have gone to other platforms – such as LinkedIn or Twitter.
However, even though this is just a small survey, it reminds us that a mix of old and new platforms like YouTube and TikTok are video platforms for huge audiences.
Now that we have an idea of where consumers are primarily viewing social media videos, we’ll walk you through some tips for sharing the best videos to different social media audiences.
Tips for sharing social media videos
1. For most platforms, zone out on snackable content.
The world is getting faster day by day. While many people are watching social media videos in their spare time, some are watching them in between meetings, in line at the store or on public transport. Even though people have hours to watch videos, there’s so much that they’ll want to scroll through more content almost immediately after their video starts.
So one social media video strategy to focus on in 2021 is mastering the art of “snackable,” or super short-form content.
“Using snackable videos on social can actually drive more engagement than static images,” says Misha Boccichio, content marketing manager at Wistia. “A recent study found that 60% of marketers saw more clicks with video posts than with static images.”
When it comes to creating effective snackable content, Boccichio says, “First of all, keep in mind that most social media platforms will automatically start playing video content as viewers scroll. are autoplay-friendly. Keep them short and put your main message in the first few seconds. For example, take a look at this video of Wistia announcing her State of Video report.”
“Remember that most people won’t hear your audio, so make sure your videos are mute-friendly as well,” Boccichio advises. “Consider text overlays, or upload captions directly to platforms like LinkedIn, Twitter, and Facebook.
In the video example below, Wistia marks the launch of her series “Show Business” with a captioned video that allows viewers to get important information without sounding.