The most popular social media platforms among Gen Z users are TikTok and Instagram. However, a poll found that not everyone primarily watches videos on these platforms. Thirty-five per cent of respondents said they use YouTube to watch video and only 8 per cent of respondents said they primarily watch videos on Instagram.
Interestingly, 20 per cent of respondents said they mainly use TikTok to watch videos. This suggests that the platform could have a promising future for content marketers, even though it is the youngest social network on the list.
The Best Type of Content for Social Media Marketers
The most popular type of content that top marketers use on social media is video: short-form video (54 per cent) and live videos/streaming (4 per cent). This format is also known to be the most effective, as 85 per cent of respondents said short-form videos, and 70 per cent said live videos/streaming are most effective.
In other words, marketers have found that video content performs best in terms of engagement and ROI on both Facebook and Instagram.
With this in mind, it’s unsurprising that 95 per cent of marketers who use short-form videos plan to increase their investment or continue investing the same amount in 2022. Additionally, 95 per cent of marketers who use live videos/streaming plan to increase their investment, and 89 per cent of marketers who use long-form videos want to increase their investment or continue investing the same amount in 2022.
Tips on How to Share Social Media Videos
When creating content for social media, it’s essential to remember that people’s attention spans are getting shorter. Shorter videos, also called “snackable content’ are more likely to be watched throughout than longer videos.
Follow these tips on how to share snackable content:
1. Create Auto-Play Friendly Videos
Most social media platforms will automatically play videos as viewers scroll, so make sure your videos are autoplay-friendly. Keep them short and put your key messaging in the first few seconds.
2. Create Silent-Friendly Videos
Many people scroll through their social media feeds quickly with the sound off. You can add text overlays to your videos or upload captions directly to platforms like LinkedIn, Twitter and Facebook.
3. Test Different Video Formats
Even though shorter videos are popular now, you can still post longer videos as long as they’re interesting and valuable to your viewers.
For example, while people might not want to watch a two-hour commercial, they would be more likely to watch a longer live video Q&A, an interview with a thought leader, or a video that tells a longer, entertaining story.
4. Keep Track of the Metrics
Track the success metrics that matter. For example, if you’re testing a longer video, look at its views and drop-off rate to see how long viewers stay tuned. Meanwhile, if you try a more interactive approach like a live stream or Q&A, you can also take note of comments, engagements and shares on the content while you’re live.
5. Choose the Best Platform for Your Business
You don’t need to post your videos on every social media platform, but you should research the demographics of each major network and identify which audiences might engage most with your content. Start publishing videos that make the most sense for your brand and goals.
Conclusion
Some content will do better on some social media platforms than others. For example, while short, consumer-friendly content might perform well on YouTube, Facebook and TikTok, a B2B marketing video or a Q&A with a corporate thought leader might do better on a professional-focused network like LinkedIn.
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