Last week, HubSpot State of Marketing Report 2021 reveals that video is the primary content marketing strategy used by brands, while social media is ranked as the number one marketing channel.

With data like the one above – and all the growing social media video platforms – it has become apparent that social media marketing and video content go hand in hand.

While creating great social media videos for your business can be an incredibly effective marketing tactic, not every social media content strategy has to be a one-size-fits-all approach. To make sure that your videos are seen and that they spread quality brand awareness, you need to make sure that you are creating the right videos for the right audience on the right platforms.

With new video publishing options appearing regularly on social platforms, figuring out where your content will live is part of the content marketing battle.

To help you figure out where to post your video content – and what types of videos to post – we surveyed over 300 consumers to find out where they watch videos most often on social media.

Below, we’ll unveil the results and some expert advice for crafting the best social media video sharing strategy for 2021, including one from a Wistia expert.

Where do consumers watch videos on social media?

In recent years, Gen-Z targeting platforms like TikTok and Instagram have increased. But if you think everyone mainly watches videos on these platforms, you might be surprised by what our poll found.

When I asked consumers “What social media platform do you most often watch videos on?” 35% of respondents responded YouTube.

Youtube, Facebook and TikTok are the go-to social media video platforms for consumers

The data source

While it’s no surprise that YouTube or Facebook, some of the largest online platforms in the world, are the favorite video-watching sites, only 8% of respondents said they mostly watch videos on Instagram, one pioneers of Stories and live videos.

Another surprising finding is that 20% of respondents – or 1 in 5 people – primarily use TikTok (the youngest social network on the list) to view videos. While that doesn’t necessarily mean you need to move your entire strategy to TikTok, it does show that the platform could continue to have a bright future for content marketers.

If this data makes you worry about posting videos on the wrong platforms, take a deep breath. Remember, this is only an informal consumer survey. Had we surveyed a specific age group, people from a specific industry, or consumers from different regions, the results could have spilled over to other platforms, like LinkedIn or Twitter.

However, while this is only a small survey, it reminds us that a mix of older and newer platforms like YouTube and TikTok are the go-to video platforms for a large audience. .

Now that we have an idea of ​​where consumers primarily watch videos on social media, we’re going to walk you through some tips for sharing the best videos for different audiences on social media.

Tips for sharing videos on social media

1. For most platforms, focus on snacking content.

The world is getting faster and faster every day. While many people watch videos on social media in their spare time, some watch them between meetings, in the queue at the store, or on public transportation. Even though people have the time to watch hours of video, there is so much of it that they’ll want to scroll to more content almost immediately after their video starts.

That’s why one social media video strategy to focus on in 2021 is to master the art of “snackable” or super-shortened content.

“Using snack videos on social media can actually generate more engagement than static images,” says Meisha Bochicchio, Content Marketing Manager at Wistia. “A recent study found that 60% of marketers saw more clicks with video posts compared to static images. “

When it comes to creating effective snacking content, Bochicchio says, “First of all, keep in mind that most social media platforms will automatically start playing video content as they go. viewers are scrolling. So make sure your videos are autoplay capable. Keep them short and put your key message in the first few seconds. For example, take a look at this video from Wistia announcing their report on the state of the video. “

“Remember that most people won’t hear your audio, so make sure your videos are also quiet,” Bochicchio advises. “Consider text overlays or upload captions directly to platforms like LinkedIn, Twitter and Facebook.

In the example video below, Wistia marks the launch of its “Show Business” series with a captioned video that allows viewers to get key information without any sound.

To learn more about this strategy, see this article on snacking content, or this post that highlights the latest trending short videos.

2. Also test different video formats.

While snacking content is a great tactic to exploit in 2021, you can still post longer videos, as long as they are engaging and useful to your audience.

For example, while people may not want to watch a two-hour commercial, they may watch a longer live Q&A video, an interview with a thought leader, or a video that tells a longer but entertaining story.

Here’s a great example of a TV episode-length, winning Clio video created by Pepsi:

While you can certainly test a longer video, you can also test other formats, such as live stream, interactive videos and shopping videos on platforms like Instagram and Facebook.

As new video formats emerge, it can be helpful to determine if they can work for your brand and design a test around them.

Make sure you identify and follow the right indicators of success. For example, if you’re testing a longer video, take a look at its views and drop rate to see how long viewers stay tuned. Meanwhile, if you try a more interactive approach like a live broadcast or Q&A, you can also take note of comments, engagements, and shares on the content while you’re live.

3. Meet your video audiences where they are.

As with any social media strategy, some content will work better on some social media platforms than others. While consumer-oriented content can be very effective with the large consumer audiences of YouTube, Facebook, and TikTok, a B2B marketing video or Q&A with a business thought leader might work best on a network. professional like LinkedIn.

Fortunately, to create a great marketing strategy, you don’t (and shouldn’t have to) place your videos on all social media platforms. However, you should research the demographics of each major network, identify audiences that are most likely to interact with your content, and start posting videos where it makes the most sense for your brand and goals.

Then continue to keep an eye out for the platforms you have excluded in case they continue to evolve and provide your brand with more audience opportunities in the future.

4. Don’t always rely on reused content.

When I was a marketing startup, I loved to reuse content whenever possible. And, back then, when social media platforms were less developed, this strategy was working.

Today, it can still be advantageous for brands to reuse certain video content for different platforms when they have similar audiences and functionality. It can also be a great way to test if your content strategy for a platform will work with an audience.

However, since knowing your social media audience is more important than ever, you might want to consider a slightly different video strategy for your most important video platforms. While there are times when you can easily reuse content to save time or bandwidth, some platforms like TikTok and Instagram evolve with algorithms that could deprioritize your content if it has a watermark from another network.

5. Adopt influencers and customers.

Even if you’ve done all your research and produced videos on a daily basis, it can still be incredibly difficult to post viral content that grows your audience.

Fortunately, there are experts on all social media platforms who know how to make videos. And some of them will even create videos for you and then share them with their audience.

This is why a great growth strategy may involve reaching out to influencers or opinion leaders with expertise in your industry and either showcasing them in your videos or getting them to endorse your brand in their content.

If you can’t afford to hire an influencer to boost your video strategy, you can turn to happy consumers as well. With this strategy, you can encourage customers to share a video about their experience with your brand on social media, or you can create a video filled with multiple pieces of user-generated content from satisfied customers.

Because today’s consumers desire for authenticity brands, user generated content Not only can provide you with free video content, but can also market your brand to prospects or people who are looking for you on social media.

Navigate Social Media Content

More than ever, social media and content marketing are constantly evolving. As a marketer, it’s important to stay on top of the latest trends and data to better inform your strategies, whether you’re investing in video or other tactics.

To learn more about the latest marketing trends, download our free State of Marketing 2021 report below.

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