Freddie Bendall, Account Manager
Freddie Bendall, Account Manager

This is the fifth chapter from our latest ebook on everything you need to know to create an effective social media marketing strategy. Sharing his knowledge of video marketing for 2020 is Account Manager, Freddie Bendall. He will explore the way in which to start using video in posts by reflecting on some of the best work out there.

Download the ebook for the full 2020 social media marketing strategy checklist.

Video remains the ultimate format on social media. It is engaging, expressive and enables you to share lots of information in just a few seconds. YouTube services one billion viewing hours per day and video usage, globally, is still predicted to grow in 2020.

Cisco has predicted that by 2022, 80% of internet traffic will be for online video, and one Facebook Executive has gone as far as saying that, by 2021, the platform will be all video and no text.

A Brief History of Video on Social Networks

Timeline of video in social media network sites

Here are three ways to super-charge your video marketing in 2020:

  1. Invest in video analytics 

The video analytics industry is set to be worth 4.3 billion by 2021, and it’s already used by 36% of businesses today. Inbound marketing company, HubSpot, claims to have increased sales opportunities by 200% from using video analytics.

This is a growing trend. Most leading website CRMs are now starting to integrate video analytics data for sales teams to analyse. Sales verification tools and platforms now factor in metrics such as ‘video engagement’, and smarter sales teams are starting to shift their data reliance from webpage and PDF views to video completions and watch-time.

  1. Start using interactive video in your posting

Interactive videos are ones that encourage users to react, such as by voting in a poll, answering a multiple-choice question, or competing in an online game. They have been popular on the social networks for several years, but new features are emerging that should make 2020 the year of the interactive video.

With almost all the major social media platforms offering some form of live or Story style video function, and these features also rolling out in advertising formats, the importance of interactive video is on the rise.

  1. Experiment with Live Video

Live video is both engaging and authentic – and helpful for research and learning. Facebook reports that its users spend triple the time watching live video than static content and, since 2017, one in five videos watched on Facebook has been a live broadcast.

These broadcasts are hugely popular with consumers, largely due to the ‘red button’ notification which announces to a person’s followers that they are broadcasting live. When they use these notifications in apps, businesses can expect to see an increase of 88% in engagement.

Before you dive into Live Video, it’s worth learning from some other brands. Below is a recording of a Facebook Live video from beauty brand Birchbox, collaborating with mascara brand Benefit, on #NationalLashDay to discuss a new mascara product.

Birchbox and Benefits live video

This 41-minute live stream gathered roughly 20,000 views. It required no editing, minimal scripting and would’ve been a low-cost video to produce.

What made it resonate so well with their audience?

  • Collaboration with another brand – the Birchbox video was a last-minute collaboration with one of their partners, which combined two audiences together and added another dimension to the content.
  • Incorporating big personalities – the two characters in the video demonstrated a good relationship and were both charismatic and enjoyable to watch.
  • Using a Hashtag – aligning this content with #NationalLashDay meant their content not only appeared on their feed but it also appeared on the hashtag where interested users were looking.
  • Providing value – giving demonstrations and how-to guides is high-value content for users. Don’t underestimate the value of your knowledge and your audience’s appetite for it.
  • Being Interactive – maintaining a two-way conversation with your audience is important. Using a moderator allows for rapid responses to consumer questions, giving users a real-time connection with the brand.

Thank you for reading! If you want to find out more, download our full ebook here – or get in contact with us at hello@ostmarketing.com

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