Step aside content—video is king in 2020. At least, it is in the world of social media marketing.
As video continues to evolve from a means of entertainment to a serious messaging system for brands and influencers, marketers need to understand the best ways to leverage video and include them in social media marketing campaigns.
Here are 10 video social media marketing trends that you need to know about for 2020 and beyond.
Long-form videos are keeping viewers’ attention
You used to hear that videos needed to be kept very short (less than 90 seconds) to keep your viewers’ attention. In 2020, though, that seems to be shifting. According to Smart Insights, videos that are 15 minutes or longer, when done right, can capture an audience’s attention and lead to further engagement than videos that are only a minute or two long.
Patagonia does this well with its long-form video documentaries that connect their audience with larger issues involving nature and conservation. By connecting their brand with a larger theme, the brand is able to engage viewers who are passionate about Patagonia’s mission.
Adding videos in emails increases open rates
Just mentioning the word “video” in your email subject line can lead to an open-rate increase of 19 per cent, according to HubSpot Marketing. Whether you’re writing B2B or B2C emails, adding video will lead to an increase in open rates, click rates, and conversions. As an added bonus, you can cross-promote the videos you use in emails by publishing them on your website or social media pages for even further views and engagement.
Adding video to email isn’t necessarily as simple as it sounds. To help you through the process, we recommend reading this helpful guide on how to embed videos in your email marketing campaigns from Campaign Monitor.
Video quality matters
It’s not enough anymore to make an at-home video and post it without editing for video and sound quality. Consumers are savvier than ever, and they don’t want to waste time with some poorly crafted video that looks as if it only took a couple of minutes to put together.
Fortunately, even businesses on a limited budget can make high-quality videos without spending a fortune. With intuitive video editing software, anyone can take a home-made movie and turn it into engaging marketing material. Check out software from Adobe, Movavi, Pinnacle, and Apple.
Facebook is still the number one social media platform
If you’re trying to figure out where to start, Facebook is a pretty safe bet. Even though there are lots of new social media platforms coming out all the time, Facebook remains the number one platform consumers use to engage with brands and watch videos, according to Social Media Today.
Their research indicates that 58 per cent of people visit a brand’s Facebook page before their home page, which means you should focus your efforts on building your brand’s Facebook presence and posting videos to your Facebook page.
Targeting niche audiences leads to increased engagement
This might seem to contradict the previous insight but hear us out. While it’s true that Facebook is still somewhat ubiquitous among consumers, it’s far from being the only platform. To really increase engagement among your customers, marketers will need to find the platforms they use the most. If you worry about hitting all the major platforms, you run the risk of spreading your brand too thin.
Instead of a generic approach, try a more targeted approach that will lead to more engagement with a smaller, more dedicated group of followers.
Personalization in ads is key
According to Social Media Today, video ads are the number one way consumers discover a brand that they later purchase from. Whether you’re embedding videos in email blasts, putting them on Facebook, or adding them to your YouTube library, you need to keep personalization in mind in 2020. This goes along with niche marketing. Creating videos that target your niche audiences will be key for giving consumers a personalized experience that lets them know you really understand their needs.
Generic marketing is going out of the window as social media platforms recognize this desire for personalization. Global Web Index explains that combining user data with advertising technology can create memorable, personalized videos that resonate with consumers and turn them into loyal followers and customers. Stories on Snapchat, Instagram, and Facebook provide optimal places to share videos, along with Twitter’s six-second video ads.
A data-first approach is key for video marketing in 2020
By now, most brands have some videos they can extract data from. If you don’t yet, don’t worry. Just recognize that it’s going to be more important in 2020 than ever to take a data-driven approach to video marketing. As audiences become more niche across platforms, brands need to explore their data to discover where their target customers are online and what types of videos they engage with the most.
We can see an example of this by looking at a case study of PepsiCo UK. The brand wanted to re-stage their brand Quaker in the UK. They decided to take a data-driven approach instead of a generic approach to reach a more targeted audience. Their efforts paid off, and the brand saw a 4.25 per cent boost in sales as a result, which is more than twice the expected results from a generic campaign.
TikTok is exploding globally
When we talk about social media and video, we can’t ignore TikTok, which is one of the fastest-growing social media platforms out there today. It has over 1.5 billion downloads as of November 2019 and shows no signs of slowing down. Advertisers have only recently started experimenting on the platform, so it’s a pretty open field for any marketers who want to get in on the ground floor, so to speak.
TikTok is essentially a platform for user-generated video content. It’s fun, somewhat chaotic, and apparently addicting, especially for younger users including millennials and Gen-Z. These users are savvy and will notice immediately when a video is deliberately attempting to advertise to them, according to social media expert Rachel Pederson. Because of that, advertisers on TikTok will need to figure out new and innovative methods to target users through organic advertising.
YouTube is more popular now than ever
Another video sharing platform, YouTube, is only gaining more and more popularity as time goes on. A lot of marketers simply use YouTube as an afterthought. They might create a YouTube page for storing and sharing their videos. But you can do a lot more with this platform.
For one thing, recognize that YouTube is the number two search engine, just behind Google. That means that it’s essential to optimize your YouTube channel for SEO, just like you would for your website. This guide from Search Engine Land can help you optimize your YouTube channel.
Embrace the power of live videos
Consumers continue to love watching live videos in 2020. Whether you’re live streaming and event or giving viewers a behind-the-scenes look at your company, live streaming videos are extremely engaging. According to Vimeo, viewers spend 10 – 20 times longer watching live videos than pre-recorded ones, possibly because of the anticipation and excitement of watching something happen in real-time.
Encourage viewer engagement during live streaming events and conferences by allowing viewers to ask questions and comment on the video. Respond to comments and reactions in real-time.
If you’re new to video marketing, getting started can feel overwhelming. Remember to focus on viewer engagement rather than the number of viewers. It’s more beneficial to target a smaller group of engaged viewers than to try to attract everyone. Focus on creating quality videos that connect with your target audience, and use multiple platforms, such as email, your landing page, and social media, to distribute them.