Do you know what a typical pattern for social media users in 2018 looks like?
Let me give you an idea:
Swipe, stop, watch.
Swipe, stop, watch. Share.
This is especially true as video explodes on social media and shows no signs of slowing down. More than 1 billion hours of videos are watched on YouTube each day and Twitter internal data says video on Twitter is 6 times as likely to be retweeted as photos. Video is an ever-present part of the internet and increasingly integral to social media. Brands, regardless of industry or size, must have video as part of their marketing and social media plan.
Brands think grand in their video plans. “We need a showpiece video for a presentation,” many say. Hero (a common name for longer-form videos) videos are great, but in many cases, they are created for a small audience and social media assets are not considered as part of the rollout plan. Social video generates 1200% more shares than text and images combined, and according to video marketing insights company tubular insights, “views on branded video content have increased 258% on Facebook and 99% on YouTube” in the first 6 months of 2017. Therefore, the budget spent on a singular video is not fully being utilized. Spread the love….and the views.
Every industry, from luggage to tech, has its exemplar examples of brands making great use of videos on social media to engage their audience. Each of these brands have built loyal customers who enjoy viewing, engaging, and sharing the brand’s message. It is what has allowed these brands to disrupt legacy markets and build a successful company that others emulate.
Away is a mid-tier luggage startup that has disrupted their category by creating a cult following on social media. Their instagram account alone has over 270k followers and much of their social media presence is driven by lifestyle videos, brand collaborations, and celebrity photoshoots/endorsements of their products (as seen below). They know their key demographic and are using social media video as the perfect way to reach and promote their products.
Similar to Away, another startup-turned-successful-brand that markets to a younger audience through social media video is Warby Parker. In 2010, a few guys had the simple, yet unique, idea of selling eyewear by mail, thus creating a now billion dollar company. By promoting their events, user stories, and cultural references, social media has become a huge part of Warby’s success, luring new users and gaining over 1 million followers on its social accounts.
The company utilizes video in a variety of ways on its accounts to interview product artists and showcase fun company culture (Warby Parkour anyone?), as well as brand ads and product details. Warby Parker is the perfect example of a brand using video to its fullest extent on social media, accumulating thousands of views and ultimately thousands of purchases.
Spotify, a tech music brand, has turned itself into a social media platform by creating music videos inside its music player to be used in the playlists on their apps and on their social media accounts. They’ve redefined what is means to be a social platform and are so interested in using video that they hired the head of Condé Nast Entertainment’s video operation to run their video charge. Spotify has redesigned their platform to include videos as well as audio tracks, blurring the line between media and showing that video is imperative on social platforms and mobile devices.
Spotify going all in on video on their Rap Caviar playlist
At Myriad, we have worked with a variety of clients to pair their hero videos with social media assets, spreading the love around all of their owned properties. These social assets can come in a variety of forms, including cut downs from the hero footage or scripted videos with original scripts and footage, created and filmed specifically for the platforms. From brand website to YouTube and all social networks, these videos have been a great way for their users to engage with their products on a variety of platforms.
Along with tech and luggage, other brands have made use of social media videos to expand their message. We worked with Southeast Toyota to film a Toyota Prius experiential promotional stunt by driving around Raleigh’s Interstate 440 for a full day to see how many laps it could go before running out of gas. Southeast placed the video on all of their local dealership Facebook pages in the Triangle area (175 total dealerships) which resulted in over 400,000 views online. With ACLU NC, we used social media and YouTube to push their videos including Facebook (190,000 views), Twitter (19,000 views) and Youtube (65,000 views) channels. These two campaigns utilized social media first, directly sending to their target audience, therefore increasing engagement.
Video can be a powerful product or video game announcement tool on social media. Our Nintendo Switch launch video for Epic Games’ megahit Fortnite was pushed on social and YouTube, earning over 10 million views and the game was downloaded over 2 million times in the first 24 hours after the video premiered. The video, able to be shared on social platforms and easily watched on YouTube, allowed users the ability to see Fortnite game play directly on their Switch devices and inspire them
For local community art organization, Raleigh Murals Project, we created a hero video that was boosted as a promoted Facebook post to residents of Raleigh and had over 20,000 views in its first week. The Raleigh Murals Project Facebook account enjoyed a 100% gain in followers after the video’s release. Over the next year, the organization dropped 15 micromedia spots highlighting other aspects of their #MakeRaleighColorful campaign and has continued to increase followers and awareness of the brand.
By 2020, there will be a million minutes of video per second crossing the internet. Cisco adds that, by then, 82% of all consumer web traffic will be video. According to Forrester Research’s Dr. James McQuivey, “a minute of video is worth 1.8 million words,” which means that each video you’re posting on social media is worth 1,800 photos posted on the same platform. Investing in video to expand your brand’s story is worth every penny if used and maximized on social media. Users are flocking to social platforms for news, entertainment, and storytelling. Ninety percent of consumers watch videos on their mobile devices and 2018 is planned to be a huge year for new shipments of iPhones.
Ever-present broadband, faster mobile processors, and higher resolution screens are only creating an increasing market for video to be used in the way that text and photos have been used in marketing for the past century. For the next 100 years, video will reign as marketing champ and social media is the foundation for this revolution.
But, these stats mean nothing if your brand is not able to convert these views to customers, therefore the return on your investment (ROI) is important. Luckily, social media platforms are embedded with analytic dashboards that allow you to measure user behavior. Linked video posts and CTAs (call to action) allow users to click directly from the video to your website or a specific product. Instagram, Facebook, and Twitter are building new ways to jump from your video directly to a source of your choosing.
Video on these platforms is becoming more interactive and therefore you have the opportunity to expand your reach. Your brand must keep up or it will get lost. Future generations will expect video, therefore it is imperative to make social media video and central part of your marketing plan to hook these users and ultimately convert more current users into future customers.