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Why social video works 2

Key takeaways with social video are to have fun with it! Be spontaneous and show your customers you care enough about them to be human in front of them

Facebook now has more than 8 billion daily video views and YouTube’s 1 billion-plus users take in hundreds of millions of hours of online video every day.
You really can’t afford NOT to be creating video and promoting it on social media. Thank goodness for the advent of smartphones ☺

Social video could be something as fancy as a Super Bowl commercial, or as basic as a live stream on Facebook or Twitter.

Remember each social network has a unique audience, so your videos need to be optimised for different platforms.

Different things make content shareable, from emotion to story structures.

Nb social does not have to mean viral. A video that educates your clients as to the value of your service or product may only get a few hundred views. Critically, is it working for the audience you are creating it for.

More social networks are rolling out native video, eg Facebook, Instagram, and Twitter. Some platforms are built around video sharing, such as Vimeo or YouTube. Indeed, Facebook has updated its News Feed algorithm to favour live video.

According to Hootsuite’s Cameron Uganec, your competitors are already leveraging social video. A 2016 survey by the Web Marketing Video Council found that 61 percent of businesses are using video as a marketing tool. In the previous year, 66 percent of those businesses were not using video at all.

He writes that social media videos can deliver impressive ROI.

  • 72 percent of businesses who use video say it has increased website conversion rates
  • 74 percent of all internet traffic in 2017 is projected to come from video
  • YouTube receives over 4 million daily views
  • Almost one-third of all people on the internet are YouTube users
  • More than half of YouTube views come from mobile devices
  • Facebook has 8 billion average daily video views from 500 million users
  • Facebook sees 100 million hours of daily video watch time
  • Periscope users watch 40 years’ worth of video every day
  • Snapchat daily video views surpassed 8 billion in January 2016

Your return on investment of social video depends on how you choose to use it. Every business will have differing targets and goals.

The key thing is that you actually set goals and track the success of your videos using analytics. It’s only through tracking that you will learn what clicks with your audience and what doesn’t, allowing you to refine your social video strategy.


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