Sharing Branded Video: How to Enhance Video Consumption on Social Media

Companies that produce online videos are considered more trustworthy by nearly 60% of viewers. [Where is this statistic coming from?] To further illustrate the value of video, approximately 95% of customers watched a video online in the past week alone. The combination of video and social media is ideal for brands seeking improved online exposure and lead generation. The total impact of video on customer retention and sales is significant, but which is the best social media platform for video? After reading this review of the top four, you be the judge.

Facebook

When compared with other social media platforms, Facebook seems to be an overachiever. With the highest impact and intensity among all social media platforms, Facebook is a staple for most brands seeking exposure and engagement. When Facebook announced its in-stream video feature, marketers around the globe rejoiced. Until then, Facebook’s value in the video marketing world was shaky. Though not expressly created for video, the mega-platform has done a decent job at evolving along with user trends and preferences.

Instagram

In a shocking burst of popularity, Instagram has become one of the most popular social media platforms, with over 150 million users per month. A strong visual tool for brands, Instagram allows users to create 15 second videos and compelling images with the option to add filters for quick customization. Recent statistics indicate 40% of the top thousand most popular Instagram posts originate from brands, a clear sign that posting video to the platform results in success.

YouTube

As the second largest search engine in the world, YouTube is the top choice for many customers seeking video online. With regard to impact, YouTube trails Facebook alone, with Twitter and Instagram in tow. Over 1 billion monthly visitors prove the platform has impact, but targeting your audience effectively can be difficult, particularly for growing businesses. Though it is the most popular video platform today, a strong following active in social media is necessary to achieve results in a timely manner.

Pinterest

A social bookmarking tool that feels classy and modern, Pinterest started a pinning sensation that hasn’t ceased since its release in 2010. Depending on your audience and level of brand activity on Pinterest, connecting with “Pinfluencers” can lead to increased brand awareness, quality leads, backlinks, and higher sales. As the top referral source for paying customers, Pinterest is not to be misunderstood as a site for only party and wedding planning; it also seamlessly integrates videos from top platforms like YouTube, Vimeo, and Dailymotion.

The Takeaway

Video marketing is the future of brand engagement online, as more consumers are watching visual content than in years past. For businesses, creating a viral video will never be as important as creating a quality video. By using top social media platforms to distribute video content, your brand benefits from higher engagement rates, increased customer confidence, and improved online exposure. As the percentage of mobile users increases, brands will need to ensure video content is optimized for mobile use cross-platform, or run the risk of losing customer attention.

What social media platform do you prefer for watching videos?

Resources

Creating a video doesn't have to be complicated. Here are a few resources to help you along the way.

  • New to Video?

    A first timer's guide to
    producing video.

    Get the Book
  • How Much is
    a Video Worth?

    A complete guide to
    calculating the ROI of video.

    Get the Book
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