In today’s tech-driven society, the effectiveness of a business or company’s marketing plan is often measured by the number of likes, followers, comments, and shares a post receives. Social media is the key to a successful business today, as promoting the business through these platforms is not only cost-effective but also reaches a wide audience in a short amount of time. It helps clients engage with a business or company without any pressure or commitment, and an effective social media strategy can help boost business and create loyal clients.
One of the most effective ways to communicate with clients via social media is through video. According to an infographic created by Renderforest on video marketing statistics, 5 billion videos are watched on YouTube every day, and one-third of people on the internet are YouTube users. What’s more, 100 million hours of video per day are watched on Facebook. As for online video marketers, 86 percent use video content, 81 percent feature their video on their brand’s website, and statistics show that marketers who use video grow revenue 49 percent faster than non-video users. Needless to say, people are literally watching what companies are doing, and it’s influencing their spending.
Customizing a video based on the social media platform it is intended for is necessary, as the ideal lengths vary. According to research from HubSpot, the ideal length for a video on Instagram is 30 seconds, Twitter is 45 seconds, Facebook is one minute, and YouTube is two minutes. The ideal content for these short videos are announcements, news, deals, quick how-tos, and countdowns to events or launches. However, Instagram’s IGTV and live video lengths can be slightly longer, according to Jessica Baird of Color Pins Curls Lash Bar (Howell, MI). Here, she explains more about these platforms:
- Instagram’s IGTV: Videos should be less than 10 minutes, because people lose interest fast. Inform clients about services, products and launches, how-tos, and interviews.
- Instagram Live: Videos should be shorter than 15 minutes and should include multi-person collaborative talks, announcements, how-tos, education, and interviews.
- Facebook Live: These videos should be shorter than 20 minutes and should consist of informative and educational demonstrations, events, long announcements, and collaboration videos.
“Social media popularity has risen in the last few years, and many users are choosing video content over text,” says Marlyn Montoya, graphic designer and social media coordinator at NovaLash. “Videos get more interaction on social media than any other type of content online because they are the most impactful, versatile, and engaging digital marketing tools available. They allow viewers access to small, easy-to-digest snippets of information. Time is so precious to people, and videos are great ways to communicate and share quick, useful, smart, and real content.”