Video Content Marketing Is Evolving

Jun 23, 2015By Courtney Aurillo

By now you have heard video content is leading the heavy-weight division of content marketing. For those who have been keeping an open ear to the social media trend, you understand video is captivating to an audience. More time is spent watching video rather than reading a post.

Each social media platform is trying to out-perform the next when administering video content. MILE Social has embraced the evolution of video, and is applying the proper procedures to ensure the most views and engagements for clients. Continue reading and keep the other ear open to find out why videos are leading the pack.

YouTube was originally the go-to search engine for videos. Today, YouTube is flooded with millions of videos. This decreases the ability for a video to be noticed.  YouTube is one platform, allowing little room for growth. The size of YouTube’s platform poses competition, but it’s accessibility and functionality is cause for defeat.

Now there are multiple platforms for users to upload videos. Facebook, Snapchat, and Twitter are the more well known platforms.

Moving in on a close second in the video race is non other than Facebook. With a forever-changing appearance and user-friendly platforms, Facebook is always evolving.  Now, videos that are directly uploaded to Facebook will automatically play on a user’s news feed.

If a video is uploaded to Facebook via third party, the video will not automatically play, and you need to press the play button to view it. With no push-to-play, the video is guaranteed to be viewed and receive more impressions. There are more steps involved when viewing a video a YouTube. Users need to search for a YouTube video, it is not placed in front of your face.

Facebook’s multiple platforms extend past the timeline.  Facebook wants users to stay on Facebook, not leave, hence the paid video ad. Ads in general make your brand relevant. Facebook’s algorithm   focusses on video, specifically the “reach”. For example, a company’s video targets an audience by advertising it’s product .

Facebook sees this, and makes the ad more visible to the company’s target audience. The user sees the ad, clicks on it, and is then directed to the company’s page. How does Facebook have the ability to place your ad in front of a company’s target audience? Simple. Each post is monitored. View counts, embedding options, content, likes, and consumer data are all measured and accounted for. A company should not limit videos to Facebook though. Cross-promotion is always a good idea; just upload content to Facebook organically.

Twitter has recently enhanced it’s platform as well. Twitter now has auto-play for videos. In the past, users could see there was a video posted in real time, but not view it unless the hit the play button. Auto-play makes engagement easier, and in the case of a live feed, encourages conversation. Companies that use Twitter for business should use video to pull customers in, not push content on them.

Making it’s way in the popularity race is Snapchat. According to Gary Vaynerchuk, more than 60% of U.S. 13 to 34 year-old smartphone users are “Snapchatters.” Snapchat is an excellent way for businesses to target younger consumers. The Snapchat platform is an interesting one. The life-span of a video on Snapchat is 24 hours. This adds a sense of urgency for a subscriber to view the video. Snapchat is a non-invasive way for a company to provide a sneak-peak of it’s latest product or service.

The bottom line is that everyone is focusing their attention towards video. Companies need to find the time to curate creative video content, and find ways to reach their audience. The more platforms you place your video on, the more views.