Did you know that by using video content in email marketing you can boost click-through rates by up to 300 per cent? Were you aware that 96 per cent of people who watch a video on mobile tend to share videos with others?
There’s no doubt that video content is incredibly powerful in its ability to engage viewers. But, many marketing and communications professionals struggle in making videos for social media because they don’t have the budget. Sometimes bosses see video as being too expensive, or think it takes too long to produce. Perhaps this was true in days gone by, but not now. Digital formats make video content affordable and quick. Key facts:
- Comedy is the most popular video content.
- The vast majority of people will click away if a video stalls.
- Eighty per cent of viewers can recall a video they’ve viewed in the last 30 days.
Impact of Facebook Video
People respond differently to the videos that the see in their Facebook news feeds. Some scroll right by, some watch a few seconds then move on, still others will watch the video right through to the end.
Did you know that almost half of the impact of a Facebook video ad is realized when people have seen three seconds or less of it. In addition, nearly three-quarters of brand lift, a positive shift in awareness and perception, is gained within the first 10 seconds of a video.
These statistics are important for brands and organizations making videos for social media, especially paid or sponsored content. They show the impact of video content that goes far beyond simple click or views.
“Marketers should experiment with shorter ad creative to drive value for their brand, keeping in mind that value increases the longer people watch,” according to a the Facebook For Business blog.
YouTube Video Reach
YouTube uses machine learning to maximize the reach of video ad campaigns. Rather than managing separate campaigns for 6-second bumper ads, skippable in-stream ads, and non-skippable in-stream ads, now advertisers can upload multiple video creatives into a single campaign. From there as it owns YouTube, Google’s machine learning will automatically serve the most efficient combination of these formats. A recent video reach campaign by the Ford Motor Company lowered the overall costs by more than 20 per cent.
According to YouTube’s blog, “Consumers are moving faster, jumping from channel to channel, and researching more often in unexpected ways. This explosion of touchpoints means more opportunities – and more complexities – for marketers. But just because today’s customer journey is more complicated, doesn’t mean orchestrating your advertising campaign has to be.” Contact me to learn more, your social media marketer in Ottawa.