If your product or service can be captured on video – then do it.
That really is the key message here, but let me explain further…
Video Content Is Taking Over Facebook Newsfeeds
As far back as November 2015, Facebook were reporting that videos on their platform received 8 billion views per day.
Whilst this figure is rather misleading, as I discovered in this blog, the fact remains that Facebook’s algorithm is set up to massively favour video content – this article from wersm.com states that video content gains 135% more organic reach than any other type of content.
It’s plain to see even from a little bit of research. Out of the first 20 posts from the top of my newsfeed, 12 were video. Why not try it yourself right now? I’ll bet your results are similar.
Video Content Has a Strong Influence Beyond Facebook
Believe it or not there are other platforms as well as Facebook, and video content is just as popular on those too. Instagram users share around 95 million videos per day, and despite the unfortunate closure of Vine, Twitter reported a 220x growth in video content in 2016.
Instagram users share around 95 million videos per day
Let’s not forget the godfather of video content platforms, YouTube. Whenever a potential new client sends a social media brief, YouTube is often absent, which leads me on to my next point…
YouTube Deserves Your Immediate Attention
YouTube is a complicated platform to get right, mainly because you have to work hard to build up an audience – and your content has to be of a certain quality.
The truth is that text posts or even image-based content is a lot less time consuming to produce than video – but you should take the time.
We’ve helped Page and Cooper to build up an impressive amount of YouTube content. They have nurtured their audience and made way for content that is both visually and mentally stimulating. And the results have been worth the effort.
Each video gains an organic viewership that is significantly higher than on any other platform. To call it significantly higher is actually something of an under-exaggeration – YouTube is a much more sophisticated video search engine than any other platform, so people can actively seek out your content.
Each video gains an organic viewership that is significantly higher than on any other platform.
Since October 2016 YouTube has sent the second most web referrals with 9%, ahead of the equally popular Twitter and Instagram channels with 6.8% and 4.9% respectively.
Not huge percentages then, but this next part is where the value lies. Session duration of a visitor from YouTube is on average 5 times longer than from Facebook, with significantly more pages being viewed per session too.
Session duration of a visitor from YouTube is on average 5 times longer than from Facebook
The bottom line, YouTube users are more engaged with the brand, and the traffic being referred from that channel is of a much higher quality.
But there is one more incredible advantage that YouTube offers…
If you’re aware of content marketing at all, then you’ve probably heard about evergreen content – content that won’t go out of date, and will continue to be useful for months or years after it is published.
There’s a pretty good chance that you’ve produced blogs or visual content following this very principle, yet when it comes to social video the notion of evergreen seems to go out of the window – why? Because of the newsfeed.
Here is a typical video view graph for a video on Page and Cooper’s Facebook:
As you can see, there is an almost immediate drop off once the budget has run out, and the post is lost to the obscurity of the newsfeed and Facebook’s ever-changing algorithms – this video will in all likelihood never get another view.
Now here’s a Page and Cooper YouTube video from 4 years ago:
To be clear, this is a graph charting monthly views on this video across its entire 4-year lifespan – you’ll notice that there is no drop off.
My colleague Pratheep wrote an excellent blog post on creating video content – “Why You Should Not Want Your Video To Go Viral” – he is absolutely right of course, and YouTube is the place for your content to receive all of the views it deserves – for as long as you keep it up there.
What You Can Do Next
Okay, hopefully now you’re feeling a little bit inspired to give video content a try for your business. There are a few things that you’ll need to get started:
A product or service that can be conveyed through video
Honestly, it won’t work for everyone, and it’s best not to force it, but if you think that there’s scope to capture your product or service on camera or join the wider discussion around you field then do it!
A brand ambassador who is comfortable on camera
No one can talk about your brand better than you, but often when there’s a camera in your face, your words can evade you. If you’re not comfortable speaking or appearing on camera, you’re going to need to find someone in your business who is – or an actor of course.
An experienced agency of content creators and distributors
As luck would have it, you’re in the right place! Here at Zeal we have a dedicated team of content professionals who can oversee the process of executing video content from start to finish. If you’d like to speak to us about video content marketing – get in touch!