Image by Ehimetalot Akhere Unuabona for Unsplash

OK, I get that I need video, but how do I know which style and format work best for the different platforms?

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By Suzanne Brown. Read time 2 mins

Video is here to stay on social media, and is becoming an essential tool to help you quickly and effectively build a relationship with your audience. From a viewer’s perspective, video builds trust by seeing and hearing the people behind an organisation, business or brand. Video also provides compelling information in a short time, and it can illustrate complex ideas quickly and clearly.  From a business perspective, video engages audiences faster and for longer than text or photos.  According to Forbes, 3 out of 4 executives watch work-related videos every week, and 59% of people would rather watch a video about a topic than reading about it.  And Hubspot found that more than 50% of customers want to see videos from brands.

The key to video content is providing value to the viewer: watching relevant, intriguing, and helpful content is much more engaging and shareable.  

Need more convincing? Facebook predicts that by 2022 82% of internet traffic will be video. Videos on Facebook get 135% more organic reach than images (financesonline). With 2.7 billion monthly active users, that’s a lot of eyeballs watching a lot of content just on Facebook alone. 

The second-most popular social platform (after Facebook), YouTube, has more than a billion hours of video watched every day, with viewers spending over 41.9 minutes on it a day (Hootsuite).  Instagram’s algorithm also favours video, and its one billion+ global users spend 53 mins a day on the platform. LinkedIn has been developing new video features, and video is their fastest-growing ad format, with Live video on the rise too. And TikTok has exploded, with over a billion users worldwide spending 46 minutes a day viewing the short-form (and somewhat addictive) videos.

Each platform has its own demographics, video options and video styles that work best. There’s way too much information for one post (I tried), so for the next few posts, we’ll look at each platform individually, breakdown their user demographics, and explore some ideas for the type of video content that works most effectively on each platform. Stay tuned!

In the meantime, if we can help with content ideas for your organisation or business, give us a call.

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