7 Crucial Social Video Metrics to be Aware Of Going into 2020
Victor Blasco / January 28, 2020 | 5 Mins Read
With videos on various social networks racking up billions of views per day and more than 70 percent of U.S. marketers planning to use social video ads, refine your social video strategy based on solid, numbers-based intelligence. Video marketing on social media is on the rise, and we think there are a lot of opportunities with social videos in 2020 and beyond.
Data-driven content marketing is crucial for a company looking to consistently attract more prospects, generate leads, and stand out from its competitors. And while there are plenty of channels that can help you do that, I’d say that few are as effective as social videos.
Without a doubt, videos are the superstars in the social media world – Giving you an ideal channel to deliver compelling content to your audience. Use it right, and it can be a powerful marketing asset for your company. Use it wrong, though, and you’ll have a lot of wasted time and resources on your hands!
How do you tell one from the other? Through data, of course. Hard, actionable information that can help your strategy succeed.
In this piece, we’ll take a page from some of the best video companies out there, and break down some crucial video stats you should know going into 2020. Discussing what they mean and how you can use them to improve your own strategy.
Stunning Social Video Stats You Shouldn’t Ignore
Metrics are usually your best friends when it comes to designing your content marketing strategies, and social video is no exception. Let’s check out some vital video stats and information that you shouldn’t overlook in 2020.
1. In Twitter, Shorter Copy Is Always Better
When placing video content on this platform, remember that videos accompanied with minimal copy have 13% higher brand recall and overall view times than videos paired with more text.
Writing short and effective copy should be simple if you know who your target audience is and what your end goals are. Do some demographic research and consider the age, preferences and general thinking of the people you are reaching out to. Focus on your marketing objective and be direct without being blunt. What do you want them to do? A clear call-to-action is usually key.
Cut the fluff and make your copy easy and quick to read. Avoid extra words that end up adding useless information. Less is more when it comes to a compelling message!
2. Yes! YouTube Is THAT Popular
When it comes to video and reach potential, the number one spot goes to this social media platform, as 73% of Americans watch YouTube; that’s almost a quarter of the US video-watching population. Impressive, isn’t it?
So, no doubt, YouTube is where you need to direct most of your efforts in the social video marketing strategy. You should consider having a YouTube channel to upload your content and have it readily available to your subscribers and potential new users. If you do, make sure to keep it updated – otherwise, you risk giving a wrong first impression to new visitors.
3. Video Ads Work for Instagram Users
Want to improve your sales? Then you should know that 72% of Instagram users buy a product or service after seeing a video ad. So, advertising on this platform can be a reliable way to improve your company’s revenue that shouldn’t go unnoticed in 2020.
To create an effective Instagram video ad, set up your goal, and make the first few seconds count. Remember, you have only three seconds to convince the users that your video is worth watching. Be direct and get to the point, but do so in innovative ways!
Instagram videos are by default played without sound, so you need to create videos that make sense with or without sound – Always include captions to make sure your message is delivered even in silence.
Once more, effective CTAs are a must. You must suggest to your audience what you want them to do, in a friendly and smooth way. A word, a phrase or a button that invites viewers to take action.
4. Facebook Interaction’s & Video
When it comes to measuring user interactions, you must know that 39% of US business owners agreed that Facebook is the best social channel to generate user interactions with video content.
Why? Because Zuckerberg's platform has evolved to be more video-centric over the past years, making it easy for the users to find and discover video content
Much like with Instagram, optimized videos for Facebook require a lot of polish for the first 3 seconds of a piece, and should even work if muted.
Moreover, you should try to steer clear from the landscape format. Facebook works best with square or vertical videos in terms of visibility and impact – Especially when it comes to mobile. There, square videos take up 78% more space than landscape ones. It’s simple: the bigger the video, the harder it is to scroll down.
And on that note…
5. Twitter Videos & Mobile Users
From the mouth of the company itself, 93% of Twitter’s video content views take place on mobile phones. So, if this is your go-to social platform, mobile-friendly is not an option; It’s mandatory!
Plan your content with that in mind. Subtitles or closed captioning can do wonders to help you convey your message. Uploading videos that fit the right size ratio (using 16:9 or 1:1) is also a must.
The platform suggests testing your videos to make sure they look good on mobile devices, and we second that advice wholeheartedly. Lastly, much like with Facebook, uploading videos natively for Twitter brings the advantage of the auto playback, and possibly better positioning, so it’s a good practice as well.
6. Treat YouTube as a Digital Storefront
Online videos are the preferred way to get ideas and inspiration for nearly two-thirds of shoppers. So much so that, according to Google, over 90% stated having discovered new brands and products via YouTube.
The best way to take advantage of that is to create a YouTube channel for your company and start building a repertoire of branded content.
As for which types of videos you can upload to that end, you are spoiled for choice. From informal behind-the-scenes blogs, to full-on marketing pieces like product demos or whiteboard animations, each style brings something different to the table.
Test what resonates best with your growing audience and take it from there.
7. Facebook’s Stories & Marketing
More than just a platform to reach wider audiences, Facebook stories are a powerful marketing tool to increase sales as well. A study conducted by the company revealed that 62% of interviewees admitted being more attracted to a brand or product after seeing it in a Facebook Story.
With stories, though, you have to establish a genuine bond with your clients on a personal level, going beyond mere advertising.
You can use them to announce the launch of a new product, offer a sneak-peak, or show a behind the scenes video, giving a glimpse of what goes on in the office or factory… the format allows for a lot of versatility. BUT, you need to deliver entertainment for your stories to land.
Moreover, the key to great stories is to understand urgency. Stories have a short lifespan - they last only 24 hours. Capitalize on this aspect by focusing on time-sensitive pieces that convey the message “watch it now, or lose it forever."
In 2020 videos remain essential to a company’s marketing strategy. However, theory and intention can only get you so far! Marketers and business owners looking to improve their strategy’s results need to use hard data to inform their content.
Stats not only give you raw and useful information, but they also can help you understand the customer's behavior and way of thinking. Especially when it comes to social video.
Take the stats we discussed today as a solid starting point to flesh out your 2020 strategy, and focus on the platform that fits your company and audience best. Nail that initial focus down, and the potential results will surpass your expectations.
Best of luck.
Author: Victor Blasco
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Víctor Blasco is the founder and CEO of the explainer video company Yum Yum Videos. He is also an audiovisual designer and video marketing expert. Aside from running the business, he loves studying Chinese philosophy and is a real geek for science fiction films and comics!