Video Marketing trends and benefits on social media

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Laia Cardona

Did you know that your competitors are already using video in their content strategies? According the Web Marketing Video Council’s recent study, 60% of brands are currently using video on social networks.

This type of content is perfect to reach out to the Y Generation (ages 18 to 33) and to create a quick, direct and emotional connection with the user. Which is why I would like to talk to you today about what Video Marketing is, the latest trends in this sector and how to use it in your social media strategies.

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What is Video Marketing and why does it even matter?

As the name implies, video marketing is a digital marketing tool based on using audiovisual images, mainly on the internet, to achieve different goals in a marketing strategy. Basically, it's about adding videos to your content marketing strategy.

Another concept to keep in mind is social video: a kind of video designed especially to be promoted and shared on social media.

The goal is to create shareable video content (although they don’t necessarily have to go viral), and optimize and adapt them to each social network. Creating high quality video content does require a significant investment of both time and effort, but it is worth it.

Video marketing statistics clearly show that audiovisual content has a positive impact on sales and ROI:

  • Tweets that include videos get 3 times more comments and retweets than those that don’t.
  • 1 in 4 buyers confirm having used YouTube to look up videos on a product they are thinking of purchasing.
  • 73% of users who watch a video tend to purchase one of the related products.


Video Marketing: a key trend

Video is one of the key trends of 2016, and will continue to be in 2017. If we look at some of Hootsuite’s predictions for the next few years, we can see that video will not stop growing:

  • Today, the average user consumes 66 minutes of audiovisual content per day. The hours spent viewing videos on YouTube per month has grown 50% compared to last year.
  • In 2019, 80% of all traffic will be video content.
  • A person would need 5 million years to watch all the videos uploaded in just one month of this year.

Mobile devices also play a crucial role in this trend. Users are increasingly more willing to consume video on their smartphone’s screen, to the point where 50% of videos are watched on smartphones. When it comes to Twitter, this number increases to a stunning 90%. Video is also no longer restricted to social networks, and has been amplified and diversified to be shared via many different channels.

For the first time, Facebook overtook YouTube with a dazzling 8 billion video playbacks per day.

Then add Snapchat’s impressive growth to this trend, who now has over 100 million daily active users: more of 60% of the american population between the ages of 13 and 34 uses Snapchat on their smartphones.


Video on social media: which ones are best for your brand?

When it comes to planning out your video marketing strategy, the first question is inevitable: Which network or networks should I focus my video creation and promotion on? To help you out, here are some interesting data about the most popular social networks for video.



Since its launch in 2005, YouTube has become the world-wide go-to platform for high-quality videos on pretty much any subject there is. Their statistics are simply overwhelming: over 6 billion hours of video are viewed every month.

Its audience come mainly from the Y Generation: young adults between the ages of 18 to 34. To get it right, keep in mind that the most successful videos are around 3 minutes long.



As I mentioned above, Facebook recently managed to take over YouTube as the world’s most popular video network, with no less that 8 billion playbacks per day.

One if its bases is the auto-playback feature, as users scroll down their news feed. Facebook reaches out to people of all age groups, but their most common fans are from 25 to 34 years old (30% of its active users). The most popular videos are between 21 and 44 seconds long.



The social network king of photography loves video too! Instagram has over 400 million monthly active users, and its audience is mainly female and under 35 years of age.

It launched its video options in June of 2013 and one of its main features is its brevity: initially, its videos were limited to 15 seconds, although they have been extended to 60 seconds.



The little ghost network has already gathered more users than Twitter, and is quickly rising up to Instagram’s level, just with an even younger user database.

Over 1 billion stories are viewed on this network every day, and over 400 billion snaps.

The videos on this network last only a matter of seconds, so if you really want to win over your audience, be quick!



This network brings interesting news in the video marketing sector thanks to GIFs, its integration with Periscope and Vine and, since 2015, its native videos.

Twitter is very successful on mobile devices, and can be useful for a great variety of video lengths, from half a second to 140.



One of the most original social networks, Vineis based on sharing 6 second videos that playback in loops. This simple idea achieved phenomenal success, with over 200 million active users and over 2 billion videos per day.


Have we convinced you yet of how much video can offer your brand? Stay tuned to hear our 9 tips for your video marketing to succeed on social media!


Laia Cardona


Digital Marketing Trends 2017 eBook

Tags: Online Marketing & Digital Marketing, Redes Sociales & Social Ads

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