Ask SMT: Is video now a "must-have" component in your social media marketing campaigns?
Here at Social Media Today we are committed to bringing our readers fresh ideas from the greatest minds in Social Media. The Ask SMT series brings our influencers together to explores questions that are on the minds of our readers.
Question: Is video now a "must-have" component in your social media marketing campaigns? How do you see video content evolving and what trends should brands be aware of?
"There's no denying the popularity of video. Almost every major social platform has added live video capabilities in recent months, with both brands and individuals quickly learning that it's a great way to engage with customers and followers. Multiple studies also suggest that social media posts that contain videos perform better than those without. However, I caution brands to make sure that they are measuring the most important metrics to their business and not just social media "vanity" metrics. And while video is indeed considered a "must have" component, it is still just a piece of a greater marketing strategy."
- Dan Gingiss, Co-Host of the Focus on Customer Service Podcast
"Not necessarily a must have, but this will depend on how your audience consumes content and engages with each social media channel. For example video content on Facebook is more likely to be seen as a result of Facebook's newsfeed algorithm giving more impressions to videos. But on Instagram, videos don't generate as many likes as photos do. Answer. Know your audience."
- Chris Kyriacou, Managing Director, iSocial UK
"I am dabbling more in video, bit by bit, and typically in short (45 seconds to 2 minutes tops) snippets for YouTube. But I find now more than ever, there is actually greater value for brands in podcasts. It's a simple medium, built around conversation and storytelling, and it is one of the very few forms of content that we do not try to condense to a shortened time span. Podcasts can stretch up to over an hour per episode in a series and we'll still tune in and listen. Why? When the content is compelling and authentic, it compels us, the listener, to share the podcast's narrative with our friends and social followings and start a discussion based around that episode."
- Deborah Sweeney, CEO, MyCorporation
"I wouldn't call it a "must have." We rarely use video at Relevance and we seem to do just fine. Can it be a successful form of content? Can it be a competitive advantage in marketing? Can it build engaging communities? Absolutely.
Look no further than Wistia. This company does an amazing job using video as the core of its content marketing strategy. They're not the only one, but it doesn't get much better.
It is true that video usually commands higher engagement rates on platforms like Facebook. As a matter of fact, one of its VPs in Europe, Nicola Mendelsohn, predicted that Facebook would probably be all video in five years.
That said, the future of brand marketing on Facebook might not be the video format most would expect. Live videos receive 10 times the engagement as pre-recorded ones.
Is live video on Facebook a "must have?" If Facebook is a major channel for your brand than you'll need to start asking yourself this question."
- Chad Pollitt, VP of Audience, Relevance
"Yes, video is a must have component. That's driven our website redesign. We're simplifying our site, and will rely more on content to delivery our message and get people to landing pages. That's what we recommend for clients. Consumption has changed, and video is a great and compelling way capture interest in the moment. In terms of trends, I think you're going to see all kinds of things from "Tasty" style videos to interview videos, and may more of these simple videos like this: http://video.snip.ly/v/8a2/. I think you're going to see a lot of different types of video. Anything to engage."
- Bob Carver, Principal Consultant, Carver Technology Consulting LLC