Q: What do you think has been the most significant trend in social media marketing over the last few years?
For sure the growth of video. In the first wave of social it was all about using text, conversation and images to communicate. Today, nearly all social platforms are video-first. The cost to produce, distribute and consume video has decreased exponentially, and this has now pushed businesses to think about how they position their message to a video-first consumer.
This isn’t just about media companies or sports teams either. Consumer brands are growing their video output significantly. As measured by Conviva Social insights, from January to June 2021, across more than 2,500 consumer brands, video output on Facebook, Twitter, Instagram and YouTube is up more than 60% year-on-year. And that’s not even counting the surge in video content published to TikTok.