The Global World of Online Video
Online video is popular because it works. "74% of people say they've been convinced to buy or download a piece of software or app by watching a video," according to research collected by Wyzowl. This success isn't limited to American markets. Of global audiences, 91.4% are reached by any kind of online video, and large portions of that market are being reached with even more targeted marketing videos such as tutorials (30.6%), product reviews (27.4%), and influencer videos (25.6%). The impact of online video content can't be overemphasized, but it can be difficult for new businesses to gain traction in this space. What video formats gain the most views, let alone the most paying customers? What types of videos work best for which social platforms? Can corporate digital videos go viral - and should you even strive for that? Read on to see where the data says you should prioritize your global online video efforts.
The Most Popular Social Media Platforms Around the World
Over 3.78 billion people are on social media, and these hyper-engaging channels aren't going away soon. Over the years, bandwidth has increased, and the content creation capabilities of everyone from major brands to small indie creators have improved. The shift has moved from text-based content to videos. Three of the most popular social media channels—Facebook, TikTok, and Instagram—have shifted to prioritize video content because of its increased engagement opportunities. See the breakdown of each one to decide which platform(s) to focus on for the rest of 2022:
According to HootSuite and YansMedia, "47% of consumers watch video ads mainly on Facebook." If you're looking for the powerhouse of digital video content consumption, it's hard to find a better place to position your video content. The social platform has 4 billion watches daily, with at least 500 million viewers collectively watching 100 million hours of content daily.
It's not just that the number of viewers is high either, though building familiarity through visual touchpoints is crucial for winning over and retaining audiences. Video content is itself more engaging. Jeff Bullas found that viewers watch a video five times longer than they look at a static post, quintupling your chances of forming a lasting connection or converting a new customer. On top of that, if you can get viewers to view your video intentionally instead of just happening upon it in their feed, the view time grows five times.
If you want to achieve the best possible results on Facebook, some of the data-driven best practices are:
Create mobile-first videos. Most Facebook audiences are on mobile devices, and you want to optimize their experience.
Consider aspect ratio. Square videos are viewed more, but vertical videos gain more traction (probably because they seem more "real" and less polished).
Create very short videos. Start with a hook, deliver your message, and end with a straightforward call to action. Not only do concise videos have a much lower abandonment rate (a crucial factor for how the algorithm prioritizes videos), but you'll also be able to communicate that crucial CTA before your viewers get bored and move on.
TikTok
At the start of this year, TikTok had an audience of over one billion users each month, which is only getting bigger. Each “Internet minute,” 167 million videos are watched, and video creators can reach audiences in over 150 countries. TikTok is the app to come to when you want to boost your engagement statistics. Micro-influencers and small brands saw an engagement rate nine times higher than that on YouTube (at 17.96%), and notable brands also saw a massive boost of over ten times in engagement (at 4.95% versus 0.37% on YouTube). However, because the app focuses on snackable content in video form, your video can quickly be forgotten or lost in a sea of content.
Rather than aiming for risky novelty and longer video content, TikTok should be a lynchpin in your touchpoint-based marketing strategies. By releasing new videos that mirror your audiences' preferred videos, you can quickly become a common sight in their video feed, increasing their recognition and familiarity with your brand. Even if you don't get direct conversions, your brand will be top of mind when the viewer wants to purchase something in your niche.
Meta may own Instagram just like it owns Facebook, but it inhabits a different mental space in your audience's entertainment and product research habits. Your viewers are more likely to be actively shopping on Instagram, or at least browsing for products they'd like to buy, and this means you can create more promotional content with tremendous success. According to internal research by Meta, "62% of users noted that they become more interested in a product or service after discovering it in Stories." Even better, WPDevShed points to Instagram Reels as more effectively engaging than TikTok:
The Instagram Reels feature generates 67% more engagement than standard Instagram videos. 70% of marketers surveyed said they plan to boost their video content on Instagram. Brands receive more attention on Instagram Reels than on TikTok by 387,000 more likes.
The views are more intentional, and you can link content directly to your Instagram Shopping pages or other eCommerce platforms. This is the channel to focus on when you want conversions and specific product engagement, not just brand recognition.
Will Your Online Video Content Go Viral?
Viral digital marketing content is a double-edged sword. Producers can't control what goes viral across social media channels, and trying to force it (especially with a branded video or clear advertisement) can backfire. Instead of virality, aim for recognizability and conversions. The purpose of most video content, according to Oberlo, is this:
Companies use video marketing to increase sales, build brand awareness and trust, keep their current customers informed, and reach out to potential customers.
While going viral can put your video in front of new audiences, it won't necessarily be viewers in your target market. It almost certainly won't be because sharers want to spread your message and encourage more sales. But you can use popular and recognizable marketing ideas to increase the number of touchpoints new audiences have with your brand, develop instantly recognizable messaging, and even create recent trends in how people interact with your market space. During extremely competitive periods, such as the holiday shopping season, helpful, easily shareable, and entertaining content has an excellent chance of being spread widely across the internet (or even going viral) for all the right reasons.
Online Video and Lead Generation/Conversions — What's the Connection?
There are three key ways video marketers can use social video channels to gain traction and increase revenue for their brands:
Brand recognition: Getting your brand and messaging in front of new and recurring audiences keeps your brand top of mind and strengthens the relationship.
Conversion to more intentional audiences: Videos can bring viewers to your website, store, or profile. Forging that connection will increase engagement over time even if you don't make a sale.
Sales: Instagram Reels and product review videos can lead to sales. Today's shoppers are more likely to use videos for product research.