The rise of video on social media

Video content has taken over the internet. CISCO has predicted that by 2020, online video will account for more than 80 per cent of all online traffic, which means video’s future is very, very bright.

But why is it that video is outperforming everything else? Mostly as a result of its incomparable reach, impressive shareability and suitability for viewing on mobile devices, we’d say.

Every day, 100 million hours of video are watched on Facebook. Combine that with the 10 billion videos watched daily on Snapchat and the one billion monthly unique visitors to YouTube, and you can begin to grasp just how popular video on social media has become.

Social media users like short, sharp, easily digested information and entertainment, and video is the perfect medium for this. But that’s not to say you can’t get your content across in a quick video; in fact, research shows that a minute of video is worth a whopping 1.8 million words. That’s especially great for Twitter and its 140 character limit.

Our favourite social media channels are responding to video’s popularity by offering us ever-increasing video functionality. With Facebook Live, 360-degree video and Instagram Stories here to stay, it’s clear to see that video is becoming more interactive and visual, which is great for brands.

But brands that don’t cotton on sharpish and start posting video on social media could soon be left behind. Creating the right video for your audience is one thing, but the next step is to ensure that it is shared in the right way across the right (and multiple) social channels.

The best thing businesses can do now – if they have not cracked video marketing for their brand already – is to make video the most important part of their marketing strategy for the year ahead.

Experimenting with video on social media to understand how their audience reacts to different types would be a good start.

It’s an exciting time for video, and for the marketing professionals who are using it. Big things are on the horizon.