While video has always been an effective part of any brands content strategy, consumption continues to explode.
- 500 million people watch video on Facebook each day.
- Instagram Stories have 100 million daily actives.
- Snapchat reports 10 billion video views a day.
- Twitter says video drives a higher rate of getting your content shared.
- 300 hours of video are uploaded on YouTube every 60 seconds.
And now new research commissioned by Brightcove reveals all of this social video viewing actually enhances decision making – whether it’s brand use (perhaps listening to your station) or purchase.
“The Science of Social Video: Turning Views into Value” found three quarters (74%) of consumers polled say there is a connection between watching a video on social media and their using or purchasing decision-making process.
- Nearly half (46%) of viewers made a purchase as a result of watching a branded video on social media
- 81% of consumers currently interact with brands on social media – 43% have done so through watching branded video
- Eight in ten (79%) agree that video is the easiest way to get to know a brand online
- When asked for their number one choice of branded content on social networks, video was the most popular answer (31%)
With all of that insight, becoming proficient at video should be on everyone’s mind, but of course that’s easier said than done. We’re dealing with an audience addicted to distraction – scrolling our smart phones is a pastime.
So how do you resonate enough to “pause the scroll?”
It starts by paying attention.
On Creating Video
Be aware of how long your set-up is.
Ze Frank, President of Buzzfeed Motion Pictures, shared something critical at a Code Media event when he said this:
Not sure big grand introduction pieces at the start of video are necessary today.
The first five seconds matter.
On Being Consistent
Every single day, Dave & Chuck the Freak from WRIF/Detroit, capture a small segment of their show on video. And – it’s monetized.
On Having Focus
Another leading voice for video is John Mingione, Morning Show Co-Host, WPLJ/New York.
Video is on the forefront of everything ‘PLJ does.
You may have already seen John’s “Goodbye to 2016” video:
John adds, “Passion drives video. If you want to create something bad enough, you will find the time to make it.”
Video (including live streaming) offers us the ability to share moments in an even more real-time way, and the more we move into that zone, the more interesting we become.
People want to feel a part of something.
Fully involve the audience.
Study fan behavior – what’s the length and content they seem to tolerate.
Do more of what they view, and stop doing what they ignore.
Substandard video is as brand erosive as bad breaks on-air. Over time the audience becomes fatigued and unmoved.
In short, they become passive fans.
And there is no value in a passive social fan base.
Your show is something that should always be on. Use the power of video to keep the fans connected to you – especially when they aren’t listening.