Social media marketing is not a new concept. As early as the 1970s, businesses leveraged websites and social networking platforms to market products and services through ads.
As social media evolved and became popular, businesses and marketers saw the potential of using these sites to build their brands, enter new markets, and understand consumer behavior. This allowed these companies to increase sales and profit.
In 2010, a business would play a pre-recorded 30-second advertisement on the radio to promote its product. However, today, that same business would create and post a 30-second video on Facebook, and for a fraction of the cost, that ad could reach hundreds of millions of people!
Nevertheless, everything has its pros and cons. Although social media has countless advantages, companies will not profit from these benefits unless they can turn social media interactions into sales.
So the question is, how does one stand out in such an overcrowded marketing medium? It’s simple: rethink the way you market on social media.
Social Media is Dynamic
Social media is one of the best and ever-changing marketing channels. Thus, companies need to understand the dynamics of each individual media site to utilize it properly.
This not only means being cautious of the words, phrases, hashtags, and images used in marketing material, but also knowing how to present this content in a snazzy way.
According to data and reports collected from the animated video production company Yans Media, video marketing content remains one of the most popular forms of social media marketing in comparison to blogs or photos. 91% of businesses will use video as a marketing tool in 2023.
Surveys conducted by Yans Media also highlighted that:
- 88% of viewers say that after watching a brand’s video, they are convinced to buy a product or service.
- 78% of viewers were convinced to buy or download software or an app after watching a video
However, while video content is ever-popular, there has been a great shift in consumer behavior
Vertical videos have become more popular!
Although it may seem obvious, smartphones, like all other phones, were created for the purpose of making and receiving calls. This means their aspect ratio has to be vertical. And that means everything!
Therefore, vertical videos like Instagram Reels, TikToks and YouTube Shorts don’t require the user to change the orientation of their phone to enjoy the video. This small convenience is one big reason for the growing popularity of vertical videos.
As a result, vertical videos in social media, as opposed to traditional horizontal videos, like YouTube videos or movies, have a 90% completion rate!
Videos are getting shorter!
Industry experts, such as Social Media Marketing Associate and Content Creator Ashliegh Dennis, are echoing the views of others that the landscape of social media is changing.
In the blog, ‘What is the Ideal Length for a Social Media Video?” Dennis provides an overview of the best ideal length to ensure that your view quickly grabs and retains a viewer’s attention.
Facebook – Optimal Video Length: 15 seconds – 2 minutes
Instagram Reels – 30 seconds
Instagram Grid videos – 60 seconds or less
Twitter – Optional video length: 43 – 45 seconds
LinkedIn – Optimal video length: 1 – 5 minutes
TikTok – Optimal video length : 30 seconds
YouTube Short – Optimal video length: 60 seconds or less
Vertical Short-Form Content – The Future
Without any doubt, vertical and short videos are becoming the new future of marketing.
But don’t be fooled. While the format and length of these videos have changed, companies still need to create and promote high-quality videos in order to drive traffic to their websites.
To truly optimize short-form content, companies need to ensure their videos have value. Thus, videos should have a clear goal, such as increasing brand awareness or connecting with an existing audience, as well as accessibility features such as subtitles, captions, and descriptions.
Short-form videos are creative. Eye-catching thumbnails, unique storytelling, or trendy background music are some of the characteristics that draw viewers to your site. Businesses need to ask themselves why a user would watch their video in comparison to another content creator. Are your videos relaxing or aesthetic? Are you trying to entertain consumers? Do viewers learn a new skill after watching your video?
Also, don’t forget analytics! What time and what platform would be best for a company to post social ads depends on their target market.
To survive in this market, companies need to be adaptable, which means in today’s world vertical and short videos!