— June 20, 2017
Social media marketing is a rapidly changing landscape, but perhaps nothing these days changes faster than video. As I wrote a few months ago, video is the medium for social in 2017. Internally, we’ve given a lot of thought this year to the best ways to approach video and execute for a wide range of formats, from Facebook Live to Snapchat.
So, when I came across this new high-level infographic about marketing in a “video-first” world, I knew I’d have to share. In a world where over 500 million people watch Facebook videos every day, video marketing is too important to be glossed over. This new infographic looks at video from every angle through the lens of a survey of 1,000 consumers and 500 marketers.
We’ve reposted the entire infographic below, as well as some key insights for those of you who just want the highlights (…because this infographic is a long one!).
How People Consume Video
Nearly two-thirds of consumers say they’ve bought something in the last month as a direct result of watching a marketing video on Facebook.
When do they watch?
- 33% – Lunch hour
- 43% – Afternoon
- 56% – Evening
- 38% – Before bed
- 16% – Middle of the night
Taking a Mobile-First Approach Is Key
Approximately 84% watch on mobile devices. Mobile is huge. For video creators, this is important. Here’s what you can do to better serve this audience:
- Consider creating square and/or vertical videos
- Always, always, always use captions on your video. Why? Because 85% of Facebook video is watched with the sound off. Adding captions is very easy to do on Facebook. Simply upload your video, then click ‘Captions’, then click ‘Generate’. Facebook will automatically create an SRT file for you, matching captions to audio markers within the video. You can then edit the file, correcting what Facebook “hears” (though their natural voice recognition tech is usually pretty accurate).
- Not a videographer? Don’t worry about it. 92% of marketers say they are making videos with the assets they already have. Looking for a good way to get your feet wet? Facebook makes it easy for you to create videos. Simply upload pictures, pick some music (provided by Facebook), and add your own voiceover. Facebook will handle the rest.
What Kinds of Videos Should I Make?
The majority of your videos should be 60 seconds or less and have a strong hook as early as possible. As far as what types of videos you should create, here’s how consumers are likely to respond:
- Behind-the-scenes videos get likes.
- Funny videos get likes and shares.
- Educational videos get shares.
- Emotional videos get both likes and shares.
Check out the full infographic below, and let us know in the comments: are you using video for your marketing?