Time is undoubtedly the most valuable asset in our lives. Therefore, as humans we’re always seeking convenience that saves us time in different activities that we carry out each day, such as consuming information.
By using our visual and auditory senses, we’re able to consume information faster when watching a video. With the increasing accessibility of higher bandwidth internet over the past decade, we’ve seen a huge spike in the popularity of this form of communication.
Therefore, brands are investing heavily in video content which they share across social media to connect with their audience. Existing social media networks continue to push video on their platforms, while new video-only platforms such as TikTok are gaining massive traction.
It’s a very interesting time for brands and marketers to study how consumer behaviors are changing with respect to the popularity of video on social media.
New research conducted by MotionCue highlighting video marketing trends on social media suggests that:
- Brands are consistently posting video content on social media
- Marketers will continue to invest heavily in social media video content in the near future
- Video, when compared to other forms of communication, has yielded a better ROI
About the Survey:
MotionCue’s “The Video Marketing Landscape in 2020 – Marketer and Consumer Survey” was conducted amongst 500 marketers and consumers through SurveyMonkey to understand existing consumer behavior as well as insights from marketers related to online video.
The Key Findings
The research found that 78% of people check their social feed first thing in the morning. While 80% of people feel they spend more than a quarter of their time watching videos when using social media.
Businesses continue to invest time and money in the video, as, 82% of businesses are posting between 1-4 videos a month.
While 77% of marketers are making short videos to upload as stories on social media.
When it comes to different social media channels, 65% of people prefer watching videos on YouTube compared to Facebook, Instagram and TikTok.
70% of people believe that video is the number 1 form of brand communication that keeps brands on top of their minds.
Unlike what many may think, consumers act positively towards brand videos that are engaging.
6 out of 10 people feel more connected to the brands that use videos on social media.
80% of people believe they don’t skip a YouTube ad if they find it relevant.
65% of people are likely to share a brand video they like with their friends/family.
When we look at things from a marketer’s perspective, we find that:
66% of marketers have shared brand videos on YouTube. Out of these, 73% believe it helped the business.
71% of marketers have shared brand videos on Facebook. Out of these, 72% believe it helped the business.
68% of marketers have shared brand videos on Instagram. Out of these, 65% believe it helped the business.
54% of marketers have shared brand videos on LinkedIn. Out of these, 78% believe it helped the business.
These numbers show that most marketers share brand videos on Facebook.
LinkedIn, on the other hand, seems to be under-utilized considering that it has appeared to show the best results.
55% of marketers have used live video to connect with their audience. Out of these, 77% believe it helped the business.
72% feel square videos perform better on social media compared to conventional horizontal videos.
The future? 85% of marketers believe that video will play an important role in marketing in the coming years. While 86% of marketers plan to incorporate more videos into their marketing strategy in the coming years.
The popularity of video on social media doesn’t seem to be slowing down any time soon. Brands that tapped into the power of video early in the process saw massive payoffs.
However, with video becoming more accessible and affordable, it gives a great opportunity for marketers to connect with their audiences across various social media channels.