As video content becomes cheaper, faster, shorter, and looks nearly professional-grade with consumer equipment (lookin’ at you iPhone 6)… it’s also becoming social. Whether or not your audience watches video is no longer a question. In 2016, we’re simply interested in where the audience goes for video and what devices they use. (Chances are they’re watching on the device in their hand… on Snapchat, Instagram, Facebook or YouTube.)
A new infographic from Animoto takes a critical look at how professional marketers and small and midsized businesses (SMBs) are using social video today and in the months ahead. In this post, we’ve unpacked a few of the essential statistics you should know…
- 5% of professional marketers and SMB owners that have used video marketing said it had a direct impact on their business.
- More than 60% of pro marketers and SMB owners say they plan to increase investment in video next year.
Facebook Believed to Be Most Impactful Video Channel
Facebook has the biggest impact on business for marketers and SMB owners alike, reports Animoto… 8.4x higher than any other social platform. Part of Facebook’s popularity is how easy it is to determine a video’s success. The platform’s rich metrics can be useful for determining what content works, the best length for engagement, day and time for posting, and much more.
- 44% of SMB owners and marketers plan to spend money to promote video content on Facebook in the next 12 months. (We think that’s a good idea!)
YouTube Still Strong
YouTube remains the second most popular video distribution and sharing platform among SMB owners and marketers.
- 4% of pro marketers and 18.5% of SMB owners plan to spend money advertising on YouTube in the next 12 months.
- 3x as many marketers are investing in paid video advertising on YouTube as SMBs.
In the Mobile-Only World…
…Instagram wins out as the top choice for video amongst marketers and SMB owners. More marketers view Instagram videos as important and are 1.5x more likely to spend money on Instagram videos than SMB owners.
Keep in mind this important fact about mobile and social: the majority of Facebook users only access the platform via their mobile device. If you aren’t designing for the small screen, you aren’t creating content that has serious reach.
“Mobile” doesn’t mean “short” either. Last fall we reported, “33 percent of viewing on phones is on content longer than 10 minutes. Fifty-seven percent of viewing on tablets, meanwhile, was on videos longer than 10 minutes.”
Does Your Brand Use Video?
If not, do you think you will get into video content in the months ahead?