by Jeff Cunning
For many brands, video is the next frontier–a new medium to reach and interact with customers. But take a look at these stats:
- Video views on Twitter grew 220x from December 2014 to December 2015.
- YouTube users watch more than 500 million hours of videos every day.
- A video on Facebook receives 135 percent more organic reach than a photo.
- More than 50 percent of videos are watched on mobile devices.
So, why are only 60 percent of marketers using video?
Every marketer should be using video in social ads to attract, engage and drive conversions with their audiences. Video is the next new normal, and brands that don’t find ways to incorporate it into their social ad strategies will be left behind.
Content Consumption: A Moving Target
One of the biggest changes in content consumption is how and where people consume it. Survey results from eMarketer and Hub Research show that people are quickly shifting video consumption habits away from traditional TV toward laptops and smartphones.
And while larger brands are doing what they can to shift spend toward social advertising and in-app ads, smaller and newer brands have already begun to meet customers where they are: on social channels like Facebook and Instagram, or on streaming services that cater to multiple screens. Videos that can be easily consumed across devices can also be valuable marketing assets.
Social Media as Town Square
Consumers aren’t just turning to smaller screens to interact with each other and their favorite brands; they’re also relying on social media for daily news. Data from Pew Research Center shows that 74 percent of Twitter users consider the social channel for news, along with 32 percent of YouTube users.
How does this impact advertisers? News shows and websites still rely on revenue from advertisers, and video is just one way to do it. Media companies like BuzzFeed and Vox are leading the charge on both news and sponsored video content. And while the health of digital media companies can change quickly, video is one of the most reliable types of content right now.
And a constant truth with advertising: it always changes, and it always follows consumer audiences. As more consumers turn to social media and mobile devices for content, we’re seeing marketers on Quantifi experience phenomenal results when using video to reach their potential buyers in the most creative and effective ways.
Part of our job at Quantifi is to help brands experiment with many different types of creative to understand what works best for their target audiences. By testing many different images, videos, and animated GIFs along with different versions of headline, body copy, and calls-to-action, we’re seeing marketers discover brand new opportunities that lead to more efficient advertising and greater results.
Want to see how brands experiment with video on Quantifi? Get in touch with us today to set up a demo.