Since its inception, social media has been a text-based medium. That began to change a few years ago with the rise of photo-sharing platforms like Instagram and Snapchat. Experts like Javon Charleston in Lexington, SC, say video is taking over social media.
In 2018, YouTube was the most popular social network among American teens, and 85% of Gen Z users watched YouTube every day. Facebook, Instagram, and Snapchat have all made significant investments in the video in recent years, and businesses are following suit. By 2023, most of the global internet traffic will be video traffic.
As social media continues to evolve, so must businesses’ approach to social media marketing. Here’s a look at how social media is adapting to the growth of video content and what companies need to do to keep up.
Algorithms Are Favoring Video Content
Every social media platform has an algorithm that determines what content users see in their feeds. For example, Facebook’s News Feed algorithm favors content that keeps users on the site for more extended periods. With that in mind, it’s no surprise that Facebook’s News Feed algorithm now favors video content over other types of content. Facebook gives preferential treatment to live videos, which are even more engaging than pre-recorded videos.
What does this mean for businesses? If you want your content to be seen on social media by as many people as possible, you need to create more video content. Live videos are especially effective at driving engagement, but any video content will likely perform better than text or images regarding reaching and attention.
Users Are Consuming More Video Content Than Ever Before
Javon Charleston says that algorithms favor video content and that users consume more video content than ever before. A study by Cisco found that internet traffic will be video traffic in the future. The same survey found that consumers spend an average of two hours per day watching online videos—an hour more than they did four years ago.
And it’s not just younger generations who are watching more videos; adults aged 55+ are now watching an hour and a half more online videos per day than in 2015.
With users spending more time than ever watching online videos, businesses need to create video content that captures viewers’ attention and keeps them engaged for long periods. If you can do that, you’ll be well on your way to success in the age of online video.
Social Media Platforms Are Investing More In Video Content
Users are consuming more video content than ever, and social media platforms are investing more in video content. For example, Facebook has placed a greater emphasis on Watch—its platform for original programming—and is investing $1 billion in original programming this year alone.
Snapchat has also invested heavily in original programming with its Discover platform. Instagram recently launched IGTV—a new platform for long-form vertical video content shot specifically for Instagram Stories.
These investments show that social media platforms value video content and are betting on its future success. As a result, businesses need to create high-quality video content to stay ahead of the curve on social media.
How Can Businesses Keep Up?
The shift to video content on social media is well underway, and businesses must adapt to stay ahead of the curve. Here are a few tips:
Create More Video Content
As algorithms favor video content and users consume more video content than ever before, businesses need to create more video content. If you don’t have much experience with video, start small by creating short videos for social media stories or live-streaming product announcements or company events.
Experiment With Different Types Of Video Content
Javon Charleston says you can create many different types of video content, so it’s essential to experiment with different kinds until you find what works best for your business. For example, if you’re a retailer, you could create product videos, how-to videos, or even customer testimonial videos. You could generate explainer or demonstration videos if you’re a service-based business.
Invest In High-Quality Video Production
As social media platforms invest more in video content, businesses must create high-quality content. That means investing in professional video production, whether hiring an in-house video team or working with a video production company.
Javon Charleston says the shift to video content on social media is well underway, and businesses need to adapt if they want to stay ahead of the curve. By creating more video content, experimenting with different types of videos, and investing in high-quality video production, businesses can ensure that they’re prepared for the future of social media.
Video is taking over social media, and businesses must adapt their strategies accordingly to stay ahead of the curve. Algorithms favor video content, users spend more time watching online videos, and social media platforms invest heavily in original programming. To succeed on social media in the age of online video, businesses need to create high-quality video content that captures viewers’ attention and keeps them engaged for long periods.
If you are interested in even more social media-related articles and information from us here at Bit Rebels, then we have a lot to choose from.