by Meagan Palatino on 2011-09-25 10:10
Video shared within your social networks - you've seen it, you've watched it, you've probably even Liked it. Online video sharing is becoming increasingly popular among social media users, consistent with the upward trend of overall online social media usage. Social media now accounts for 22.5% of the time that that Americans spend online. These sites are where users are going to look for news, entertainment, and social engagement. In this post, we discuss why and how you should leverage Facebook, Twitter & YouTube for distributing your videos.
We've grown accustomed to a culture where sharing content is second nature, social media is now an established part of the web, and video is undeniably more engaging. The content we share is often a personalized reflection of the publisher. It allows for a more intimate connection with the person, the product, or the goals of the business.
Sharing video is easy and effective
Take Facebook for example, which is currently dominating the social media scene. In fact, usage statistics for Facebook are still growing. These are some exciting trends, and provide reason to believe that they align with the numbers for online video sharing within Facebook.
Video shared on Facebook performs better than video watched elsewhere - that is, Facebook users are more engaged and tend to watch more (if not all) of the video clip. Back in April 2011, we published a blogpost on the ease of getting your videos on Facebook. One of the more exciting Facebook features introduced this year was the ability for third parties to publish & playback video content directly within their Newsfeed, allowing individuals to watch videos from all over the Internet without ever leaving Facebook. As a result, Facebook drives 11.8% of all referred video traffic to media companies.
Friends trust what friends recommend
Its no surprise that there is a direct relationship between social media referrals & viewer engagement rates. Friends, or niche online communities statistically have similar interests, and they trust each other. Social networks give users access to particular & pertinent content that they may not find elsewhere. Users give more weight to content suggested by their friends. This is the essence of viral video marketing - create good content, and it spreads by word of [virtual] mouth.
This trend holds consistent within Twitter. As a Twitter user, you've chosen to follow specific "tweeters", and are more apt to trust the links they post. If someone you follow pushes the content, its probably both relevant and interesting. Unlike Facebook users that expect to stay within the platform, Twitter users are already comfortable with clicking through to watch recommended content. This often works to video publishers benefits, in that it sends traffic directly to the source (i.e. your main site or product page).
Video stays online, forever
Just like online content, online videos are indexed by google and over time draw traffic to your site. YouTube.com has become the largest repository of online public video, much of it user-generated content. YouTube videos are watched more frequently and stay popular longer.
YouTube.com is not only the world's biggest video portal (and free TV), it is also the world's most popular video search engine, following the footsteps of its parent company, Google. According to their 2010 Stats, each minute 48 hours of video are uploaded, and over 3 billion videos are viewed every day. Since 70% of YouTube traffic comes from outside the U.S, its a great tool for expanding your content's reach. To make it even more accessible, it has a variety of specific applications for direct integrations with a wide range of devices, from smartphones to settop boxes and connected TV's.
As you begin to build your video presence across key social media tools, we offer a few tips for getting started with each:
Whether your ultimate goal is producing video as core marketing material for your business, or you are an individual looking to create an online presence for yourself, social media will help you. It helps spread your name, your cause, and your goals. It brings viewers to your site, creates engagement around your content, and certainly gives you and your team instant feedback.