So you have a video. Where do you use it? Well, the answer to that question is not as simple as it used to be. With multiple platforms and media streams, taking a cross-platform approach to video distribution is the only way to make the most of your content.
One first big question is: how your consumers will be accessing a particular platform? Facebook claims over 65% of its videos are watched on mobile phones versus 50% mobile access on Youtube. Mobile viewers are scrolling through video after video, so what will you do to get them to watch yours? How can you hold their attention if you have no clue what environment they are accessing your video in? Suddenly, throwing videos on different social media platforms doesn’t seem so simple.
It is also very important to note several platform differences with factors such as video length, subject, and style. For example, consumers would expect a Youtube video to be longer and have more complex content than a Facebook or Instagram video. However, Facebook videos can keep longer attention spans if the video has been shared by a friend of the viewer.
There is also a demographics difference between social media platforms. The following three charts, from top to bottom are the age demographics of Facebook, Instagram, and Twitter. The percentages are from number of people surveyed and which platforms they used.
While Facebook is the clear winner in overall use, the ages are not as variant as they for Instagram and Twitter. For Instagram and Twitter, a huge decrease in user percentage happens after the age of 30. To further help marketers understand where to place a video, many other demographic statistics are available such as geographic location and income. Many platforms also allow content to be restricted to certain ages and locations, creating a larger chance for engagement.
So the question becomes, why even put video content out at all? Well, study after study has shown video content across social media platforms can lead to twice the engagement of a photograph. Plus, video and film production companies in London are more accessible than ever. With the help of social media, corporate video production has never been more important to reach consumers, and ultimately, sell goods and services.