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While short-form videos are not a new tactic, they are becoming increasingly important for brands to include in their strategy and marketing tactics. Online video consumption has been growing steadily year over year but was propelled by coronavirus and lockdowns. It is predicted that in 2021, the average person will spend 100 minutes per day watching online videos. 

As TikTok continues to dominate the social media landscape, other social media platforms have shifted to create similar features in order to keep users on their platform. Instagram is a prime example of this with its creation of Reels, a veritable clone of TikTok. The company also announced this year that they are “ no longer a photo-sharing app or a square photo-sharing app” and are pivoting to full-screen video, among other things. 

Short-form videos are what consumers want to watch – whether on TikTok, Instagram Reels, YouTube Shorts, or Snapchat Spotlight. The social media giants know this and have shifted their algorithms to prioritize users who utilize these features.

Each social media platform has different placement options and nuances. Check out the below table for more information.

ChannelOrganic PlacementsPaid PlacementsVideo Trends per Platform
FacebookNewsfeed

Stories

Facebook Live

Newsfeed

Marketplace

Video Feeds

Right Column

Stories

In-Stream Videos

Search Results

In-Article

Audience Network Rewarded Videos

Audience Network In-Stream Videos

More than 4 billion video views daily.

Facebook video posts have an average engagement rate of 6.01% 

Testing putting Instagram Reels onto the Facebook app homepage

InstagramNewsfeed

Stories

IGTV

Reels

Instagram Live

Newsfeed

Explore Page

Stories

IGTV

Reels

Sponsored Instagram videos to generate 3x more comments than sponsored photos 
LinkedinNewsfeed

Stories (deprecated 9/30)

Newsfeed

Audience Network

Users are 20x more likely to re-share a video post on LinkedIn 

LinkedIn video is 5x more likely to start a conversation than any other content type

PinterestVideo Pins

Idea Pins

Browse 

Search

Users watch close to one billion videos daily on the platform 
SnapchatStories

Spotlight

Between content

Within content

Over 10 billion videos are watched on Snapchat daily 
TikTokFeed (FYP)

TikTok Live

TikTok

Promoted TikToks (new!)

News Feed App Series

Pangle

Users spend an average of 52 minutes every day on TikTok, with over one million videos being viewed daily.

Users can now upload videos up to 3 minutes long.

TwitterHome timelines (feed)Home timelines

Profiles

Search Results

Twitter Audience Platform

There are around 1.2 billion video views on Twitter daily. Tweets with videos get 10x more engagement 

Promoted tweets with videos save more than 50% on cost per engagement.

YouTubeShortsYouTube TVUsers watch over 1 billion hours of YouTube content every day.

 

Whether you’re using video on organic or paid social media, short-form video increasingly wins the day. One study found that attention spans last an average of eight seconds, so getting your brand and message across in an “elevator pitch” increasingly is becoming the norm. Seventy-three percent of people want to see “entertaining” videos on social media so your content needs to hook consumers immediately.

Consumers are exposed to over 5,000 ads daily. User-generated content has become crucial to break through the noisy digital landscape. One study found that 75% of consumers don’t accept advertisements as truth, but that 70% do trust other consumer’s opinions. Utilizing user-generated video content for organic or paid social media will help your brand become authentic and approachable to consumers. 

One brand that uses video as a part of its marketing strategy well is GoPro. The company uses each social media platform for a different purpose, catering to the audience by placement. GoPro shares high-quality user-generated photos and videos on Instagram, shares tutorials on YouTube, shares product announcements on Twitter, and connects with users on Facebook. 

Video has historically been used as an awareness tactic for paid social media efforts. It is crucial to include video at all stages of the marketing funnel with the shift in consumer behavior. Animoto surveyed 580 consumers, 93% of which said video is helpful when purchasing a product while 71% have purchased a product or service after watching a brand’s video on social media. One study found that six-second ads used as an awareness tactic can be just as effective as a 15-second video for a mid-funnel strategy. Another study found that 25% of TikTok users purchase or research a product after watching TikTok and 92% of users take action, e.g. liking/commenting, sharing, following a brand, or purchasing/researching a product. Video is now a full-funnel play that is a necessary investment to build ROI.

By: Anissa Reko, Social Media Specialist

Other recommended reading:

Three Key Elements for Better Performing Video Content

Webinar: The Connected TV Opportunity