The Rise of Video on Social Media and its Impact on your Marketing Strategy

Social media users have been gobbling up content about as long as social media has existed, ranging from family photos to the latest memes. Recently, there’s a new medium for Internet socialites to indulge in: produced video content. Video has been relevant on social media for years, but it is quickly coming to the forefront of consumption. Social platforms have put an emphasis on a television-like experience and the social media experts at Aronson Advertising have been closely monitoring the latest trends to deliver the most effective results.

All of the major players have been migrating toward long-form content, with Facebook taking the lead. According to the Wall Street Journal, Mark Zuckerberg and company will spend approximately $1 billion on video content in 2018. With their “Facebook Watch” platform featuring shows such as “Ball in the Family” and “Returning the Favor”, the social media giant is expanding its advertising network and allowing you to specifically select where your ads are placed and when. This allows you to attract target markets in a more engaging and organic way.

Not to be outdone, Twitter has grown their video offerings, starting with the streaming of ten NFL games during the 2016-17 regular season. In a letter to shareholders, the company claimed to average 3.5 million viewers during each game, igniting their push for more video. They continued the momentum by announcing the debut of 30 new shows including content from NBC, E! News, and MSNBC at their “NewsFronts” Event in April. This diverse offering, from sports to news, creates the opportunity to tailor your advertisements and organic posts based on interests. Relating your content to Twitter’s live streams and news makes your social presence stronger, encouraging users to engage and share.

The most recent player to enter episodic video was Instagram. First reported by TechCrunch, the Facebook-owned social site shocked the digital landscape with their launch of IGTV, a video platform that supports content up to 60 minutes long. Now Instagram users can indulge in videos from their favorite social personalities, as well as content from organizations such as National Geographic, the Food Network, and NASA. IGTV is currently commercial-free, but our experts speculate that Instagram will roll out ads once the platform has moved past its incubation phase. In the meantime, prepare for the migration by tracking and analyzing data of your audience to better serve users when IGTV opens up the platform. A head start will ensure that your brand stands out from the crowd once advertisements launch.

What does this mean for social media marketers and your marketing plan?

The growth of video content leads to a unique opportunity for marketers. Video is being personalized for target demographics, and advertisers need to customize their media the same way.  Users are demanding unique content and our experts are regularly producing new creative offerings to appeal to desirable demographics. At Aronson, our social team handcrafts Facebook, Twitter, and Instagram posts to appeal to your target audience. The same can be said about social advertisements, as our well-trained specialists carefully select target characteristics to deliver your message to the right consumers.

The progression of video emphasizes that marketers should interact with followers in a new and engaging way. As social media quickly becomes the ultimate hub for entertainment, you need to produce relatable messages that encourage reactions. Take advantage of the latest shift in the social media landscape and contact the marketing experts at Aronson Advertising Inc. Our dedicated team makes it simple to grow your social presence while promoting your sales and services.

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