According to Nielsen reports, the average American watches 5 hours of television each day. Yes, you read that right. Over the course of a week, 35 hours, or almost the same number of hours as a full-time job, is spend in front of the glowing box. By contrast, the average American spends less than 6 hours per week reading. Based on the fact that people spend over 600% more time watching TV than reading, it is not difficult to understand why social media would be trending toward video over text as well.
Regardless of your feelings about these statistics, it is important to consider them in your social media strategy in order to maximize the effectiveness of your online presence. People love to watch videos. YouTube users watch over 6 billion hours of video each month! While some of these videos are instructional, most are simple entertainment. The fact that online video has become so pervasive indicated that you are behind the times if you aren’t using it.
Video is the ideal platform if you have a lengthy message to convey. While few people will thoroughly read a long page of online text, many will watch a two-minute video. A normal conversational dialogue includes 110-150 words per minute, and a professional speaker can go higher, so that two-minute video can include a longer message than this article so far.
Obviously, video allows you to include much more than simple text. Seeing a speaker can help establish a sense of relationship, and images can be selected to help your message stick in the viewer’s memory and increase its impact. People are also more likely to watch a video more than once, whereas articles are frequently not read all the way through even once.
If you are imbedding a video on your website, you will want to invest in a professional production. However, one of the great things about social media videos is that they can be (high quality) amateur productions. Record a short video featuring a new product or announcing a change or special. These quick clips can easily be recorded and edited using readily available software and equipment, like your tablet or webcam, that you already have.
Not using video yet? That’s alright. Now is the perfect time to ensure that it is included in your 2015 marketing strategy. If you’re not comfortable making videos or being your company spokesperson, that’s okay too. Someone at your company is, and you just might uncover a valuable hidden talent in one of your employees. Otherwise, talk to a marketing firm about putting together a few introductory clips.
Still not sure? Log into your social media networks and note the number of people who are sharing video. A quick scroll through Facebook will show you that you no longer see a simple stream of people writing short quips about their day. People are sharing videos – and a lot of them. They even autoplay to captivate viewers’ attention whether they like it or not.
Videos are the ideal way to bypass Twitter’s 140 character maximum tweet. Caption your video to make people want to click, and you’ve got their attention for much longer than a single tweet. The same applies to Pinterest and Instagram, where you were previously limited to the “1,000 words” that your picture could say. With video, you are able to share millions.
You may find that you enjoy the new trend toward video messages. In this case, you can even start your own YouTube channel where people can follow you and find all of your videos in one place.
Making videos the next step in your social media marketing strategy is simply about what all of your marketing efforts need to be about: meeting people where they are. Our construction marketing services can help you with your social media planning, so let’s talk.