Large quantities of video content are consumed daily. In a recent study, Hubspot found that over half of people surveyed consumed video content on a daily basis. It has been estimated, that by 2021 online video content will be responsible for over 82% of all consumer web traffic.
Many B2B companies are using these trends to their advantage and implementing video content into their marketing strategies. In their annual B2B content marketing report, the Content Marketing Institute revealed that 72% of B2B content marketers used pre-produced videos as part of their content strategy.
YouTube is the second largest search engine and the top video sharing network on the web. In recent years, social networks have fully embraced the video era. LinkedIn, Twitter, Facebook, and Instagram have made the production and sharing of video content easier than ever.
Whether your B2B company is new to the creation of video content, or you are looking to tailor your video content more effectively, this guide can help you to get started. Tailoring content to each social media platform can further drive engagement and increase brand awareness.
When discussing the creation and sharing of video content, it makes sense to first discuss YouTube.
The videos that you share on YouTube should focus on educating your audiences. Develop an understanding of your target audience using metrics, and pay attention to the keywords that they are using in their web searches. These keywords should be used as often as possible in your YouTube videos. Educational videos that provide prospects with answers to their questions or advice on excelling in their field are very popular.
Title your videos using “How to…” or “A Guide to…” More and more people are conducting web searches using questions with many turning to YouTube as a source of video demonstration.
- Video length: 11 hours.
- Maximum file upload: 128GB.
In August of this year, LinkedIn introduced LinkedIn video. Prior to this, it was not possible to upload video content directly to the social network. Instead, videos were embedded from YouTube or Vimeo. Now it is possible to record videos using the mobile app or upload pre-recorded videos at a later stage.
Similar to written content, once you post a video you are provided with audience insights including the job title and location of your viewers, along with the company which they are employed.
LinkedIn is the most popular social network among B2B professionals and should be a key component of your video marketing strategy. LinkedIn research has shown that 57% of all engagement with LinkedIn occurs using mobile devices, while 91% of LinkedIn members watch video content on their mobile phones.
As much of LinkedIn engagement occurs on mobile devices, it is strongly recommended that you include subtitles in your videos. Only a third of people watching video on mobile always have the sound turned on. If your videos include subtitles, users will be more likely to watch the video despite having their sound turned off.
- Video length: 10 minutes.
- Recommended length: Between 30 seconds and 5 minutes long.
- Video description: Longer descriptions are common when uploading a video to LinkedIn. Experiment with different length descriptions as this can vary depending on your audience.
Twitter is a great for gaining customer insights and for sharing content. Video content is growing in popularity across Twitter. In June 2016, Twitter reported that Video Tweets had experienced a 50% increase from the beginning of the same year. On Twitter, videos are six times more likely to be Retweeted than photos and three times more likely to than GIFs.
Twitter also allows you to broadcast a live video feed directly from the app. Powered by Periscope, you can broadcast using the Periscope app or directly through Twitter. The feature also allows you to broadcast privately or publicly. This could be useful if you are seeking to broadcast a video that is tailored to specific prospects instead of sharing with all of your Twitter followers.
Twitter provides a guide to the 5 best practices for Twitter video content. It reports that 93% of Twitter videos are viewed using mobile devices. Similar to LinkedIn, it is important to implement a sound-off strategy and include subtitles on your videos.
The guide also recommends including people in your videos as it significantly increases view rates and drives two times more retention of information. Featuring your brand logo in the video can help to drive brand awareness with viewers.
- Video length: 2 minutes 20 seconds.
- Maximum file upload: 512MB.
- Twitter Live length: Unlimited.
- Video description: Keep it short and use hashtags. Hashtags can increase your video outreach.
Facebook is a popular social network for sharing content. Similar to other social networks, videos from other platforms can be embedded or shared directly on the platform. Facebook Live, introduced in April 2016, is a live video streaming service that allows Facebook users to broadcast to their Facebook News Feed. Facebook also offers users to upload pictures and videos to the Facebook Stories feature.
Since its launch, the popularity of Facebook Live has steadily risen. Daily watch time for these broadcasts has increased more than fourfold. These live videos see three times more engagement than videos that are no longer live.
Facebook Live is a great way to increase engagement with your customers and prospects. Facebook users can comment on live videos, and they do so more than ten times the rate of a traditional video on Facebook. Broadcasting Q&As with an expert within your company can encourage audiences to comment on the video in real-time during the live stream. The more engagement that your video receives, the more it will appear in other people’s News Feeds. The capability of real-time commenting is a unique selling point of Facebook Live videos.
- Video length: 45 minutes.
- Maximum file upload: 1.75 GB.
- Facebook Live length: Unlimited.
- Facebook Stories length: A maximum of 40 seconds.
- Video Description: Although the character limit is 63,206, posts under 120 characters have been found to have higher click-through rates than posts above 280 characters in length.
Instagram is the most visually charged social media platform. It began as a photo-sharing network and has successfully adapted to the demand for video content.
Instagram offers the shortest time limit for videos when compared to other social networks. They had an initial limit of 15 seconds per video upload before increasing it to 60 seconds. One of its most popular offerings is Instagram Stories. Launched in August 2016, it allows users to upload videos or photos to their ‘story’ for 24 hours before being removed.
This gives your business an opportunity to be creative within a shorter time-span. Although Instagram allows a shorter length video than the other social platforms, it can be great for quick how-to-guides and company announcements.
Joe Wicks, better known as The Body Coach, is an example of a brand getting the most out of the limited time-frame. The fitness coach uses Instagram video to demonstrate quick-fire recipes and workout routines. These fast and highly engaging pieces of footage have skyrocketed his brand on an international level.
- Video length: 60 seconds.
- Instagram Stories length: 15 seconds.
- Video description: Use hashtags to increase discovery.
Some final tips
Following best practices and tailoring your video content to specific social platforms can increase engagement with your audiences. Some platforms, such as LinkedIn and LinkedIn/Facebook/Instagram Stories, limit content creators to sharing short videos. Tailoring your approach to deliver quick, attention-grabbing material can increase your views and share-ability across the network.
YouTube, LinkedIn, and Facebook encourage a lengthy output of content. Alas, this is not always the best approach. The average attention span is declining and viewers are becoming less likely to watch long videos in order to receive the information that they want. With the luxury of having Google Search at our fingertips, consumers are seeking and expecting quick responses and solutions to their questions.
In a recent study, Wistia found that videos up to 2 minutes in length received the greatest level of engagement, whereas videos between 2 to 3 minutes experienced a drop. This does not mean that all of your video content needs to adhere to a length of 2 minutes. Viewers may benefit from more in-depth videos that run longer than 2 minutes. It was also found that disengagement leveled off after 6 minutes and remained at a similar level up until 12 minutes.
One aspect that remains consistent across platforms is the prevalence of mobile accessibility. There are almost 2.8 billion active social media users worldwide, and more than 90% of these users are accessing these social networks via mobile. Facebook and Instagram auto-play video content without sound. With two-thirds of users watching videos on their mobile phones with the sound turned off, the use of subtitles in your videos is essential. Including subtitles increases the accessibility of your videos to all audiences.
The true purpose of content creation is to build trust and rapport with customers and prospects. Enable the comments section for each video that you upload or share on your social media pages. Ending videos with a statement of encouragement to your audience to leave a comment and provide feedback is a good way to incite that initial contact. The description can also be used as a source to encourage engagement.