This week, Skribe features Kimberlee Morrison, a freelance writer and editor, as well as a regular contributor to AdWeek’s Social Times. She has more than a decade of experience with topical expertise in business, technology, entrepreneurship and social media. Today, Kimberlee talks about video playing an important role in social engagement.
Marketers still face significant challenges when it comes to measuring return on investment on social media. Still, each of the social networks analyzed in the ‘Simply Measured State of Social 2016′ report is experiencing some manner of growth and expansion. Let’s take a look at how the established players like Twitter and Facebook are changing, and how your marketing strategy should evolve.
It might seem that Facebook is the primary destination for marketers, but it doesn’t have complete saturation among the Interbrand 100. 97 percent of brands use the site and 93 percent post content monthly, down 1 percent compared with last year.
Brands seem to have missed the message from users that video is what they want. Facebook videos are generating more than 8 billion views per month, yet videos are the least-posted type of content among marketers. Facebook Live is one way to create rich video content that also lasts beyond its original broadcast while also jump-starting a video marketing campaign.
Twitter has managed to captivate marketers, with 100 percent of the Interbrand 100 represented and 99 percent posting monthly. Twitter’s current and future success largely relies on the short format and the one-to-one relationship between brand and user.
Given the relationships Twitter creates, influencers can become an important key for deep audience engagement. Twitter has stated that 47 percent of users make purchases because of influencer suggestions, and people trust influencers more than brands in general.
The real story of the last year in social marketing is the continued move to video as a core aspect of both networks and marketing campaigns. Twitter recently increased the time limit on Vines, and users have already proven that they’ll engage heavily with video content on the platform. Facebook has become the most preferred network for video sharing, and YouTube has increased watch time by 50 percent year-over-year for the past three years.
Established social platforms have shifted their attention to video because video is what users are engaging with most often, according to the report. However, newer, more agile, services like Snapchat are leading the way in innovation.
The full report for ‘Simply Measured State of Social 2016’ can be downloaded here.