Five keys for brands to take advantage of videos on social networks

Today, the video is one of the formats preferred by younger Internet users and not so much, because it is easy and fast to consume, which in many occasions drives the contents to its viralization.of success in social networks: offers a win-win for audiences and brands.

For these reasons, video content on social networks is undoubtedly one of the trends for this 2018.And so that companies can take advantage of it, the Hootsuite social media management platform has just revealed in its annual report five keys to take advantage of videos on social networks.

33% of Internet users search for video content

Related According to this report, 33% of Internet users proactively search for entertainment content in videos on social networks.In this sense, the consumption of video through Facebook, Twitter, Instagram or Snapchat has only grown in recent years: from 38% in 2015, to 56% in 2017.

However, the choice of video as a format to disseminate content involves more complications than it may seem a priori.Planning, creativity, time, manufacturing costs, appearance of new platforms, changes in existing ones...These are factors that many companies cannot cope with, especially if they are not channeled well.To avoid this, these are Hootsuite's five recommendations to take advantage of the video on Instagram, Facebook or Snapchat.

five keys to succeed with videos on social networks

Use video streaming only if it makes sense for your brand

If the creation of content is not the strength of your brand, maybe you should consider ads in another format or agreements with a brand that if it is strong in the creation of original content through videos on social networks.For those who need more information about video ads and other formats, Facebook has a specific information page.

Don't blindly follow social media metrics

In 2018, social networks will behave more like television companies. New video tools and new advertising formats will lean towards reach, frequency and traffic.These metrics will make sense to Some brands: The key will be for companies to ensure that they establish and follow metrics that reflect their business priorities, not the metrics established by default by social networks.

Find the right social network for your video goals

If you want an organic reach, focus on the options of Instagram video for the B2C market (business to consumer) and LinkedIn for B2B (business to business) ; Facebook to reach mass audiences with a combination of video and paid promotions; and Snapchat for distribution and discovery.For organic engagement, you can try niche video networks such as Musical.ly or YouNow.

Combine SEO and Facebook Live

Now Facebook integrates live videos into the search box, which helps boost organic discovery.Once the live broadcast is over, Facebook videos are also indexed by Google.that, it is important to use a high volume of keywords and include a summary text below the video, which will be used by Google bots. In this way, more and more videos will be seen in the results of searches during 2018.Google, for example, will soon include advances of six seconds in silence of the videos, which will be played automatically on the results page.

Returns investment in emerging networks to Facebook

More and more companies dedicate part of their advertising investments to emerging social networks and channels. Now that the personalization of Facebook ads is becoming more sophisticated, it is important to consider returning that investment.Often, it is possible to reach the same clients, but with a more successful investment return report and a more refined audience segmentation.