By 2018, video content had become the undisputed king of social media. With platforms like Facebook, Instagram, and YouTube prioritizing video in their algorithms, brands that embraced video marketing saw significantly higher engagement, reach, and conversions. Cisco predicted that 82% of all internet traffic would be video by 2022, making it essential for marketers to refine their video strategies.

The Power of Video in Marketing

  1. Higher Engagement Rates
    • Videos on Facebook generated 8 billion daily views (Facebook, 2018).
    • Tweets with video attracted 10x more engagement than text-only posts (Twitter, 2018).
  2. Algorithm Advantage
    • Facebook’s algorithm prioritized native video, giving it 135% greater organic reach compared to images (Socialbakers, 2018).
    • Instagram’s introduction of IGTV and Stories further pushed video-centric content.
  3. Better Conversion Rates
    • Landing pages with video increased conversions by 80% (Unbounce, 2018).
    • 90% of consumers said video influenced buying decisions (Wyzowl, 2018).

Key Video Trends in 2018

  1. Live Streaming Boom
    • Facebook Live and Instagram Live saw 3x longer watch times than pre-recorded video (Livestream, 2018).
    • Brands like Nike and Red Bull used live Q&As and behind-the-scenes streams to boost authenticity.
  2. Short-Form Video Dominance
    • Snapchat and Instagram Stories hit 500 million daily active users (Statista, 2018).
    • Brands adopted 6-15 second ads for higher retention.
  3. Vertical Video Optimization
    • Mobile-first platforms like Snapchat and Instagram favored 9:16 vertical video, leading to higher completion rates.

How Marketers Can Leverage Video

  1. Prioritize Storytelling
    • Emotional, narrative-driven videos (e.g., Dove’s “Real Beauty”) outperformed promotional content.
  2. Optimize for Silent Viewing
    • 85% of Facebook videos were watched without sound (Digiday, 2018), making captions and visuals critical.
  3. Repurpose Content Across Platforms
    • A single long-form YouTube video could be edited into:
      • 30-second Instagram clips
      • 1-minute Facebook teasers
      • GIFs for Twitter
  4. Experiment with Interactive Video
    • Shoppable videos (e.g., YouTube’s “TrueView for Shopping”) allowed direct purchases from ads.

Case Study: GoPro’s User-Generated Content Strategy

GoPro encouraged customers to share adventure videos, which the brand then repurposed. Result:

  • 4.5 million YouTube subscribers with minimal production costs.

Future Outlook

By 2022, video accounted for over 90% of social media content (HubSpot). Early adopters who mastered short-form, live, and interactive video gained lasting competitive advantages.

Key Takeaways

  • Live streaming and Stories drive real-time engagement.
  • Silent-friendly, mobile-optimized videos perform best.
  • Repurpose long-form content into snackable clips.

References

  1. Cisco. (2018). Visual Networking Index.
  2. Facebook. (2018). Video Trends Report.
  3. Wyzowl. (2018). State of Video Marketing Survey.
  4. Digiday. (2018). The Silent Video Revolution.