Video marketing on LinkedIn + Twitter

It is becoming increasingly difficult for big companies to ignore the huge impact that video is making on their sales. Some companies are reporting that video is responsible for up to 50% of their current revenue with consumers now spending the majority of their time online watching video content. Cisco predicts that by 2020 one million minutes of video will cross the internet every second and by 2021, 82% of all internet traffic will be from video.

Mailchimp, the email automation service, has launched Mailchimp Presents, a collection of free original content celebrating the entrepreneurial spirit. Mailchimp have invested heavily in this project of marketing as entertainment, in the hope of significantly raising their brand awareness. They want to reach more small businesses, build a stronger connection with customers and ultimately, encourage them to launch more email campaigns using their service.

75% of B2B purchases online now involve limited interaction with salespeople. So how do you start the conversation? Video. It is by far the best way to start an interaction with a customer without involving an awkward or unwanted sales call. Utilising video content efficiently is nowhere near as complicated as it once was. LinkedIn video posts receive triple the engagement of text posts and generated more than 300 million impressions in a single year. According to LinkedIn’s beta testing, native videos are five times more likely to stimulate conversation between users. Twitter also receives 2 billion video views every day so video has undoubtedly become an invaluable marketing tool.

B2B marketers and brands can create videos for Sponsored Content and Company pages on LinkedIn which is more likely to catch people’s attention and be shared. Advertisers can then target these videos to a specific market based on particular attributes such as job titles, company name and sector or geography. LinkedIn, fully aware of ever increasing mobile usage, is optimising all video content for mobile.

Options of adding captions or subtitles to videos by simply adding SRT.files massively increases engagement due to the fact that many people will not have sound activated on their phones. As much as 85% of video content is currently being viewed with the sound off. There are options to include embedded or native video. Embedded video is a video that has been uploaded to YouTube or Vimeo and the link can then be added to the post. Native video is when the video is uploaded directly to LinkedIn, the video autoplays in-feed, which is more likely to attract the attention and engagement. LinkedIn video ads typically show up in-feed and scrolling LinkedIn, you will find more than 50% of the posts you are being fed are video, usually with higher levels of engagement.

According to Twitter, tweets featuring video are 10 times more engaging than tweets without. Videos that are shared from a Twitter account can be promoted individually. Twitter can play both native or embedded video, however, they do not currently offer an option for adding subtitles SRT files, but you can add subtitles to your video prior to uploading. 

One word of caution, if you are planning on producing video content and investing in online ad spend then it is important to ensure your website is configured correctly, using effective user experiences and capturing the right data. Otherwise you will not be able to measure your returns and invest more confidently in future video marketing campaigns. Engaging video content means that brands can reach new, wider audiences and the effect that this is having on marketing as an industry, is worthy of further attention.

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