ABV's Official Guide to Social Video Distribution
In 2020, the questions shouldn’t be IF you should distribute your professional video productions on social media, but WHERE you should be distributing these videos. In this day and age, over 72% of consumers engage on social media in some form or another (https://www.pewresearch.org/internet/fact-sheet/social-media/). Inversely, only 44% of people still subscribed to cable service in 2019, and in 2018 over 30 million people cancelled their cable subscription (https://techjury.net/cable-tv-subscribers-statistics/#gref). This goes to show that audiences are swiftly shifting where their time is being spent- which means that in order to reach consumers, we must find them where they are. The biggest question, then, becomes- where is that?
Television was once a gold-standard for mass advertising because the majority of Americans were consuming media there regularly. Now, with the onset of streaming services and the availability of different media platforms, there is a greater demand to be savvy with how and where we are distributing marketing information. However, with so many options, the question remains: where should I advertise online to meet my audience?
The answer? It depends on the audience.
Below is a quick break-down of where people are hanging out online on a daily basis, and where we recommend sharing content to get the most bang for your buck.
But first: what about newer, popular apps Tik Tok and Snapchat?
While a large majority of Americans are making their way to this platform (78% of internet users aged 18-24 use Snapchat, 90% of Snapchat users are 13-24 years old) it caters to a much younger audience. This can be great for brands that want to focus on this demographic- but it comes at a cost. Snapchat advertising starts at $3,000 month and can go as high as $500,000 a day. Consider these platforms for more focused, large-scale ads targeted at engaging a younger audience.
Facebook: Facebook is, truthfully, your cable tv of the 80s. 70% of American use Facebook, and 80% of those individuals check Facebook daily. In a world with ever-evolving social media consumption, Facebook is still king. And, unless you are attempting to directly market to younger children, Facebook holds a monopoly on most age groups, still.
62% of online Seniors aged 65+ are on Facebook and 72% are between age 50-64.
88% of online users of age 18-29 are on Facebook, 84% of those 30-49.
82% of college graduates are on Facebook.
75% of online users of income more than $75K are on Facebook.
If you are considering where you should definitely put money into advertising your new online video, Facebook is typically a good bet!
Instagram: This image and video based platform is quickly becoming more and more popular for advertising. While it still makes up a smaller majority of users (39%) more and more businesses are using it to advertise, and more and more people are joining and engaging in the platform. Instagram is generally considered a younger demographic, although more people are coming in from different age groups.
Instagram's age demographics break-down:
• Ages 18–29: 67%
• Ages 30–49: 47%
• Ages 50–64: 23%
• Ages 65+: 8%
Video is a well-supported advertising method for Instagram, but with limitations. Instagram will only allow a 60 second video to currently be posted and promoted, which is an important consideration to keep in mind when deciding whether or not you want to advertise your new video there.
Twitter: Twitter is not the most widely used social media platform in our discussion, but its advertising has been very carefully crafted to be effective. All platforms should be approached with advertising in mind, and Twitter makes it easy to get your message in front of your audience- and, to only pay for the people who engage with those Tweets. This is a large perk in the video advertising world. Twitter videos are typically capped at 2 min and 20 seconds, but can be longer with permission.
Who is using Twitter?
22% of US adults use Twitter.
38% of Twitter users are between the ages of 18 and 29
26% users are 30-49 years old.
80% of Twitter users are affluent millennials.
LinkedIn: LinkedIn is our final social advertising channel to explore and comes with an interesting caveat. LinkedIn can be an excellent place to advertise but typically, performs well with ads that have a professional slant. LinkedIn is a professional networking platform, and therefore makes sense as a platform that put on a good show for professional services. Recruiting, educational, professional development ads tend to find a home in this more buttoned up social media environment. Particularly those that speak to individually looking to improve themselves from a professional perspective (think: certification training, recruiting, software tools, etc).
17% of 18–24 year olds use LinkedIn.
44% of 25–30 year olds use LinkedIn.
37% of 30–49 year olds use LinkedIn.
24% of 50–64 year olds use LinkedIn.
11% of 65+ year olds use LinkedIn.
While there are many platforms to explore when making a professional marketing video, your advertising success depends a great deal on how and what you are advertising, and to whom.
Facebook covers a wide demographic of consumers who engage with their platform on a daily basis- a plus for most different kinds of consumers.
Instagram is highly visual and very affordable while still providing a great deal of advertising demographics to choose from.
Twitter has become a more highly specialized platform with a more specific audience... but if you have a product that appeals to that audience, it can pay off greatly with a motivated consumer.
LinkedIn is an emerging and exciting platform for professionally-geared marketing. Ads come across very organically and tend to blend in more, making them more noticeable and increasing engagement, since it is not a highly saturated marketing at this time.
When you are ready to create a specialized marketing video that will reach the right audience, Atlanta Business Video is ready to help you through each stage of the process. From crafting your script to formulating a strong call to action, our 10 years of social video experience gives us an edge that will help you convert views, to sales! If you would like to learn more about this process and how we can help you maximize your marketing video, check us out at https://www.AtlantaBusinessVideo.com and reach out to us at MRoberge@atlantabusinessvideo.com.