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The Growth of Live Streaming and Short-Form Videos on Facebook

Have you ever heard of Mari Smith? Since 2007, she has been a leading voice in the digital marketing industry. According to a social media agency Hong Kong, if Facebook is considered the king of social networks, Mari Smith is the “Queen of Facebook.” It is because she has helped a broad range of well-known businesses with their Facebook, Instagram, and social media strategies. 

Mari was named as one of Forbes’ Top Social Media Power Influencers. The global media company described her as a preeminent expert on Facebook. She was also the author of “The New Relationship Marketing” and co-authored “Facebook Marketing: An Hour a Day.” These books paved the way for a large Facebook community, Mari Smith’s Social Scoop.

Even Facebook has asked for Mari’s help. She was headhunted and hired to become a consultant of Facebook Blueprint’s certification program and lead Facebook’s Boost Your Business Series. Here, she was able to level up key marketing approaches for brands and businesses. With these experiences, Mari shares her unique insights about the growth of live streaming and short-form videos on Facebook.

Facebook Live Streaming and Chatbots

According to a video marketing agency Hong Kong, Mari believes that a combo of Facebook Live and chatbots can produce the best results among ads and campaigns. Over the last q12 months, live streaming gets the best organic engagement and reach. The main key is consistency. By broadcasting the best content, education, and tips regularly, organic reach will start to climb significantly. Mari suggested partnering these live broadcasts with call-to-actions that get your audiences into the DMs. From there, you can maximize opportunities by implementing chatbots. 

To help improve one’s approach to live streaming, Mari mentioned that it is best to use the right hardware and software. A DSLR camera can make a big difference even if you are broadcasting from a home studio. The right lighting can make your on-camera appearance remarkably professional. A good microphone can help your audiences clearly understand your messages during the live event. Mari has also noted that there is always a place for live streams via mobile devices on Facebook. Yet, high-end studio setups can literally put you above your competitors and generate more revenues. 

Short-Form Videos and Stories

The most significant growth in social media marketing over the last years is the evolution of short-form videos and stories. Mari, and everyone else, very well know that 500 million Instagram users tap into the power of Stories daily. Mari has noted that Facebook has created Stories as the platform ran out of ad inventory in its news feed in 2016. The company was forced to look for other options to place ads on content streams. So, it came up with the idea of copying Snapchat’s ephemeral story format. 

Then, there are “Reels.” As TikTok hit the spotlight, Facebook tried to clone such sensational short-form videos. In August 2020, the platform launched Instagram Reels. They are fun and engaging 60-second music clips that captured the hearts of the millennials. Mari has noted that Instagram has currently been favoring Reels in terms of discovery and reach. That is why it is high time for brands and businesses to embrace such a short-form video format. With Facebook integrating Reels in the main platform, Reels ads can be more powerful as paid placements. Like Instagram Stories, Reels will continue growing. 

Mari highlighted that it really made sense for brands and businesses to put effort into creating short-form videos like Reels and Stories. They can extremely fuel top-of-the-mind awareness on top of Facebook feeds. They have a more engaging and intimate appeal among your target audiences.

The Key to an Effective Facebook Marketing Strategy

After Apple’s ATT update, Facebook and Instagram advertisers need to get creative with using first-party data. Mari is a top advocate of data privacy and the freedom of choice among online users. With Apple’s ATT update and Google’s impending support for cookies by 2022, brands and businesses have to accept the sea of changes. 

For Mari, the key to an effective Facebook marketing strategy is designing an evergreen model that generates measurable results no matter what changes and updates come. Mari highly recommends the basic approach of: “Content + Engagement + Conversion. Rinse. Repeat.”  

  • Start by creating excellent content that your audiences are craving. Help them find tremendous and valuable information to solve their problems. 
  • Engage regularly with your audiences by replying to their comments and messages. Acknowledge their reactions and share. Embrace Facebook Live to connect with them in real-time. 
  • Use CTAs to generate conversion. It is important to get your audiences to visit your websites, find out more about your offerings, and buy them. 

Mari visualized that a complete eCommerce experience, 5 years from now, is the integration of the Facebook family of apps. According to a digital marketing speaker Hong Kong, the initial drive was to make it easy for users to connect with brands and businesses through an integrated messaging API – Messenger, Instagram Direct, and WhatsApp. She is positive that the drive will continue after Facebook bought the Kustomer CRM platform. It will fuse information and support services seamlessly. Together with AR/VR, Facebook’s digital coin – Diem, and Facebook Pay, the platform will still be the king of social media.

Reference: https://www.socialmediatoday.com/news/smt-expert-series-mari-smith-discusses-the-growth-of-short-form-video-fac/605371/

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The 4 Go-To Social Media Platforms for Video Marketing

Today, we are operating in a world where one good video can lead to a massive social media following. As 96% of social media users spend 100 minutes daily on video consumption. They are becoming one of the most effective formats for ads and campaigns. According to a digital marketing speaker Hong Kong, videos combine imagery with effects, sounds, and text to paint a full picture of a concept or message. This makes them more engaging, fun, and interesting among modern consumers. In fact, video viewers claimed that they retain 95% of the messages on the videos that they have watched.

Among brands and businesses, videos have been an effective way to boost brand awareness. According to a social media agency Hong Kong, video ads are the number one way for consumers to discover a brand in social media. Around 84% of consumers were convinced to purchase products and services after watching a video. But with so many social media channels existing today, brands and businesses have been challenged with the decision on which channel can their video ads work best. Below, are the 4 Go-to social media platforms for video marketing from a video marketing agency Hong Kong.

YouTube

Three former PayPal employees-Chad Hurley, Jawed Kareem, and Steve Chen created the concept of YouTube in 2005. With the idea of people sharing home videos, the site attracted 30,000 visitors daily shortly after its limited launch. Upon its official launch in December 2005, YouTube has been serving 2 million video views daily. Such an unprecedented traffic growth became a problem for the YouTube team. They need to allocate more resources to cater to their growing number of users. As such, YouTube was sold to Google for $1.65 billion in 2006. From then on, Google has negotiated deals with different entertainment companies for the exclusive copyright of their videos on YouTube. Today, there are around 2.3 billion monthly viewers on YouTube. It ranks second in Facebook when it comes to global engagement.

What makes YouTube a go-to social media platform for marketing is being cost-effective. Creating a YouTube channel is free. All you need to do is create a Google account or integrate your existing one to YouTube. You can also upload videos on YouTube for free. But if you would like to post video ads, you will need to upgrade to either a business or creator account. There are several video ads you can publish on the platform. Customer videos, explainers, training, webinars, etc. can take your video marketing strategy to the next level.  

Facebook 

Facebook was conceptualized by Mark Zuckerberg as an exclusive college app in 2004. Little did he know that it would become the largest social media platform in the world. Today, there are around 2.8 billion monthly active users (MAU) on the king of social media. It also houses 90 million pages for small and medium-sized businesses. This makes Facebook the second go-to social media platform for video marketing. More than 4 million video views happened on Facebook daily. Short videos with a length of 2 to 5 minutes perform well on the platform.

Facebook video ads are in-feed videos recommended on user news feeds. Stories that last within 15 seconds allow brands and businesses to connect to their target audience in an authentic way of introducing what they could offer. Behind the scenes, event teasers, product launches, Q&A, unboxing, etc. are just some eye-catching video ads that commonly became a hit on Facebook. Vertical videos with text descriptions of not more than 300 characters have better engagement by 0.18 to 0.39%. They received an average engagement of at least 5 comments, 12 likes, and 1 share.

TikTok

Formerly launched as a “Douyin” in 2016, TikTok was created by ByteDance, a Chinese tech giant. During that time Facebook and Instagram are both banned in China. So, ByteDance created a video-sharing social network similar to them. In 2017, the company acquired Musical.ly and merged it with Douyin resulting in its rebranding into a new name, TikTok. TikTok allows users to create 15- to 60-second short musical clips. In 2018, TikTok became the world’s number one downloaded app with roughly 663 million downloads. Today, the TikTok app has been downloaded 2 billion times.

What makes TikTok a go-to social media platform for video marketing is its straightforward format that became a hit among millennials and older generations alike. They have also evolved to a large number of video categories such as animals, baking, comedy, DIY, facial treatment, food, sports, etc. Brands and businesses from different industries and niches can publish relevant video ads based on these categories. By creating entertaining and fun video content, TikTok has lightened up the world of video marketing.

Instagram

Instagram was launched in 2010 by an American Computer Programmer, Kevin Systrom. Kevin got the idea when he wanted to share a picture of the perfect pizza he had cooked with his friends. He was also a lover of whisky and wanted to share his photos on his adventures from time to time. When Instagram was launched, it became a hit in just three months nailing down 1 million users. After less than 2 years, Facebook bought Instagram for a whopping $1 billion.

Over the years, Instagram has evolved from a photo-sharing app to a video-sharing social media platform. In-feed Instagram videos allow marketers to update their feed post daily with a 60-second clip. They are optimized for mobile viewing and product-tag enabled. Instagram Stories ads are only 15 seconds long. But brands and businesses can upload a series of these ads as a Carousel. With such types of video ads, you can add hashtags, links, product tags, and stickers to boost engagement and reach. With $1 billion monthly active users on Instagram, you won’t go wrong going to the platform for video marketing.

THE BOTTOM LINE

There are lots of social media platforms that brands and businesses can use for video marketing. What is important is to publish video ads on those that have enough reach. It will also be smart to choose a social network that makes it easy for you to get creative with video publishing.

Reference: https://blog.hubspot.com/marketing/go-to-social-media-video-platforms