10 Social Video Statistics That Will Make You Rethink Video

According to Facebook, we are living in a “video first” world, where Social Video will soon be at the heart of everything

If you are a marketer wanting to reach consumers with video then listen up!  

In this post I share 10 statistics that will have you thinking VERY differently about how you approach your social video strategy.  

10 Social Video Statistics to make you rethink your video strategy
Image by Shutterstock

Recently, the team at Animoto decided to take a deep dive into the world of social video. The aim was to find out what is working, what we are consuming and what type of videos we are making.

They quoted the shift to a “video first world”, a term coined my Mark Zuckerberg when he said this about video:

“Ten years ago, most of what we shared and consumed online was text. Now it’s photos, and soon most of it will be video. We see a world that is video first with video at the heart of all our apps and services.” – Mark Zuckerberg

If we are going to use social video effectively we need to understand more about it.   Animoto did just that by surveying 1000 consumers and 500 marketers to find out how video is having an impact in this age of social online video.

Now if you don’t know the team at Animoto, they specialize in helping brands and businesses create custom, engaging videos that share your brand story (and convert).  I am an afilliate for Animoto.. but only because I love using their tool to make videos in my own business and for clients… and I know you will too.

Like this one, that I created on Facebook, all about THIS blog post:

Suffice to say, Animoto knows a thing or two about video.  So, back to the stats and infographic coming up.

For the purposes of their research, Animoto wanted to find out what consumers and marketers were actually doing with video. They asked:

  • what consumers are watching and engaging with
  • how marketers are reaching those audiences with video

Let’s dive into their findings and take a look at what they mean for you as a business owner (and what you can start doing now!).  Then we’ll take a look at their infographic which sums it all up (and more).

Whichever way you look at it though.. these stats are about to make you think very differently about social video and rethink your video strategy:

 

What the consumers say about Social Video

Here are just a few of the statistics from Animoto’s research that will make you think differently about social video:

#1.  64% of consumers say that that watching a marketing video on Facebook has influenced a purchasing decision.

#2.  39% of consumers are more likely to finish videos with subtitles.  

39% of consumers are more likely to finish videos with subtitles - AnimotoClick To Tweet

#3.  85% of Facebook Video is watched with the sound off. 

85% of Facebook Video is watched with the sound off - DigidayClick To Tweet

#4.  52% of consumers prefer pre-recorded video content, while 48% prefer live video content.

#5.  Consumers are most likely to:

  • “Like” Behind-the-Scenes Videos,
  • “Like and Share” Funny videos
  • “Share” Educational Videos
  • “Like and Share” emotional videos.

#6.  73% of Consumers are deciding in less than 30 seconds if they will watch to the end of the video (43% decide in less than 15 seconds!).

What the Marketers say about Social Video

#7.   51% of Marketers use Closed Captions most of the time or always on their videos.  

51% of marketers use closed captions in their videos - Animoto.Click To Tweet

#8.   Marketers feel the most confident about reaching customers with video on Facebook and YouTube. Consumers are still viewing on these platforms, but are also starting to expand the platforms where they’re watching branded video content. The top three channels they’re watching videos from brands are Facebook, Instagram Stories, and Snapchat.

#9.   39% of Marketers are creating Square and/or vertical videos.  

39% of marketers are creating square or vertical videos Click To Tweet

#10.  81% of Marketers are optimizing their Social Videos for mobile.

Like these stats? There are plenty more to go with them. Check out the infographic below by Animoto which includes more of their findings:

 

The State of Social Video – Infographic

The State of Social Video by Animoto - Infographic
Infographic sourced from Animoto – view original article here.

 

What this means for you (a short list of action tasks)

There’s a lot to take in from Animoto’s research and infographic.   Let’s break it down into just 5 simple actions that you can start doing now to take advantage of this insight:

  1. Create live video or create pre-recorded video – either way, start creating video.  The reality is that the type of video preferred by consumers is evenly split, so don’t stress about which one you do or even stress about doing both just yet – just get started with it.  A good place to start is pre-recorded video if you are not confident in going live just yet.   
  2. Consider closed captions for your videos, especially on Facebook.  As Animoto says – “marketers need to start thinking about how to reach consumers … in silence”,  because they are watching videos with the sound off.
  3. Create Square Video.   Viewers are watching a lot of square video on Facebook, Instagram and Twitter. Square video also occupies more real estate on the newsfeed.
  4. Expand Your Video Content beyond YouTube. Consider Facebook, Instagram Stories or Snapchat as this is where consumers are also consuming video content. Not sure where to start?  Start where your audience is hanging out the most and where you feel most comfortable.
  5. Create behind-the-scenes, educational, funny and/or emotional videos as part of your social video strategy. Don’t just talk about your brand.

Want more action tasks? Go back to the infographic above and you’ll get instant ideas!

 

Ready to Get Started with Social Video?

A great place to start creating videos easily and quickly is Animoto’s new Marketing Builder Tool.

It can save you hours and a lot of money from having to outsource your video content….Give Animoto a test run here.

 

Your Turn

Did these stats change your thoughts about video and what you will create next?  

Let me know in the comments below.  

* This post contains affiliate links. If you choose to upgrade to a paid account on with Animoto using my link, I will receive a commission.  Please know that I only recommend tools that I use and love.   I want you to be in good hands.  

10 Social Video Statistics to Make you Rethink Your Video Strategy
Image by Shutterstock. Like this post? Pin it for Later!

 

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Donna Moritz

Visual Social Media Strategist at Socially Sorted
Donna is the founder of Socially Sorted, winner of Best Business Blog in Australia 2014 and a Top 10 Social Media Blog for Social Media Examiner, 2015-2017. She helps brands leverage the power of visual storytelling and content strategy in their business. Her content has been featured in publications such as Forbes and Entrepreneur Online and she is a contributor to Social Media Examiner. Donna speaks about digital and visual content for the marketing and tourism industries internationally.
  • Awesome post here!

    Really informative article for businesses, marketers and startups. Will be using these to work with clients.

    Cool infographic too 🙂

    Bookmarked!

    Thanks for the article, Donna!

    Cheers,
    Simon Zaku.

    • Hey Simon – glad you found it useful. Definitely lots of takeaways in that infographic and some of them are simple tweaks that we can start doing easily, which I love. Have fun playing with Animoto!

  • A very interesting read with relevant statistics number. Excellent info-graphic. Get to know about many new things from here. Thanks for sharing

  • Prairie Wife

    I’ve been trying to up my vlog game and adding captions has really helped, thanks for the other great info!

    • Awesome – glad it helped. Yes the captions stats are higher than I thought but it makes sense… I think you’ll see good results with adding more of them for sure!

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