Analysis: Videos Perform Best on Social Media

Analysis: Videos Perform Best on Social Media

by DeVore Design, June 19, 2020

Videos posted on social media to get the most bang for your marketing buck including higher engagement, regardless of which social media platform you use.

If you want to up your social media game, post videos.

Video outperforms other posts on social media networks and leads to higher engagement, whether on Facebook, Twitter, or Instagram, according to a compilation of studies analyzed by Hootsuite, a social media management platform.

Ninety percent of internet users say they watch video online at least once a month – and 60% have watched a video on Facebook, Twitter, Snapchat or Instagram in the last month.

Videos have grown more popular than podcasts, according to the studies.

Even on the photo-driven social network Instagram, videos get better engagement than photos, with an average engagement rate for video posts at 1.87% compared to average engagement rate for photo posts at 1.11%.

Video posts earn the highest engagement of any other type of content on Facebook, and tweets with video get 10 times more engagement, the studies show.

YouTube – the popular medium for delivering video – has more than 2 billion users visiting every month, and it’s the second most visited website after Google, which owns YouTube. Consumers watch 1 billion hours of YouTube every day, and 70% of that watching occurs over a mobile device.

But visitors don’t just watch, they also engage. Seventy percent of YouTube users are engaging with creators and channels. What’s more, consumers use video to influence their purchases. Eighty percent of consumers who watched a YouTube video said they did so early on as part of their buying journey.

Source: “140+ Social Media Statistics That Matter to Marketers in 2020,” Hootsuite.com (Feb. 20, 2020)

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