What is video marketing? Trends and benefits in social networks

Did you know that your competitors are already using video in their content strategy? Such as digital advertising on YouTube. According to a recent Hubspot study, 81% of brands are currently doing video marketing.

These marketing content are an ideal means of reaching Gen Y and Gen Z and thus connect with users in a fast, direct, and emotional way.

For this reason, we are going to talk about what video marketing is, the latest trends in this sector, and how to incorporate it into your social networks, blog, YouTube channel, website, and other channels.

What is video marketing and why are you interested in it?

As its name suggests, video marketing is an online marketing tool that is based on the use of audiovisual images, mainly through the Internet, to achieve different objectives of the marketing strategy.

In short, and in a simple way, it is about adding videos to your content marketing.

Another concept to take into account is that of social video: a type of video specially designed to be disseminated through social networks.

It seeks to create shareable pieces (although they do not necessarily have to become something viral) and optimized for the particular ones of each social network.

Creating quality video content is an investment in time and effort, but doing it is worth it. Of course, if you have a well-defined objective for the videos within your marketing strategy.

And it is that today, the data clearly shows audiovisual content has a positive impact on sales and ROI:

  • Tweets with video get 3 times more responses and retweets than those that don’t.
  • 90% of users say that product videos are useful when making purchase decisions
  • 64% of users who watch a video tend to purchase one of the associated products.

Our articles that you may find interesting to complement your knowledge about video marketing are:

  • If you want to know the best video marketing tools, here are the 10 essentials. For you to edit whether you are a professional or a beginner and thinking in traditional or mobile format.
  • The trends in video marketing for 2019-2020 are important to keep in mind. To find out what is cooking and what format can be more interesting for your brand and your potential customers.
  • It is not always easy to find the most suitable video format. That is why we propose different types of video depending on the phase of the funnel in which our potential client is.

Video marketing, a key trend

Video is one of the key trends in recent years and it will be so in the years to come. If we see the prospects for the next few years, according to data from the study The State of Online Video 2018, we find that video does not stop growing:

  • In 2018, an average of 6.75 hours of video was consumed per week, compared to 5.75 hours in 2017 and 4.28 hours in 2016. So the growth is exponential. Adding up a full hour each year that passes.

And other 9 interesting facts are:

  1. 85% of all Internet users in the United States watched video content at some point during the month through any of their mobile devices. (Statista, 2018)
  2. 54% of consumers want to see more video content related to the brands or companies they follow. (Hubspot, 2018)
  3. 87% of marketers use video as a tool in their strategy. (Wyzowl, 2019)
  4. Videos are what users most want to see on social networks about the brands they like. (Animoto, 2018)
  5. 88% of marketers are happy with the ROI of their social media videos. (Animoto, 2018)
  6. Video marketers get 66% more qualified leads per year. That means that video marketing is a high-interest lead generation channel. (Optionmonster, 2019)
  7. Users spend 88% more time on a website if it has integrated video content, than on one that does not. (Forbes, 2018)
  8. If consumers have video and text on the same page to learn more about a product or service, 72% prefer the audiovisual option. (Wyzowl, 2018)
  9. Video captivates more than text. 95% of the audience is more receptive to remembering a call-to-action if they have seen it on video, compared to 10% if they see it read. (Forbes, 2017)

Video social networks: which one is the most suitable for your brand?

When planning your video marketing strategy, the first question is inevitable: which network or networks should I focus on when creating and promoting my videos? To help you, here are some interesting facts about the most popular social video networks.


Since its inception in 2005, YouTube has become the world’s leading video platform. And in April 2020 it already has 2 billion active users per month, incredible!

Its audience is focused on the millennial generation and the centennials since they are the ones that consume the most hours of videos.

The age group between 16 and 25 consumes an average of 9.21 hours of online video per week (they watch only 6.19 hours of TV) and those between 26 and 35 years of age 8.68 hours (compared to 7.90 hours of TV). The generational change is seen, the older the less time of digital video and more of television. Thus, we are inexorably heading towards this new audiovisual paradigm.

To get it right, keep in mind that videos of around 3 minutes are the most popular.

Current data on the platform give us to understand the importance of this video portal since it is the second most trafficked website in the world behind Google:

  • According to YouTube, more than 1.9 billion users log into the global video platform each month, and more than 1 billion hours of video are viewed every day. Not one life would be enough to see it all!
  • It is present in 90 countries, through 80 languages. That means that 95% of internet users can understand the platform.
  • In the past five years, they have paid more than $ 2 billion to partners who chose to monetize their claims through Content ID.
  • YouTube is the second most visited place on the internet according to Alexa since people spend an average of 8 minutes and 41 seconds every day.
  • Within this trend, mobile devices play a crucial role, since 70% of the reproductions come from mobiles.


This is the social network par excellence. It is true that in recent times it has received criticism and has had to solve several problems. But it is always reinventing itself and adapting to new consumer needs, hence it continues to be the platform with the most users in the world. There are already 2.498 million active users per month, according to Statista with data from April 2020.

People are five times more likely to watch Facebook videos from their mobile.

On average, Facebook generates more than 8,000 million daily visits to video content, which is more than 100 million hours of video a day.

And that for now, only 3% of Facebook content is in video format. The potential is great and the competition is still low! Thus, it is easier to get the consumer’s attention.

Videos are shared on average 89.5 times more than any other type of format, making them the most viral type of content on Facebook.

In addition, the platform’s native videos have 10 times more reach than links to YouTube. So upload your videos on this network, instead of just sharing them from another channel.

One of its strengths is the auto-playback of the videos as the user goes through its latest news section.

Facebook covers all age groups, although the most common is 25 to 34 years (25% of its active users).

Videos between 21 and 44 seconds are the most popular.


The queen of the photography network also dares with video.

It has more than 1 billion active users per month in 2020 and its audience is mainly millennial and centennial.

It launched its video feature in June 2013 and one of its main features is its brevity: initially, the videos were limited to 15 seconds, although now they can be expanded.

You can use the videos in your profile feed, in Stories, and also on Instagram TV.

In this video that I leave here, I explain in great detail the possibilities of Instagram at the monetization level and how to take advantage of the video format.


The ghost network already has 398 million active users per month in 2020 and has a particularly young audience.

Every day 3,000 million snaps are created on the platform (videos & images) and 10,000 million are the video views that are made per day, according to data from the Omnicore Agency.

Videos on this network are seconds long so if you want to win over your audience, be brief!


This network brings interesting news in the video marketing sector.

It has 386 million active users per month by 2020, consolidated, and highly focused on news.

You can view live video from Moments, from the Explore tab, from trends, or from Tweets from an account that is broadcasting live.

You can also watch live Twitter programming and Periscope global broadcasts on Amazon Fire TV and Apple TV. Plus, you can watch 360 ° video live from Periscope and discover content on the Periscope global map on Apple TV. Xbox and Android TV users can enjoy Twitter by launching the web browser and going to twitter.com.

You can share videos with a link from YouTube but also upload them natively, although these can not last more than 2 minutes and 20 seconds today. Otherwise, you will have to trim them.

9 tips to succeed with your video marketing on social networks

Have you already convinced yourself of everything that video can bring to your brand? To finish, I want to share with you these 9 tips to make your video marketing strategy go out of your way:

Look for videos that generate interactions. In particular, focus on creating content that users can and want to share. Make it as easy as possible and look for themes that make them feel reflected, that move them to action, or that are useful to them.

Create emotional content. Aristotle already said it: pathos or resort to emotion is one of the most effective tools to persuade and move the masses. Video is one of the best formats to elicit an emotional response to take advantage of it!

Adapt your videos to the algorithms of each social network. Think about the different ways in which networks like Facebook, Twitter, or Snapchat behave when it comes to sharing content. For example, on Twitter, the last hour prevails and on Snapchat, the content is ephemeral, while on Facebook you can count on longer times for users to react.

Include SEO in your strategy. Especially if your video campaigns include YouTube, it is crucial to have good optimization to increase the number of views. But each social network has its positioning strategies, so don’t stop doing your SEO homework!

The good thing if brief twice good. You know the saying, right? Well, here is the time to apply for it. Although each network has its “star duration”, one of the characteristics that make it easy for your videos to succeed is that they are short. The shorter the better!

Use storytelling to communicate more effectively. If you want to win over your users and make them remember your brand, tell them a great story! Nobody wants to see (much less share) “another ad”, be creative and you will win their heart.

Make the customer the protagonist. For your content to have an impact on the user, they must feel that they are talking to them. We live in a world full of content and we have gotten used to quickly filtering out what doesn’t suit us, so if you want to gain the attention of users, make them feel like a central part of the story.

Start strong. One of the great enemies of video marketing is abandonment. Many users stop watching a video after a few seconds, so you need to hook them right from the start. The first 30 seconds are key to making sure they stay with you.

Integrate the video with the rest of your brand. Digital marketing in general, and video campaigns in particular, are one more ingredient in your advertising and branding strategy. Create videos that reflect the style, values, and unique personality that define you.

I hope this article on video marketing has clarified this concept and helped you have a more general vision on the subject. In addition, we have provided you with important data about social networks and the social video trend and 9 wonderful tips to make your videos great.

Do you dare to create your first video for social networks and thus promote your video marketing?

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