Social Media Video Content

Part
01
of two
Part
01

Audio Discovery and Consumption Best Practices

Three best practices: 1) High-definition 'talking head' video, 2) Custom video thumbnail, and 3) Video sharing on social media, are provided in the findings below. For each best practice, the focus is placed on podcasts and time-shifted audio content. The overview, examples, and the consideration as the best practice are also provided for each.

Best Practices: High-Definition 'Talking Head' Video

Best Practices: Custom Video Thumbnail

Best Practices: Video Sharing on Social Media

  • One of the best practices of using video to aid audio discovery and consumption of podcasts and time-shifted audio content is by sharing video content of recorded sessions on social media platforms such as Facebook, Instagram, Twitter, and YouTube. Because the latter is a video platform, it is natural that its audience will only expect video content.
  • Shooting a video for podcasts is not just meant to be uploaded; the best practice suggests the video link should be shared on social media. YouTube is the best platform for this, although short clips can be posted as well on the likes of Instagram, Facebook, and Twitter.
  • Having a sneak peek into the next podcast video episode can excite the listeners' consumption. Also, short clips on other social media platforms outside YouTube should be posted with a "call-to-action to view the full episode."
  • Examples of podcasts and time-shifted audio content that have made use of this best practice include Blind Wave's 'E3 and Catching Up,' 'Ear Biscuits,' 'This American Life,' ESPN's Dan Le Batard Show, and the Dave Ramsey Show. Through the sharing of their podcast videos on social media, they have increased their subscribers base and enhance more downloads of time-shifted audio content.
  • Video sharing on social media is considered one of the best practices because video content does "incredibly well on social media, as 45% of people watch more than an hour of video per day." It is also considered one of the best practices because "78% of social media marketers believe videos attract more traffic to their pages." Consequently, the sharing of podcast videos on social media will aid in audio discovery and consumption.
  • More importantly, it is considered one of the best practices because podcasts and time-shifted audio content such as 'This American Life,' ESPN's Dan Le Batard Show, and the Dave Ramsey Show make use of video sharing on social media, and they are listed in 2018 as among the top five podcasts by downloads. While Dan Le Batard Show generated "8.3 million downloads in October 2018," 'This American Life' is heard by "2.2 million people on 500 radio stations and generates an additional 2.5 million podcast downloads per episode."

Research Strategy

For each best practice, we focused on podcasts and time-shifted audio content. We then provided an overview of what the practice is, gave examples of podcasts and time-shifted audio content using each, and provided reasons, based on facts, why each is considered the best practice. We also provided the YouTube and Twitter podcast channels of the three among the top five podcasts by downloads.

Through the presentation of facts and statistics, we demonstrated (1) how these three are best practices, and (2) how these best practices to aid audio discovery and consumption of podcasts and time-shifted audio content.

For instance, making use of a high-definition 'talking head' video as used by top podcast channels will aid audio discovery and consumption because of the quality of the video. Custom video thumbnail arrests the attention of the audience, and we have shown how podcast channels using this best practice have tons of subscribers and downloads of their podcasts. Lastly, the sharing of podcast videos is one of the best practices among the top podcast channels identified above. Through their Twitter accounts, for instance, they constantly share podcast videos, which has aided audio discovery and consumption.


Part
02
of two
Part
02

Popular Video Types on Social Media Channels

Videos are the best performing content type on social media. The top 3 videos types that generated the most views on YouTube are: Product reviews, How-to’s/Tutorials and Vlogs. Top 3 most watched Facebook video publishers worldwide are LADbible, UNILAD and Viral TRND. The most successful type of videos posted on Instagram are about product promotion and building brand trust and the 3 top video types on Twitter pertains to presentations, answering tweets and question & answers.

  • Video is Twitter's fastest growing advertising option; it generates 2.5x more responses, 2.8x more retweets and 1.9x more favorites than other contents.
  • Views of branded video content have increased by 99% on YouTube and 258% on Facebook between 2016 – 2017.
  • 81% of businesses have used video as a marketing tool in 2018 due to the fact that 64% of consumers are more likely to buy a product online prior to watching a video of it first.

YouTube

Product Reviews

  • Product review is the #1 most popular video type on YouTube.
  • Reviews are an important part of the consumers purchasing journey; most people would not make a purchase unless they consulted online reviews first.
  • Product reviews raises the bar for online reviews by allowing the viewer to "see how a product performs while also hearing feedback on the product".
  • Product reviews are frequently created and shared by influencers and the most popular review types are about technology.

How-to’s/Tutorials

  • How-To videos provide instructional details of how to accomplish a task. This video type is widely used among beauty influencer.

Vlogs

  • Vlogs are simply a video version of a blog.

Facebook

LADbible

  • LADbible is the biggest community in the world for a social generation. They are the home of "entertainment, viral video, trending content and the latest news".
  • LADbible generated an estimated 1.6 billion views on Facebook in March 2019.
  • In 2018, LADbible alongside UNILAD have worked with 146 brands on sponsored video content which has generated 243 million views on Facebook alone.

UNILAD

  • UNILAD is the source of the "latest news, the funniest videos & viral stories" from around the world.
  • UNILAD reached 1.5 billion views on Facebook in March 2019.
  • LADbible’s acquisition of UNILAD makes it the 4th most viewed media property worldwide.

Viral TRND

  • Viral TRND is a collection of "funny, exciting and incredible viral videos from the internet".
  • Viral TRND reached 1.5 billion views on Facebook in March 2019.
  • The popularity of entertainment videos can be attributed to the fact that people use Facebook as an entertainment medium.

Instagram

Product Promotion

  • Videos are a huge asset for business that sell a product or service because they have the ability to impart large masses of information in a short period.
  • Using Instagram video to show products in action could produce a large increase in the return on investment.
  • Instagram Live can be used for promotions and sales in order to create a sense of urgency to watch a broadcast.

Build Brand Trust

  • Sharing Instagram videos that transmit a brand message or introduce a company culture is a great way to "build trust with followers and customers".
  • An example of this is Munchery, a meal delivery service that shares video content that is " relevant to their target market and provides value to them".
  • Instagram video posts is a great strategy used to educate audience on various topics such as recipes, makeup tutorial or gadget review.

Twitter

Presentation Video

  • A business profile presentation video is an excellent way to introduce a company in an innovative way to attract clients.
  • By using few words and being more visual, clients can learn thoroughly about the structure of a business.
  • Native video is the original video content whereby content is recorded and uploaded. This is an ideal strategy to "snap viewers to attention: since videos play automatically on Twitter.

Answer Tweets

  • Answering a tweet via video is preferred and more successful in engaging audience as opposed to using tweets which is limited to 140 characters.
  • Answering tweets via video is popular as it makes answers more attractive, personal and viral.
  • More interactions is received and there is a higher possibility to win audience over.
  • One example of this is Guru Internet Gary Vaynerchuk, who created a 3 seconds video to answer one of his 1.3 million followers.

Question & Answer Sessions


Research Strategy

We commenced our research by scanning various public articles and credible blogs to determine the type of videos that perform best on YouTube, Facebook, Instagram and Twitter. We analyzed 3 articles that provided a list of video types on YouTube. The articles from Printsome, Impactbnd and Octoly all mention product reviews, how-to’s/tutorials and vlogs in the top types of videos with the most views. We selected the top 3 video type to make our list for YouTube.

Regarding Facebook, we used the Most watched Facebook Video 2019 statistics from Statista and compared it with articles from News Whip on Top Native Video Pages on Facebook and Tubular Insightsop article on Most Popular Facebook Video Publishers. We analyzed the top 3 most watched Facebook video publishers as LADbible, UNILAD and Viral TRND.

Information was limited in regard to the best type of Instagram video. We found a blog article on Later named Ultimate Guide to Instagram Video: Stories, IGTV, Live, Posts, & More which provides examples of successful video posts. We cross-referenced the information found along with an article from Hubspot about 17 of the Best Instagram Video Examples to create our list of top type of Instagram videos.
We created our list of top 3 video types on Twitter from a blog article from Postcron titled: Videos on Twitter: why use them and 13 types of videos you must publish in order to succeed on the platform. We selected the top 3 from the list which were presentations, answering tweets and question & answers.
Sources
Sources

From Part 01
Quotes
  • "fake podcast videos made up of static images lose 90-95% of their audience within the first 90 seconds."
  • "90% of the best-performing videos use custom thumbnails."
  • "call-to-action to view the full episode."
  • "incredibly well on social media, as 45% of people watch more than an hour of video per day."
  • "78% of social media marketers believe videos attract more traffic to their pages."
Quotes
  • "8.3 million downloads in October 2018"
  • "2.2 million people on 500 radio stations and generates an additional 2.5 million podcast downloads per episode."
From Part 02