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Why is Video Outperforming Other Content

Video is outperforming other content on social media.

Over 8 billion videos watched on Facebook every day, 10 billion on Snapchat and 500 million hours of video is watched on YouTube a day! Why? In my opinion, it is just easier to watch a video versus reading a post and of course, it is more entertaining.

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Is it right for your business?

Think about your product or service and target market. One-third of online activity is spent watching video.  I have to admit to getting stuck in the loop of videos on Facebook and YouTube. You know, you watch one funny cat video and the auto-play keeps going onto more and more videos and meanwhile, you’ve lost a half hour.

The group that watches the most, (you can probably guess) are Millennials. Gen Z is not far behind with their usage of Snapchat and Instagram Stories. Interestingly men spend 40% more time watching videos on the internet than women.

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Let’s talk about engagement statistics, that is really what is important right? Right. We want our audience (our target market) to engage with our content. Why? Because engagement tells the that your content is interesting and should be displayed in users news feeds.

Facebook is rated as the most impactful social channel for video, 8.4 times higher than any other social channel (surprised?). A Facebook video receives more organic (natural, not paid) traffic than a static photo.

If you want to increase traffic and engagement for your business, you should use video as part of your marketing strategy. Videos do not need to be long; in fact, you should keep them under 2 minutes. If you haven’t done any sort of video marketing for your business, I suggest starting with an explainer video. An explainer video is a short animated video that focuses on explaining your business or product in a compelling way.

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As always, if you need help with creating videos and working them into your strategy, give me a shout.

 

 

Key Performance Indicators

Key Performance Indicators

What are Key Performance Indicators

and why do they matter?

Key Performance Indicators (KPI ) are a quantifiable measure used to evaluate the success and meeting objectives for performance.  You need to determine your KPIs from the start of your social media strategy. Knowing your KPIs will help you make decisions about the type of content you deliver and where to put advertising dollars.

Vanity Metrics

When developing your KPis, the main thing to consider is how you can create actionable goals and not vanity metrics.  A vanity metric is usually a meaningless indicator made up of numbers or statistics that look great on paper and pretty graphs, but do not actually relate to the success of your business.  Let’s take follower count for example, it is probably one of the highest debated vanity metric. Having as many followers as possible looks very impressive, like your business is up and running and legit; however, if they aren’t the right people following you, the ones who will buy your products and services, then that follower count is essentially only a vanity metric.

On the flip side, without followers, you have no audience to share, like and comment on your content. This tells the social network algorithms (we’ll talk about those in another post) that your content isn’t that interesting; thus, it won’t appear in users feeds.

Kevin Kelly  says You don’t need millions of dollars or millions of customers, millions of clients or millions of fans. To make a living as a craftsperson, photographer, musician, designer, author, animator, app maker, entrepreneur, or inventor you need only thousands of true fans.”

What this means is you need the right fans. You can have as many followers as you like; but what you need are followers who are actually going to interact with your content. If no one is interacting with your content then no one is seeing your content (throw me a bone and share this post will ya).

Choosing the right KPIs

To monitor the right KPIs, you need to take a look at what your business is and what your goals are.  If your goal is to increase sales, vanity metrics such as numbers of likes, shares, retweets, followers, and page views are not going to be the most important metrics for you to measure.  Instead, you’ll want to focus on conversions, leads and direct sales. If your goal is brand awareness, then those metrics may be of importance.

When I am working with a client, I start by learning about their business and product or service line. Next, I do some research to determine their buyer persona (a representation of an ideal customer) and finally I work with the client to set goals and develop a digital media plan to target those customers.