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BizReport : Social Marketing : October 20, 2016

Expert: How to use video to engage in social

Social is, by nature, a more conversation space for both big and small businesses, and over the past year, many have seen how video can draw even more attention. One expert explains how brands can better use video in the social space.

by Kristina Knight

According to a new Trusted Media Brands report, more than half (65%) of media execs prefer to use video in social spaces like Facebook or Twitter instead of in video-specific spaces like YouTube or even ad networks. And, on Facebook, video has pushed more revenue in a single quarter than photos did in a year.

"A major reason brands are turning to social networks to promote video ads is the social aspect itself. Unlike mobile pop-up ads or YouTube pre-roll ads which eventually disappear, video ads on social channels encourage a conversation. Viewers are able to partake in social interaction by commenting on or sharing a video. Not only does this increase brand visibility, its creates an opportunity for the business to engage with future customers," said Tom More, Founder, Slidely. "Video is now a form of conversation that businesses can't afford to miss out on. Just like any conversation, it's ongoing and dynamic, which is why one video doesn't cut it. Brands and marketers needs to consistently publish video content so that it appears seamlessly in their followers' feeds, creating continuous opportunities for user engagement."

According to More, social has grown quickly from a want-to-have for brands to a must-have, but there are issues that brands need to focus on before pushing farther into it.

"Today, video is the new website - and it is also much more than that. Every business needs to have video, and they also need to know how to 'talk video'. Users are increasingly turning to social media to engage with brands, which is why we've seen Facebook, Instagram and Twitter increase the functionality of business profiles and customer engagement tools," said More.

More from More and Slidely tomorrow, including his tips to create better video content.

Tags: Slidely, social marketing, social video, video marketing, video trends

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