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<\/a><\/p>\nWhat is today\u2019s big trend topping the chart of content distribution on social media? Video. Yes it is video. With a dramatic rise to the top over the last few years, video has the power to say what words will not be able to convey. And this is particularly true on social media, where Facebook has over\u00a08 billion video views\u00a0per day. Where jokes and wall posts between family and friends once dominated, video marketing<\/strong> <\/a>and advertising have moved in to stay.<\/p>\n All content, when shaped properly, can provide a wide range of information to consumers. Video, however, can pack a punch other formats cannot, putting immense power into the hands of social media marketers.<\/p>\n Why Video Wins in Social Media?<\/strong><\/p>\n Think the phrase \u201ca picture is worth a thousand words\u201d only applies to still images? It does, but that\u2019s because video is worth so much more. According to a study a video is worth\u00a01.8 million words, a figure significantly greater than one thousand. Whether true or not, video most certainly comes with a lot of qualities that leave other forms of media behind in the dust.<\/p>\n Video Grabs Attention<\/strong><\/p>\n It doesn\u2019t take long to draw attention to a video project. As a clip plays on Facebook, viewers instantly notice, even if they don\u2019t keep watching for long. In fact,\u00a0one third of all online activity\u00a0involves watching videos, providing a great outlet for brands eager to attract guaranteed viewers. Video also accounts for over\u00a050% of all mobile traffic, with that number expected to grow to 75% by the end of this year. No matter what you\u2019re hoping to advertise, there\u2019s no denying it: video ads are attention-grabbing.<\/p>\n Video Caters to Younger Audiences<\/strong><\/p>\n Today\u2019s youth who are born in the early days of social sharing, instant messaging, and email are far more likely to hang out on Instagram<\/a> or Twitter than their older companions.<\/p>\n This phenomenon works well for video marketers: Generation Y grew up with digital marketing and is perfectly positioned as interested consumers. Millennial are\u00a060% more likely\u00a0to watch a video than read a newsletter and 76% take this a step further, actively following brands and companies on YouTube. Furthermore, millennials are also more likely to use video to aid in purchase decisions, both initially and when comparison shopping.<\/p>\n Video Is Easily Accessible<\/strong><\/p>\n There are few video sites as compared to content sites which numbers in millions in India alone. With YouTube clearly leading the pack in most English-speaking countries, it\u2019s easy for companies to hone in on the video market.<\/p>\n Accessibility doesn\u2019t end at YouTube, however. If you\u2019ve ever spent time on sites like Facebook, you\u2019ve also noticed social media\u2019s biggest draw for video marketers: auto play. Introduced in 2014 as a pilot that went live shortly after, Facebook doesn\u2019t give you the option of starting a video; that choice is made for you. This allows the site\u2019s nearly\u00a01.8 billion users\u00a0immediate access to video content, whether desired or not. Through the autoplay feature, marketers can now count on thousands of unavoidable viewers, increasing reach for companies around the world.<\/p>\n Video Is Entertaining<\/strong><\/p>\n The merits of video are far from unknown. After all, countless movies and TV shows are released around the world each year for a reason: they\u2019re entertaining, and people love them. Video can capture the imagination in a way many forms of media can\u2019t, providing entertainment while still making a point.<\/p>\n In fact, recent marketing trends are emphasizing fun over salesy advertising, as well. Take, for example, Buzzfeed\u2019s Tasty<\/a><\/strong>. Started as a concept to increase viewership, the company\u2019s cooking tutorials spread like wildfire, leading to\u00a0countless brands following suit. The appeal in this trend shows, too: video is shared over\u00a01,200% more\u00a0than pictures and articles combined, showing just how captivating social media consumers find a simple video advertisement.<\/p>\n Video Is Educational<\/strong><\/p>\n From Tasty\u2019s aforementioned cooking commentary to how-to videos and tutorials, video can do something amazing that stand-alone images cannot. A few frames can provide all kinds of information on anything from baking cream cheese-stuffed bagel balls to teaching auto novices how to install new windshield wipers, an approach many stand-alone articles struggle to navigate effectively.<\/p>\n Video marketing exists in a\u00a0wide range of categories, and many of them are as informational and educational as they are entertaining. Many educational videos are intended to broaden a viewer\u2019s mind on a given topic, product, or company, providing a benefit that goes beyond simple advertising. With the power to educate as well as entertain, video is far more likely to keep viewers interested and engaged than its competition.<\/p>\n Video Is Easy to Share<\/strong><\/p>\n Social media is all about interactions, mimicking the basics of real life relationships through a digital format. This means a place to talk, connect, provide thoughts and feedback and, of course, share. This is especially easy with video; all it takes is a click or two to share a great post with friends, family, and followers. Video is more likely to be shared, too, with\u00a092% of mobile video consumers\u00a0taking initiative to share findings with others.<\/p>\n On social media, everything is easy to share, but video carries a certain cache. It\u2019s easy to watch, fast to process, and immediately accessible with social media auto play features, ensuring the party with whom you\u2019re sharing actually invests time in your post. And this sharing makes a difference: companies that use video enjoy\u00a041% more traffic\u00a0than those that do not.<\/p>\n