Online video can dramatically improve search engine performance. According to Forrester, videos are 53 times more likely than text pages to appear on the first page of search results. As video gains traction and attention spans decrease in length, where is social headed?
Marketing Maven Social Media Manager, Aljolynn Sperber, shared at the PR News 2014 Social Media Icon Awards, “The next big thing in social media, and it’s been emerging for quite some time is visuals. People want to be able to have that human connection and making sure you have that human connection through pictures and videos will be more important in the coming years. For example, the app Vine is really popular now because you not only get to see the pictures, but you get to see the human element behind them.”
The New Social
Social media is now more than a status update. It’s providing a number of ways to connect with friends and colleagues that most users probably didn’t even know existed or know they wanted.
Social Media has evolved to become a highly visual medium. We see that in the rise of Vine, Instagram, Pinterest and Facebook’s move to timeline. It’s all about images. Hootsuite found the following statistics, reflecting this shift:
- Pinterest now has 70 million users
- Pinterest had the largest year-over-year increase in audience of any social network in 2012
- Instagram has over 120 million monthly active users and was bought by Facebook for $1 Billion
- Photos receive 2x more likes than text posts on Facebook
- Videos are shared on Facebook 12x more than text posts and links combined
- On YouTube 100 million users are taking social actions (liking, sharing) every week
From a marketing perspective, “It is hard for brands to shine in social media, a place where users are in the driving seat and will screen out anything that fails to interest them. But a social media campaign with the right creativity and relevance can create deep engagement with audiences at a fraction of the cost of traditional advertising,” according to The Guardian.
Hootsuite’s Director of Marketing and Communications finds that, “Social video is also different than broadcast. Social media principles that impact social video: it’s participatory, it needs to be agile, it requires listening to and engaging with your audience, and its success depends on the network effect.”
How are you adapting to the dynamic social media landscape?