Video has increasingly got social over the last few months and with the news this week that Facebook may have already overtaken YouTube social video has hit centre stage.
Despite only being introduced to Facebook last year socialbakers claims that social video has the biggest organic reach on Facebook at 8.7% compared to 5.8% for status updates. Photos meanwhile have a 5.3% reach and links a 3.7% reach.
YouTube’s dominance is fading. Statistics from comScore for 2014 said that three quarters of video views already take place outside of the YouTube ecosystem. But though Facebook may be making a challenge for YouTube’s consumers and advertisers both are still obviously important social media channels so brands will need to appreciate the increasing dominance of Facebook whilst also still embracing multiple media channels to ensure they are reaching as much of their audience as is possible through social video.
Content of advertising is changing as advertisers realise the power and emotional connection that social video drives – it is after all key to its sharability that it provokes some sort of reaction from the customer and pulls them in deeper than advertising of the past. This means more advertisers than ever are likely to be investing in the social video format and in its virality – further fuelling its growth and success.
Some experts also believes that social video content will become more niche as advertisers look to create content for narrowcast sharing – realising that the more targeted or relevant the content to a certain group of people the more likely it will be shared by its target with those in a similar situation or with similar interests, particularly on other social platforms such as Snapchat or IM.
As social video rises so too will its placement within native advertising – reflecting a trend already seen in display advertising.
But the biggest issue for 2015 in social video is likely to be both the importance of, and challenge of, cross-device video campaigns. Although advertisers are realising this has to be done across devices tracking and identifying users to determine the reach of social video will be tough and is likely to take much of advertisers’ focuses.
Repost from Rachel Thomas Senior Operations & Marketing Manager at Six Degrees