If you’ve read anything about digital marketing in the past year, you’ve surely heard about video and native advertising. But what exactly is native video? And how does it affect small and large brands alike? In general, native advertising is paid advertising that appears in a natural way designed not to interrupt the user experience. While native advertising can take many formats, for this blog, we’re specifically referring to native video on social networks—i.e., videos that are uploaded to Facebook or Twitter and played in-feed, as opposed to links to videos hosted on other sites.
What does it mean for your brand?
Facebook or Twitter feeds are flooded with videos these days. That’s because both platforms have said that their users watch videos, and they share videos and engage with video at extremely high rates. Facebook reported at the end of 2015 that it sees more than 100 million hours of video watched per day. And one Twitter study cited that 82 percent of Twitter users watch video within the app. That’s a lot of people consuming video content! Granted, there are a lot of cute cat and baby videos, but brands are increasingly shifting their video strategies to be more native.
Why does native video work?
There are a lot of consumer-based studies that show people on social media love video. But there are a few reasons that native video has taken off on Facebook and Twitter recently:
- Facebook’s algorithm favors native video. Businesses on Facebook have seen dramatic drops in organic reach in recent years, so this is an opportunity to get some of that back. Uploading your videos separately on each platform is key to getting the most engagement and exposure.
- Native video is mobile-ready. Eighty percent of Twitter users access the platform via mobile devices, while roughly 37 percent of Facebook active users are mobile-only. This means that by uploading video directly to the platform, you’re creating a more seamless experience for mobile users by allowing them to play video within their news feeds.
- Native video can easily be leveraged for paid campaigns. As stated above, videos tend to get more organic reach than other types of posts, but you can also amplify that reach by using Facebook’s and Twitter’s paid advertising platforms. The videos still appear naturally in your audiences’ timelines, but you can dramatically increase your reach for considerably less than other third-party advertising platforms.
With the incredible growth of native video, social media is turning from a marketing platform to a pure media platform. Video is a powerful medium to share stories, evoke emotion and drive action, thus giving brands another channel to reach their audiences and engage with them on a new level.