Facebook leads way in online video boom

There’s been an explosion of growth in video on social media in recent years. 

And even more so since the COVID-19 pandemic.

Up by as much as 60% since March 2020, as more and more people use online for shopping, browsing and entertaining.

Views of branded video content has increased 99% on YouTube and 258% on Facebook between 2016 and 2017. 

On Twitter, a video Tweet is 6x more likely to be retweeted than a photo Tweet. 

If you haven’t taken a closer look at the power of social media and video together, you’re in for a surprise. The numbers are big. Really big.

“I see video as a megatrend,” Facebook CEO Mark Zuckerberg, February 2017

Facebook has the largest audience of any social network, with more than 2.07 billion monthly active users. 

That’s more than one-third of the world’s population, and a whole lot of those people are watching video. 

Around 100 million hours of video are watched every day on Facebook. 

Like YouTube, Facebook has a massive and diverse audience, which makes it harder to characterise than the emoji-filled landscape of SnapChat. 

The overall point to remember about Facebook is that people come to be entertained. 

Of the 79 per cent of marketers who have published video content on Facebook, 85 per cent say it has been a success.

– Remember graphics: 85 percent of videos are viewed with the volume off, according to Digiday.

– Create playlists of videos: Make it easy for people to find similar videos.

– Add a featured video: You can pin a video to the top of your page to introduce your brand or highlight a new product.

– Upload videos directly to Facebook: Native videos give you analytics and better visibility in the feed.

– Make sure you have a call to action: Give them something to do after they watch (or during) the video with an on-screen CTA.

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It’s 2020 - and if you haven’t switched on to video yet? You are definitely missing out.

It’s 2022 - and if you haven’t switched on to video yet? You are definitely missing out.

Because video as a marketing tool, to sell, engage or generate an audience, is booming.

To prove my points I found some very interesting stats developed by Hubspot, who researched last year into what effect video was having on business.

You may be shocked, or maybe you won’t be - if you are already in tune with what is happening out there on the web and on social media.

Here’s what they found:

• 70% of consumers say they’ve shared a brand’s video, 72% of businesses say video improved their internet conversion rate.

• 52% of consumers say watching product videos makes them more confident in online purchase decisions.

• Consumers prefer video above all other forms of content in learning about new products or services.

• Video usage is accelerating at a phenomenal rate - but many businesses are yet to add it to their marketing strategy.

Now they are impressive numbers, and a clear indication why your business needs to embrace video.

But here’s some more data that should convince you:

Live Video - live streaming services on Facebook, Instagram and other social media channels. This will grow significantly in 2020. Marketing research is discovering that live streaming encourages more audience engagement and will retain video viewers longer than pre-recorded content. 

One-to one video. What? Well, the latest marketing data suggests there is great value in sending personalised video messages to get leads and communicate with customers. Better than calling on the telephone or sending an email, they say. 

360 and Virtual Reality. New technology has enabled cameras to provide a 360 degree experience, allowing viewers to control that experience. Virtual technology makes viewers believe they are in, or a part of, the video. 

This could be big in education, healthcare, business and on social media platforms.

Blogs into Vlogs.  Yes, is going to be really big. Instead of writing content, record it as a video. And this really does engage with your audience  - it makes you appear more authentic, more in touch.

The new TV.  There has been a massive shift in audience allegiance from TV  to internet based platforms. 

In 2016, the average weekly time spent watching video on the internet was 9.5 hours and research indicates this will double in 2021.

And finally, add  add video as a major tool for cost effective ways of training staff, internal communications, customer support, human resources, information technology, sales and marketing.

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