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Social video a hit with marketers

Step aside, YouTube, you've been passed by the competition.

A study of 300 media executives by Trusted Media Brands has found that marketers are now leaning towards social platforms for their video, aware of their pull with users.

Clip it

The survey found marketers prefer Facebook, Snapchat and Twitter for video campaigns (65%) ahead of YouTube (55%), ad networks (29%) and publishers (24%).

Agencies are still on board with YouTube (62%) ahead of social (51%), however they also understand the power of live video as 17% said they 'definitely will' invest in it and 71% said they 'might'.

Marketers are slightly less sure of live video, with 21% saying they 'definitely won't' consider it.

Roll up

The average video budget stood at 25% of the respondents' overall allocation, and 53.5% said it would increase in the next 12 months.

The budgets for branded content and pre, mid and post-roll video are expected to increase by 45% and 42% respectively.

With indications that video is going nowhere but up, the key for media executives is getting ahead of the curve on the right platforms.
 

Learn with SMK through December

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December's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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