Consumers feel more favorably about videos than nearly any other type of branded social media content. According to Statista, 83% of consumers think it’s “cool” when brands post videos on social platforms. In contrast, less than a third of consumers consider it “cool” for brands to use slang or discuss politics, with 71% deeming the latter “annoying.”

Brands are getting the message, shifting spend from YouTube to platforms like Facebook and Instagram that cater to a larger audience. Adidas, Chanel, Starburst, and Oreo have led the charge in experimenting with these platforms’ video tools, according to L2’s Video report.

Video advertising shift

Adoption of Facebook Live has been rising steadily since early 2016. Sephora was an early adopter, launching live series like the monthly “New at Sephora”, which highlights recently added products, how-to videos and makeup tips. With over 50,000 views per video, the show was a success with consumers.

Facebook Live videos

Brands have a lot to consider when building their video strategy. Here are a few observations from L2 research:

Longer videos can still work, particularly on YouTube, if built around tentpole content and supported by ad spend. However, the overall trend is toward increasingly shorter videos. Calvin Klein’s #MyCalvins campaign consisted of quick 15-second Instagram videos posted by celebrity influencers, while Kenzo + H&M’s collaboration launch was marked by a 15-second teaser video across platforms.

Understanding the frequency of posting can help drive engagement at a relatively low cost. A consistent publishing cadence should be maintained on Snapchat and Instagram, while YouTube and Facebook lend themselves to more marquee content. For example, Chevrolet broadcased a live stream from CES when the brand launched its electric 2017 Bolt EV.

Although there are no free lunches when it comes to digital video deployment and creation, platforms like Facebook Live, Snapchat and Instagram offer viable options for budgets of all sizes. Indie beauty brands with smaller budgets have successfully leveraged Snapchat and Instagram to drive engagement by publishing behind-the-scenes videos from photoshoots and other events.

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