With video expected to generate half of global Internet traffic by 2019, all the major social platforms have beefed up their video offerings. L2’s Social Video report suggests which platforms Consumer Electronics brands should focus their investments on, and what type of content suits each platform.
Best for: Long-form content
Despite competition from Facebook and Instagram, YouTube remains the default choice for brand videos. From Q3 2015 through Q1 2016, 59% of videos posted across social channels by Consumer Electronics Index brands were uploaded to YouTube, according to the study.
Given that Instagram and Snapchat limit videos to a brief duration, YouTube remains the only option for sharing searchable, long-form content. For Consumer Electronics brands, that can mean tutorials, product launches, and demos. While the average Consumer Electronics brand video on YouTube is three minutes, longer events can also pay off in engagement: Apple’s two-hour launch of the iPhone 6s and 6s Plus garnered more than one million views.
Best for: Photos or UGC
Facebook’s daily video views surged to more than eight billion in 2015 as the platform gave video a prime spot in the news feed algorithm. However, L2’s study finds no indication that brands generate more engagement from video posts. While Intel posts similar amounts of videos and photos, the brand’s photos receive three times more interactions.
Rather than investing in expensive video production for Facebook, brands can experiment with user-generated content. For example, GoPro offers up to $5 million in prizes for user-contributed videos. As a result, the brand’s videos garner more engagement than its image posts.
Best for: High-quality images
Looking at Facebook, Twitter, and Instagram in Q4 2015, Instagram accounted for 87% of user interactions with brand posts. But despite that high potential for engagement, Consumer Electronics brands have the lowest Instagram adoption rate of all industries tracked by L2. Even brands that do have accounts typically post infrequently.
If brands decide to post more often, videos might not be the best idea. Across nine industries, photos garnered more engagement than video posts. Therefore, the study suggests that Consumer Electronics brands instead focus their Instagram efforts on sharing high-quality images.
Best for: Frequent updates
With three-fifths of Snapchat users under 25, the platform presents a key opportunity to reach millennials. Yet brands accustomed to working on higher-production videos may find it challenging to post the frequent updates required by the platform. While Consumer Electronics brands post 39 times a week on average, a few key active players skew that total: during one week in the study period, Beats and Canon posted 176 and 93 snaps respectively. The key to their industry leadership is Snapchat “takeovers” by social influencers, who share a steady stream of posts to keep consumers engaged.
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