Snackable videos: the way to viral conversions on social media

During the BAM Congress (Belgian Association of Marketing) spring session in May, I had the chance to attend Yasmin Vantuykom’s talk about video marketing on social media.

In three years, the influential marketing company Efluenz, founded and led by Yasmin Vantuykom, went from a start-up to a significant participant in the Belgian and French markets.

Usually, the material is presented in a way that allows the target audience to swiftly and efficiently absorb it without having to watch for an extended period of time. Snackable video material frequently includes entertaining comedy.

Consider Mark Zuckerberg’s 2017 prediction that video will become a new trend.

“I see video as a mega trend, same order as mobile.” – Mark Zuckerberg

He was correct! Facebook has increased its investment in original video production since 2017, with a focus on shorter-form programming.

However, TikTok is causing Meta and Mark Zuckerberg some trouble.

The popularity of TikTok increases everyday. It has grown significantly since its humble beginnings as a dancing and lip-syncing software. Today it creates trends and maintains close relationships with producers to keep viewers interested, video after video.

It’s also easy to relate to the current situation; a recent ClickZ study found that 80% of consumers had increased their intake of digital material since the COVID-19 outbreak. To maintain their social distance, people are spending more time watching videos and avoiding face-to-face interactions.

• 72% of consumers select videos to learn more about a good or service.
• 55% of clients watch videos every day.
• Customers watch videos on average once each week, or 78% of them.

It takes 6 hours and 48 minutes on average every week to view videos on the internet.
On average, users of TikTok spend 52 minutes every day on the app.

These statistics show TikTok’s capacity for using video material. The website satisfies some characteristics for addiction. The quick movies provide us with pertinent information that encourages our watching behavior, and this process is repeated often by presenting us with fresh videos that are more appropriately recommended.

Short-form video, in Yasmin’s opinion, is the new black.

In 2000, the average human attention span was 12 seconds, and there are currently just 8 seconds left. (A goldfish has a 9-second attention span.) As a result, videos are getting shorter. They have to make their main point in the first three seconds since consumers have more impulses thanks to a variety of media platforms (e.g.: TV, smartphone apps, radio, etc.).

We’ve seen that all social media platforms are promoting short-form videos, including Instagram Reels, YouTube Shorts, and Snapchat highlights, as a result of TikTok’s rapid expansion and our short attention spans.

52% of marketers (that use short videos) say that videos help them build trust with potential customers.
– Efluenz

• 86 percent of video marketers consider website traffic to be essential.
• However, 87 percent of video marketers mention a great ROI.
• 84 percent of customers believe that seeing a video increases their tendencies to purchase a good or service.

Remember, skipping still counts as winning! The recall rate of mobile video users was 22 percent higher. TikTok users will recall your business. After being exposed to the content, product, and brand, they could just be retargeted.

• 1200% more shares are generated by social video than by text and static picture material combined.
• Approximately 70% of Instagram users regularly see video content in the form of Stories.
• The typical consumer recalls 95 percent of the message when viewing a video, compared to only 7 percent when reading.
• One out of every four customers has purchased something after viewing an Instagram story.

All Efluenz influencer campaigns employ vertical video content, however keep in mind that vertical videos have a 90 percent higher completion rate than horizontal ones.

Aside: The percentage of users who achieve a particular business goal or collection of objectives, such sharing a document or subscribing to a mailing list, is known as the completion rate.

Companies that work with influencers need to make sure that their objectives, values, mindset, and tone of voice align with theirs.

• Offline marketing participants

They are involved in word-of-mouth marketing and can talk about the company on social media.

• Educators

Experts from a variety of industries offer their knowledge on Instagram and TikTok, providing legitimacy to a vital element of the target audience.

• Mediators

They are experts who know how to present a powerful message while keeping a casual tone with their audience.

• Users

These influencers will only promote products that they have tried and enjoyed.

• Advocates

They are conscious of their power and duty, and as a consequence, they attempt to see the good in every campaign or inside the brand values.

In contrast to long-form content, snackable video content is often compact, brief, and easy to watch.

The most popular viewing format in 2023 will be video, and marketing best practices will be influenced by automation and social media placement.

According to the World Economic Forum, 82 percent of internet traffic in 2023 is expected to be made up of streaming video content, meaning that 8 in 10 people will be exposed to it.

Will you use video marketing moving forward?

Tiffany is a passionate marketing consultant with strong communication skills. She has a first experience at L’Oréal in Corporate Communication and Product Management. Followed by experience in the retail sector at ISFI spices. She is a real team player, with an open mindset, emphatic approach and eye for detail. Tiffany loves to take on new challenges with a positive attitude, motivation and dedication.

Want to know more about Tiffany? Feel free to start a conversation with her on LinkedIn.