March 2, 2015

Why 2015 is the Year of Video

Mikey Dunn


We’re only about two months into 2015, but it’s safe to say that this will be social media’s Year of Video. What triggered the sudden push for video? Probably the wildly successful ALS Ice Bucket Challenge. Since then, almost all major social media platforms announced updates regarding video sharing on their platforms. Here’s what you need to know.

Twitter Has Native Video

Twitter introduced the ability to tweet native videos within the platform thanks to their SnappyTV acquisition last year. Now users can easily shoot, edit, and share videos all within the Twittersphere. For now, the feature is only available for iOS and Android smartphones via the official Twitter app.

Additionally, paid promoted video campaigns on Twitter are being noticed. Adweek reported on JCPenny’s recent Twitter video campaign where four-cent views were a highlight.

The Facebook Algorithm Favors Video

Facebook is notorious for switching up its News Feed algorithm, and while posts with photos may have reigned supreme in the past, more and more evidence points to favoritism for posts with Facebook-hosted video. According to a recent study by Socialbakers, posts that feature a single photo have the least amount of organic reach. The tables surely have turned.

Additionally, Facebook-hosted videos play automatically on your News Feed. “Autoplay” has significantly boosted videos for websites such as BuzzFeed. (Twitter is considering this too, but hasn’t acted on it just yet.) Facebook is the platform that concerns YouTube the most, as it’s estimated that Facebook already shows about 3 billion videos per day. It already surpassed YouTube in desktop-viewed videos as of August 2014.

YouTube Growth Will Stall

YouTube is the original mainstream video-hosting platform, and although it’s still the largest, the rise of other video-hosting services will cut into its growth. Facebook’s algorithm favors its own hosted video, so your brand may want to consider uploading its YouTube content onto Facebook too.

However, YouTube has an asset that other platforms can’t beat: YouTube celebrities. The top YouTube personalities and vloggers have significant influence with their millions of subscribers, and brands should consider partnerships with these new age stars.

Vine Videos Will Spread

Who would’ve guessed that six-second video clips could create what are known as Vine celebrities or micro-vloggers? While the time limit may first sound like an obstacle, it can be a significant opportunity for grabbing the attention of your audience. As noted by 16-year olds, Vine’s a key app for effectively reaching the youth audience. Additionally, Vine videos are becoming shared across platforms. Personally, I now see more Vine videos on my Tumblr dash than actual Tumblr-hosted videos!

Tumblr Pops Out

In October 2014, Tumblr Staff unveiled new enhancements to all video shared on the site, including Tumblr-hosted videos, Vines, and Instagram videos. On both mobile and desktop dashboards, the video player now pops out which allows users to watch while scrolling. Videos also auto-play and auto-loop, and the infamous native video player now works (finally). Parent company Yahoo has made it clear that it plans to focus significantly on Tumblr’s video capabilities, so if you’re already on Tumblr, start publishing video content asap!

Video on Instagram Will Be Important

Instagram introduced a stand-alone app called Hyperlapse in August 2014, allowing users to create and share hyper-lapse and time-lapse videos. Hootsuite recently noted eight brands that creatively used the new feature. Now crowned #2 with over 300 million active monthly users, Instagram will continue to be a major content destination for brands on social.

Tags: Content Marketing, Facebook, Instagram, Niche Networks, Twitter, YouTube

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