Online videos can boost sales, social media expert says

Successful Facebook videos are generally 15 seconds long.   File photo

Rieva Lesonsky of SCORE shared tips on using social media videos to increase sales with the Greater Aiken Chamber of Commerce recently.

The "Big Three" social media networks are YouTube, Facebook and Twitter. All three allow both businesses and consumers to upload videos.

A MediaPost survey revealed that 46 percent of viewers made a purchase after watching a branded video and 33 percent have considered making a purchase. Of those who responded to the survey, 67 percent have increased their social media video-watching in the last year. In addition, the average viewer watches six hours per week of social media videos, or approximately 49 minutes daily.

YouTube is primarily made up of videos. The most successful are how-to and instructional videos. More than half of the videos range from 16 seconds to 2 minutes and are viewed on mobile devices, such as smart phones and tablets.

Successful Facebook videos are generally 15 seconds long. Forty percent of viewers will watch a short video; only 18 percent will watch for 30 seconds or more. When looking at the demographics, Facebook tends to have more female users, ages 18 to 29 and 30 to 49, respectively. If a business is targeting an older audience, Facebook is the favorite social media network for ages 60 to 64, followed by users older than 65.

Twitter also attracts a younger audience, with the largest group consisting of users ages 18 to 29, followed by users ages 30 to 49. Most Twitter users will only watch videos shorter than 30 seconds. The most successful videos are educational or promote brands.

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