Key points to remember
- Meta, Twitter, and YouTube are introducing more features to compete with the short-form video content platform, TikTok. Twitter is the latest to join the bandwagon, announcing new video features on September 29, 2022.
- Short videos are said to have the best ROI of any social media strategy because they drive higher engagement, generate memorable content, rank higher in Google search results, and help increase like rates. opening emails.
A few days ago, on Thursday, September 29, 2022, microblogging platform Twitter announced that it was going to introduce new video features.
The first is an immersive media viewer, which would allow users to expand videos to full screen with a single click.
For context, here’s what’s currently happening when you click on a video on Twitter:
What you have is not full screen and shows a settings button on the top right.
Here’s what you’ll get with the new feature:
Then there is the video carousel feature. This will be included in the Explore tab – where you search for things and find hashtags.
Video carousels are currently available to users in select countries on Android and iOS devices. The immersive media viewer will be rolling out in the coming days to people using Twitter in English on iOS.
In the words of Gen Z, “It’s giving away TikTok.”
Why is everyone becoming TikTok?
TikTok is a social media platform that allows users to create short videos ranging from 15 seconds to 3 minutes.
It rose to popularity in 2020 and quickly overtook big names like Twitter, Facebook, and Instagram, becoming the most downloaded app in the world that year. It has remained so for the past two years, consistently topping the charts.
TikTok also became the first non-Meta app to reach 3.5 billion downloads.
We’ve also seen these big names launch TikTok-like features.
In August 2020, Instagram released Reels. YouTube followed suit with Shorts in September 2020. In February, Facebook launched Reels.
Fun fact: YouTube Shorts has added another TikTok-like feature, allowing creators to include voice-over narrations in their videos. YouTube announced this yesterday, October 3, 2022.
Mark Zuckerberg has acknowledged the threat from TikTok, telling investors in February 2022 that people are spoiled for choice and apps like TikTok are growing rapidly.
Although Meta still derives the most revenue from digital advertising, TikTok has overtaken Instagram and Facebook in capturing the attention of its daily users.
According to Insider Intelligence, TikTok users in the US spend an average of 45.8 minutes a day scrolling through the app, while Facebook and Instagram users typically spend 30.1 minutes.
Fun Fact: TikTok posted revenue of over $990 million for the calendar year ending December 2021. However, the company posted more losses, with pre-tax losses reaching $896 million.
YouTube and Meta introduced incentives and rules to push Shorts and Reels.
In 2021, YouTube launched the YouTube Shorts Fund to help short film creators earn money and grow their business.
This year, in September 2022, it announced that it would introduce advertising and share 45% of revenue with creators.
Last year, Instagram announced that it would give users bonuses of up to $10,000 for posting to Reels. However, it could come back to bite them in the back, with many users complaining about its increasingly TikTok-like feel.
Then there’s Snapchat, which is often overlooked in the TikTok hype and competition between Meta, YouTube and TikTok.
However, Snapchat varies slightly with more emphasis on disappearing status stories and positioning itself more as a community-focused platform. But brands, creators and media channels are taking advantage of Snapchat’s Discover tab which allows them to function as a mini YouTube where users can subscribe to their content.
Interestingly, even Google is wary of TikTok, acknowledging that it’s cutting into its search product.
Enter the trend
If you are a digital content creator, one thing is certain, you should create more short videos than using images and carousels.
Video marketing is growing and can reach more consumers than before, especially with Meta, YouTube and TikTok doubling down on shorthand content.
Short videos are said to have the best ROI of any social media strategy because they drive higher engagement, generate memorable content, rank higher in Google search results, and help increase like rates. opening emails.
If you’re trying to promote your brand, now’s the time to use short videos to your advantage.
Here are some tips to help:
- Try to keep your content as engaging and relevant as possible.
- Use concise but descriptive tags and be sure to include hashtags.
- Not all content works with short videos. You can’t go wrong with tutorials, demos and product explanations.
- You can reuse old content in video format.
- Include captions for people listening without sound and also to be more inclusive.
- Engage with trends that resonate with your brand.
- If you can, use animated videos, as they help bring the text to life. However, creating them would take longer.