A report from Wistia found that Facebook users are more likely to view video content than Twitter users. The report detailed compared the amount of video content shared on Facebook to that of Twitter and found that for every one video posted to Twitter, nearly 10 are shared on Facebook. Social marketers might take this as their cue to add promotional or informative videos to their content marketing mix.
Moving forward, it will be easier for followers to watch clips posted on Twitter as videos will be viewable on the site, meaning users won’t have to navigate away from the social giant to tune in. (Previously, videos shared on Twitter redirected a user to the original hosting website.) This may help the microblogging site gain ground as a video platform, however, Facebook still dominates over Twitter in terms of overall traffic, so the social media leader will still likely be a primary destination for video sharing. Nonetheless, video content (like all forms of content marketing) can gain the most exposure when shared across multiple platforms.
The devices used to access video content are also becoming increasingly diverse. According to the study, tablets are more popular for viewing longer video content, while most users watch spots between one and six minutes on their desktops or smartphones.
Brafton recently reported that video’s popularity on the web has exploded in recent years, and leveraging this trend is critical for the viability of marketing campaigns. Seventy percent of web users access video content at least once per week, the report suggests.