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All About YouTube and Its Algorithm

YouTube is the largest global video-sharing platform. No wonder a digital marketing speaker Hong Kong highlights its power as the second most visited website in the world. Today, a social media agency Hong Kong notes that video marketing dominates content strategy. That is why a video marketing agency Hong Kong highlights that having a YouTube channel is now a necessity among brands. With 2.3 billion average monthly users, it can help boost brand awareness and conversion.

Like other social media platforms, YouTube algorithms change from time to time. It is to cope with modern consumers’ online behaviors. To further help brands, businesses, and creators understand video insights and trends, YouTube answers algorithm questions.

FACTS ABOUT YOUTUBE

YouTube has been a part of our lives since 2005. It was created by Chad Hurley, Jawed Karim, and Steve Chen. Google later bought the platform in 2006. Today, the platform not only provides video entertainment. It now houses a lot of video materials, including how-to videos, movies, music, news, product reviews, unboxing, vlogs, and web series. Individuals and organizations from various corners of the world can also use YouTube for live streaming.

The YouTube domain was launched on Valentine’s Day of 2005. Two months later, Jawed Karim posted the first YouTube video entitled “Me at the Zoo.” It is an 18-second clip uploaded on the 5th of April 2005. The first YouTube video showed Jawed at the San Diego Zoo in front of an elephant cage. Chad Hurley, Jawed Karim, and Steve Chen all worked at PayPal. To fund YouTube, they use the money from PayPal’s eBay buyout after they resigned.

After Google bought YouTube in 2006, it launched the localized versions of YouTube in June 2007.  It means that people in different locations get different video recommendations. The first 10 regions to get a localized YouTube site are:

  1. Brazil
  2. France
  3. Ireland
  4. Italy
  5. Japan
  6. Netherlands
  7. Poland
  8. Spain
  9. The United Kingdom
  10. The United States

Today, YouTube supports 80 languages and has been localized to 100 regions.

ABOUT YOUTUBE ALGORITHM

People watch more than 1 billion YouTube videos around the world every single day. These videos are commonly suggested by the YouTube algorithm. That is why more creators and marketers are working hard to get recommended by the YouTube algorithm. But how does YouTube algorithm really work? We’ve got you covered!

Since 2005, the YouTube algorithm recommends videos that attracted the most views and clicks. But this led to click baits – misleading titles and thumbnails. So, in 2012, YouTube adjusted its algorithm by including time spent watching a video to rank recommendations. The move evolves in the belief that people watch videos longer if they find value in them. During that time, creators started uploading shorter videos to meet the algorithm’s completion time for watching.

In 2015, the YouTube algorithm started measuring viewer satisfaction through random surveys. It then began using artificial intelligence to power its viewer satisfaction algorithm. This is through the users’ context history and video features. Today, 70% of videos watched on YouTube come from personal recommendations.

THE BOTTOM LINE

In general, the YouTube algorithm has gone more personal today because of technology. Thus, brands, businesses, and creators should focus on creating videos that give value to their target audiences. It is not more of what people want to watch in general. But it is more of creating relevant videos for an industry or niche.

Reference: https://www.youtube.com/channel/UCGg-UqjRgzhYDPJMr-9HXCg

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How Long Should Your Next Social Media Video Be?

Videos are now an irreplaceable part of every marketing strategy. It became the most popular content choice among online consumers today. During the outbreak of the COVID-19 pandemic in 2020, modern consumers have increased their online video consumption by 96 percent. Today, an average person spends 100 minutes watching online videos per day. By 2022, Cisco predicted that online videos will cover 82 percent of internet traffic. This is 15 times higher than it used to be in 2017. 

A digital marketing speaker Hong Kong, around 54 percent of consumers expect to see more videos from brands and businesses they support. It is because they retain more of the video messaging than any other type of content. No wonder, 84 percent of people have been convinced to buy a product or service after watching a brand’s video. 

Marketers who use video as part of their ads and campaign strategies have grown their revenue 49 percent faster than non-video users. Through videos, a brand or business can get 66 percent more qualified leads every year.  This may be the reason why 86 percent of businesses today employ video as a marketing tool. 

Video is a great marketing solution. But like other types of content, they evolve, and their consumption changes. As human attention becomes more selective, how long should your next social media video be? We’ve got you covered here!

Facebook

The ideal video length for both an organic or paid Facebook video is 15 seconds. A social media agency Hong Kong recommends keeping your Facebook short and sweet as much as possible. A Facebook video with a length of 2 minutes has often seen great engagement. The longer your Facebook video is, the more dramatically its engagement decreases. Facebook has several types of videos. These include: 

  • Facebook Reels that can last between 1 to 60 seconds. Please note that this format is still under testing.
  • Facebook Stories that can last between 1 to 120 seconds.
  • Facebook In-Stream that can last between 5 seconds to 120 seconds.
  • Facebook Feed videos that can last up to 240 minutes.
  • Facebook Marketplace videos that can last up to 240 minutes.
  • Facebook Search Results videos that can last up to 240 minutes.

When it comes to a Facebook live broadcast, the limit is 8 hours. Facebook algorithms favor videos that are directly posted within the platform. So, to get better engagement and reach, be sure to post your videos directly on Facebook. 

Instagram

Instagram typically supports short video clips. It is because the social media network is originally a photo-sharing platform. It is only last 30th of June that Instagram Chief, Adam Mosseri, announced that Instagram is switching to a photo and video sharing platform. The ideal length for an Instagram video is 30 seconds. It is important that the videos you upload on Instagram should be visually appealing. Like Facebook, there are several types of videos on Instagram. These are:

  • Instagram Video Feed that can last between 3 to 60 seconds.
  • Instagram Video Feed Ads that can also last between 3 to 60 seconds.
  • Instagram Reels that can last up to 30 seconds.
  • Instagram Stories that can last up to 15 seconds.
  • Instagram Stories Video Ads that can also last up to 15 seconds.
  • Instagram TV or IGTV can last up to 10 minutes for regular accounts and up to 60 minutes for large verified accounts.
  • Instagram live streaming allows a limit of up to 4 hours. 

If you want to level up your videos on Instagram, be sure to take advantage of hashtags. The platform allows the use of 30 hashtags on regular posts and 10 on Stories. But don’t overdo it. Only use relevant hashtags to boost the engagement of your videos on Instagram. Looping videos are also a great feature of Instagram. They can keep your audience engage and lengthen their viewing time. 

YouTube

YouTube is the largest video-sharing platform in the world. As such, it is well-known for longer video content. The ideal video length for YouTube depends on the category of the video and the type of audience you are targeting. 

A video marketing agency Hong Kong notes that YouTube can accommodate long-form videos of up to 12 hours in length. This is equivalent to 256 GB of data. YouTubers may see videos longer than 12 hours. But these are the older ones. The 12-hour limit has only been imposed recently by YouTube. Among regular YouTube videos, shooting for 7 to 15 minutes is the best-performing ones.

When you are using videos on YouTube for marketing purposes, videos that are no longer the 2 minutes offer the best results. There are several types of video ads on YouTube. These are:

  • Bumper Ads are non-skippable video ads that last up to 6 seconds.
  • Non-Skippable video ads that can last between 15 to 20 seconds. 
  • Skippable video ads that can last between 12 seconds to 6 minutes. 

Reference: https://bemarketing.com/social-media-video/