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The rise of, and need for, video in social media marketing
Journal of Education Advancement & Marketing,
3
(4),
316-324
(2019)
Abstract
Video is becoming an increasingly important part of social media marketing. By 2019, global consumer internet video traffic will account for 80 per cent of all internet traffic.1 By 2021, Facebook CEO Mark Zuckerberg expects the majority of traffic on his channel to be video.2 And currently, YouTube is already the number-two search engine, with more than 180 million Americans — or 56 per cent of the population — tuning in.3 With this increase in video consumption, it is imperative, especially for higher education marketers, to incorporate more visual content into their strategies. This paper will provide a brief overview of the current use of video in social media marketing, followed by a discussion of effective styles for engaging various audiences, as well as the tools and strategy one needs to get an effective video presence off the ground.
Keywords: video; social media; digital marketing; research
The full article is available to subscribers to the journal.
Author's Biography
Kristofer Karol is the director of social media strategy for Indiana University. In addition to providing guidance for the IU system’s digital engagement efforts, he also frequently speaks at conferences and is a past recipient of the Public Relations Society of America’s Silver Anvil Award of Excellence. Prior to joining IU, Kristofer worked in media relations for a large health system and was a daily newspaper reporter.
Clayton Norman is one of Indiana University’s (IU’s) representatives in all things social. Through Twitter, Facebook, Instagram, Snapchat and the latest emerging platforms, he keeps IU’s hundreds of thousands of followers engaged, entertained and informed about what’s happening across IU campuses. Before joining IU Communications, Clayton ran the social media accounts at the Center for Biological Diversity, a Tucson, Arizona, based environmental organisation dedicated to protecting endangered species and wild places. Clayton has a bachelor’s degree in Spanish and communications from Southwestern University and a master’s degree in journalism from the University of Arizona.
