We are talking about content loaded directly onto social media and viewed in-feed. It might be an iPhone video of a dog frolicking in the backyard or professional video posted by Fox News or CNN.
The growth of native video online engagement is fairly called staggering. Fox News earned almost 19.5 million engagements of its native video last October – and that was just on Facebook. As recently as January 2016, its native video engagement rate was around 5.5 million.
CNN’s native video numbers are smaller, but just as startling, with more than 9.5 million engagements on Facebook in October 2016 compared with 3.57 million engagements in January 2016.
Perhaps more impressive is that native video engagement levels are becoming the dominant form of engagement on platforms such as Facebook, YouTube and even Twitter. Native video engagement represented 62 percent of all of CNN’s engagement on Facebook last October. For Fox, native video accounted for 48 percent of total Facebook engagement in the same month.
The growth in native video engagement is evident for many other publishers from BBC News to National Geographic.
The takeaway is pretty clear. If you want to boost engagement rates on social media, use native video content.
That’s not the whole story, of course, Quality content still matters. Cute dog videos will only carry you so far. But if you’re not thinking about video, you are missing the boat that long ago left dock. The key is having a strategy that includes video. Video has lots of uses, including posting it natively on digital media where it can targeted at specific audiences, just like other content.
The fascination with video is not a passing fad. In fact, chances are it will become even more dominant as more people figure out how and when to capture compelling video content and learn how to use laptop editors or apps to turn clips into productions.
Young digital natives can whip up a snappy video without breaking a sweat and post it on Instagram or other social media. So, hire a young person or ask one to be your mentor and start shooting your native video to boost your engagement.