As technology continues to improve at a rapid pace, social media becomes increasingly etched into our everyday lives. As a business, you should acknowledge social media – if not, you’re going to be left in the dust. Strategizing how to attract and then keep your audience engaged should be a top priority.

One way to do that is to focus on your brand’s video strategy. Consumers love video – HubSpot’s State of Video Marketing Survey shares these statistics:

  • On average, consumers watch an hour and a half of video a day.
  • If there is both text and video on a page, 72 percent would rather watch the video to learn about the product or service.
  • If your audience particularly enjoys a video, there is an 83 percent chance it will be shared amongst friends.
  • 81 percent of businesses already use video as a marketing tool – up from 63 percent in 2017.

The facts don’t lie – if you want to keep up with other businesses, start utilizing video today. With the choice of Facebook, YouTube, Snapchat, Instagram and the recently introduced IGTV, you might be wondering where to focus your video strategy.

With this in mind, some details to consider include the number of users on a particular platform and which network reaches your target audience best. Consider Pew’s social media fact sheet:

  • YouTube has the most users but is ranked fifth in frequency.
  • Facebook has the second largest user base and is used most frequently. Over half of its audience visits multiple times a day.
  • Instagram hosts a younger demographic and is growing quicker than Snapchat.

Still unsure where to go from here? Try learning from the efforts of top industry leaders.

For example, the dynamic duo of ice cream – Ben & Jerry’s – keeps their videos short and playful on Instagram, noting that viewers don’t want to watch anything for more than 10 to 20 seconds as they scroll through their feed.

With over two million subscribers, Disney’s YouTube channel is bursting with original content. Among its most popular are the retelling of beloved Disney movies with emojis, drawing tutorials, live studio tours and full-length episodes of popular children’s shows.

An unlikely user, General Electric, has an active presence on Snapchat. Follow the account for emoji science videos or directly send an emoji to the account to receive your own dose of science.

Ultimately, whether you love it or hate it, there’s no argument that video marketing is leaving a huge impact on the industry. To see a successful video strategy through, identify your audience and what interests them.