The rise in mobile viewing of television and video is also impacting how small businesses advertise. Small businesses use video not on one but on multiple channels. Websites are the most popular place for videos. In fact, 1 in 4 small businesses say they have a video on their website. Of those, 30.7% are planning to increase their spend on website videos in the next 12 months. The next most popular platform for video advertising was YouTube.
Video on social media was new to the LCM survey in Wave 20. Video on Facebook came in third, with 12.8% using video on the social media platform. Among those using Facebook video, nearly half (48.6%) plan to increase their spend in the next 12 months. Twitter video was the small usage among the video media channels with 3.0%, but 37.7% of the small businesses that are using it plan to increase their spend on it.
How are small businesses making these videos? According to the LCM survey two-thirds (67.1%) made their own video. 28.6% made their video on social media using its ad tools.
Even SMBs that aren’t currently using video are looking to get in on the trend – 22.2% of SMBs who are not using video said that they were planning to start spending on video advertising in the next 12 months, according to LCM.
Tip – When selling tools and services to SMBs that use video, don’t pitch video as a standalone item. Their ad budgets and allocation to social media show that they are willing to invest in their marketing, especially social media ads. Video ads should be sold in the context of a broader and integrated campaign strategy.
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