The rise of, and need for, video in social media marketing

Kristofer Karol and Clayton Norman
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Kristofer Karol: Director of Marketing and Communications, Michigan State University College of Nursing, USA

Journal of Education Advancement & Marketing, 2019, vol. 3, issue 4, 316-324

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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