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Why the Mars Video Clip Matters for Digital Content Creators

February 24 2021 by Sarah Eck

It’s official. Powerful audio and video moments can come from literally anywhere. We now know what a strong breeze sounds like on Mars. MARS. 

Visual of video image from Mars rover, Perseverance with overlay of waves to represent audio

 

 

For the first time, we are able to see the moment a rover touches down on another planet. Not only could we actually view the landing of the Perseverance, getting to also hear the sounds at Jezero Crater brings the environment on the red planet to life.

As if we weren’t already creating enough video content here at home, now we’ve got it coming from other parts of the universe. (Which is incredibly cool and makes our nerd hearts smile). It begs the question - if we can see and hear Mars - what might we be missing? If we can get video footage of nearly anything, won’t we expect to see everything? Is there any boundary to the potential of visual (or audio) proof?

 

Endless Possibilities 

Video hasn’t yet hit its peak - and likely won’t for some time. Yes, consumers are spending 86% more time consuming digital video than they did just five years ago. However, in many digital channels we still see large year over year increases in video consumption. Twitter is still experiencing gains in video use and watch time among its users, with no signs of slowing down.

With the growth of video-driven platforms such as TikTok, and the ability for anyone to capture a newsworthy event on their cell phone, we’ve only scratched the surface of building a collective video library of epic proportions.

As video sources and consumption grow, two significant challenges emerge for digital content creators: 

Let’s quickly explore both and a few things to think about in addressing each one head on.

 

Find Video Gold by Reducing Your Search Area

Broad-based search engines give us access to the whole world. A few keywords can lead to discovering new worlds, new foods, new products, new people and more. It can actually be a bit mind boggling. It's why a quarter of users click the first Google search result and few venture beyond the first page. 

But if you really think about it, you probably have a handful of go-to sources. Those that you trust and continually go back to. Most people do, whether they are content creators, social media managers, or video journalists. 

So as you think about ways to minimize the growing noise to find key moments or clips, look for tools and solutions that allow you to create your own curated search engine. Start building a library of video moments from your most-used sources, the ones you can count on to drive engagement. That way, when you need to find video content quickly, the universe you're searching in is drastically smaller.

 

Clips, But Make It Contextual

The rules for video in social media channels vary. For advertisers, a viewer's attention span is exceptionally short. The average watch time per video ad on Facebook is currently around 10 seconds. And some marketers have found the greatest success with YouTube pre-roll ads that are no longer than eight seconds. 

For news, educational, and entertainment-based video content, the story is a bit different.

Digital journalists have plenty of room to use longer, more context-driven video to build trust in news content found in social media channels. According to the Pew Research Center, while half of Americans get news on social media sites at least sometimes, 60% of them expect the news they see in these channels to be inaccurate. Only three in 10 say it helps them understand current events. Using video as the basis for crafting well-rounded narratives can go a long way in closing these gaps.

Longer-form, more detailed, context-rich videos can also have a positive monetary impact. BuzzFeed has reportedly increased its Facebook Watch revenue by approximately 20% through production of more videos that are more than three minutes in length. When there is a real story to tell, and it is told well in a way that promotes understanding, viewers will engage.

 

Maybe a massive influx of video from outside the boundaries of Earth isn't imminent - yet. But now is the time for digital content creators to develop methodologies for quickly seeing through the noise to get to the video moments that deliver context, build great stories, and are truly out of this world.

2020: The Year of Video Proof

January 22 2021 by Monty Mitra

Video connects us. From lighthearted TikToks and Zoom happy hours to the sobering images from Black Lives Matter protests and the insurrection at the US Capitol, moments captured in video drive our conversations and shape our opinions.

The social isolation and turmoil of 2020 only reinforced the importance of meaningful connection and shared experiences. While we continue to be physically isolated from each other, journalism and technology have kept us current and engaged with the world around us. Reliable information has been crucial in the face of an ongoing global pandemic and tumultuous political climate.

However, bias and misinformation has called journalism’s ability to provide impartial, transparent information into question. With the very definition of truth up for debate, we saw a meaningful increase in video usage and viewership as people looked for ways to validate the news with their own eyes.

 

More Video Means More Video Clips

At SnapStream, we saw increases across all our usage metrics in 2020 - from video recording and search to clip production and social sharing

SnapStream customers created 25% more clips compared to the prior year, with a significant uptick in the months preceding the presidential election. News outlets, think tanks, and other media providers leveraged key moments to inform and persuade voters as they navigated a relentless influx of both facts and fiction.

 

SnapStream Clips Created 2020 v. 2019

Chart showing SnapStream users clipped 25% more videos in 2020 than in 2019.

 

Tweets Featuring Video Improve Engagement by up to 3X

According to Reuters, “[2021] will be a year when text-based newsrooms invest more heavily in online audio and video content, in data journalism, as well as the snackable visual ‘stories’ that work well on social media.” 

We already know people rely on social media to get their news. More than 70% of Twitter users say they use the network to stay informed. In 2020, the number of tweets posted with SnapStream featuring a video clip increased nearly 100% over the prior year. 

 

SnapStream Tweets with Clips 2020 v. 2019

Chart showing SnapStream users created 100% more tweets featuring video clips in 2020 compared to 2019.

 

Tweets including video clips proliferated for a simple reason - they perform. Readers are far more likely to engage with social content powered by video proof.

 

Tweets with video receive:

  • 2X more likes

  • 3X more retweets

  • 2.5X more replies

 

Video proof gives the reader a level of context for the information they’re consuming that quotes or static images can't match. As Graham Lampa of the Atlantic Council says, “Bite-sized pieces of easily consumable video content come packaged with incisive commentary that situates the source material within a broader political, cultural, and journalistic context.” 

This tweet sent via SnapStream by Oliver Darcy generated ~500K engagements and 8.6M views

 

What's in Store for 2021?

The pandemic and concerns about misinformation during 2020 has altered how we interact with the world. We've seen that these themes will continue well into 2021, which will keep journalism and news at the forefront. We expect usage of and engagement with video moments to continue to accelerate as video can uniquely help newsmakers deliver their audiences vital context quickly and maintain the engagement and connection we all crave.

What is SnapStream? There's an unlimited amount of video content out there: 24/7 news channels, breaking news events, sports, talk shows, awards galas, entertainment shows, and so much more.

SnapStream makes a real-time news and media search engine that makes it fast and easy to find the video moments that support our customers telling great stories.

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