According to a recent report, there are more and more brands turning to video content than ever before, and while Facebook is still leading the way, LinkedIn is coming in strong.
According to data from Buffer’s 2019 “State of Social Report” released last week, just 14.5% of businesses don’t publish any video content. In its 2018 report, that percentage was 25%, showing that there is a clear increase in brands publishing video content. This year, more than a third of businesses publish video content monthly (36%), while a quarter publish video content weekly (24%).
The most popular channel for video posting remains the same since last year, with Facebook taking the lead. 81% of businesses use Facebook, vs YouTube at 62%. Instagram comes in third place (57%), Twitter in fourth (45.6%) and LinkedIn in fifth (32%), however, it’s very important to note that video on LinkedIn is getting 20+ times more shares than other content.
Also, while Instagram is a preferred platform for video, the majority of brands have no plans to use IGTV, or create content for it.
Early results demonstrate that IGTV is yet to catch on, with only 12.2% of respondents in Buffer’s survey saying that their business had used IGTV in 2018. 72% said they “have no intentions to create content for IGTV in 2019.”