{"id":67553,"date":"2019-02-18T14:53:52","date_gmt":"2019-02-18T13:53:52","guid":{"rendered":"https:\/\/internetrepublica.com\/?p=67553"},"modified":"2019-02-20T19:13:28","modified_gmt":"2019-02-20T18:13:28","slug":"video-social-media","status":"publish","type":"post","link":"https:\/\/internetrepublica.com\/blog\/video-social-media\/","title":{"rendered":"El v\u00eddeo lidera el consumo en Social Media"},"content":{"rendered":"<p>El contenido audiovisual se ha convertido en el <strong>l\u00edder en cuanto a la forma en la que los usuarios se comunican entre ellos<\/strong> y con otras figuras como perfiles de marcas o la propia inteligencia artificial recogida en aplicaciones o chabots. A\u00fan as\u00ed \u00faltimos <strong>estudios como el publicado por\u00a0Quintly<\/strong>, en el cual se <a href=\"https:\/\/www.quintly.com\/blog\/facebook-study\">analizan 105 millones de publicaciones en la red social Facebook<\/a>, nos refleja un importante camino por recorrer por parte de las p\u00e1ginas para responder a las necesidades de comunicaci\u00f3n del usuario.<\/p>\n<p>&nbsp;<\/p>\n<p>El informe analiza <strong>4 variables<\/strong> que nos ayudan a ver esta oportunidad y reto para las marcas:<\/p>\n<ul>\n<li><strong>Tipo<\/strong> de publicaci\u00f3n y su distribuci\u00f3n<\/li>\n<li><strong>Longitud<\/strong> del texto en la publicaci\u00f3n<\/li>\n<li><strong>Horario<\/strong> de publicaci\u00f3n<\/li>\n<li><strong>Reacciones<\/strong> por parte de los usuarios<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>El v\u00eddeo protagonista en interacciones<\/h2>\n<p>La primera conclusi\u00f3n que podemos sacar es que las marcas en su gran mayor\u00eda <strong>publican enlaces e im\u00e1genes<\/strong>, la primera por el claro <strong>objetivo prioritario de generaci\u00f3n de tr\u00e1fico<\/strong> y la segunda enfocada m\u00e1s en un <strong>objetivo de engagement<\/strong>, pero debemos tener en cuenta que de forma amplia se suele incluir enlaces en los copies de estas publicaciones manteniendo el objetivo principal de tr\u00e1fico.<\/p>\n<div id=\"attachment_67554\" style=\"width: 693px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-67554\" class=\"wp-image-67554 size-full\" src=\"https:\/\/internetrepublica.com\/wp-content\/uploads\/2019\/02\/Post-type-used_Quintly.png\" alt=\"Distribuci\u00f3n de tipo de publicaciones en Facebook - Quintly\" width=\"683\" height=\"421\" srcset=\"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/02\/Post-type-used_Quintly.png 683w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/02\/Post-type-used_Quintly-300x185.png 300w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><p id=\"caption-attachment-67554\" class=\"wp-caption-text\">Distribuci\u00f3n de tipo de publicaciones en Facebook &#8211; Quintly<\/p><\/div>\n<p>&nbsp;<\/p>\n<p>El problema viene cuando <strong>cruzamos esta informaci\u00f3n con las publicaciones que tienen m\u00e1s consumo<\/strong> e interacciones con la comunidad, y observamos que <strong>la tercera publicaci\u00f3n por tipo (14,1%) se convierte en la primera publicaci\u00f3n por consumo<\/strong>, destacando por tener un 65% m\u00e1s de interacciones que la publicaci\u00f3n de im\u00e1genes. En cambio vemos como el principal tipo de publicaci\u00f3n, el link post con un 54,9%, pasa a ser la menos consumida con un 72% menos de interacciones que el video.<\/p>\n<div id=\"attachment_67558\" style=\"width: 692px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-67558\" class=\"size-full wp-image-67558\" src=\"https:\/\/internetrepublica.com\/wp-content\/uploads\/2019\/02\/Post-type-interactions_Quintly.png\" alt=\"\" width=\"682\" height=\"448\" srcset=\"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/02\/Post-type-interactions_Quintly.png 682w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/02\/Post-type-interactions_Quintly-300x197.png 300w\" sizes=\"auto, (max-width: 682px) 100vw, 682px\" \/><p id=\"caption-attachment-67558\" class=\"wp-caption-text\">Publicaciones m\u00e1s consumidas por interacciones en Facebook &#8211; Quintly<\/p><\/div>\n<p>&nbsp;<\/p>\n<p>Debemos tener en cuenta que cuando hablamos de video hablamos de <strong>video en nativo en sus diferentes variables<\/strong> ya sea en directo, publicando un contenido propio o en su variable de contenido ef\u00edmero como en stories. Nos encontramos con un formato presente desde hace tiempo en la econom\u00eda del contenido y que a\u00f1o con a\u00f1o va ganando fuerza con la incorporaci\u00f3n como opci\u00f3n de publicaci\u00f3n en las diferentes redes sociales.<\/p>\n<h2>Ejemplos uso v\u00eddeo en social media<\/h2>\n<p>Como ejemplo podemos encontrar <strong>la <a href=\"https:\/\/techcrunch.com\/2019\/02\/11\/linkedin-debuts-linkedin-live-a-new-live-video-broadcast-service\/\">nueva opci\u00f3n de Linkedin de poder transmitir video en directo<\/a> a grupos o comunidades<\/strong> en la red social siguiendo con <a href=\"https:\/\/www.socialmediatoday.com\/social-business\/linkedins-rolling-out-native-video-all-users\">su estrategia de incorporar este formato iniciada en agosto de 2017<\/a>. El\u00a0<b>v\u00eddeo\u00a0ef\u00edmero capitaneado por Instagram Stories<\/b> es el contenido con mayor consumo con datos de <a href=\"https:\/\/www.thewrap.com\/members\/2019\/01\/30\/instagram-stories-just-passed-500-million-daily-users\/\">m\u00e1s de 500 millones de usuarios activos al d\u00eda<\/a> seg\u00fan los \u00faltimos datos de crecimiento del Q4 de 2018 presentados por Facebook.<\/p>\n<p>&nbsp;<\/p>\n<p>El reto de las marcas y sobre todo de los equipos de producci\u00f3n de contenido audiovisual es la <b>capacidad de crear v\u00eddeo, un contenido que conlleva m\u00e1s tiempo de dedicaci\u00f3n y perfiles concretos<\/b> pero que es la realidad de la comunicaci\u00f3n de las nuevas generaciones que desplazan el tipo de consumo hacia formatos r\u00e1pidos y dirigidos a la interacci\u00f3n.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El contenido audiovisual se ha convertido en el l\u00edder en cuanto a la forma en la que los usuarios se comunican entre ellos y con&#8230;<\/p>\n","protected":false},"author":70,"featured_media":67571,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[120],"tags":[1211,41,610],"class_list":["post-67553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-formatos","tag-social-media","tag-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El v\u00eddeo lidera el consumo en Social Media - Internet Rep\u00fablica El video lidera el consumo en Social Media<\/title>\n<meta name=\"description\" content=\"El contenido audiovisual se ha convertido en el l\u00edder en cuanto a la forma en la que los usuarios se comunican entre ellos y con otras figuras como Seg\u00fan el \u00faltimo estudio de Quintly el consumo del video en redes sociales aumenta en volumen de interacciones. 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