VANCOUVER, BRITISH COLUMBIA: Sharing videos on social media is about to get much easier.
On Wednesday, Hootsuite disclosed how it is incorporating video on its social-media-management platform.
Previously, organizations could only manage posts with text or pictures across social networks. However, Hootsuite is adding the ability to approve, schedule, and publish videos across YouTube, Facebook, Twitter, and Instagram. The platform will also let users approve and delete comments on videos, discover competitors’ videos, and work on-the-go with the app for iPhone, iPad, and Android.
"Our new video integrations with YouTube, Facebook, Twitter, and Instagram underscores how crucial video is to organizations as they evolve their digital transformation strategies," said Hootsuite CEO Ryan Holmes in a statement.
Social media platforms have been investing in their video capabilities. YouTube launched the capability to add 360-degree livestreamed videos on Monday, and Instagram increased the length of its videos to one minute last month. According to an eMarketer survey, U.S. adults consume 76 minutes of online video each day, and Twitter found that users engage with tweets that have video at twice the rate of other messages.
Hootsuite also recently conducted an online study of video-sharing behavior. A survey of 400 adults in the U.S. and U.K. found that 58% are more likely to watch a video if it was shared by family or friends, and 62% are more likely to share a brand’s video if it’s funny.
This story originally appeared on Campaign US.