A recent report by Animoto notes that female entrepreneurs are shaping their marketing strategies towards the social media landscape with 98% saying they use FB for marketing, and 48% saying they feel confident creating high-performing content for that platform.
With 83% of respondents selling their goods/services exclusively online or partially online, social media marketing has become an important channel for female entrepreneurs looking to generate awareness and sales, with Facebook being the most used platform.
As demonstrated by the June survey of 637 female entrepreneurs, women particularly see Facebook as a powerful platform to gain new business with video marketing.
Female marketers are also looking to reach consumers by increasing the time they spend on video marketing. With 64% of consumers saying they made a purchase in the last month after being inspired by a brand video on Facebook, 81% plan to create a marketing video within the next six months.
Further, 30% of respondents have already tried live broadcasting (i.e. Facebook Live) in the last six months while 31% have created a marketing video in the last six months using a DIY tool. Only 7% hired someone to create a video for them, demonstrating that female entrepreneurs are embracing video creation as a core competency for social media marketing.
“These days, anyone can literally start their business from their home with a laptop and an Internet connection — in part thanks to the amazing possibilities that can be achieved with social media marketing. For me, Facebook and creating videos has always been a massive part of my marketing strategy right from the beginning of starting my business,” said Carrie Green, founder, Female Entrepreneur Association.
“More than two-thirds of Animoto customers creating marketing videos are women. Communicating with video is a key component to creating high-performing social media marketing content and female entrepreneurs are leading the adoption curve. These survey findings corroborate what Animoto customers have demonstrated — women are embracing video marketing as a way to stand out on social,” said Brad Jefferson, CEO, Animoto.
Social platforms on which female entrepreneurs market themselves – along with Facebook, include Instagram (89%), Pinterest (79%), You Tube (67%), LinkedIn (66%), and Snapchat (49%).
Social platforms for which female entrepreneurs feel confident creating high-performing marketing content include Facebook (48%), Instagram (40%), Pinterest (29%) and Twitter -(20%) while video marketing behavior among female entrepreneurs in the last six months include 50% who created a marketing video, 31% created / edited videos using DIY platforms, 30% broadcasted live (i.e. Facebook Live) or shared real-time video (i.e. Snapchat) and only 7% outsourced video creation.