Social Media Video Marketing

Sep 17

7 Reasons Why Video Content Is Absolutely Essential To Your Brand’s Social Media Strategy

Photo by Andrea Piacquadio on Pexels — *Photo by Andrea Piacquadio on Pexels*

Social media is continually changing the way that we communicate and consume information. The most successful content marketers are delivering content consistently through multiple social media channels.

For example, Facebook is the largest social network in the world and video content now accounts for a large part of the content on Facebook. Over 4 billion video views happen on Facebook every day, with 500 million viewers watching over 100 million hours of video content daily. Add in then YouTube’s numbers, 2 Billion users watching 1 Billion hours of video, every single day. Further add in platforms such as Instagram, Snapchat, TikTok, LinkedIn, Pinterest and Google and it becomes even more apparent why any serious marketer should be maximizing their video marketing opportunities.

It comes as no surprise too that with all the content that is posted across these channels, that visual content is more than 40 times more likely to get shared than all-text content. With online videos accounting for more than 82% of all consumer internet traffic by 2022, using video to amplify your marketing messages has never been more important.

1. Video Content Increases Brand Exposure

If a picture speaks 1000 words, imagine what a video is worth. Pictures stay in your head – and moving pictures even more so. Use videos on Social Media to communicate your message to your fans at regular intervals. Often, it is not immediately obvious who originally made a given post when users scroll quite their feed. If you brand your video content on Social Media, you make it easier for people to find the video again in the future creating an effective link to your brand. This increases your interactions across all of your social media channels as well as your website.

2. Video Captures Attention

Video is a fantastic tool to hook your audience. Unlike a long-winded text, it is much easier to consume. Most of us tend to passively scroll through our social media feeds and only the most compelling content tends to grab our attention. Video allows you to capture viewers’ interest in the first few seconds. In fact, within the first 3-5 seconds viewers decide whether to continue watching. So, it is important to optimize that opportunity. For example on Facebook, videos play automatically in the Facebook timeline and thus attract more attention with its visual appeal and receive more attention than static posts.

3. Video Drives Conversions

Driving conversions through CTA’s – Calls To Action Conversions should always be a goal for every video you post. A good way to measure is to set CTA goals. This typically involves a user action, whether you’re driving traffic to your site, purchasing a product or sharing your video. If someone watched a video all the way through, they have demonstrated interest. You need to direct them then to take a desired action. It's one thing to have compelling content, but driving conversions makes all the effort worthwhile.

4. Video Is Great for Search Optimization

Hopefully you are optimizing all of the content on your website for Search Engines, videos on social media should be no different. Social media channels are quickly becoming the new search engines themselves. Be sure to create compelling headlines and descriptions for your video so it will register in searches, while also complementing with relevant hashtags. Twitter offers in depth analytics for every hashtag, detailing key demographics, and provides a great base to orchestrate your video search optimization. Make sure that you add tags to boost search results across all of your social media.

5. Video Allows You to Personalize Your Messaging

Videos are a great way to let your followers see the people and processes behind your business. It’s a great way to humanize what you do. People do business with people, so BTS-Behind-The-Scenes videos reveal how you work and create familiarity with the people within your company, demonstrating why potential customers would want to work with you. If you persist in posting only business-related content, people will start to tune out if your content is not human or entertaining enough.

6. Video is Great for Taking Advantage of Trending Topics

It’s important to deliver relevant content to your Social Media feeds and pages. Video gives your brand a voice and allows you to move quickly to take advantage of trends, news stories and any type of content that goes viral. Some of the savviest brands incorporate these real-time techniques to get integrated into the social conversation as they happen. Many popular hashtags recur on a weekly basis (such as #TacoTuesdays) and span across a range of demographics. As a brand, the goal is to run video campaigns that spark conversations linking the latest trends.

7. Video Allows for Measuring Results by Tracking Engagement

It’s important to monitor your video’s results to find out what works and what doesn’t. Whether your posted videos are paid campaigns or organic posts, understanding the engagement they delivered will help in future video marketing efforts. Most social media channels have analytic features that give you this data. While views and shares are a good indicator, be sure to pay close attention to click throughs and that your videos are delivering the desired call to action goals you set when posting the videos. Most Social Media platforms offer various tracking options including: reach, interactions, page views, how long your videos are viewed, when users jump off, or how many people clicked on "Play". This information can be used to optimize your entire social media video strategy.

VideoFresh’s team of video marketing experts is ready to help you to craft the perfect videos to boost your online customer conversions.