Video on social media is having a major moment right now.
It’s no secret that video is becoming a staple in marketing strategies and quickly overtaking all other forms of content. The sheer number of available formats for video marketing illustrates the point well (think YouTube shorts, Instagram Reels and TikTok, to name a few).
Video continues to be an all-time favourite content type. It’s versatile, engaging and offers excellent ROI to marketers worldwide with an immense 87% of marketers saying video marketing has helped them drive more sales.
Still not convinced? Here are 4 reasons why you need to incorporate video into your marketing strategy:
Video gets more exposure (and engagement)
Video content typically performs best with most algorithms, based on the fact it captures a viewer’s attention for longer. Short-form videos between three seconds and one minute long can significantly boost your social strategy and brand awareness, making it a worthy investment for your marketing efforts.
Here’s a quick bit of fun…
When you open your favourite social media app, how many minutes/seconds does it take for a piece of video content to appear on your feed? Mine was within 10 seconds!
It’s not just one social media channel, it’s ALL of them
While it’s important to create video content with a specific platform in mind, it’s totally possible (and recommended!) to repurpose your video content for multiple channels.
Here's a quick rundown of the most popular short-form video platforms:
TikTok: The platform that started it all. Videos can be as short as a few seconds and as long as 10 minutes.
Instagram Reels: Powerful for reach, Reels can be from 15 seconds to 90 seconds long.
Instagram Stories: Ephemeral content that disappears in 24 hours, but can be saved in Instagram highlights.
Facebook Stories: Similar to Instagram Stories, with over half a million daily users.
Facebook Reels: Facebook continues to record healthy figures, now approaching 3 billion users globally!! Videos can be up to 90 seconds long similar to Instagram reels.
YouTube Shorts: Launched in 2021, Shorts can be up to 60 seconds long.
It’s important to always keep up-to-date with social media video specs as they change frequently! Sprout Social regularly update their spec guides here.
Video has a longer shelf life than static content
More often than not the videos you are seeing on your feed are a matter of weeks if not months old (TikTok is known for this). Why you may ask... video content generates more interactions and shares than the usual posts with imagery so it’s regularly pushed back around.
Video content is more memorable than static content. It creates a multi-sensory experience that appeals to both the visual and auditory senses. As a result, we are more likely to remember the brand and its message as we find videos more interesting, engaging and informative.
Here are some ideas to increase your conversion and exposure rate through videos:
1. Video blogs
2. Webinars
3. Tutorials
4. Ads
5. Testimonials
6. Live streams
7. Product videos
8. Trends
Video is a Powerful Sales Tool
81% of people have been convinced to buy a new product or service through video.
So it’s no wonder that one of the most effective forms of social media marketing involves videos. Trust is the foundation of conversions and sales. The whole concept of content marketing is based on trust and creating long-term relationships. You need to showcase your product/service, prove that it is useful, and spread awareness. And, the best thing about video, you are able to do both those things all at once.
If you’re not creating video content for your brand yet, there’s never been a better time to get started.
The good news is, your video content strategy doesn’t need to be overwhelming or expensive -- often the simplest, most authentic concepts can work best.
Here’s a quick summary of our top tips for a successful short-form video strategy to help you get started:
Do your research: Understand how your competitors are using short-form videos and identify gaps you can fill.
Experiment: Try different themes, trends, and tones to find what works for your brand.
Reuse videos across platforms: Repurpose your content to save time and effort.
Find the right content mix: Determine the right balance between trend-based and original content.
Lean into your community: Use user-generated content and create a relationship with your audience.
Humanise your brand: Feature real employees, embrace authenticity, and use humour.
Engage, engage, engage: Respond to comments and DMs, and cultivate a community.
Video delivers better results. But this post just tells you why video is important, it doesn’t tell you how to use video, more on that very soon!
In the meantime, if you need advice and support on your video content, get in touch today!
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