The power of video content on social media - and how you can harness it

The moving image has been keeping us entertained for well over a century now. Today, however, take a look at any social media platform and you’ll find global brands, small businesses and market-leading influencers all vying for your attention via an eclectic mix of cutting-edge video content. In fact, video has become one of the most important marketing channels there is.A whopping 85% of businesses now use video as a marketing tool, with 92% of marketers agreeing that it’s an important part of their strategy.In research published by Hubspot, 99% of marketers currently using video reported that they plan to continue doing so over the course of this year. No less than 95% of them are even planning to up their investment in video in the near future. So it’s probably fair to say that video content has officially taken over the marketing world - and it seems this is a trend that’s here to stay. Today’s brands really need to know their stuff if they hope to pique the interest of an audience that is, quite frankly, spoilt for choice when it comes to video content. But what do brands really need to know, and why exactly is it so important? Well, make yourself comfortable, as we reveal a few of our most closely guarded secrets (only about video content marketing - this isn’t that kind of article, sadly).

WHY IS VIDEO CONTENT SO IMPORTANT FOR SOCIAL MEDIA MARKETING?

The importance of video in social media is rising rapidly. Video content is now integral to marketing strategies aimed at younger generations, and when targeted correctly, it can achieve incredible results. Here are just a few reasons why social media video content is currently topping the charts as the focus for marketers...

It Helps Brands Reach New Audiences

Forget about Millennials, with their smashed avocados and their fading memories of what a VHS is. Marketers are now turning their attention to Generation Z – and thinking very carefully about how to reach them.Gen Z now make up 40% of all consumers – and they’re not swayed by traditional advertising channels like billboards and “that weird box my parents still have” (a TV). Instead, this group of digital natives primarily consume information via social channels. For them, video content reigns supreme.A 2019 report found that your average Gen Z consumer spends an immense 3.4 hours a day watching videos online. This is a real window of opportunity for brands hoping to capture an audience which has, so far, proved tricky to reach. The type of video targeted at them is important; for a generation that has the attention span of a goldfish, short form videos, particularly TikToks or reels, are going to have more impact than hour-long explainer videos.This similar tactic was followed by the team of ILoveTypn

It Offers the Opportunity to Tell a Story

Video ads provide the opportunity for brands to tell a story, before throwing in the bonus of maybe selling a product as well.Framing communication as a story helps to build an emotional connection, which can have a dramatic result on customer retention figures. By communicating via storytelling, brands can fuse their messages with entertaining and informative content, making it far more likely that consumers will give up their precious time to watch it. Establishing a deeper connection with consumers can prevent the risk of them disengaging if immediately promoted products or services

Its ROI is Hard to Beat

Unless you’re Boris Johnson or Donald Trump, it’s hard to ignore the facts. Video content provides an impressive ROI, and that’s one of the biggest reasons why marketers are clamouring to use it. The latest Hubspot research revealed that 88% of video marketers reported a positive ROI from the video marketing campaigns. This shows a marked increase from the previous year, when 83% reported a good ROI. Research from 2015 reveals just how far we’ve come – five years ago only a measly third of marketers achieved a successful ROI from video marketing. The results of video content are improving at an impressive rate, along with our understanding of how to create videos that really speak to those all-important target audiences. Watch this space because – in the immortal words of Yazz – the only way is up (baby).

It’s Uniquely Effective in Building Trust

It’s now easier than ever to produce, edit and share video content on social media. Everyone’s doing it – your brother, your kids, sadly even your mum. This does of course make it a little more difficult to stand out from the competition, but it also provides some great benefits – like authenticity and trust.With video content, brands can show customers exactly who they are, what they stand for and where they’re headed. Brands can use video to show personality, reframe existing narratives and even reposition themselves as a company. For instance, a serious charity might use video to show their more light-hearted, humorous side. Likewise, a global brand might opt for a video campaign to engage with a new audience. Video content allows you to define your voice.

It Provides Powerful Data and Actionable Insights

When brands use video on their social channels, they immediately gain access to immensely powerful data. Data that can be used for good, not evil (honestly).Viewers can experience a user journey that's completely shaped by their video-watching behaviour. For instance, if a viewer has only watched half of a video, they can receive personalised information or calls to action. Additionally, viewers can be targeted with customised marketing, while those who left videos prematurely can be presented with content designed to match their preferences.Video even offers the opportunity to test different narratives, tones and styles with different audiences, zeroing in on the most effective communication for any target market.Did you know? YouTube has over two billion users. That’s a third of the entire internet.

The most effective types of social media videos

When delving into the realm of social media videos, you'll notice that content generally falls into several distinct categories. Selecting the right video format for your social media content is crucial. Do you prefer a brief 15-second story video, or do you lean towards a more extensive 15-minute feed video? Among the most effective options are demo videos, brand awareness videos, live videos, testimonial videos, and promotional videos for events like launches, parties, gigs, and festivals. These are the types of content that truly resonate with your audience - and why should we stand in their way?

Brand Videos

So, we’ve seen the power of social media video campaigns, but it’s also important to look at brand videos which can also be effective when displayed prominently on a brand’s website.The most compelling brand videos introduce the brand and communicate its mission in a short, snappy way that grabs the viewer’s attention and refuses to let go.

Live Videos

Live videos are powerful tools when it comes to boosting authenticity and establishing trust with consumers and target audiences.Popular on social platforms such as Instagram, Snapchat and Facebook, live videos can be shared at any time and can reach huge numbers of consumers within minutes of starting.Brands currently use live videos for anything from recipe demonstrations and fashion tips, to Q&As and special announcements. And if you say you don’t love a special announcement, then you’re a damn liar.

Testimonial/Review Videos

Testimonials and customer reviews often play a huge role in a buyer’s purchasing decision, so it’s a great idea to champion those top testimonials through video content. Brands can significantly boost their conversion rates by crafting authentic video testimonials showcasing genuine praise from satisfied clients. Take a look at this example from Dropbox for inspiration and to witness the positive impact it has on customers.

Event Videos

Brands invariably plough through huge amounts of energy, enthusiasm and hard work into their live events, but of course only a lucky few will experience these events first-hand.That’s why brands' videos are now carefully edited, using FOMO-inducing clips to let those who couldn’t be there know exactly what they’ve missed. Event videos can be filmed at all kinds of events, from product launches and conferences to top secret gigs and invite-only parties. Did you know? 65% of people use YouTube to help them solve a problem.

How to harness the power of social media video

Thinking about venturing into the online battleground that is social media video marketing campaigns? Well, we’ve got a few insider secrets that’ll prepare you to harness its almighty power. Here are our five top tips:

Plan Your Strategy

Behind every successful marketing campaign is a crystal-clear, well thought-out strategy. Video content is no exception to this rule, and that’s why we always recommend brands begin by thinking about their overall strategy. Consider the end goal and what a successful campaign would look like. Think about the quantitative results you want to achieve, and then plan a strategy designed to get you there. The more informed your strategy is, the better your results will be – and that’s our (non-legally binding) promise.

Get Their Attention

Once you get down to planning the production of your video content, there’s one thing you really need to think about: grabbing your audience’s attention.Your video content needs to get your audience on board – and fast. Ad Age research found that a third of viewers abandon a video after 30 seconds. After a minute, 45% of viewers will be lost, and as you approach two minutes you can expect two thirds of viewers to be gone. Time is most definitely of the essence.

Think About Your Message

Video content holds so many opportunities that it’s easy for our little brains to become overwhelmed. It’s a medium that inspires creativity in all of us, and its endless possibilities never fail to get those cogs turning as we think about how best to share a brand’s message. The beauty of video lies in its limitless potential, but there are pitfalls to be aware of here too. When producing results-driven branded content, it’s vital that the key message is clear, simple and easily conveyed. Don’t overcomplicate things – make sure your video tells your story quickly, in the most straightforward way possible.

Don’t Overlook the Audio

The ability to film and share content that’s been produced in-house adds an invaluable element of authenticity to many videos circulating on social media. But this rough and ready approach can sometimes cause problems. Audio is something that’s often overlooked, and this can have a detrimental impact on the overall success of video ads – because it turns out producing videos that sound like they were recorded through a potato doesn’t tend to get people watching. So, to avoid audio-related issues, we recommend always using an external mic. That way, you’ll be confident that your audience never misses a beat.

Don’t Forget Subtitles

Captioning your videos with subtitles is an absolute must; accessibility should always be a top priority in everything a business produces, not an afterthought. Also, think about where you typically consume online video content – perhaps it's while commuting on the train, waiting in a post office line, or even sneaking a peek at your desk during work (we won't tell!). In these scenarios, sound is often turned off.This is where the importance of subtitles truly shines. Video campaigns on social media platforms are frequently viewed in silence, making the inclusion of subtitles vital for ensuring your content remains accessible to all viewers, particularly to not exclude those who are deaf or hard of hearing, but also to ensure your videos are able to be watched in any busy train or loud café. The good news is that there's a plethora of user-friendly software available to help you add subtitles to your video content, making the process remarkably straightforward. Take a look at Movavi, Zubtitle or Kapwing to get started.

Talk to us about your social media video campaign

Social media video campaigns have the potential to transform a business, providing rapid results that can send your brand awareness stratospheric. With video, brands can reach never before seen audiences and build trust quickly.However, only the most engaging content stands out amidst the abundance of content online. Search engines generate a ton of dull, unhelpful content - it's crucial to learn how to distinguish your video content and ensure its relatability to your audience, fostering an emotional connection that delivers a clear value proposition. One way to do so is by turning social media channels into entertainment platforms through highly relatable, shareable video content. This will not only earn you attention but also significantly boost your click-through rate, helping convert eyeballs into action.

London Creative Agency

Still don’t believe us, even after having read this lengthy article? Take a look at our recent projects to see how we’re using video content right now. If you want to find out more, don’t hesitate to get in touch – email us at newbusiness@dontpaniconline.com and we’ll show you what we can do.NOTES: Images sourced from: https://unsplash.com/