The importance of video content on social media
As we know, social media is constantly changing. What works one year may not translate over to the next. One thing that has remained powerful since day one on these platforms is video content. Research shows our brains process videos 60,000 times quicker than text.
If that wasn’t enough, according to Sprout Social’s research, 93% of companies have acquired new customers directly from posting high-quality video content on their social media platforms. This is significant since the whole point of social media content is to get our message across.
While not every customer will read your caption or click the link in your bio to read your latest blog, chances are they will watch your video. Let’s dive further into the power of video content on social media and how you can start efficiently implementing video into your social strategy.
Why does video content work effectively on social media?
There are many reasons people adore video content on social media and why you should think about creating video content for your social media platforms.
1. Video grabs people’s attention
One of the biggest reasons video content works so well is that it grabs people’s attention. Videos are usually very well-designed and eye-catching. They also tend to have deeper messaging. This ultimately means you can connect with your audience on a deeper level.
Success on social media is all about your ability to condense information and grab people’s attention for long enough that they want to see more. Video proves to be an excellent tool for this today, especially if you capitalise on trending content.
2. Video is easy to consume, and people appreciate it
Unlike an article or a picture, videos are straightforward to consume, and they require less attention or focus. With an article, a user must visit the link in the bio and go on to read anywhere from 500 to 1200 words of text.
The reality is not everyone is a reader or learns this way. Most people enjoy videos, though, and find they can watch them with minimal effort. By the end of the video, they have consumed all the messaging, whereas, with an article, they may have to revisit sections or read it multiple times to understand it fully. Videos can also tell a story through imagery which is usually easier on the eyes.
3. Video performs better than other content
Video also often gets more exposure and engagement than other content on social media. If you have gone on just about any social media platform, you’ll notice video content. So many are harnessing the power of videos because they generally perform a lot better. After all, they work effectively with social media platform algorithms.
Social media likes video content, and because of this, social media platforms have brought out multiple features for this type of content, for example, Instagram Reels. In the case of reels, the content can reach people beyond your followers, which is excellent for brand growth and awareness. And, the longer a viewer engages with your video content, the more likely the algorithm of that specific platform will boost it, exposing it to an even wider audience.
How can businesses implement video content into their strategy?
There are many ways businesses can start implementing video content into their social strategy to ultimately improve their bottom line. Let’s have a look at these below.
1. Jump on trends
The best way to start adding video content to your social media strategy is by hopping on trends. We are already doing this at SDA with some of our clients. In our case, it mainly involves creating visually appealing videos and adding trending sounds to ensure the content gets the results we strive for.
A good example would be one of our clients who provide flying lessons. We use content such as aerial shots of Ireland or time-lapse videos showing the plane leaving the airport. Then, we do our research to find trending sounds on social media and select one to match.
The last part is essential; you cannot just throw any sound on the video; you need to find something that genuinely matches. This kind of content not only gets pushed in all the right directions when it comes to the algorithm, but people also really enjoy it for the reasons above.
2. Demonstrate how to use your products or services
When it comes to the kinds of video content you can make for your business; the world is your oyster. Naturally, you want to ensure it is relevant to your business. One great way to get started is by making demo videos that show exactly how customers can use your products or services.
For example, if you sell online therapy, show customers how they can purchase their therapy session from start to finish. Explain each step along the way to make everything incredibly clear.
This helps with brand awareness and acts as a guide that ultimately encourages people to buy your product or service. Perhaps people were hesitant before about it because they were unaware of how to use the platform.
3. Introduce the business
Another way you can start implementing video content into your social media strategy is by introducing the business. You can create videos introducing yourself as the Founder/CEO or the team.
Some businesses also create videos to share their mission and vision or hopes and dreams for the brand. You could also provide advice videos that could land well as key takeaways. For example, if you are a social media marketing agency, why not share how businesses can implement video content into their strategy? (oh wait, we are)
In addition, you could post behind-the-scenes content. For example, if you own a restaurant, why not capture your chef’s doing some prep or making some of the dishes. All of this helps build brand awareness and show your human side, and as we know, this encourages customers to connect with you and purchase from you.
4. Capture any events you are running
Running an event? Taking part in a competition? Nominated for an award? This is all content you should definitely be filming. You could create highlight reels of this or include some content from the event and then hop on afterward to share your thoughts.
This all acts as company news and updates and helps position you more as a thought leader in your field. What’s more, that loyal community you have created due to your brand content will be delighted to reign in on your success and celebrate you, sharing it across social media and getting more people to tune into your business.
In summary
The power of video content on social media cannot be underestimated. Therefore, more businesses need to be leveraging this and unlock further success. These are just a few ways to implement video into your social media strategy.
They are probably the easiest ways for you to get started. These ideas do not require specific video equipment; they can be done on your phone camera. So, will you be starting to incorporate video? If you need any further help with this or would like us to take the lead on your social strategy, contact us at Social Directions Agency.
Article written by Bronagh Loughlin | 16/05/2022