The key to truly engaging your audience on social media is offering them captivating content. While followers may appreciate your product or service, what really keeps them invested in your organization on social media is worthwhile content that informs, inspires, and entertains. Providing valuable and authentic content is a constant struggle, especially when it’s harder and harder to cut through the noise of the digital world. So, how do you take a step above the rest on social media? One of the most effective types of content (and one that grows continually more important) is video content for social media.
According to the American Marketing Association, social media video content spending is set to explode. In 2016, 15% of U.S. digital ad spending was on video. In 2020, that number is projected to be 24%. By 2019, 85% of search traffic will be video content. By 2021, 82% of all internet traffic will be video content.
So why is video more effective than other types of communication? Consider these stats:
- 90% of consumers say watching a video helps them with their buying decisions
- 50% of consumers visiting a site with a product video remember more of what they saw than of what they read
- The average video retains nearly 40% of its viewers all the way to the end
Ultimately, video generates higher engagement and more click-throughs than traditional ads because video captures the unique essence of a brand with an incredibly interactive perspective and an undeniably human element that text and still photos just can’t replicate.
Considering the effectiveness of video and the pervasive nature of social media, these two make a perfect pair.
Social Video Boosts Credibility and Trust
Viewing a brand through the lens of a well-produced video lends towards greater user trust. Through video, brands can more easily communicate their personality and unique tone as well as emphasize the passion and conviction they have for their product or service. Not only that, but video allows potential customers to clearly see a product or fully understand a service more than an easily-manipulated photo or explainer text.
Video and Mobile Go Hand-In-Hand
A vast majority of web and social media use now comes through mobile. By curating video content to mobile users, brands can easily communicate their key messaging any time and in any place. Users want to constantly follow their favorite influencers and brands and mobile video allows them not only to stay connected but to feel a part of the lives of people or the daily inner workings of an organization.
Video Generates Increased Shares
A huge part of social media is entertainment, information, and inspiration. Achieving one of these likely result in social shares consequently increasing the reach of your brand. Although photos and informative posts can be effective, their share-ability is nothing compared to that of video. Video is inherently captivating and easily-digestible – two key ingredients for increased social sharing.
When done right, video content for social media has the power to turn a mundane social campaign into a memorable one. It can boosts trust, works well on mobile, does all the explaining, increases shares and improves conversions. The key is to post high-quality video content on a consistent basis across all your social platforms.
If you want to learn more about developing video content for social media, contact us. Our expert team can answer questions about your unique brand and how to leverage social campaigns to make it thrive.