Compelling imagery and artistic visual content perform excellently on social media but don’t forget video when developing your content strategy. Understanding that you have less than three seconds to grab a potential social media fan’s attention, and with literally thousands of posts funneling into a user’s feed per day finding ways for your brand to stand out is vital in breaking through the clutter.
Although different types of videos perform better on some platforms vs. others, it’s important to note that you should be developing video content no matter what social media channel you’re marketing on. In case you need more convincing as to why you should start implementing video within your social media campaign, the below statistics are some of my favorites.
- Social video generates 1200% more shares than text and images combined.
- 45% of people watch more than an hour of Facebook or YouTube videos a week.
- Marketers who use video grow revenue 49% faster than non-video users.
- More than 500 million hours of videos are watched on YouTube each day.
- More video content is uploaded in 30 days than the major U.S. television networks have created in 30 years.
- 87% of online marketers use video content.
- 72 Hours of video are uploaded to YouTube every 60 seconds.
- 85% of the US internet audience watches videos online.
Your Target Audience Loves Videos
I know it may seem like you are wasting your time by producing videos for particular platforms, but you may want to rethink your mindset on that. Videos are, by far, the most viewed content on social media. Even more, it’s where your audience is spending most of its time online. This is why you will want to make sure that any video you plan on producing is compelling enough to draw your audience in and keep them engaged throughout the content’s duration. Also, make sure to test various lengths on different platforms to see what your audience engages with the most. However, generally speaking when it comes to social media shorter is always better.
It Builds Brand Awareness
One of the best ways to raise brand awareness is through video marketing on social media. This is another reason why you should develop a plan that focuses on creating videos that viewers will be highly-engaged with. Not only will it leverage your current audience to become more involved with your brand and its content, but it will also attract new viewers and social media followers. Take advantage of video and produce content that will give consumers a deeper understanding about your brand and its products or services. Depending on your marketing vertical you can do so by creating lifestyle videos, recipes, life hacks, product tutorials, teasers, etc.
It Gets Consumers Buying
Yes, the magic word that any marketer wants to hear;-) This is why video should be an essential component of your digital marketing mix.
Much like old-school television advertising, this is an excellent way to showcase your value proposition and persuade consumers while provoking purchasing behavior.
Of course, social media video differs quite heavily from broadcast commercials because technology has evolved from 60-second spots to snackable content heavily consumed by mobile as a first touch point.
Your videos should include subtle hints and verbiage that will tap into the minds of your viewers and drive them toward a call-to-action that isn’t too blatant. Nobody likes to view content that reads like a commercial. Your main focal point should be getting your viewers to engage with your content so that they will share, like and refer others to your brand.
With these thoughts in mind, take the time to study the psychological triggers of your target audience and develop an adaptive video marketing strategy that will empower them to learn more about your brand and become advocates.