1. The benefits of using video in social media marketing are abundant
You can seize your consumer’s attention with a video a lot easier than by using words and images only. Catching someone’s concentration with a 2-minute of reading text is much harder than it is with video.
The growth of that same attention is proportional to the rate of your invested effort.
Make your videos even more pleasing to the eye by putting the subtitles in them. More than 85% of the videos are watched on mute, so make sure to catch as many eyes as possible.
When was the last time you managed to measure the efficiency of your blog or any other written content?
How can you know did your readers read the first or the last paragraph?
Have they even shared it with their friends?
Textual content is hard to measure, but video offers a whole new perspective.
You can measure click-through rates, the number of times someone watched the video, or even find out the point where they stopped watching. With information like that, you can uncover what works best for you, and learn how to improve what needs to be improved.
The Holy Grail of every marketer is to create a long-term and stable relationship with their customers.
With video, you’ll be able to build trust more than with any other marketing tool.
Video evokes emotions like no other type of content, and it opens space for creating a natural environment. You can use your tone of voice or facial expressions, so your customers always know what something means.
Of course, music in the background additionally completes the whole scene.
You can’t do that with an infographic, can you?
Videos multiply the time people are spending online.
Moreover, people notice the source of a captivating video and they are likely to come back for more.
That results in clicking, sharing, commenting, saving your content, but also in opening your emails (if you do an email marketing campaign besides social media campaigns), waiting for your offers and updates, and recommending you to their close ones.
More recommendations mean more people in your audiences, and more people could say only one thing – conversions.
2. You can use different styles of video for similar purposes
There are different sorts of videos that can serve for social media purposes.
Each of them carries a different approach, but their ultimate purpose is the same – to engage your audience and turn them into your customers.
If you have decided to start using video in social media, your first step should be establishing a primary goal for producing videos and determining what types of video content you will use to represent your brand.
Intertwine the styles, extract what you need and develop a mixture that will suit you best.
Here are some examples, bolstered with a few of our videos:
- Informational and animated video – consists of relevant data (statistics, facts, graphs, charts)
- Behind-the-scenes – a dazzling video that features office tours, your colleagues, or a sneak-peek into the backstage
- Live video – live stream of an event, Q&A video where your customers can ask everything they are curious about, interviews of special guests
- Promotional video – presents deals, offers, and attractive giveaways that are currently active
- Product video – showcases your product, demonstrates new features or depicts its construction
- Tutorials – introduces teaching people how to do something useful. These videos are short, but both entertaining and educational.
- Announcement – arouse excitement by disclosing big news about your company.
- Trending – these videos are ideal for jumping on the bandwagon of current online trends. Whatever it is, an amusing craze you want to be a part of or a reaction to a hot topic, a video is the perfect way to shoot your shot.
3. Video brings first-rate statistics
As more and more social networks reflect Facebook’s tendency to prioritize video content on our news feeds, the importance of video in social media has even progressed.
For example, Facebook has more than 8 billion video views per day, and social media posts with video can brag with having up to 48% more views.
What’s more, according to WordStream, more video content is uploaded in 30 days than the most significant US television networks have created in 30 years.
SocialMediaToday’s infographic brings us even more fascinating data, which shows us that one-third of the population that’s on the internet (and that is over 1 billion people) uses YouTube.
Also, 1200% more shares are generated by social media videos, than text and images combined.
It’s intriguing that people create videos for their business’ purposes more than they do for personal ones.
Most of them tend to use online platforms because of their simplicity, and a smaller percentage of businesses hire a dedicated design team or order videos from digital agencies.
4. Using social media video converts on astonishing results
Lush numbers derive lush results.
Marketing professionals who use videos in their social media strategies report having better video conversions with social, than with any other medium.
Using video on their websites resulted in almost 300% more traffic, a decreased bounce rate and increased organic search.
Using video in the email marketing also produced up to a 300% boost in click-through rates.
Moreover, let’s not forget about trust; about 40% of users believe online video ads, making them more likely to buy your product.
With riding the social media video wave, you can secure an increased exposure to your business and get under the noses of people you find relevant.
Your consumers WANT to absorb your enthralling video content.
It’s up to you to decide amongst showcasing your products, representing your brand or company and its culture.
5. What works for one, doesn’t for another
The rule which says that “one size fits all” here isn’t applicable.
Each social media platform brings a different style, different tone of voice, narrative and sometimes even an entirely different format of video.
Let’s be straight – Facebook loves video content.
Sharing is caring, so whenever someone shares your video, Facebook’s algorithms recognize it as quality content and grant it a better rank.
Videos on Facebook work without fault when uploaded directly to the platform. They are recognized then as a native video and could perform up to 4 times better than all other video formats.
Moreover, the autoplay feature is automatically enabled for native videos, so it’s more likely someone will watch it without having to click on play.
The potential of your video is enormous – it can quickly go viral, but only if you know how to take advantage of it.
Keep it short, concise and attractive, provide a brief explanation of the video, include a dash of Call-To-Action and voila – your audience is now pleased!
To make the most out of your uploaded native video, make sure to upload it in MP4 (because it’s supported not only by Facebook but also by YouTube, iOS and all Android devices) or MOV format.
Also, the resolution should be 1280px. The aspect ratio must be within the range of 9×16 to 16×9.
In case you want to share a unique scene and at the same time bestow your audience with a more experiential feel, you might want to check out 360 videos.
With 360 videos, your viewers can rotate the scene and getter a better perspective of your video.
If you’re searching for a perfect place where you can professionally express and demonstrate your business, LinkedIn is the place to be.
Video on LinkedIn allows you to provide complete communication and offers you the perfect opportunity to make a great first impression. Using video content will enable you to demonstrate your expertise in specific fields fully and make your topics more manageable to digest.
Posting longer videos is encouraged here, whereas other social platforms discourage higher time caps. The best way is to keep it somewhere between half-a-minute and five minutes long.
Live native videos are one of the best options to use: they do not need to be perfected and staged. Simple, well-timed and concise videos work like a charm every time. With posting your native videos, you build your brand awareness and reinforce your leadership.
Spreading the love for video by sharing videos you find appropriate and relevant helps a lot, too. Embedded videos, such as YouTube or Vimeo links are also always a good option.
LinkedIn video ads, or sponsored video content, grab attention much faster than linked or native videos.
As we said before, native videos prevail in our news feed, but on LinkedIn, it’s still unknown whether the videos on LinkedIn have any algorithmic dominance.
Instagram started as a simple app where people tend to post their aesthetically pleasing photographs.
However, with the increase of video popularity, Instagram slowly, but efficiently developed a new approach to amplify the amount of video content on its platform.
Initially, you were only able to post up to a minute-long video on your profile.
Soon after, Instagram presented a new feature, constructed by the Snapchat’s principle – the Instagram stories. IG stories are 15-second-long videos uploaded to the individual channel on your profile, which last for 24 hours only.
Consequently, more people started “inhaling” video content daily.
Brands and companies decided to specialize in Instagram marketing to make the most out of it. They started producing special promos and exclusive ads that were as much mesmerizing and captivating as possible, all to snag all attention attainable.
When IGTV came on the scene, brands were in exaltation, because they were finally able to post their content in up to 10 minutes long video.
Brand ambassadors, influencers and evangelists still learn through their Instagram pilgrimage what tone of voice and style of communication to use to resonate well with their audiences.
So yes, we’ve made it quite clear – video is the most powerful way to reach & engage your users.
And yes – it works with pretty much any platform.
Twitter’s research brings us the data on 9x more engagement than simple text updates.
What gets Twitter going is – storytelling.
It’s best when it lasts from 15 – 90 seconds, successfully increases brand awareness by 50% and raises the intention of potential purchase by 18%.
A Twitter-perfect video content presents your products along with reasons about what differentiates it from the rest, offers customer support and displays your positive impact on the society.
You are always welcome to experiment with the styles and lengths, but no matter what you do – always keep your tweets’ copy short.
Finally, make sure that your video is mobile friendly by using MOV or MP4 format, with the aspect ratio of 16:9 or 1:1 and you’re ready to go.
Find out more about current social video trends.
We’re not going to tell you that video is the king. You are.
Video is (just) your scepter.
Make sure to get the most out of its rising importance and connect yourself with those who you value the most.
If you want to explore the values video marketing more deeply, sign up for Covideo 14-day free trial.