Videos permit you to be concise and capture viewers’ interest within the first few seconds. Success on social media lies in your ability to condense information into easily digestible snippets of content long enough to keep viewers’ attention but short enough to leave them wanting more.
Social media is constantly changing the modes we communicate and consume information. The most successful content marketers consistently deliver their content across multiple social media channels. Visual content is more than 40 times more likely to be shared than text-only content for all the content posted across these platforms. Video is no exception.
It’s becoming an increasingly important part of promotional tools, and 65% of SMBs and large enterprises consider it the most engaging communication channel for their audience.
The main question is: Are you making the most of your video content on social media? With online video set to account for more than 82% of all consumer internet traffic by 2022, consider your options for the future.
Here are ten factors why you should incorporate video content on your site.
1. Attract attention 
- Videos are a fantastic method to engage your audience. Unlike a long-worded paragraph, it’s straightforward to consume.
- We’re guilty of passively scrolling through social media feeds, and only the most engaging content usually manages to grab our attention.
- You should provide explicit clues about the purpose of the video at the beginning before users can scroll away.
2. Optimization for search
- All your content must be optimized for search engines, including your videos.
- Social media channels are quickly becoming search engines, so you need to make your content relevant. It is essential always to have a goal.
- But how do you determine if you’re at the top of the “popular” and “topical” content list?
- Make sure you create compelling headlines and descriptions for your video, so it registers in searches and supplements them with relevant hashtags.
- Twitter provides detailed analytics for each hashtag, including crucial demographics, giving you an excellent foundation for optimizing your search.
- Make sure to include tags to improve search results on YouTube and Facebook.
3. Drive conversions
Regardless of which social medium you post through:
- it would be best if you always had a goal for your video.
- That usually involves a user action, whether driving traffic to your website, buying a product, or sharing your video.
- Your call to action is your digital handshake with your viewers.
- They’ve expressed interest if they’ve watched a video to the end.
- Then please get them to take the action you want.
- Something as simple as “To learn more, visit here” may be all it takes.
- Engaging content is one thing, but leveraging your resources and driving conversions is essential.
4. Unique messages
Posting a video on social media is unlike having a conversation:
- you can only talk about one thing at a time. Otherwise, your client will swiftly lose interest.
- With your call to action in mind, your video clip must tell a story that leaves viewers wanting more.
- If you add something to the video that doesn’t directly contribute to the call to action, you may want to remove it.
- You can repurpose much of your extensive video footage to focus on specific messages.
- If you efficiently do this, the material can be used for months, and you will have compelling content for the foreseeable future.
5. Make the most of topical issues
- It’s essential to deliver relevant content to your audience.
- Videos give your brand a voice and allow you to quickly leverage news, consumer behavior, and relevant viral content.
- Some most innovative brands are using these real-time techniques to become part of the social conversation.
- Many popular hashtags resurface every week (e.g., #WednesdayWisdom) and span a range of consumer demographics.
- As a brand, you want to develop campaigns that spark conversations, and tying your video to the latest trends is critical.
6. Share breaking news
A study found that almost half of the world’s adults interact with businesses on at least one social media channel. That makes social channels a great way to announce and share your most important news via video.
Incorporating videos on social media can explain concepts and provide exciting insights into your brand that would otherwise be difficult to explain.
The beauty of sharing your content is that you can keep the momentum going as you share your news for an even more significant impact.
7. Brand exposure
- Logos play an essential role as a link between the company and its customers, and their use in videos is no exception.
- Branding your videos with your logo is needed to ensure instant brand recognition, include associative meaning to social media projects, and build corporate identity and trust over time.
- After all, you want to ensure your brand is used to its full potential.
8. Increase brand awareness
If an image is worth a thousand words, imagine what a video is worth.
- It’s one thing to be relevant, but that’s worth very little if the quality of your video isn’t.
- Poor sound and image quality detract from the credibility of your message and can quickly create negative associations with your brand.
- However, by eliminating background noise and low-quality resolution, you can significantly enhance user interaction.
- There are many sounds, so you need to account for viewers’ diminishing attention spans by providing them with fewer excuses to leave the page.
9. Personalize your business
Videos are a great way to show your followers the people and processes behind the company, adding to the transparency of your brand.
- It’s the best illustration of the company if you can humanize your work because people do business with people.
- Behind-the-scenes videos show how you work and create familiarity with the people behind your brand, showing why potential customers should work with you.
- If you continue to upload only business-related content, people who engage with you will turn off if your range isn’t diverse, human, or entertaining enough.
10. Track engagement
Most social media channels have built-in analytics.
- It’s essential to monitor the progress of your videos to find out what’s working and, more importantly, what’s not.
- Whether the videos you post are paid campaigns or organic posts, progress should help with future video marketing efforts.
- While views and shares are a good indicator of the popularity of your videos, you should also pay close attention to click-through rates, and whether you’re getting the call to action, you intend.
3 BENEFITS OF USING VIDEOS ON SOCIAL MEDIA
Based on the statistics above, you already know that adding video can increase engagement on your social media networks by encouraging likes and shares.
If you’re not integrating video into your social media marketing strategy, you’re missing out on some key benefits and falling behind your competitors at worst.
Let’s take a look at three other significant benefits
1. Video influences customers to buy
Each day, BILLIONS of photos and videos are shared on social media. With all that, it’s quite a challenge to grab a client’s attention or explain your product or services in an informative yet exciting method that will encourage your target audience to buy.
Many studies show that most social media users prefer short captions; most people are not willing to read a paragraph (or more) describing the benefits of your products or services, and an image can only show so much. So if you only share pictures and text on social media, a potential customer will have to follow you for a while to get a sense of who you are and what you sell.
A video clip, on the other hand, can do a lot more in less than a minute. A well-done video can grab your customer’s attention, video educates them about your company and products or services, and inspires them to take action – all in just one post on social media. It has proven to be very effective regarding leads and conversions. Hubspot says 64 percent of customers are more likely to buy a product online after watching a video.
2. Video builds a strong connection with your audience.
Not only can a video persuade your customers to buy your products, but it can also build a strong bond with your audience by emotionally engaging them. Providing valuable and entertaining information that strikes a chord with your audience makes your company or brand seem trustworthy and exciting. And when a potential client becomes one of your followers, not only are they likely to buy your products, but many become your advocates as well. Using video to get people excited about your mission or message can help you gain an engaged audience.
3. Video is cost-effective
You don’t have to have a significant digital marketing budget to invest in the video; the return on investment can be significant. It is especially true if you can create several short videos in a single day of shooting. As long as you know your target audience and go with a strategic, well-planned approach, one day’s footage can be used repeatedly to produce videos for your social media channels and your website, landing pages, marketing emails, and paid ads.
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