“No matter what you’re selling, no matter what your company does, if you don’t have a video marketing strategy for the biggest video platforms, you are going to lose.”
It’s not news that social media is king in advertising right now. It’s also not news that video marketing is one of the most popular—and increasingly popular—forms of content today.
Video is the top dog in content, and social media is the top platform for advertising. So what happens when you put them together?
Social video generates 1200% more shares than text and images combined, according to Small business Trends. Facebook generates 8 billion video views on average per day. It’s impossible to ignore the huge market of social media and how video can give us a bite of this market share.
Utilizing a video campaign with your social media strategy is the ultimate way to improve engagement and conversion for your business.
Why should you use video on social media?
1. Video has a strong return on investment.
Social media is naturally low investment. It costs nothing to start a Facebook company page or a Twitter account. Companies like social media because the actual platform itself can be low cost.
Thus, it’s common for small businesses to be weary of paying for content on a free platform. It’s not uncommon to think, “Why would I invest all this money in a video when I can just use the free social platform to connect with my audience?”
But that question is innately backwards. You can’t connect with your audience simply because you’re on a social platform. You can’t interact with each person individually. The purpose of social media is to share content and build relationships through that content.
And video has the strongest return on content investment. In fact, over 83% of businesses say that video has the best ROI of their marketing campaigns.
Moreover, social media naturally allows for a strong organic reach, which can prove a higher return on investment per dollar. Additionally, Facebook videos have a 135% greater organic reach than photo posts. Together, this allows for a greater reach that can prove financially fruitful.
If you’re going to invest the money in building a strong social media platform with visually stunning and entertaining content, video proves to be the best use of that expenditure.
2. Video builds trust.
Businesses use social media to connect with their audience on a more personal level. Video further builds this desired level of trust and engagement.
Take influence vloggers for example. They connect with their audience solely through video. They build trust by talking into the camera, showing their life, and providing value to the viewer.
Video puts a face (or faces) on the brand. It provides a story, a brand voice, and a deeper level of engagement. It also demonstrates that the company is committed to their social media channel. People prefer to “follow” or “like” companies who show dedication to their content and to their audience.
3. Video encourages social shares.
People are more likely to click “share” on an emotional or funny video than they are on an article or picture. This is because there is a higher level of engagement involved in videos, and they often make the viewer feel a certain way. When someone shares a video, they’re telling their friends to feel that same emotion.
In fact, 76% of users say that they would share a branded video with their friends if the video were entertaining.
Thus, storytelling is key here. Building a comprehensive story will elicit a reaction from your audience in a way that will encourage them to share the video.
4. Video boosts conversion.
Social media is first and foremost about building a relationship between the organization and the consumer (through content). But ultimately, that relationship doesn’t mean much unless those consumers are purchasing. This doesn’t mean that every post on social media will convert into a sale.
Rather, the goal is to build an active engagement. This means that the people liking and sharing your content are also interested in purchasing your products and services.
Ultimately, you ensure that engagement is active (not passive) by having relevant content with a strong call to action and some form of emotional gratification.
If you can create this sort of active following, your customers become loyal clients. Those loyal clients not only buy more, but they promote and share your brand to their friends as well.
Using video is the strongest way to increase these conversions. It provides the greatest opportunity for a strong yet subtle call to action that encourages viewers to purchase. Overall, 71% of marketers say that video shows the highest conversion rates of all their marketing content.
Moreover, video is highly shareable, as discussed above. This means that those loyal, active customers of yours will be willing to share the video on their own social media, thus spreading the word about your company.
5. Live video is growing.
Social media platforms are now offering the opportunity to “go live.” From Facebook Live to Instagram Stories, from Snapchat to Twitter’s Periscope, live streaming is quickly taking over social platforms.
Viewers like live video because they get an “inside look” into what’s going on with your brand.
Moreover, on some platforms, live video allows for a one-on-one interaction that isn’t possible through other forms of content. Viewers can comment on the video while it’s live, and the broadcaster can even respond and acknowledge their viewers right in the video. This creates a personalized touch that shows a high level of commitment to the consumer.
Learn more about live streaming here:
- Five Things You Should Be Live Streaming Right NOW
- Facebook Live: The Single Most Essential Video Marketing Tool
- 5 Industries Making The Most Of Facebook Live
The Bottom Line
The uses of video are endless. You can utilize video for just about any purpose—whether explaining a product, showing a live event, or telling a story. Video is more comprehensive than other forms of content, which makes it more adaptable to social platforms.
Video connects with and engages your audience in new and exciting ways. After experiencing some sort of emotional response, users can then quickly and easily share your videos with their friends.
Ultimately, this creates two key benefits: long-term engagement with loyal customers and word-of-mouth marketing for new acquisitions.
Not sure where to begin creating a social video campaign?
True Film Production can help.
We are marketers first and foremost. We know that a video is only as successful as the promotion and strategy behind it.
Contact us now to start building your video marketing and social media campaign.
The post Why Your Social Media Channel Needs Video Right Now appeared first on True Film Production.