For businesses yet to incorporate video into their marketing strategies or those seeking to enhance their current approach, it’s time to reassess and leverage this dynamic medium.
Over the past few years, social media platforms have been increasingly prioritizing video content in their algorithms. Even YouTube, traditionally a video-focused platform, has introduced YouTube Shorts, showcasing a commitment to innovation. These shifts present a novel opportunity for businesses to stand out in the social media video landscape, capitalizing on the evolving consumer preferences.
The rise of TikTok, which surged in popularity in the US in 2018, has been a significant factor, but the trend extends back to Vine in 2013 and the sustained popularity of YouTube across all age groups. Video content is not a fleeting trend; it’s a robust medium transcending age demographics.
The past decade has demonstrated that marketers cannot afford to overlook video. Here’s why.
The voracious appetite for video content among viewers is a compelling reason to embrace this marketing strategy. An overwhelming 88% of viewers would like to see more video content from their favorite brands. Video is surpassing blogs and infographics as the preferred media form in content strategies, with 80% of marketers reporting direct sales boosts from video.
Video content for social media harnesses the existing loyal user bases of many platforms, allowing brands to focus on video marketing to those already consuming it. With 90% of TikTok users accessing the platform daily, the potential for engagement is significant if your business produces engaging videos.
Video content has become the gold standard for communication, whether for commercial or entertainment purposes. Investing in videos automatically increases the chances of reaching a wider audience.
Instagram’s transition to a video-centric layout exemplifies this shift. With a recent update emphasizing Reels and the Marketplace, it’s clear that video content is becoming a key component for standing out on the platform.
The push for video content on social media is largely attributed to the higher engagement it generates. Users are more likely to spend extended periods on an app if they engage with videos rather than static posts. This trend is supported by data showing videos are shared up to 1200% more than text-only posts and images combined.
Quality remains paramount. Poorly produced videos quickly become outdated, but well-crafted video content can have a long shelf life, especially if it’s educational or “how-to” in nature. Platforms like Instagram, which do not display the date with reels, help keep well-made older content fresh.
The longevity of video content is often evident in search engine results pages (SERPs), particularly with YouTube videos, which can achieve high rankings for queries with video results. Combining video content marketing with text, such as embedding a video in a blog post, can amplify traffic and conversions.
A static image on social media or a webpage can only convey so much about a product, limiting the ability to tell a story and make a connection. Video content changes this, offering new perspectives, editing tools, and trending music that create a lasting impression on viewers.
Video content marketers have showcased the medium’s impressive range in driving sales. Collaborations with influencers for testimonials and reviews, using fixed camera angles for authenticity, or employing multiple cameras for a dynamic edge, are effective strategies.
Social media platforms are also aware of video’s commercial potential and are working to provide marketers with the tools to drive sales.
According to TikTok, 84% of users have been convinced to buy a product after watching branded content on the app. The push for sales-oriented video content on social media is already yielding dividends. Does your brand have the right strategy to capitalize on this?
It’s no surprise that platforms like Instagram and TikTok have a large percentage of younger users. What’s intriguing is that these platforms are now encroaching on search engine revenues. A Google executive noted that around 40% of Gen Z users will now open Instagram or TikTok for a query instead of Google Search.
Video content marketing can help businesses target Gen Z audiences by providing a way to reach them effectively. Targeting a younger audience through ads they might not even notice is inefficient and unpredictable.
Built-in and dedicated analytics platforms are making it easier for marketers to fine-tune their video content strategy for social media. These tools are regularly updated, making planning and analyzing content more convenient. Key statistics can shape your strategy significantly.
One of the most effective ways to reach a new audience on YouTube is by becoming the “suggested video” on someone else’s popular content. Targeting high watch time and click-through rates increases your videos’ discoverability.
Optimizing video content for social media doesn’t require searching for third-party analytics platforms. Access to built-in statistics, among other tools, simplifies the process, from determining the best time to post to the most effective calls to action.
Video content can help build enduring connections with audiences, giving a face to abstract brands and helping potential customers relate to the messaging. Consistency in high-quality posts builds trust and improves the sales funnel.
Video content is the current medium to target. With the right tools, here’s how you can leverage them effectively.
For the best results, we recommend creating a fresh account for your video content marketing research. Understanding the app’s tone and style based on your own viewing habits is crucial before posting. Scrolling through the app can provide insights into the type of content your viewers are seeking.
Video content marketing is a perfect complement to written content, and neglecting it could mean missing out on maximizing your SEO potential. Transitioning to a dynamic video strategy might seem daunting initially, but the benefits outweigh the challenges. For assistance in crafting a video content plan for social media, consider a free strategy review from Coalition Technologies.
