Social media is constantly changing the way we communicate and consume information. The most successful content marketers consistently deliver their content across multiple social media channels. Not surprisingly, visual content is more than 40 times more likely to be shared than text-only content for all the content posted across these channels. Video is no exception. It is becoming a progressively vital part of promotional tools, with 65% of SMBs and large enterprises considering it the most engaging communication channel for their audience.
The 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 2023, it’s time to rethink your options for the future. Here are ten factors why you should use video on your social media.
1. Attract attention
Videos are a fantastic way to engage your audience. Unlike a long-winded paragraph, it’s straightforward to consume. We are all guilty of passively scrolling through our social media feeds, and also, just one of the most engaging content usually manages to grab our attention. With videos, you can be concise and capture viewers’ interest in the first few seconds. Success on social media lies in condensing the information into easily digestible snippets of content long enough to keep viewers’ attention but short enough to leave them wanting more. You should provide explicit clues about the purpose of the video at the beginning before users have a chance to scroll away.
2. Search optimization
Should optimize all of the content for search engines, including your videos. Social media channels quickly become search engines, so making your content relevant is essential. After all, you already have your engaging content. 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 complements 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 add 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 it’s driving traffic to your website, buying an item, or sharing your video. Your phone call to activity is your digital handshake with your viewers. Suppose they have enjoyed a video. In the end, they’ve expressed interest. Then it would be best to get them to take the action you want them to take, something as simple as “to learn more, visit here” may be all it takes. It’s one thing to have engaging content, but it’s also essential to leverage your resources and increase conversion rates.
4. Unique messages
Posting a video on social media is not unlike having a conversation: you can only talk about one thing at a time. Otherwise, your audience will quickly lose interest. With the call to action in mind, your video should tell a story that leaves the viewer 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 reuse many of your extensive video assets to focus on unique messages. If you do this efficiently, you can use the footage for months, and you’ll 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 any relevant content that goes viral. Some of the most innovative brands use these real-time techniques to become part of the social conversation. Many popular hashtags also pop up weekly (e.g., #WednesdayWisdom) and cover a variety of customer demographics. You want to produce projects that create conversation as a brand, and linking your video to the latest trends is critical.
6. Share breaking news
A research study by Hootsuite found that nearly half of American adults interact with businesses on at least one social media channel. Social channels are 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 when sharing 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 necessary to ensure instant brand recognition, add associative meaning to social media campaigns, and build corporate identity and trust over time. After all, you want to ensure your brand is being used to its full potential.
8. Increase brand awareness
If a picture 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, eliminating background noise and low-quality resolution can significantly improve user interaction. There’s a lot of noise, so you should account for viewers’ diminishing attention spans by giving them 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 your brand’s openness. It’s a beautiful image of the firm if you can humanize your work because, after all, 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 post only business-related content, people who engage with you will turn off if your content isn’t diverse, human, or entertaining enough.
10. Track engagement
Most social media channels have built-in analytics. It’s essential to check the progress of your videos to find out what’s working and, more importantly, what’s not. While views and shares are a good indicator of the popularity of your videos, you should also keep an eye on click-through numbers and make sure that your desired call to action is happening. Whether your published videos are paid campaigns or organic posts, their progress should help future video marketing efforts.
Regardless of your size or niche, if you haven’t taken social media videos seriously, it’s about time you did. If you’re not leveraging social media video marketing to grow your business, then you are clearly missing out on an important revenue stream. Video is one of the most powerful forms of content available today, and companies are beginning to realize that they need to use video in their content marketing strategy if they want to succeed. Videos are the most widely shared types of content on the internet, especially on social networks.
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