Do you use video as part of your social media content strategy?
It’s something many people are reluctant to use, normally as a result of nerves. But video is definitely one of the most powerful marketing tools out there.
Here are just a few reasons why you need to take it seriously.
YouTube is now the second most popular search engine and growing, highlighting the popularity of video content.
Social media posts with videos in them boost views by 48%.
The Rise of Video Content
But why are videos performing so well on social media platforms?
There are two sides to this story… the social media platforms themselves and the social media users.
Social Media Platforms
The platforms want to keep users on their site as long as they can. The more time users are on other sites, the less time social media companies have to make money from them through advertisements. Therefore, if they can provide content users want to see, then they are less likely to go elsewhere.
Unfortunately for social media platforms, YouTube is eating into a lot of that time. Over 1 billion hours of videos are watched on YouTube every day. I’ll say that again… 1 BILLION HOURS EVERY DAY! Therefore, if social media platforms can put more good quality video content in front of their users, there is less chance of them switching to YouTube.
As a result, the various platforms are ranking video content higher than other forms of posts such as plain text and links.
Social Media Users
On the other side, users are pushing for more video content. According to Social Media Today, 87% of consumers want to see more videos from consumers. Not only that, but posts that include videos get shared 12x more than text and image posts combined.
These stats show that there is a real signal from users for more video content. And whilst this demand remains, the platforms are always going to place more videos in front of them.
Therefore, videos must be taken seriously as part of a social media, and wider marketing, strategy.
HOW TO CAPITALISE
If you’re looking to take advantage of this amazing opportunity, here are some ideas of video content you could produce…
Are you connected to people who have insight which could be valuable to your customers? This could be people who sell a complimentary product or service or even operate within the same market but with a slightly different specialism.
Sometimes, you might find that the same questions keep popping up when you’re speaking to people. Video could be a great way to answer these questions and potentially make your staff the face of the company by allowing them to answer questions on their particular area.
Product Review / Guide
If you’re a product orientated business, it makes sense to make videos about it. These could be in the form of tutorials, reviews or guides. Could your customers provide them for you? User-generated content is fantastic for engagement.
If you host an event, it’s always good to try and capture that for your followers. Whether they attended and they just want to relive the experience, or maybe they couldn’t make it and don’t want to feel like they’ve missed out.
Whether it’s covering one of your events or doing a Q&A, going live is always well supported by the various social media platforms that facilitate them. As a result, you’re more likely to achieve better results. The downside is that you might have less editorial control.
If you want to learn more about how video can boost your social media performance, get in touch today.