5 Benefits of Using Video on Social Media

Social media is constantly changing, but some trends arrive and stay for a while – or indefinitely. Video is a perfect example. Over the past several years, video has remained the best performing type of content to post on social media compared to images, polls, giveaways, links, and coupons. And that’s true for several platforms.

If you’re not incorporating video in your social media marketing strategy, there’s a good chance you’re missing out on some major benefits at best and falling behind your competitors at worst.

According to studies by Social Media Today:

• Video now accounts for almost 50% of all time spent on Facebook.
• Facebook videos get at least 59 percent more engagement than other post types.
• Instagram videos get 49 percent more interaction than images.
• Tweets with video see at least 10 times more engagement than those without, and promoted tweets with video save more than 50 percent on cost-per-engagement.
• LinkedIn users are 20 times more likely to share a video over any other type of post on the platform.
• Pinterest users are 2.6 times more likely to make a purchase after watching a brand’s video content on the platform.
• The top social media platforms for generating leads from videos are Instagram (66%) and YouTube (59%).

With the stats above, you already know adding video can help boost engagement on your social media channels by encouraging likes and shares. How else can your business benefit from producing and sharing video content across social media platforms?

Let’s take a look at five of the biggest advantages!

1. Video Influences Customers to Buy

There are BILLIONS of photos and videos shared on social media every day. With all that going on, it’s quite challenging to get a customer’s attention or explain your product or services in an informative yet exciting way that makes your target audience want to buy.

Many studies show that the majority of social media users prefer short captions; most people are not willing to read a paragraph (or more) outlining the benefits of your products or services, and an image can only show so much. So, if you’re only sharing images 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’re selling.

A video, on the other hand, can do so much more in less than a minute. A well-executed video can capture your customers’ attention, educate them about your company and products or services, and inspire them to take action—all in only one social media post. This has proven to be very effective when it comes to leads and conversions. Hubspot says 64% of users are more likely to buy a product online after watching a video.

2. Video Content Helps Spread Brand Awareness

Video content helps your target audience get to know your brand better, not just by highlighting new products or services but by allowing viewers to build personal connections with your brand. This can be achieved in many ways, from behind the scenes content that lets viewers be a fly on the wall at your office or jobsite to Our Story videos that share the origins of how your company came to be.

Video content spreads brand awareness in ways written content or static imagery cannot. When your target audience comes across your social media videos on their feeds, they don’t want to see another generic visual advertisement. They want content that tells them exactly who you are as a company and demonstrates core values they can resonate with.

Through exploring different styles or mediums of video content, you can highlight specific characteristics, qualities, and goals that make your brand truly unique and stand out amidst your competition.

3. Video Builds Strong Credibility With Your Audience

Along with influencing your customers to buy what you’re selling, video can help you build strong connections with your audience by appealing to them emotionally. Providing useful and entertaining information that “strikes a chord” with your audience will make your company or brand appear more trustworthy and credible.

When a potential customer becomes one of your followers, not only are they likely to buy your products, but many will also become your advocates. Establishing your business as an authoritative resource gets people invested in your mission or message, and video content is a powerful tool to create a dedicated, engaged audience.

4. Video Is Cost-Effective

This one comes with a disclaimer: producing videos is an art. If you want it done well, a professional with years of experience is your best bet. They will be educated on the different techniques available for creating an engaging video.

That being said, you don’t have to have a huge digital marketing budget to invest in video, and the return on investment can be great. This is especially true when just one day of filming can be used to create several different short videos.

As long as you know your audience and go in with a strategic, well-planned outline, one day’s worth of filming can typically be used over and over. Video content is useful for social media channels, your website, landing pages, marketing emails, and paid ads.

5. Video Compels Your Viewer to Take Action

We’ve all heard that “seeing is believing.” Which is exactly why social media videos are important: They make your audience “believe” in your brand!

Not only can video help your target audience visually digest what makes your business better than the rest of the pack, it can also clearly demonstrate to them the best ways to take advantage of all the services or products you have to offer.

Concluding your social media videos with clear and concise calls to action will compel them to take the next step with your brand. This can be achieved by visual or verbal instructions to contact your company, enlist your services, or purchase your products online.

You can also accompany your social media videos with written CTAs and links in your video description, giving them multiple opportunities to engage with your brand.

Custom Social Media Marketing Solutions From Triton Commerce!

Social media marketing can have a very real and measurable impact on your business, especially when your strategy incorporates video. Interested in learning more about how to use video in your digital marketing strategy? Contact Triton Commerce! Our team will work closely with you to develop a custom digital marketing strategy that is aligned with your overall goals for your business.