Social media is constantly changing, but some trends arrive and stay for awhile or even 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. According to studies by Social Media Today:
- 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.
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. With the stats above, you already know adding video can help boost engagement on your social media channels by encouraging likes and shares. Let’s take a look at three of the other biggest advantages:
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 awhile to get a sense of who you are and what you’re selling.
A video, on the other hand, can do so much more and 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 percent of users are more likely to buy a product online after watching a video.
Video Builds Strong Connection 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/or entertaining information that “strikes a chord” with your audience will make your company or brand appear trustworthy and interesting. And when a potential customer becomes one of your followers, not only are they likely to buy your products, many will also become your advocates. Getting people invested in your mission or message through video is a powerful way to create a dedicated, engaged audience.
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 in 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, not only to produce videos for your social media channels, but also on your website, landing pages, marketing emails, and paid ads.
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.