BLOG The Importance of Video Content on Social Media

Published: Mar 13, 2019 6 min read
Video content
Reading Time: 6 minutes

By Roman Daneghyan

Source: Martech Advisor

Video marketing has been an ongoing trend for a while now, and it isn’t going away anytime soon.

More and more brands are leveraging video content to grow their businesses and increase online reach, and it works. According to some reports, branded video content viewership has gone up by 258% on Facebook and 99% on YouTube as of late 2017. You can bet that these numbers are even higher now.

YouTube now shows that more than 50% of video consumption comes from mobile devices, and this is perhaps the key statistic that shows the wild increase in the popularity of video content. As more and more users gravitate towards mobile use, consuming video content becomes way more optimal compared to reading for example.

Video content is the king, and there are statistics to back that up. All online businesses need to understand how to use this trend to their advantage, to conquer social media and get the eyes watching.

Video Content on Social Media

As social media became more and more popular, we saw a huge shift in marketing efforts.

All of a sudden, old tricks didn’t work as well as they used to since social media took over the audience. Now, businesses need to stand out on social media platforms, and the only way to do that is to publish content that the audience finds valuable.

Social media is now filled with content, you might even consider it to be over-filled.

Let’s face it — since social media has a lot of posts bringing almost no value at all to the audience, the best way to stand out is to create something new and refreshing. You need content that engages, entertains and informs the audience, and the video content just happens to be the best medium to achieve that.

Statistics show that 55% of people watch videos online every day, and social media videos generate up to 1200%more shares than texts and images combined. These numbers should tell you everything you need to know about video content marketing.

If you’re wondering why Facebook & Instagram copied Snapchat with the “stories” feature, the answer is now obvious — the reach of video content is incredible, and they didn’t want to miss out on all of that traffic.

Social Media Video Content Examples

To understand how video content works on social media, take a look at this piece of branded content:

This single video generated (as of 2019) 149M views, 943,000 likes, 252,000 comments, and 2.6M shares!

That’s the “dream come true” for every brand. By now, we’ve all probably seen similar videos on social media, but back when this video was released (June 19, 2016), it was something new and exciting. The world quickly picked up on the quality of this content, and that’s how it went viral. Of course, the description provides a CTA link to the website for the full recipe, which is how the brand achieves results from this campaign.

Don’t make the mistake thinking this only works for specific niches such as this one. Social media doesn’t care about your niche, it all comes down to how you present your product or service.

For example, Intel published this great video to promote its new drone:

In the end, making video content work on social media comes down to these simple things: high-quality production, informative and compelling message, a bit of innovation and humor, and that’s it!

The key is to create content on a regular basis, always reminding your audience that you exist.

Engaging in Video Content Marketing

Any business can start creating video content as a part of their overall marketing strategy.

You just have to figure out what your overall objective is, and how are you going to achieve those results. Creating unique, refreshing and engaging video content comes easy if the objective is clear. That video can be a simple brand message, product reveal, customer review, or anything else that may help your potential customers.

HubSpot’s study showed that 54% of consumers would love to see more video content from the brands they follow.

You don’t need to have a large budget to create high-quality video content that works for social media.

Some may think that they have to hire a video production team, but that’s also wrong. In fact, you can engage in video content marketing using simple online tools to help you create videos.

Either way, you can’t go wrong with any option that you choose. Video content is powerful and it works in so many ways, so the only thing you have to do is keep producing and engaging with your audience.

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