The impact of social video marketing has exceeded expectations, with consumers consuming digital video content in unprecedented amounts. A Nielsen study commissioned by Google in March 2020 revealed a significant milestone: YouTube surpassed all linear TV networks combined in reaching adults aged 18 to 49 in the U.S. This fact alone underscores the importance of investing in social media video marketing strategies. Video content is favored by search engines and social media algorithms due to its alignment with user preferences. An interesting statistic from a YouTube survey showed that 50 percent of millennials and Gen Z individuals stated that video is an essential part of their daily lives. Looking ahead, Cisco’s projections suggest that by 2022, a substantial 80 percent of all internet traffic globally will consist of video content.
As the next generation of internet users increasingly gravitates towards video consumption, it is clear that social media video production is not just a passing trend but a lasting feature of the digital landscape.
The Power of Social Media Video Content
Video marketing is an essential component of any successful social media marketing strategy, capable of significantly amplifying your results. Extensive research supports the effectiveness of video in online persuasion, and it is no secret that social media users have a strong preference for video content. Research conducted by Google and YouTube in 2020, amid the pandemic, sheds light on the reasons why users gravitate towards social media video content. Insights from over 4,000 Americans revealed that the primary motivations for increased video consumption across all streaming platforms were the desire to learn new skills (33%) and engage with fresh and unique content (31%).
In a constantly evolving landscape, it is paramount to tailor your social media video production to meet the demands of your audience. By creating customer-centric social media marketing strategies that prioritize compelling video content, you can achieve tangible and profitable results for your brand.
Benefits of social media videos for business:
1. Captures Attention
In the year 2021, individuals are spending an average of 2.5 hours per day and 18 hours per week watching online videos, as reported by Wyzowl. It’s evident that your target audience is actively engaged in consuming video content on various platforms such as Facebook, YouTube, Instagram, and other social media channels. To effectively reach and engage with your potential customers, it is crucial for your social media video marketing efforts to be distinctive and captivating.
2. High Engagement
A social media viral video often contains elements that make it incredibly shareable, typically revolving around entertainment. According to Simply Measured, videos are shared 1,200 percent more compared to both links and text combined. With the potential to drastically increase engagement and enhance brand recognition, a single viral video on social media can catapult your online presence.
3. Drives Conversions
The aim of video marketing and social media marketing services is ultimately to drive sales. Social media marketing video content has proven to be highly effective in achieving this goal. Studies show that a staggering 84% of individuals have been persuaded to make a purchase after viewing a brand’s video (Wyzowl). This statistic highlights the significant impact that engaging video content can have on consumer behavior and purchasing decisions in the digital age.
How To Include Video in Your Social Media Marketing Strategy
If you choose to use the same videos for your YouTube, Facebook, and Instagram video marketing strategies, it’s important to understand that each platform has its own unique audience and engagement factors. You can’t expect the same results across different platforms. For instance, videos like “about us” and corporate presentations may perform better on your website and LinkedIn, a professional networking platform.
When it comes to social media video marketing for business, it’s crucial to create content that is lighthearted, visually appealing, and tailored to your audience. There are various types of social media marketing video content available, so it’s essential to choose what resonates best with your specific audience and focus on delivering valuable and engaging content.
Types of social media video that perform well online:
1. Explainer Video
An explainer video is a valuable asset in your social media marketing strategy, designed to showcase your value proposition through creative animations. By utilizing this engaging format, you can significantly enhance the impact of your product demonstrations, making them more memorable to your audience. Additionally, explainer videos effectively communicate the benefits of your services in a clear and easily digestible manner, helping to drive engagement and conversions.
2. Lifestyle Video
Lifestyle video content is a compelling way to captivate your social media followers by featuring your products and services in real-life situations. For instance, promoting a fitness brand through workout videos or showcasing a cosmetics brand through makeup tutorials are effective examples. By incorporating your offerings into daily routines, you can effectively engage with your audience on social media platforms.
3. Promotional Video
Promotional videos are created with the intention of showcasing and promoting products and services to a wider audience. They serve as effective teasers to generate anticipation for upcoming product launches or as announcements for new service offerings
In order to achieve the desired results, it is crucial that your video marketing services communicate the right message to your target audience. Successful social media marketing hinges on having a compelling concept and utilizing the most appropriate social media platforms. YouTube video marketing is a must-have, as it is the preferred video platform for a large number of viewers and provides the highest return on investment for video content, according to Biteable. Incorporating established video strategies that utilize Facebook video marketing, Instagram video marketing, and the emerging platform of TikTok can also enhance your marketing efforts.
8 Expert Tips on the Right Social Video Marketing Approach
Research indicates that the average viewer retains a staggering 95 percent of a message when it is delivered through video content, compared to just 10 percent when the same message is read. It comes as no surprise then that a significant 78 percent of video marketers have reported a direct boost in sales as a result of incorporating video into their marketing strategies (Wyzowl).
Reap the benefits of social media and video marketing services with these expert tips:
TIP #1: Lifestyle Content Is King
Marketers often emphasize the importance of “sending a message instead of a sales pitch,” and this principle is at the core of online video marketing services. By focusing on lifestyle content, Instagram has become a platform known for its success in engaging users. Instagram videos have the ability to elevate brand experiences and drive sales without appearing overly promotional. Captivate your audience by immersing them in a visual narrative that takes them on a journey. This approach allows brands to connect with consumers on a deeper level and create memorable and impactful marketing campaigns.
TIP #2: Create Short-Form Videos
The rise of online video marketing services has seen a clear shift towards “bite-sized” and snappy video content. According to a survey conducted by Wyzowl, 69 percent of respondents expressed a preference for watching short videos to gain information about a product or service. By creating concise videos, you can attract more viewers from your target audience and encourage them to share the content, thus extending its reach and impact.
TIP #3: Consider Personalized Video
A recent survey conducted by YouTube has uncovered that viewers across the globe are increasingly relying on videos to connect with content that resonates with them on a personal level. In light of this, simply featuring one or two standout videos or utilizing generic YouTube video marketing services may no longer suffice.
Crafting personalized video experiences involves customizing the content that your audience engages with based on their unique interests and placement within the sales funnel. By segmenting your audiences and honing in on niche customer segments, you can elevate your video marketing efforts beyond standard online services. Partnering with a social media marketing agency can provide valuable assistance in this regard.
TIP #4: Venture Into Shoppable Video]
Interactive video is emerging as a significant trend, particularly in the eCommerce sector. The future of video marketing for eCommerce lies in the interactive capabilities that allow viewers to click on video elements to make purchases. This innovative approach enhances the shopping experience by providing a seamless and engaging way for consumers to interact with products while watching videos. As technology continues to evolve, the integration of interactive features in videos is poised to revolutionize the online shopping experience and drive sales for eCommerce businesses.
TIP #5: Optimize for Search
Search engine optimization (SEO) strategies are designed to enhance your online presence and visibility. When it comes to YouTube video marketing services, it is essential to optimize key elements such as the video title, description, and tags by incorporating relevant keywords that align with the search queries of your target audience.
Leading video marketing agencies emphasize the importance of mobile optimization in today’s digital landscape. The increasing popularity of platforms like TikTok and Instagram has paved the way for vertical video formats to dominate social media video marketing. Adapting to these trends and optimizing for mobile devices can significantly improve the reach and engagement of your video content across various online platforms.
TIP #6: Include Client Testimonial Videos
In today’s competitive business landscape, securing social proof is essential for winning over customers. One effective way to leverage social proof is through utilizing videos that showcase client testimonials and business reviews. These video testimonials not only help bolster your online reputation but also have the potential to drive sales.
To ensure that your video content is engaging and impactful, consider enlisting the services of a video marketing agency or leveraging professional video production services. By partnering with experts in the field, you can instill trust in your audience and enhance your credibility. Investing in high-quality video content is a strategic move that can significantly elevate your brand and attract new customers.
TIP #7: Build Your Brand
A recent Google report highlighted the significance of brand building in achieving long-term success and highlighted video as a potent medium for reaching a broad audience while also targeting specific products and ROI-driven conversions. Put simply, video serves as a crucial tool for brand management that not only boosts conversions but also propels overall growth.
TIP #8: Have Fun With It
According to recent data from HubSpot, 54% of consumers have a preference for watching videos from brands over other forms of content, a trend that underscores the value of authenticity in marketing efforts. Social media viral videos, characterized by their candid and unfiltered nature, showcase the appeal of raw and unscripted content to audiences. To capitalize on this trend, consider incorporating live streaming sessions or spontaneous Instagram videos into your content strategy. By embracing a more casual and lighthearted approach, you can create videos that resonate with viewers on a deeper level.
It’s worth noting that viewers are more interested in content that aligns with their interests rather than being swayed by production quality or the platform where it is shared. Engaging the services of a social video marketing company can assist in tailoring your video strategy to deliver the content your target audience craves. By focusing on authenticity and providing content that resonates with your audience, you can create videos that not only capture attention but also foster engagement and loyalty. Embrace the appeal of raw and genuine content to forge stronger connections with your customers and drive meaningful results for your brand.
Conclusion
In conclusion, the surge in social video marketing has undeniably reshaped the digital landscape, with consumers demonstrating a strong preference for engaging video content. The Nielsen study’s findings, particularly YouTube’s dominance in reaching key demographics, highlight the immense potential of video marketing in capturing audience attention and driving engagement. As search engines and social media platforms continue to prioritize video content, businesses can maximize their reach and impact by investing in compelling video marketing strategies. Embracing the power of social video marketing can not only enhance brand visibility but also foster deeper connections with target audiences in an increasingly digital-centric world.
Photo Credit: RDNE Stock project
