With Facebook’s video posts receiving 8 billion daily views and Instagram increasing the duration of video ads to 1 minute it’s clear that video content is a social media marketing tool that’s here to stay. When used alongside traditional TV advertising and content marketing, videos shared on your social channels can go a long way in boosting brand awareness and increasing engagement with your audience. Video has the ability to demonstrate your products, answer your viewer’s questions, show behind the scenes glimpses of your organisations and launch new products. Used well your visuals and script can become synonymous with your brand and even your industry.
Here are just 4 reasons why you should add video to your social media content mix:
1. It turns viewers into consumers
Video content is powerful, and when social media feeds are dominated with video and images it’s the best way to ensure your content doesn’t get lost in the scroll. When structured well video ads powerfully present your call to action, demanding a response and directly engaging with the viewer. If viewers are presented with a video production that is beautifully shot, emotive, inspiring, aspirational or humourous then they can’t help but click.
Want some stats? Well ok then…
- Shoppers who view video adverts are 1.81 times more likely to purchase than non-viewers
- Retailers cite 40% increases in purchases as a result of video campaigns
- 57% of smartphone users watch product video in stores
- 51.9% of marketing professionals worldwide named video as the content with the best ROI
2. It increases your brand’s reach
Great video productions encourage sharing, if you can make an ad that connects and resonates with your audience they will want to share it with their networks. You then have a multitude of free brand ambassadors spreading your message further. This is how great video ads go viral and social media is the place where content is shared.
Search engine results pages also favour video content which, research has shown, command more attention than other listings.
3. You can measure its success
Facebook has improved its analytics offering, giving you data and metrics to evaluate even more extensively the success of your video content. You can now collect data on views, including partial views, the average view duration, how many people viewed with sound on versus sound off as well as daily breakdowns of key metrics. Twitter also gives you data on your tweets including videos or promoted ones, whilst Instagram for Business provides a dashboard with data about impressions, reach and engagement for your video ad campaign.
4. It’s not as expensive as you might think
Setting aside how much it costs to create the video production, all of which very much depends on length, location and story. Putting video content on your brand’s social channels is free! You can post video ads to your company Twitter account, Facebook Page and Instagram account and it will be available to view by your networks and anyone searching for the hashtags you may have used.
If you want to expand your offering further and invest in social advertising then Facebook and Twitter both offer very reasonably priced advertising packages, allowing you to dip your toe into video advertising without significant investment. Instagram is still the most expensive social network for paid advertising, but its services are being expanded so expect prices to reduce in the near future.
Could your brand benefit from some social media videos? Get in touch for more info and a quote.