August 12, 2021
Social media has grown to the point where it has become the new search engine. Every day the amount of content on social media increases, making finding ways to stand out within a saturated environment a big challenge for companies. However, social media video marketing has taken a more strategic role, especially on social platforms.
According to the Cisco Annual Internet Report, online videos will account for 82% of all Internet traffic by 2022. And a study by creative firm Animoto found that most digital consumers prefer video content on social media.
Videos are an attractive way to communicate your story. Whether it's a corporate video or an ad, the main goal is to capture the audience's attention in the middle of so much content noise. And nowadays, we can see that people prefer to go to YouTube and watch a fast tutorial rather than read a step-by-step article. Take cooking, for instance. If you need a recipe to impress that special someone, you'll probably search for a quick step-by-step video or even your favorite cooking blogger.
"Video informs and entertains people, and good or bad, today most people prefer to watch a video rather than read a page of text." - Lisa Lubin, a three-time Emmy® Award-winning producer, and media professional with extensive broadcasting, print, and online experience.
For better or for worse, video content is here to stay. Evidence of this is the latest social media platforms such as TikTok or Instagram's application Reels. And this is why people and companies must adapt their social network strategies to this scenario.
Video is one of the most powerful marketing tools. It is a content tactic to promote your product or service through an engaging and attractive video format to share on social media channels or other digital platforms.
Video content comes in many forms, and it can be any length. It just depends on your objective, channel, and public. Typical forms of video content include vlogs, animated GIFs, live videos, customer testimonials, recorded presentations, and webinars.
With video content, companies can catch their audience's attention through powerful moving images, animation, sound effects, and music.
Typically, short videos, 30 seconds to two minutes, have the highest engagement.
“We’re operating in a world where one good video can lead to a massive social following.” - Mike Henry, American voice actor, director, writer and producer known for his work on the animated TV series Family Guy.
1. Drives traffic and increases conversion rate.
With the right video content, it is possible to drastically increase engagement while at the same time gaining massive exposure to parts of the web that you had previously been missing out on.
It is a valuable tool that helps potential clients learn about your product or service, show their main features and benefits, and explain the problem your service or product solves. Having all that information clear, it will be more likely your prospect will buy your product or service. According to HubSpot, putting a video on a landing page increases conversions by 80%. Also, information from Precision Marketing Group shows that placing a video in an email can lead to a 200 to 300% increase in click-through rate.
So, whether it’s a short or long one, videos catch people’s eyes and generate different emotions that can lead to other actions, such as reaching out for contact with your brand or even acquiring your service.
2. Reflects greater proximity.
You can reflect more proximity and the real essence of your brand easier through a video rather than through text. Video content create a lasting impression because they stimulate human senses, unlike a bunch of text. As the saying goes, a picture is worth more than a thousand words.
Video content is an excellent strategy to increase familiarity, credibility and invite your potential customer to purchase, subscribe, give a "like," a click, and share on social media platforms.
You can "put a face" to your brand through video by highlighting people, collaborators, and thought leaders in your organization. This will generate a sense of confidence in your potential buyer and increase their chance of working with you.
3. The demand for online video is blowing up.
It is well known that catching people's attention on the web is increasingly difficult. According to a Microsoft study, humans now have a shorter attention span (about eight seconds). Only two decades ago, we were at 12 seconds.
But we must see the glass half full and take advantage of the high demand that video is having. There are many possibilities and ways to make, produce and publish videos. It just depends on your audiences, resources, objectives, and stakeholders.
At Lean Solutions Group, we offer a variety of video content services. We have a team of experts that can help you hook your audiences through your different social media platforms.
Contact us and learn how you can leverage the power of video content on your marketing strategies!
Lilia Chica is a bilingual (Spanish and English) specialist in corporate communications, with a degree in Communications and Journalism and a post-graduate degree in Communications Management. She has more than eight (8) years of experience with different communication functions, marketing, and organizational culture strategies. Committed, creative, highly adaptable, and results-oriented.
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