8 reasons to invest in social media video

As visual content takes a bigger share of the internet traffic pie, communicators should adjust accordingly.

Social media video investment

By 2019, video will be the prime mover behind 80 percent of global internet traffic.

Whether it’s Facebook, Instagram, YouTube or Snapchat, video content is what your business should focus on moving forward. Social media video marketing is not only accessible, it’s affordable and one of the best ways to reach many people while increasing brand awareness.

Here are eight reasons why social media users respond so well to video:

1. Social media video dominates with 18- to 33-year-olds.

Millennials are spending less time in front of their TVs and more time on their mobile devices and laptops watching videos. As millennials grow into their consumer influence, you cannot overlook the fact that video will be an essential tool for this audience.

YouTube on mobile alone reaches more 18- to 34-year-olds than any US cable network.

2. Video is unmatched in the way it reaches viewers.

Modern people are just too busy to read long product descriptions or sift through website pages. Modern users want to see products in action.

Social Media channels such as Snapchat, Facebook, Instagram and Twitter all have their own video features. Live video is also growing rapidly in popularity. Not only is it economical in production and editing, it promotes authenticity and its time-sensitive element is attractive to an inquisitive audience.

3. Your competitors are already using social media video.

Did you know that in 2016 61 percent of businesses were already using video in their marketing campaigns? This statistic jumps out even more when compared to 2015, when 66 percent of the same businesses were not using video at all. Just imagine how many businesses will be using video in 2019.

4. Social media videos can deliver powerful ROI.

With 72 percent of businesses claiming video has increased their web conversion rates, it is no secret that video is a compelling marketing tool for converting consumers and boosting sales.

5. Social media video builds brand awareness.

Reach out to your consumers by telling your story. Redbull is renowned for producing incredible videos which are widely shared. Take Felix Baumgartner’s supersonic freefall that places Redbull in the same ballpark as extreme sports, for example.

There are plenty of businesses out there that appear boring from the outside (sorry, accountants). Video allows these companies to show their more fun or hidden side to raise the curtain on their businesses and reel in new clients.

6. Social media videos generate leads.

Online lead generation content can be too professional and draining. When people see slabs of writing they might decide it’s not worth their time downloading pages they may never read. Videos can be far more attractive. Videos that touch upon a relevant event or webinar are likely to be shared far more often, generating leads to a broad audience of prospects.

Remember: It is important to include a call-to-action clause. This can be done on YouTube using the annotations feature. Clickable icons that appear on top of your video will direct viewers to your landing page or encourage them to subscribe to your channel.

7. “How to” videos are incredibly popular on YouTube.

Instructional videos can include anything from how to bake a cake to how to hang a picture. “How to make Balloon Chocolate Bowls” received over 118 million views in less than three years.

Businesses can use ‘how to’ videos to show consumers how best to use their products or again, as a brand awareness tool. For example, if you own an exclusive café you can create a simple video on “how to” make a beetroot and chocolate cake. If you have some spare cash tucked away, consider hiring a professional video production company which will enhance your video quality.

8. Videos encourage social shares.

People share emotions rather than facts. It is so much easier to reach viewers with emotionally charged videos than other content. Consumers want to engage with voices, facial expressions and music. Videos are interactive and entertaining while having the ability to convey a consistent message that reinforces brand recognition. HubSpot discovered that 54 percent of customers value video over any other marketing tactic.

In a world where social media is constantly changing, it is important for brands to jump on board with video to avoid missing out on what could be huge opportunities.

Shaq Abboud is the creative director of Scope Productions.


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