If you’re not using video content in your social media marketing, you should be. More specifically, you should be sharing your video content via sites like Facebook, Twitter, and Pinterest if you want to tap into the power of video.
The beauty of video is that its format aligns with the life of today’s consumer. That is to say that people are busy. A short video explaining a company’s product or service can do far more to foster more sales and extend customer engagement than pretty much any other type of content.
Here is a look at the power of video content and why you should be both making it and sharing it on your social media accounts.
It’s All About Screen Time
According to PlannThat.com, a good portion of young people spend their time staring at screens. While it used to be TV that they were enthralled with, it’s now small-screen video that has grabbed their attention.
Content marketing specialists will want to especially pay attention to this. An article on Search Engine Land reminds SEOs that 60% of Internet searches are now conducted on mobile devices. While it’s true that many of the people making these inquiries are looking for local businesses, a lot of them are engaging with video content, some 90% of them, in fact.
Many of them fall into the Millennial category. Although this demographic has found itself on the not-so-flattering end of social jokes, as a group, these people have quite a lot of clout. According to a Forbes article, this demographic has money to spend to the tune of $200 billion dollars.
Forbes goes on to say that this year (2018), this demographic will have acquired more spending power than any other generation that has preceded it. What’s more, a full 62% of Millennials use social media, and they have said that businesses that engage them have the power to make loyal customers out of them.
As you’ll see here in a bit, few types of content engage them as much as video content does.
An article on Dream Grow reports that video engenders a sense of connection among viewers.
This is echoed by the experience of business owners. Eighty-three percent of them confirmed that video offered a good return on investment. There are some solid numbers to back this up.
- 84% of people decided to make a purchase after watching a video about a brand’s product or service.
- 91% of consumers have learned about a company’s service or produce via an explainer video.
- Nearly 80% of consumers said that they would rather learn about a business’s product via video than to read about it on a webpage.
- 81% of businesses reported that their company’s explainer video increased their company’s sales, and more than half of them said that having an explainer video on their site reduced the number of customer care calls they received.
- Nearly 80% of business owners reported an increase in traffic to their website as a result of having videos on their site.
These results really aren’t that puzzling in the end. About 30% of the human brain is dedicated to visuals, according to National Geographic, compared to the 8% it dedicates to touch and the 2% for hearing.
In other words, our brains are primed for the moving picture.
But it isn’t only our brains that love the visuals of video. A video indexed by Google is 53% more likely to land in one of the top spots in a search than other types of content. Having a video embedded in your content – say on a blog – can make the information on your website the first one that web searchers find. It’s really powerful.
That’s not all, however.
Consider the following, according to Inc.com:
- 5 billion video views each day on YouTube.
- 500 million people watch Facebook video content.
- 82% of Twitter users also watch video content.
The takeaway on this should be obvious. On social sharing sites like YouTube and Facebook, people share and watch video. It is unlikely that so many videos would be shared on sites like those if this medium didn’t have a positive ROI.
Engagement and Education
Video content allows social media managers and professional SEO’s to master the art of the soft sell. If you’re trying to build your brand awareness and engagements, few types of media do it more effectively than video does. Business coach Marie Forleo often uses the video platform to answer her viewers’ questions.
This is partly due to the fact that Forleo takes the time to educate her viewers via video. Her success with the medium isn’t surprising. The type of video content that does the best on sites like YouTube are explainer videos, DIY lessons, testimonials, and the like.
For content marketers, this is good news, especially considering that many small business owners who have been thrust into the roll of content creator often lament about not knowing what type of video to make.
But that doesn’t have to be the case. YouTube star Cayla Gallagher has made a name for herself as a culinary guru of sorts. She has a content calendar, which often coincides with upcoming holidays. It’s easy enough to create content related to these holidays, and even better, it’s the type of content that people are looking for, so they share it.
So, let’s say that maybe you’re not a Culinary Queen. Let’s say instead that your business centers around plumbing. Could you still make an explainer video or a DIY tutorial for these holidays?
Sure, you can. A video about checking your pipes around Halloween so that they don’t burst come Christmas would be timely and fit your market.
And you can always take Forleo’s lead. Chances are good that in your line of work, people have some season-specific questions. Why not answer them on a video and share that video on Twitter, Facebook, and Instagram?
The verdict is in. Facebook and Pinterest viewers like video content. So, too, do Twitter and Instagram users.
Really, it’s not so much a question of whether to post your video content. Instead, you need to be asking yourself how your company can create short video content – two to five minutes at a stretch is all you need – and implement that strategy.
A video doesn’t even have to have a high production value nor does it need to be created with software like Adobe Premiere Pro. Websites like Animoto offer a drag and drop setup that allows even the most novice videographers the ability to put together professional-looking video content that has the capacity to engage viewers and increase sales.
Author: Tristan Pelligrino
Tristan Pelligrino is the co-founder of Motion Video, a national video production company focused on helping businesses reach their audience through video content. He started his career as an IT consultant working for large organizations like PricewaterhouseCoopers, IBM, and Oracle. After an early career in consulting, Tristan branched out to create a leading regional video production company and digital marketing firm, and he is now focused on spearheading the growth of Motion Video.