A whopping 86% of businesses now use video as a marketing tool, with 92% of marketers stating that it’s an important part of their strategy. So, if you’re yet to implement video advertising in your social media strategy, here are 6 reasons why you’re missing out.
1. You can quickly capture the attention of your audience
Compared to any other form of content, video is the most effective in terms of capturing the attention of your audience. Unlike a long-winded paragraph, a video is extremely easy to consume and should tell the story of your product/service/brand straight away.
Let’s face it, we’re all guilty of passively scrolling through our social media feeds until something engaging makes us stop scrolling, and a lot of the time, this is a compelling video.
The very best video’s condense information down into easily digestible snippets of content that is long enough to maintain viewers’ attention but short enough to leave them wanting more after the first few seconds. The goal is to stand out and break through the competition while keeping branding and messaging consistent.
2. It helps you reach new audiences
If you’ve scrolled through any social media platform recently, you might have noticed video content within the first 10 seconds. This is because video content typically performs best with most algorithms, based on the point above that it captures a viewer’s attention for longer. On Instagram, videos generate more engagement than any other content type and on Twitter, Tweets with video see 10x more engagement than tweets with no videos.
Social media platforms also give an extra boost to new features to encourage adoption – many of which are video related. Instagram, for example, is still heavily promoting Reels, making it one of the best growth hacks on the app right now.
With your average Gen Z consumer spending a huge 3.4 hours a day watching videos online, and 50% of millennials saying they “couldn’t live” without video in their daily lives, there is a real window of opportunity for marketers hoping to capture an audience which has, so far, proved tricky to reach with past generations.
3. You can show off your product or service in ways not possible with static content
Another reason why you should be using video content is because it allows you to show off your product/service and tell a story in ways that are simply not possible with traditional (static) content or words.
No matter how much information, or how complex, it is much easier (and more engaging for your audience) to explain it with a visual and get them to stop the scroll.
The results speak for themselves: 79% of the time, adding video increased the likelihood to buy a product, with an average increase of 12% in intent (and an increase of 26% for new buyers). Facebook in particular drives more than 80% of all social referrals to eCommerce sites.
4. Video can improve your search engine ranking
Another reason why your video content is essential for your social media strategy is that it can improve your search engine rankings. This is because Google LOVES video content, so much that it often prioritises it before anything else in search results.
However, you still need to do a bit of work to get your videos to rank well on search engines. For example, you should use a clear and snappy title including your target keywords; same for your video’s description. This is not only beneficial for the viewer, but also for Google as it’ll help categorise your content.
5. You can gain valuable insight into campaign analytics
Another benefit of using videos in your social media strategy is that you can gain valuable insight into the analytics of the video campaign. Advertisers can track conversion and engagement metrics, which not only help you to monitor video performance, but can also assist decisions made around budget allocation.
This brings us nicely onto our final point…
6. You can retarget viewers
You can even build a custom audience based on these insights. This is because if, for example, Facebook tells you how your ad was engaged with (for example, the duration each user watched the video), you can use this information to create a new custom audience to retarget, nudging them towards making a purchase. For example, you can create an audience of everyone who’s visited your website in the past 30 days after clicking on your last video ad.