If you use social media, you’ve probably noticed how every platform has found a way to incorporate at least one method for users to post videos. Facebook and Instagram have stories and lives, TikTok is entirely video oriented, the list goes on and on. Studies show that average viewers retain 95% of a message when they watch it, compared to a 10% retention when reading messaging. 

While the algorithms for these platforms change often, most tend to increase the visibility of accounts who are more actively engaging with followers and have posts that are frequently shared, saved or liked – all things that video content tends to encourage more of than static posts. Video is important to incorporate into your brand strategy, and we’re here to explain how and why. 

Why use video content?

Video content on social media is more attention-grabbing than static posts. Users are more likely to stop mindless scrolling if they see an interesting video in their feed, and often video posts will see higher engagement.

Facebook and Instagram saw a 40% increase in use during the worst of the pandemic in 2020, with many businesses turning to Facebook or Instagram lives, and later Reels, to communicate their message to their audience, educate through webinars, or keep consumers up-to-date on COVID-19 related business closures. Video content often sticks around on social media longer than static posts. If your posts are truly interesting and shared often, you may find that they keep getting engagement for weeks after they were originally posted. 

Videos documenting a process or taking you through a real-life situation can encourage users to tune in to your social channel more frequently. For example, posting a series of Instagram stories or reels over the course of a few weeks demonstrating how to do a specific task can encourage users to tune in to get tips, tag you in their efforts, and share your account with their friends with similar interests.

Meeting someone in person is always a much different experience than getting to know them from an email, and social media works much the same. While we’d like to believe that expressing ourselves in the caption of a post can make other users get to know us, there’s nothing that can match video. Letting your audience get to know you and your company’s voice, personality and style can go a long way in building your brand. Plus, many users will tune in more often if they mesh with your personality and become invested in your story.

If you or your brand is highly knowledgeable within your industry, you can use that to your advantage to educate your consumers. Becoming a trusted resource of information is one of the best ways to create a dedicated community. Video can explore difficult concepts, provide helpful tips, and demonstrate your industry knowledge – putting you at the forefront of potential consumers’ minds as the go-to person or brand.

Improving your brand with videos

Whether your company uses Facebook, Instagram, or another social media platform to reach your consumers, if you’re not incorporating video into your social plan you’re missing out on a key way to make your brand more memorable. Integrating video content into your social media strategy doesn’t have to be a stressful process.

  1. Review your brand strategy.
  2. Evaluate your current social media platforms to determine what posts are doing well with your audience.
  3. Make a list of potential topics that you think your audience might like to see that is within the scope of your brand. You can even go directly to the source and ask your social media followers what kind of video content they want to see from you! Everything from sharing a few fun facts, doing a “day-in-the-life” series, or creating a set of tutorials can get you started with video content. 

Remember to check back to see how your content is doing on each platform and make tweaks to keep your audience interested and engaged!