• Jess Cook

You Need to use Video on Social Media... Here's Why.


It's no secret that video is king on social media. And when it on average performs 66% better than regular image posts, it's a no brainer to be including it in your social media stratgy. Instagram, Pinterest, Facebook, Twitter, and even LinkedIn have progressively pivoted towards video as the format of choice, while the rapid rise of TikTok has shown just how persuasive (and addictive!) a video-first offering can be. But some are yet to be convinced of as to why they should use video online!


Ultimately, it’s what consumers want. Social media has evolved from a place to connect with friends, into a 360° destination for entertainment, education, and e-commerce inspiration, meaning video content reigns supreme. Still not sure about the benefits of video? We’re sharing 7 reasons why your brand needs video content on social media in this blog post:


Reason #1: It gets WAY more exposure and engagement!

If you’ve logged in to any social media platform recently, the chances are you’ll have seen video content within the first 10 seconds. This is because video content typically performs best with most platform's algorithms, based on the fact it captures a viewer’s attention for longer. And the longer a viewer engages with a piece of content, the more likely an algorithm will boost that content to a wider audience. Which explains why videos on Instagram generate more engagement than any other content type and Tweets with video see 10x more engagement.


Also, most social media platforms give an extra boost to their latest functionality to encourage adoption — many of which are new video features. So it’s worth experimenting and jumping on a video trend when you see it. Whether that’s posting your first TikTok or getting started with an IGTV series!


Reason #2: It has a longer shelf life.

Not only does video content get more engagement than other content types, it typically sticks around for longer. A TikTok video, for example, can be surfaced in users’ For You Pages for weeks, even months, after it is first published. This is because video content usually encourages more interactions and shares, which means it stays in the ecosystem for longer.

So although video may seem like a more costly option, it can often be a stronger return on your investment.


Reason #3: It had growing popularity across all social channels

There’s no question, social media users love video. Even in 2018, a study showed that 54% of consumers wanted to see more video content from the brands or businesses they support.


Video has grown in popularity across every channel, and this has been ever the more true with COVID-19. Facebook and Instagram saw a 40% increase inusage due to COVID-19, with views for Instagram Live and Facebook Live doubling in one week. Businesses and brands have been quick to pivot their strategies, giving rise to a whole new wave of digital-first video conferences and events.


Consumers expect brands to deliver engaging, entertaining content on social media more than ever before, and video is one of the most effective formats to do so.


Reason #4: It appeals to a Gen Z audience

Gen Z audiences are much more connected to the internet than other generations and have grown up with YouTube as a primary source of educational and entertainment content.


So video is the best place to start if you’re looking to resonate with a Gen Z audience!

In fact, according to a survey undetaken by YouTube, 50% of millennials and Gen Z generations said they “couldn’t live” without video in their daily lives. This explains why TikTok, as a short-form video app, has proved to be so successful with Gen Z users. Over 35% of TikTok’s 800m+ users fall into this demographic, with most viral TikTok stars aged between 18-24.


Reason #5: it can audience across multiple platforms.

Producing quality video content may be more time consuming than taking a photograph, but once complete, you can use it to reach different audiences across multiple platforms.


Greater reach = a greater return on investment.


This is one trend we’ve seen lots of influencers and brands doing successfully on TikTok and Instagram Reels as of late, as both platforms have the same 9:16 format and similar intent. Similarly, 16:9 videos can be easily shared across IGTV, Facebook, and YouTube — with each of these platforms being suited to slightly longer-form content.


Consider repurposing your video content. For example, short videos for Instagram Stories can convert well as Pinterest Video Pins, Instagram Feed videos are often the perfect format for Facebook, and Instagram Live broadcasts can now be automatically shared to IGTV...the opportunities are endless!


Reason #6: It's a more personable way to engage with your audience!

In 2020, being a brand is so much more than selling products.


More than ever before, consumers want to know about the values and people behind the brands they buy from — and video is one of the most effective ways to do this. Showcasing the faces of your brand through video content can humanize your business and help create a deeper, more emotional connection between you and your community.


Plus, it’s a great way to dig into the details of your products or services in a personable way, which can be much more relatable (and persuasive) than a series of static images.


Reason #7: It's a powerful sales tool.

If a picture can tell a thousand words, a video is worth at least a million. Which is just one reason why video is such a powerful sales tool. Video allows brands to showcase products in a dynamic way, adding valuable context that is almost impossible to achieve through static imagery.


Pinterest users are 2.6x times more like to make a purchase after viewing brand video content on the platform. In fact, 93% of marketers said they landed a new customer thanks to a video on social media. The purchasing power of video is so strong that we’re now seeing platforms emerge that are solely focused on shoppable video.


Video is only set to rise in popularity as digital-first experiences take center stage.


And even with all of these benefits, video is still shared less frequently than static image posts — giving you a greater chance of standing out from the crowd and reaching a wider audience.


If you’re not creating video content for your brand yet, there’s never been a better time to get started. The good news is, your video content strategy doesn’t need to be overwhelming or expensive — often the simplest, most authentic concepts can work best!


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