Video Reigns Supreme on Social Media -

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Video Reigns Supreme on Social Media

WHY IT MATTERS: Video content on social media outperforms all other types across most channels. But that doesn’t mean all video is good. Let’s talk about it.

We have become an instant-gratification-driven species. We don’t want to expend many mental calories to get to our reward. We value efficiency. Easier is better.

In social media marketing, that means watching videos to collect information is preferable to reading it in long-form text on all of the above fronts.

54% of consumers have indicated they want to see even more video content from the brands they engage with on social media. Ultimately, video content continues to reign supreme in social media marketing efforts across the board.

But that doesn’t mean videos are foolproof. There isn’t just one way to create video content; there are also some wrong ways.

What NOT to Do with Video on Social Media

During a season when EVERY platform’s algorithms are prioritizing video content, competition is stiff. Whether focusing on reels, TikTok, YouTube, or any other platform, your videos must be solid to get all the potential juice.

In plainer terms: yes, video content is supreme, but execution is everything. Some things to keep in mind to help your videos stand out on social include:

– Make sure the lighting, audio, and camera are high-quality

– Avoid using scripts–instead, speak from bullet points or an outline

– Stay on topic—little veers off course are okay, but total topic shifts cause confusion

– Don’t be late to a trend–If it’s showing up on Facebook? It’s too late.

– Keep the commercial, overly professional material for TV or your website

– Invest in a good editor and editing software

Ideas for Your Next Brand Video

Just as there are many ways to get videos wrong, there are many ways to do them right. In our experience, every audience is different. But that’s what’s so great about videos. They’re creative storytelling tools with many options for success, and we create our video content accordingly.

Let’s discuss some of the different approaches we’ve taken and seen stellar results.

Live Videos

We regularly use the live streaming platform Streamyard to connect to our clients’ social channels for live events. It’s fun and engaging to “go live,” discuss various industry topics, and answer audience questions in real time.

Better yet, we take the best clips from each live event and chop them into shorter clips to use as social content later.

Trends

As we alluded to earlier, there’s nothing worse than being late to a trend. That’s just annoying. However, when you catch a relevant trend at the right time and jump on it, it’s a great way to be funny and current, telling your audience that you’re paying attention to their interests.

This one comes with a warning sign, though. Sometimes, participating in trends can be tempting, but if connecting them to your brand is difficult, it’s probably not one you need to pursue.

Selfie Videos

Selfie videos are less of a “video type” and more of a format. Authentic content plays best on social media because it should be social. Instead of putting unnecessary attention on commercialized, professional videos on your social, lean into authenticity.

It’s casual and engaging, signaling to the client that the real people behind the brand are passionate about their product or service.

Highlights Reels/BTS

Giving your audience an inside look at the fun things your people do behind the scenes can be engaging in the right industries. Building a brand on loyal customers and then using video content to invite them into your brand’s world makes them feel even more connected.

Go the Extra Mile

Ultimately, all we want out of our social media marketing is ROI. Regularly prioritizing good video content in your strategy is an excellent tool for getting there. Need some help? We’ve got you.