By Vicki Ferguson
Social media is an ever-changing, ever-evolving and ever-growing digital space that has become the place for creation, connection, and conversation.
One of the most prominent ways businesses are using social platforms is with video. From Instagram stories and reels to long-form YouTube videos, marketers are showcasing everything from products and services to company culture and values.
Whether you are already using videos or looking to get started, here are some ways you can begin to supercharge your video content on social in 2022.
The Importance of Video Marketing
It’s no secret that video holds a strong position in digital marketing. Video content has dominated digital marketing strategies since the early 2010s and continues to gain momentum. Its ongoing growth has brought new ways to how marketers and companies tell their stories and make an impact in the world. In a world where 94% of digital marketers report video to be integral to their strategy – how do you stand out?
We begin by being intentional with the videos used. Quality over quantity is key to success in the growing content clutter. Beyond being an essential avenue for sharing and connecting with consumers on products and services, video marketing is fundamental to brand strategies. Consumers look for quality products and services and seek companies that share their company values openly and authentically.
And video is an essential way to elevate your brand, product/services, and consumer connection.
The Digital Age of Video First
Over the years, platforms have moved to a video-first approach, also known as VFM – Video First Marketing. We have seen the rise of TikTok – an all-video platform – and have seen picture-heavy platforms like Instagram begin to shift to a video preferred approach.
The question isn’t if videos are what you should do, but how you should use videos.
Video usage has grown from 61% to 85% in recent years. Marketers report the positive impacts video has had on their ROI, lead generation, sales, and user understanding of their product or service. 99% of marketers plan to continue to use video in their marketing strategies, and 79% of non-video marketers plan to introduce it to their strategies in 2022. Companies are taking the reins of the video revolution because consumers demand it.
Let’s investigate what best practices, trends, and tips you should take to supercharge your social video presence:
Tips + Trends
When creating video content and sharing it, it can be daunting to know how you should approach it and what you should examine.
Focus on relevant platforms for video.
YouTube, TikTok, Instagram, and Facebook are the most preferred platforms for video content. Short-form videos are best for TikTok and Instagram, with Facebook and YouTube better suited for long-form videos.
Customize your videos for each use.
It’s efficient to create one video that works across multiple platforms, but as more video content hits the market, videos with extra attention to detail stand out among the clutter. Refining your video content to scripted, filmed, and edited with their final destination in mind can make or break performance.
Know what’s working + be consistent.
Experiment with various types of video content to figure out what resonates with your consumer. From Instagram reels and stories, TikToks, to longer-form videos that live on YouTube – the options are endless.
Look out for emerging trends + create for your customers.
Each platform will have its own trends and recommendations on how best to utilize its platform – check out these 2022 trend reports for Facebook, YouTube, Instagram, and TikTok. More than 70% of consumers visit social media more than once and look for info on products/services, entertainment, and inspirational content.
Interactive + Shoppable Videos
One of the biggest waves in video marketing has been the rise of e-commerce within video ads.
Not only are marketers using this video to share their products and services, but consumers are buying based on what they see. In 2021, videos were the number one-way consumers discovered brands and shopped online, with 23% of consumers on TikTok and 21% on Instagram making purchases based on videos.
Consumers tend to take three actions after watching a brand’s video: 1) Visit the brand’s website, 2) Follow the brand on social and 3) Visit the brand’s social shop.
And it’s been proven with over 90% of marketers saying video ads have had a positive ROI for their company.
Pinterest recently released its 2022 trends report, and e-commerce updates are a big part. Bringing more opportunities for marketers to create content – video specifically – that can reach their consumers and more. Read more about these e-commerce updates here.
Short-form videos are the most preferred length of video content across platforms and for consumers. Short-form video – a video that is 30 seconds to 2 minutes long –has the highest ROI of any social media strategy. This is why TikTok and Instagram Reels dominate on their respective feeds and even on non-native platforms like Twitter, Pinterest, and Facebook.
Keep these things in mind when creating and sharing short-form videos on these platforms:
Authenticity is key. With TikTok’s audience dominated by Gen-Z and Millennials, this audience has grown up with content coming from all directions at all times. They are likely to skip anything that “appears” to be an ad and even only watch the first three seconds of any content before deciding to stop or scroll.
Make the first five seconds of your video the most exciting by:
Simple is better. The top-performing content on TikTok and Instagram Reels is almost always created by someone who doesn’t have video editing experience or professional background. Creating the videos with a “homemade” feel is critical to consumers’ trust and engagement.
Authenticity counts here too. It is just as important on Instagram as it is on TikTok, considering that Instagram has always been a platform that favors authentic engagement by each user. This is why hashtags perform best when you engage with other posts under the hashtag, and in-feed content performs best when you engage with other content on your feed.
The same goes for Instagram Reels – if you simply reshare a video made for TikTok, Instagram will always favor other content. If you create the video using Instagram’s reel creator studio or post it straight to the platform, the algorithm will reward you for it.
Video isn’t going anywhere anytime soon. The question is no longer “How do we use video in our marketing strategy?” but “How do we make our videos stand out?” Understanding how video marketing has evolved in the past, how it exists in the present, and where it will go in the future is key to staying relevant in the crazy, competitive landscape of digital marketing.
Ideas Collide has helped numerous brands break into social, try new forms of content and push the boundaries to stand out among the noise. With a full suite of services that include social media development, content creation, and digital marketing strategy – you can quickly supercharge your social. Let’s connect!