March 19, 2020

Why you need video content for your business's social media

While plenty of people still digest content in written format (like those of you reading this), the last few years have seen a notable shift toward content delivered via video, especially on social media channels. Although companies should continue to concern themselves with online email marketing that includes messaging in copy format, it’s equally important to explore opportunities available only through video content.

According to a 2019 article published in Forbes, roughly two-thirds of millennials using social media reported engaging with brands after viewing their video posts, while 85% of millennials reported product purchases after watching promotional videos. This should come as no surprise, considering the high level of engagement offered by video, not to mention the number of incredibly popular social media platforms (Instagram, TikTok, YouTube, and more) that thrive on video content.

Why is it so important for your company to add this essential marketing tool to your arsenal? What do you gain by investing your marketing spend into the creation of video content for your social media accounts? Here’s what you need to know.

A Picture is Worth a Thousand Words
The amount of information you can convey at a glance with a static image makes adding graphics to your promotional materials a no-brainer. Just consider what you can convey in 30 frames per second with digital video.

Consumers naturally want information about the companies they support and the products they purchase, but modern audiences are short on time and they don’t want to work too hard to gather information.

Video addresses a myriad of pain points for consumers by imparting information in a quick, convenient format that lends itself to entertainment. Sure, you can use ad copy to talk about how great a backpack or bicycle is, but a video could show a person stashing their laptop and lunch in the many compartments of a backpack or changing gears and barreling down a scenic nature trail on a mountain bike in much less time.

With the right elements — including a compelling story, engaging imagery, and music that elicits an emotional response — there’s no denying the power of video to help your company connect with a target audience and generate desired actions and conversions.

Increase Key Metrics for SEO Purposes
To some extent, it’s impossible to know exactly what Google and other search engine algorithms measure when they’re determining rankings. However, you can bet they’re checking key metrics like click-through, traffic, and bounce rates versus the number of visitors who stay on your page, not to mention how long they browse your content.

Because video content is so engaging, it could boost metrics that influence search engine rankings, helping your SEO efforts in vital ways. If you’re already committing a portion of your marketing spend to SEO, then adding specific, value-driven video content (like explainer videos) is a great way to maximize ROI.

Drive Conversions and Sales
Ultimately, your marketing efforts are all geared toward one key outcome:  Making sales. While video content has the capacity to improve outreach, brand recognition, and a range of metrics and conversions, you really need your marketing dollars to deliver monetary returns.

The efficacy of video to increase information retention and compel desired actions is undeniable. With a qualified, creative, and experienced video production partner by your side, you can make the most of your budget with social media videos that promote your brand and products and drive conversions and sales. Turning to the pros at Voca Films may be just what you need!

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