Instagram, Pinterest, Facebook, Twitter, and even LinkedIn have been at the forefront of this rapidly changing phenomena, and they are all continuously evolving with better, bigger, more effective, and engaging means towards progressively pivoting towards video as the format of choice because it has been noticed that it is in the videos that the money lies, and it is there where the views, which equal eyes lie.
But why is generating video content so important for brands?
Well, to answer that it’s simple, it is what the consumers want. Social media has evolved from just a mere place for individuals to connect with friends, into a 360° destination for entertainment, education, and e-commerce, inspiration, and also to influence individuals on what is available for them.
And in this new world of social media, video content reigns supreme, because one would rather be able to see a product or service, rather than read about it, plus watching the vid in under 30 seconds is perfect as it fits within the attention span of the audience.
#1: More Exposure = More Engagement!
Videos seem to be taking over the digital space by storm, and there is no surprise here, not only has every platform got a function that encourages users to upload content in the video format, but also this content does well for the person who uploads it, thus prompting more such content from creators.
Also, the algorithm favors individuals who post regularly, thus giving them more exposure which is what every business needs to be able to gain more traction. So focus on putting out engaging content that your audience will like, and will add value to them.
#2: It Lives on Longer
Videos have a longer life on any digital platform, as also, video content gets more engagement than other content types, it typically sticks around for longer.
The main reason behind this could be because video content usually encourages more interactions and shares, which means it stays in the ecosystem of the app you are sharing it on for a longer period.
#3: It’s Growing in Popularity
Research conducted as early as 2018, had predicted that 54% of consumers wanted to see more video content from the brands or businesses that they support, primarily because it gives the business a face and they get taken along on the journey.
Video sharing had over 2019, seen a spike in users who spent a weekly average of 6 hours and 48 minutes watching online videos, a 59% increase from 2018, this is because more individuals have shifted to watching videos online as it is shorter, and they have the option to scroll past if they feel that it doesn’t add value to their lives.
And these were the stats, which were calculated before COVID-19 and social distancing measures were set in place, this was another reason the video consumption habits have changed. This change has made users putting out videos even more prominent and necessary.
#4: It is Gen Z Approved
In the present day, Gen Z forms a major chunk of opinion leaders, and videos have been embraced totally by the users, thus making it a cultural phenomenon, which businesses have been capitalizing off.
#5: It Can Reach Audiences Across Multiple Platforms
Producing quality video content may be more time-consuming than taking a photograph, but once complete, you can use the same content to reach different audiences across multiple platforms.
Consider repurposing your video content. For example, short videos which could be used for Instagram Stories can be then converted into 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! Reels can be created and repurposed on other platforms, like Snapchat or Facebook. If you love a video a little too much, perhaps you could link it in your newsletter too.
#6: A Personal Note
In 2020, being a brand is so much more than selling products, we have all learned that YOU are your brand, people want to form a connection, they want to know you, support you and grow with YOU. A great way to do so is by using, what can be called the most engaging medium, the video format; it is one of the most effective ways to connect, correspond, and network.
Showcasing the faces of your brand through video content can humanize your business, doing so helps you show off your personality, and your team members personalities and this can help you create a deeper, more emotional connection between you and your following, thus breaking down the glass wall, and make them family.
#7: Sales Magnification Tool
It is said that it is a picture that can tell a thousand words, well then it can also be said that it is a video that is worth at least a million. Which is just one of the main defining reasons why the video medium is such a powerful sales tool.
Videos allow brands to showcase products dynamically, thus they can constantly add valuable context that is almost impossible to achieve through static imagery.
The good news for you is that your video content strategy doesn’t need to be overwhelming or expensive. It is often seen that it is the simplest, most authentic concepts that can work best, and it is these that are the most helpful in growing a business.
The purchasing power of video is so strong that we’re now seeing platforms emerge that are solely focused on shoppable video, with online stores now adding sections with just videos to showcase their products.