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Effectiveness of Video in Social Media Marketing

Not Using Video in Your Marketing? You’re Missing Key Customers . . . Literally

Phillip Reinhardt

Do you remember the days when making a video for your brand involved actors, sets, scripts . . . and a massive budget? Fast-forward just a short while to today when a video doesn’t have to be overproduced and overblown in order to be insanely effective for your brand. The emphasis today is allowing your audience to have an authentic engagement with your brand, and that often means creating videos that are — for lack of a better term — pretty low-budget. That sounds like good news for smaller brands, it doesn’t mean that you can start shooting videos without a strategy. While marketing videos may not require days of shooting, the quality of the content that you share is still mission-critical.

No Video? Not An Option.

Facebook, Instagram, Twitter — all the big social media platforms are giving big boosts and rewards to brands that are willing to take the plunge and use video in new and creative ways, such as Facebook Live or the very new Instagram TV. This often means posting live videos where anything can go wrong. Fortunately, there are plenty of things that can go right, too. Without fresh video content, your audience is unlikely to see the content that you’re working so hard to create. According to SocialMediaToday, 90% of internet traffic in 2019 will be video.

What does that mean for brands? Skipping video production class is no longer an option. (And it’s time to hire an intern!)

Engage Audiences with Video

Eyeball These Video Stats

Still not convinced? What about this: when you put an amazing video on your landing pages, you can increase your conversions by up to 80%. That doesn’t mean a cat or dog video, but a conversation with your audience, where you or a customer are describing the benefits of your product or service. Videos are more trusted and engaging than text and tend to truly help your customers get a feel for a product before making a purchase. More than 90% of consumers noted that watching a video helped them make a buying decision, and Facebook generates 8 billion video views per day. Need more convincing?

With stats like this, it’s no wonder there is a serious love affair between marketers and their videos.

Sharing is Caring

So, video helps discoverability both on social media platforms and on your website. Customers love to use it as a way to make decisions. Marketers like it because it helps authentically engage their audience. Why do users like videos? Well, for the same reason they love sharing memes on Facebook and recipes and home improvement tips on Pinterest. Videos are engaging, they’re funny, they’re sweet, they’re heart-wrenching. That’s right — they’re emotional! The empathy that people feel when they hear specific pieces of music, or see a certain theme, these are all reasons that people want to share that with their friends on social media, email or simply by passing their mobile phone with a nudge and a “You won’t believe what this guy did!” to their bestie.

If you’re not on the video bandwagon yet, time’s a-wastin‘, so let’s get started! At PBJ Marketing, we are pretty firm believers in using video in marketing or on your landing pages as a conversion tool. Contact our talented digital marketing team today at 646-770-3271 or email us at makeithappen@pbjmarketing.com to see how the video you’re already generating can be leveraged to drive more visits, better conversion rates and all-around awesome analytics for your business.