Every marketer knows that the marketing industry and digital landscape are constantly changing. Updated social media algorithms, new platforms, and amended rules and regulations are just a few factors that keep us on our toes. The type of content that performs best across both paid and organic digital media has also changed in the last few years. Just like how the rise of Instagram in the early 2010s brought added favour to more visual, image-based content as opposed to text-only, the rise of Tiktok has greatly increased the popularity of video-based content on the internet. We see short-form videos trending across many platforms, such as Instagram Reels, Youtube Shorts, and more. How important is it really to start adopting video-based content into your digital marketing strategy though? Here are the facts.
Algorithms Favour Video Content
Social media platforms, like Instagram, for example, have started to prioritize videos in their feeds and push more of this type of content to their users. They do this by adding videos in-feed as well as in the “explore” pages of users. The main reason for this is that a video will hold a user’s attention for longer periods of time, which keeps them on the platform for longer. Video content is more engaging to the viewer, so the algorithm is more likely to boost this type of post.
Videos Tell a Better Story
Video content has the ability to get a viewer’s emotions involved more than image-only content. The use of voice, music, lighting, and story-telling make for more opportunities to clearly communicate your message. With image-only content, it is easy for a viewer to interpret your message in a way that was not intended. Videos do a better job of shaping the viewer’s perspective from several different angles, ensuring a better story and message.
Video Content Boosts Conversions
Video content isn’t just better for engagement and story-telling. It actually has a direct role in increasing your number of conversions. According to Word Stream, making use of videos can increase your conversion rate by up to 80%! This is because it is easier for a viewer to retain the information from a video than it is when viewing text-only content as it engages several senses and holds the viewer’s attention for longer. A video allows a viewer to place themselves in a setting where they can visualize using your product or service, which in-turn increases the chances of them buying from you.
Video Content is Cheaper to Run in Ads
While video content may cost more in production, running video-based ads actually save you money in the long-run. Since video content is more engaging, it costs less to run because of the number of impressions video content tends to get compared to image and text-based ads. Simply put, video-based ads get you more bang for your buck.
Quick Stats for Video Marketing
- Our brains can process video 60,000 times faster than text.
- Videos have been proven to increase conversion rates by up to 80%.
- Videos on social media generate 1200% more shares than text and image content combined.
- Viewers retain 95% of a message when they watch it in a video vs. only 10% when reading it in text.
- 72% of consumers prefer learning about a product or a service from videos.
- Over 80% of businesses make use of video marketing.
- The best length for a video ad is generally between 6-10 seconds.
Need Help Getting Started?
Whether you want to utilize video content in your paid ads or make some fresh content for your organic socials, landing page, or website, we can help! SocialBulls help you with all things video-related from storyboarding and planning, to filming and editing. We can help create actionable goals then execute on a social media strategy that gets you real business results.
To set up a consultation, call 403-608-2661 or contact us here.
SocialBulls and Full Blast Creative
SocialBulls, social media and digital marketing training in Calgary, is a division of Full Blast Creative.
Crystal DeCnodder, founder of SocialBulls is also an instructor at Mount Royal University and SAIT where she teaches social media analytics, social media advertising and social media for web integration. Full Blast Creative is a Calgary web design and digital marketing agency. The firm is based in the community of Ramsay and works with a variety of companies to amplify their web and digital presence.