The Power of Video in your Social Media Strategy 2022

Visual marketing is becoming more and more popular every year. In a world of gossip, technology and politics, social media is a concept that is connecting all the content together and creates engaging posts for all the users across the world.

With social media being around for a little over a decade now, we can see how it’s progressed. From the good ol’ days of myspace and Bebo to now Instagram and TikTok, social media users have reached 4.55bn people globally. What started off as platforms for people to message each other has now become much more. People love visual content. More specifically, videos. 

This is where we talk about how significant and impactful, videos can be to your social media strategy.

Average Consumer Attention Span

The new consumer is very different to how they were 10 years ago. Social media has changed the way we think and view things. Researchers have gone as far as to call it the ‘goldfish effect’. They’ve blamed social media for why our attention span is lower than it was before. It’s been reported that the new consumer on social media has an average attention span of 8 seconds. This can prove to be very difficult when incorporating a video into your social media strategy, mainly platforms that do not specialise in video uploads e.g. Linkedin. However, a video that lasts around 10 seconds accompanied by a great caption can do just enough to increase your views and engagement levels.

I mean let’s face it, we don’t really want to be watching a 6-minute video on how octopus’ blood is blue.

The Rise of TikTok

This is (without a doubt) one of the most talked-about social media platforms. If you haven’t heard of TikTok please stop reading this blog and go check it out. TikTok is a platform that is more than just a place to post videos. It’s a place to engage with a community over the created content. With the platform taking off during the pandemic in 2020, it has officially reached 1bn monthly active users (as of September 2021). Originally the platform had a limit with every video length being no longer than 60 seconds. This changed in July 2021 where they changed the limit to 3 minutes. If your social media goal revolves around brand awareness, this platform is the best social media channel for it. Brand awareness can be optimally achieved through the use of visual marketing. Incorporating short-length videos on a social media platform that has an average of 1bn monthly users, can prove to be beneficial for your social media strategy.

YouTube’s expansion with Premium

Whether it’s streaming gamers, watching Barcelona FC’s 2009 highlights, or makeup tutorials, there’s no denying that YouTube is the number one place for everyone to watch videos on. Even teacher’s these days have been using it to teach children about the history of Henry 8th and his many wives. YouTube (like many platforms) heavily rely on ads for the revenue stream and the only ads you will find on the channel are displayed in video formats. Perfect for brand awareness. 

However, YouTube expanded its brand through the introduction of ‘Premium’ in 2018. For £9.99 a month, users can remove ads and enable offline listening through downloads – some might call it a hybrid concept of Netflix and Spotify. As a result of this creation, existing businesses (who already advertise on YouTube) are going to find it difficult to expand their reach on the platform. Recent statistics have conversely shown that Premium has not taken off in the same way experts had predicted. There could be a turnaround with this however, as it stands there is a wide market to access on there with your video promotion regardless of premium.

Knowledgeable behind-the-scenes content.

With the new consumer having a short attention span, the type of content they are watching more and more of is the ‘behind-the-scenes’ clips that companies post out. Have you ever watched the behind the scenes footage of how businesses make their food look delicious before taking a photoshoot of it? Yeah, it’s not nice to see and to be honest, I can’t look at the photos the same way. However, it’s intriguing, it’s engaging, it’s what consumers want to see. This type of content showcases your brand’s personality and provides a look into your team. It’s a humanised approach that showcases transparency between you (the business) and the consumers.

It’s becoming more and more evident that using video content in your social media strategy will be key to your success in 2022. Remember, keep it short, keep it engaging and see the rewards from that.

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