What is the impact of video on social media marketing?
As digital marketing becomes increasingly more important for brands, the use of video has become one of the most powerful tools that marketers can incorporate into their social media strategies. In fact, according to a recent study published by HubSpot, 99% of marketers who currently use video report that they plan on continuing and even increasing their investment in this type of content over the course of this year.
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This trend is not only apparent in the number of marketers who are incorporating this type of media into their campaigns, but also in the types of videos that are being produced and shared. From high-production value, narrative-driven videos to short how-to videos and everything in between, there is no denying that video has become the most engaging format for reaching audiences on social media.
Video on social media has the potential to be truly transformational for a brand. It can be used to communicate key messages, showcase products and services, build relationships with customers, increase brand awareness and, most importantly, drive conversions. When used properly, this is a medium that can be extremely effective for any type of business or organization.
When it comes to creating video for social media, the first step is understanding the audience that you are trying to reach. This will help you determine what type of video content your audience will respond to best and what types of calls-to-action will be most effective. For example, if your goal is to drive traffic to your website, you will want to make sure that any videos you create have a clear and obvious call to action to encourage viewers to click through to your site.
Another important element of creating a successful video is knowing how to measure its impact once it has been posted. This is where social media is especially helpful, as the ability to comment and share allows for a direct line of feedback between the brand and its followers. This is a valuable tool to utilize for both positive and negative feedback, as it will help improve the quality of future videos that are created.
The most popular social media platforms for video include Facebook, Twitter and Instagram. Each platform has its own unique style and features that should be taken into consideration when developing your strategy. Facebook and Twitter both favor shorter videos. In addition, tweets that contain a video receive 2.8 times the amount of retweets and likes than those without.
Instagram, on the other hand, has a longer attention span for video and has a higher preference for user-generated content. This makes it an ideal platform for showcasing testimonials and product demos. In fact, a user-generated video can be so compelling that it may cause the viewer to purchase your product or service right away. In order to make this happen, it is important that your video includes a strong call-to-action at the end, directing viewers where to go next.