Why adding videos to social media marketing will boost engagement?

Adding videos to social media marketing campaigns is proving to be one of the most powerful business assets for growing your brand, gaining new followers and driving sales. Facebook, Pinterest, Twitter, Instagram and even LinkedIn have increasingly pivoted toward video as the content format of choice. The instant popularity of TikTok has shown us all just how addictive and persuasive a video-first offering can be.

We, at NHANCE Digital, have a team of social media marketers who constantly follow the latest updates and trends in the world of social media. They believe that images are great, but video content is what customers want. This is mainly because social media is no longer just a place where people connect with each other. It has evolved to become a destination for education, entertainment and eCommerce inspiration. In this brand new world of social media, video content seems to be reigning supreme. Keep reading to know why adding video content will boost the engagement of your social media campaign.

Video content gets more exposure

Have you logged into any social media platform lately? If so, you must have noticed that within the first 10 seconds, you have seen at least one video content. This is because videos perform best with most algorithms as it can attract the attention of a user for much longer than an image or infographic. As such, the longer a user engages with the video content, the more an algorithm will push that content forward so that a wider audience gets to see it.

Also, social media platforms are encouraging people to post more video content. This is why you will find brand new video features. For instance, Instagram has been promoting its Instagram reels and even Pinterest has Pinterest Video Pins.

Video content has a much longer shelf life than other content types

Along with getting more engagement, video content also sticks around for much longer than other types of content. For example, a TikTok video will surface on the Internet for a few weeks or even a few months after it was published for the first time.

If you are wondering why, the answer is simple. Video content encourages more shares and interactions. This allows the content to remain in the ecosystem for a longer time. So, even if creating video content seems like an expensive option, it usually offers stronger ROI.

The popularity of video content is growing

Social media users love video and there is no question about it. Studies have revealed that more than 50% of consumers want to see more video content from the businesses or brands that they support. Also, users are known to spend over 6 hours on average watching videos across multiple platforms. To top it all, these studies have been conducted before the COVID-19 pandemic. Since people are asked to maintain social distance measures, video consumption has certainly shot up in 2020. This year even saw the first wave of digital-first video events and conferences.

Video content appeals to a Gen Z audience 

Compared to other generations, the Gen Z audience is much more tech-savvy and connected to the Internet. This generation has practically grown up watching YouTube videos. Even for entertainment and educational content, they depend on video. So, if you want to connect with this generation, you have to invest your time, effort and money into creating engaging and interesting video content.

So, this is why you should consider adding video content to your social media marketing strategy plan. Now, when it comes to creating video, it is not necessary that you always have to create from scratch or that it has to be about your brand specifically. You can come up with interactive video content to connect with your audience. You can even create behind-the-scene videos to give your audience an idea about what goes on and how the products are created before they are shipped out to the audience. Also, you can post user-generated content to build credibility.

If you need any help with your social media campaign, reach out to NHANCE Digital. We are a social media company in the UK dedicated to providing a bespoke solution.