In today’s age, video content has become essential to maintaining an edge over industry competitors. As we have lived through this pandemic-era, we all know how businesses have shifted their focus to the implementation of a strong online presence. With a leading social media analytics company, Sprout Social, reporting that the average person spends upwards of 16 hours per week watching solely videos on social media platforms (2020), it is not surprising that these platforms have been developing increased capabilities for users to post and consume video content. Companies such as Instagram and TikTok provide users the unique ability to watch hundreds of videos in a relatively short time period. When done correctly, videos shared on social media will capture viewers’ interest almost immediately, and keep them engaged throughout the entirety of the video. As companies in every industry have transitioned to placing an extreme focus on social media profile performance, social media is no longer purely seen as a medium for communication, but it must also be recognized for it’s money making capabilities.

Think about the recent purchases that you have made. How did you become a prospective buyer? If you knew you were in the market for a product or service, how did you go about finding the right place to go? In a recent Sprout Social article reporting that 84% of consumers say they have been influenced to buy a product based on a video, we can understand why industry trends have been transitioning in the direction of video. 

Video content has the ability to engage the viewer immediately. We all scroll through our social media profiles, which posts tend to capture your attention? Typically, video content tends to garner the most interest. In January 2021, Lemonlight published that tweets with video content attract 10 times more engagements than tweets without video. Video content allows you to control your brand’s voice based on how it is presented. Rather than allow viewers to interpret your message on their own, TELL them your message directly through a video. 

Here are the 4 ways that video can assist in the transformation of your brand:

1. Demonstrate product or service functionality

Video is the perfect medium for demonstrating the functionality of your product or service. Every day, countless brands introduce new products or services that directly compete with many others. By demonstrating how your particular product is utilized and its unique selling proposition, viewers will directly envision how your product can benefit their lives. 

2. Show your space

Viewers want to see your space, whether you are a retail storefront or a business service provider! Help your viewers feel connected to your brand. They want to see what is going on behind the scenes and “where the magic happens”. If your company produces a materialistic product, viewers might find the assembly process captivating. From just utilizing your space to create video content, you are automatically creating content that is unique to your brand. Here are a few ways you could use video content in your space:

• Office Tour – Come to work with us!
• How does our production line function?
• Demonstrate your product — in your space! 
• For service providers, talk about your service and educate your viewers in a setting where you would typically perform your work. We recommend including brand artwork, awards, or your logo within the backdrop of your video. 

3. Meet the team, meet our members

Rather than posting a photo of your team members, record a clip of your team members introducing themselves. By doing so, you are providing the opportunity for your viewers to get to know your team on a more personal level. Not only will your viewers be able to hear the passion your team has for your brand in your voice, they will be able to see it through facial expressions and body language. This will introduce a sense of community within your brand. Further, viewers will be more likely to engage with your content if they feel like they are a part of your community. 

4. Talk to your viewers

What do you want your viewers to know about your brand? Use this opportunity to communicate and build your brand story. Talk about the origins of your product or company and how it is unique, or what your company values may be. Retain your audience’s attention by speaking with passion and body language. Give your viewers an opportunity to engage with your content by asking them a question, telling them to comment down below, or having them click a link on your profile!

While there is a multitude of brands utilizing video content on social media platforms, the key to success are both differentiation and authenticity. Naturally, these two elements go hand-in-hand. If you remain authentic to your brand, your content will generally be differentiated from your competitors. 

Are you worried that you may not have the time to consistently record video content for your social media profiles? We have a few pro tips to share with you:

Strategically recycle your video content!

While you should avoid posting the same content to all social media platforms, you can repurpose your content on another platform at another time! 

Create short videos

Spend your time creating short videos for social media, it could even be between 15 and 30 seconds! With industry trends transitioning towards short videos, spend less time creating longer videos (YouTube, for example.) Viewers prefer immediate satisfaction, so watching a shorter clip may be more appealing.

Create video content by utilizing animated visuals

You don’t always have to be in front of the camera! While beneficial to do so, you can also create animated visuals that attract the eye of your audience. Some examples could be to include a Q&A video with slides transitioning between questions and answers, or use animated graphics on top of a still visual!