Posting polished, strategic videos optimized for key social platforms allows companies to effectively engage with target audiences, increase brand visibility, and ultimately drive business growth. There are many compelling reasons for brands to prioritize video content as part of their social media activities:
Improved engagement – Video posts see much higher engagement in the form of likes, comments, and sharing compared to static image and text content.
Higher reach – Videos drive greater organic reach as the algorithms of most platforms favor video over other post types.
Built credibility – Demonstrating expertise, sharing insights, and showcasing brand culture through videos builds consumer trust.
Personality and storytelling – Videos allow brands to connect more personally and emotionally with audiences.
Accessibility – Social video expands audiences for messaging as viewers don’t have to navigate elsewhere.
Mobile optimization – Video works seamlessly on the mobile feeds where most social media usage now occurs.
Higher conversion rates – Promotional videos and demos drive viewers to take action through clicks, sales, signups, downloads and more.
Improved SEO – Videos on social pages signal authority to search algorithms and also expand keyword reach.
Behind-the-scenes – Glimpses into company operations humanize brands when done right.
Thought leadership – Sharing expert perspectives and insights through videos establishes authority.
Best practices for developing videos purpose-built for top social platforms:
Know ideal lengths – Adapt runtimes based on platform standards – shorter for TikTok and Instagram, longer for YouTube and Facebook.
Stand out visually – High quality, well-lit footage engages viewers in busy feeds. Invest in professional production.
Hook quickly – Lead with your most captivating angles and points to grab attention fast before drop-off.
Align to audiences – Tailor video styles, messaging, creators/talent to the platform’s target demographics.
Encourage engagement – Ask questions, run polls and use captions that prompt reactions and discussion.
Mind mobile viewing – Square and vertical videos work far better on the mobile feeds where most usage happens.
Be consistent – Maintain steady branding, messaging, tone and style across social channels.
Diversify content – Combine company, product, culture and general interest videos for balanced sharing.
Promote video premieres – Hype new videos in advance through emails, ads and social posts.
Reuse top content – Repurpose evergreen videos periodically for new audiences.
Amplifying Social Videos:
Brands should amplify their best social videos through:
Paid promotions – Sponsor top videos to reach more of your target demographic.
Cross-posting – Share videos across YouTube, Facebook, Instagram, etc.
Influencers/employees – Have creators and staff share videos to their own audiences.
Email marketing – Promote new videos in email newsletters with links.
Digital ads – Use clips from social videos in non- skippable YouTube bumper ads, social media ads, etc.
Embedded on website – Host full videos on websites to extend their reach.
Live streaming – Simultaneously stream premieres on social platforms and to owned channels.
Clip highlights – Turn sections of videos into teasers to post natively and drive to full versions
Tracking Performance:
Utilize each platform’s analytics to see top videos along with viewer demographics, drop-off rates, completion rates, click- through rates, and other data to refine approach. Conduct surveys and focus groups for direct audience feedback.
Video allows brands to engage audiences and demonstrate expertise in memorable ways unmatched by other social media formats. Developing a strategic multi-channel video presence with compelling, optimized content is essential for modern social marketing.