Video content has become essential for reaching your target audience on social media. Studies show that social media videos are 1200% more likely to be shared than text and images combined. However, not all social media videos are created equal.
The key to success is creating engaging content that resonates with your audience and aligns with your brand goals. This guide will explore the latest social media video trends and provide tips for creating impactful content across platforms.
Importance of Social Media Videos for Business
1. Reach New Audiences
Social media videos help businesses expand their reach and connect with new audiences. This type of content is particularly effective for engaging younger consumers, who may not be accessible through traditional marketing channels. For example, a recent study found that 79% of TikTok users say the platform has introduced them to new brands. Video content can help you tap into this opportunity and reach new audiences on social media.
2. Build Trust and Authenticity
Video content can foster trust and authenticity between brands and consumers. In an age where misinformation is rampant, 66% of consumers say they trust brand video content more than other forms of communication. Social media platforms are often the first place consumers research a brand, and video can help provide the information and emotional connection they seek. For instance, behind-the-scenes footage, employee interviews, and user-generated content can humanize your brand and make it more relatable.
3. Boost Engagement and Conversion Rates
Social media videos can drive higher levels of engagement than other types of content, leading to increased conversions. For example, research shows that including video in an email campaign can boost click-through rates by 200-300%, while social media posts with video generate 48% more attention than those without. This engagement can help guide consumers along the buyer’s journey, building awareness and trust before purchasing. 84% of consumers say they’ve been convinced to buy a product after watching a brand’s video.
4. Gain Valuable Insights and Data
Using social media videos for business provides valuable data and insights that can inform your marketing strategy. For example, tracking video views, shares, and comments can help you understand what content resonates with your audience. This information can then be used to optimize your future video efforts and improve ROI. Additionally, social media platforms offer a range of analytics tools that can help you measure the performance of your videos and gain deeper insights into your audience’s behavior.
5. Improve Your SEO
Social media videos can boost your SEO efforts and increase your brand’s online visibility. For example, Google prioritizes video content in its search results. Social media platforms are often the first place consumers research a brand, and video can help provide the information and emotional connection they seek. For instance, behind-the-scenes footage, employee interviews, and user-generated content can humanize your brand and make it more relatable.
10 Tips to Make Social Media Videos for Your Business
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2. Develop a Clear Plan Before You Create
Strategy is everything in video marketing. Before you start creating content, outline your goals. Are you aiming to boost brand awareness, spark conversations around a product launch, or recruit new hires? Whatever your objectives, be strategic with your video content from the start to ensure you stay on track.
3. Capture Attention Immediately
Today’s audiences have short attention spans. To keep viewers engaged, you must hook them in the first few seconds of your video. Start with a compelling question, striking visuals, or engaging music. Integrating branding elements like logos or taglines early on helps viewers quickly recognize your brand and understand your message.
4. Keep Your Videos Short and Sweet
There are optimal video lengths for different platforms, but they are constantly changing. For TikTok and Instagram Reels, aim for 15 to 30 seconds. Facebook and LinkedIn favor videos between one and two minutes long, while YouTube accommodates longer content. Regardless of platform, focus on delivering value to viewers by keeping videos concise and engaging.
5. Prioritize Natural Lighting
Videos shot in dim lighting often appear grainy and unprofessional. Whenever possible, utilize natural light by filming near windows or outdoors. Invest in quality lighting equipment if you plan to produce social videos long-term. Options include budget-friendly ring lights or more advanced three-point lighting setups for high-production shoots.
6. Invest in Quality Sound
Poor audio can ruin a good video. Use an external microphone to enhance sound quality and minimize background noise. Clip-on lavalier mics and shotgun microphones are both effective options. Always test your audio before recording to ensure optimal sound for your videos.
7. Add a Clear Call to Action
After watching your video, viewers should know what to do next. Include a strong call to action (CTA) to guide your audience. Where you place the CTA will depend on the platform. For YouTube, position it at the end of the video. For Facebook, putting it in the middle may be more effective.
8. Use Music Carefully
Music can enhance your videos, but only if you use non-copyrighted tracks. Platforms like YouTube, TikTok, and Instagram may mute or remove your content if you use licensed songs. Explore royalty-free options, allowing unlimited use after a one-time purchase to avoid issues. Sites like Pixabay and Envato offer accessible libraries of royalty-free music.
9. Incorporate Captions for Accessibility
Many viewers watch videos without sound, making captions essential. Adding text improves accessibility for all audiences and engages viewers who prefer silent viewing. Tools like Kapwing and Zubtitle simplify the captioning process. TikTok even has an auto-caption feature that generates subtitles during the editing process.
10. Optimize Your Videos for Each Platform
Different social platforms have unique requirements for optimal video performance. Research each site's ideal dimensions and aspect ratios to ensure your content displays correctly. For Instagram, use a 1:1 ratio for square videos, a 4:5 ratio for portraits, and a 16:9 ratio for landscapes. TikTok favors a 9:16 aspect ratio for vertical videos.
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10 Businesses Using Social Media Video Marketing
1. Duolingo's TikTok Strategy: Humor and Trends Work Wonders
Duolingo's TikTok approach revolves around humor and memes. The brand uses its green owl mascot in funny videos that resonate with audiences. They also join viral trends, adding their unique twist to stay relevant. Engaging with comments and duets boosts interaction further. This strategy has made Duolingo one of TikTok’s most followed brands, with some videos hitting 10 million views. It also enhances brand recall without pushing products.
2. Gymshark's Fitness Focus: Influencers and Community Building
Gymshark uses high-quality fitness videos on Instagram and TikTok to showcase its apparel. The brand collaborates with influencers and trainers to create authentic content that highlights their gear. Viral fitness challenges, like the “66-Day Challenge,” encourage community participation and UGC. This strategy has built a loyal following of fitness enthusiasts and increased brand trust through influencer partnerships.
3. GoPro's YouTube Success: The Potential of User-Generated Content
GoPro’s marketing taps into the potential of user-generated content, encouraging customers to share their adventure videos. The brand creates compilations featuring extreme sports and travel, rewarding users through its GoPro Awards program. This strategy has resulted in over 11 million YouTube subscribers and millions of views per video. GoPro’s UGC is authentic entertainment and advertising, keeping customers engaged and inspired.
4. Nike's Emotional Appeal: Storytelling Over Selling
Nike’s social video strategy prioritizes powerful storytelling over product promotion. The brand features athletes’ journeys, struggles, and triumphs, creating emotional connections with viewers. Motivational short videos with striking visuals often go viral, like the “You Can’t Stop Us” campaign, which surpassed 50 million views. This approach boosts brand loyalty and engagement, with Instagram posts regularly earning over 1 million likes.
5. Red Bull's High-Energy Content: A Lifestyle Brand Beyond Energy Drinks
Red Bull’s social video strategy highlights extreme sports, stunts, and adrenaline-filled events. The brand sponsors athletes and unique ventures like “Red Bull Stratos,” creating original content that fuels its brand identity. Its YouTube channel has over 12 million subscribers, with videos surpassing 1 million views. This strategy establishes Red Bull as a lifestyle brand that goes beyond just energy drinks.
6. Sephora's Social Strategy: Community Building Through Tutorials and Challenges
Sephora’s TikTok and Instagram strategy features step-by-step makeup tutorials and beauty tips. The brand collaborates with influencers for product demos and leverages challenges like “#SephoraSquad” to encourage user participation. This approach drives high engagement on TikTok, where tutorials earn millions of views. Sephora’s informative content converts followers into loyal customers and strengthens community ties through influencer partnerships.
7. Chipotle's Relatable Content: Social Videos That Drive Sales
Chipotle’s TikTok and Instagram strategy features entertaining behind-the-scenes food prep videos and engaging with social media trends. The brand’s viral “#ChipotleLidFlip” challenge generated over 10 billion views on TikTok, driving real-world sales boosts. This approach creates a unique, personality-driven social presence beyond traditional advertising, resonating with audiences and fostering brand loyalty.
8. Airbnb's Authentic Appeal: Travel Videos That Inspire and Engage
Airbnb’s social video strategy showcases real stories from hosts and travelers, highlighting unique stays through beautiful cinematography. The brand encourages users to share their experiences, creating authentic UGC that fosters community. These videos inspire travel and driving bookings, and give Airbnb an organic, community-driven appeal. Instagram travel reels earn high engagement, further extending their reach.
9. Starbucks’ Seasonal Promotions: Creative Content That Drives Product Hype
Starbucks’ TikTok and Instagram strategy leverages seasonal product launches, like the Pumpkin Spice Latte, with engaging video content. The brand encourages customer-generated content that makes products go viral and uses ASMR-style clips featuring coffee sounds. This approach drives product hype through millions of views on TikTok, connecting customers to brand culture via creative content. Seasonal Starbucks cups often trend due to aesthetic appeal and customization videos.
10. Apple’s Brand Trust: Cinematic Product Demos That Go Viral
Apple’s social video strategy highlights iPhone camera capabilities through high-production aesthetic videos. The brand’s “Shot on iPhone” campaigns showcase user-generated content and feature tutorials for new product launches. This approach drives millions of views for YouTube campaign videos and creates organic brand trust through UGC. Apple’s sleek, cinematic videos reinforce its image as a tech leader and innovator.
These case studies offer valuable insights for businesses using video for social media marketing. Each brand has a unique approach but focuses on engaging and inspiring its audiences. From emotional storytelling to humor and community building, social media videos can enhance brand loyalty and drive sales.
10 Content Ideas for Social Media Video Marketing
1. Genuine, Relatable Videos
Prioritize storytelling and highlight authentic experiences to craft genuine videos that connect with your audience. According to Social Media Today, 86% of individuals say authenticity matters when choosing brands they support. Uncover your brand’s distinct narratives and explore ways to share them honestly.
Utilize terminology and situations your audience can quickly identify with, steering clear of jargon and complicated explanations. Instead of overly polished or scripted videos, strive for a more organic feel. Involve employees, customers, and real-life occurrences to communicate your message.
2. Video Newsletters for Companies
Who says newsletters can only be written? While that’s the traditional route, why not transition from text to video to develop a company newsletter that broadens your reach? Create a monthly 3-5 minute video featuring segments like updates, employee highlights, and upcoming events. Start with a warm introduction to establish a personal touch.
Showcase significant news and product announcements—like Zapier does in this video newsletter—incorporate behind-the-scenes glimpses to reveal company culture, and organize brief Q&A sessions with leadership to encourage transparency. Consistently publish these videos on social platforms to boost brand visibility, enhance your employer’s brand, and facilitate cross-channel promotion.
3. Videos for Job Openings
Job opportunity videos effectively attract top talent while showcasing your company’s culture and values. According to CareerBuilder, job postings with video icons receive 12% more views than those without, and employers adding videos to postings see a 34% higher application rate. Highlight current positions, offer insights into roles, and feature testimonials from existing employees.
Include segments that give prospective candidates a genuine feel for the work environment. Information about the company’s mission, values, and unique benefits can enhance the video’s appeal. Conclude with a friendly call to action, directing viewers on how to apply to join your team. Share job opportunity videos on platforms like LinkedIn and Instagram to enhance your HR strategy and draw in top talent.
4. Customer Testimonial and Case Study Videos
Produce compelling testimonials and case study videos that illustrate the real-world effects of your products or services through authentic client experiences. Introduce your customer and their initial challenges. Describe their struggles and frustrations, then present your offering as a solution. Utilize the hero's journey framework, a storytelling technique that has engaged audiences for ages.
Also, emphasize showing rather than telling. Include practical details that demonstrate how your products function instead of merely discussing them. Whenever possible, feature the clients in the videos. Conclude with a clear call to action, inviting viewers to learn more and replicate the success story.
5. Customer Video Contests
A customer content contest is a mutually beneficial video marketing tactic: your brand gains popularity and clients enjoy rewards for participating. Challenge your audience to produce outstanding user-generated content (UGC) highlighting your brand. Video ideas include unboxing experiences, customers using your products, testimonials, or other inventive posts.
Clearly outline rules regarding video length and essential content elements like product placements. Depending on your audience, instructions may be necessary, such as how to stitch on TikTok. Create a specific hashtag to enhance discoverability. Select winners based on creativity and relevance and offer a valuable reward to encourage participation.
6. Videos Featuring Your CEO
Videos with your CEO can significantly boost your brand’s leadership visibility and potentially attract top talent and valuable partners. Avoid overly polished videos. Remember that social media audiences value authenticity, not formal announcements. Other CEO videos can include insights on industry trends, company news, speeches or interview snippets, a look into leadership meetings, or Q&As with the team. Regularly incorporating your CEO in video content for social media or YouTube marketing can enhance credibility and humanize your corporate image.
7. Videos with Your Brand Mascot
Video marketing ideas can sometimes be right in front of you, like your lovable brand mascot. Using your mascot in video content helps improve brand recognition and adds fun to social media marketing. Employ your mascot to showcase products, share your brand’s stories, embody its values, or attract talent. Creative uses of mascots in videos can significantly differentiate your brand. Don’t have a brand mascot yet? Until you develop one, many more video content ideas exist to explore.
8. Short Videos with Useful Tips and Tricks
As data indicates, people seek entertainment on social media, but that’s not all they want. Tutorials and how-to videos rank among the most popular video types. Highlight your brand’s expertise by providing quick tips and tricks that people can use to address everyday challenges.
9. Long-Form Educational Videos
Educational videos are strategic assets that all B2B marketing efforts should include. They aim to inform audiences seeking in-depth knowledge about your industry, technologies, products, and trends. Valuable content positions you as an authority and educates potential clients, nurturing them in the buying journey.
While educational videos can be brief, thoroughly exploring a topic typically requires more than a few seconds or minutes. Consider blending shorter social video content with longer educational videos that build trust and credibility. For example, Shopify provides educational content for businesses on TikTok but also features lengthier videos on YouTube covering similar themes in greater detail.
10. Thought Leadership Videos
Thought-leadership videos are powerful tools for B2B companies to demonstrate expertise and position their personnel as the best in class. They also effectively share innovative ideas and unique perspectives that make the brand a desirable partner. These videos frequently include key company leaders and experts discussing trends and forecasts and offering deep insights.
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