5 Reasons Why Video Content Is Having a Reel Moment on Social Media
Adam Mosseri, head of Instagram, recently shared that video content is “driving an immense amount of growth online for all major platforms,” confirming that video would become a key focus area for Instagram over the coming months.
The takeaway? If you want to expand your social media presence, it’s time to start creating video content. The best part is that integrating video within your marketing strategy doesn’t have to be complicated, overwhelming, or expensive – more often than not, it’s the simple yet authentic videos that see the most engagement.
Still not convinced? Here are 5 reasons why it’s time to prioritize video content:
Videos Garner More Exposure & Engagement
When was the last time you logged on to a social media platform and didn’t see a video within the first few seconds – it’s probably been a while. That’s because video content is prioritized by most social media algorithms.
Why? Because data shows that videos capture users’ attention faster — and retains it longer — than other types of content. Video is processed in our brains 60,000x faster than text, which explains why videos on Instagram generate more engagement than stagnant content and why tweets with videos see 10x more engagement. Furthermore, Instagram is still heavily promoting Instagram Reels and giving its Reel’s content extra love. What does that mean? Using Reels is your best hack to grow your following on the platform, because Instagram is increasing likelihood of your video being seen.
Videos Have a Longer Lifespan
Not only are videos more engaging than other forms of content, they tend to have a longer shelf life. For example, a TikTok video can surface in a users’ “For You Page” weeks or even months after it’s first published. This is because video content generates more interactions and stays in the ecosystem longer.
Another way a video gains or regains popularity on a platform like TikTok is through viral trends. For example, if a song suddenly gains mass popularity, videos that utilized that song prior to the surge will likely see a spike in engagement, because TikTok’s algorithm is looking for these viral trends and feeding the relevant videos to followers that fit the bill.
Videos Appeal to Viewers Across All Social & Digital Platforms
By 2022, online videos will make up more than 82% of consumer internet traffic – 15x higher than it was in 2017 (Cisco) and more and more of this traffic will come from social media platforms. That’s because these platforms have evolved to become the primary mediums for brands, content creators, friends, and families to effectively share their stories with their follower base.
Videos Showcase a Brand’s Authenticity & Identity
More than ever before, people are yearning for a deeper connection with the brands, influencers, friends, and family members they follow. Video content is one of the most scalable ways for a brand to humanize their business in the eyes of their customers, clients, and community.
And, although communication in the form of blogs, briefs, concepts, and images are a great way to grasp a brand’s mission – video is the strongest medium available to highlight a company’s true identity. Video content captures the often-overlooked elements that personalize a brand – the expressions on someone’s face when they speak to something their passionate about, a glimpse into their character, even little blunders made that make someone seem real and relatable. Video ads a layer of authenticity that helps audiences form a thoughtful connection with a company.
Videos = A Sales Tool – the Hard Sell
By allowing brands to showcase their goods/services in a compelling and dynamic way, videos done well can add context to both tangible and intangible products without a hard sell – something that’s nearly impossible to do through photos alone. A few honorable mentions of this winning formula include @aloyoga, @shakeshack, @westelm, @bookingcom, and @glossier.
And although 93% of marketers have said that they landed a new customer thanks to a video on social media, videos are still shared less than static images – which means brands creating video content continue to have a greater chance at standing out, reaching a wider audience, and securing sales than those who don’t.