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Why you Should be Using Video on Social Media

January 2023
Lois Baker

Customers are ten times more likely to interact with a video than read text. Whether it’s for entertainment or for learning about a product or service, people enjoy watching video content. It’s important that you capitalise on video’s growing popularity by including it in your social strategy. Here are four reasons you should be using video on social media.

1.) Video Gets More Engagement

When you log on to social media, a video is likely one of the first forms of content you will see. This is because video typically performs better on social media as it captures a viewer’s attention for longer.

As video is favoured by social media algorithms, they tend to generate more engagement than other kinds of content. How much more? The average engagement rate for video on Instagram is one third higher than posts with a static image.

Social media sites want to encourage users to engage with new features. As many of these are video features, they will often boost video content. For example, Instagram is currently trying to keep up with the success of TikTok, and for this reason, they have heavily pushed Reels. In 2022, Instagram Reels were one of the most engaging types of content on the platform.

2.) Video can be repurposed across platforms

Producing amazing video content can take more time than producing other kinds of content. However, once you have a video, it can be clipped into smaller ones and used across multiple platforms. Video’s ability to have a further reach means that it is a better return on investment.

Many platforms now encourage portrait video, so this format can be used across many channels. YouTube, Instagram, Facebook and TikTok all allow you to share 16:9 videos.

It’s important to think about the length of your videos before posting on each platform. Shorter videos work better on TikTok and Reels on Instagram, whereas longer-form content is suitable for both Facebook and Instagram feed videos.

3.) Video is one of the best sales tools

Videos have a strong influence on a buyer’s decision. 64% of users say they are more likely to buy a product after watching a video. A well-executed video can capture a customer’s attention, educate them on a product or service and then inspire them to take action all in one post.

Video is also shared more than any other kind of content. That means more eyes on your products, and more chance of finding potential customers. People are twice as likely to share video content with their friends than any other kind of content. With digital advertising costs rising, increasing your organic reach is more important than ever.

4.) Video Establishes Trust

Trust is often the foundation of sales and conversions. Video allows you to provide interesting and useful information to your audience. Creating this kind of video content enables you to more easily gain the trust of your audience. Showcasing the personality of your brand with video also allows you to humanise your business and create a better connection between your brand and your community.

If you’d like to discuss social media marketing any further please get in touch with us at hello@ewe.agency