Video is quickly becoming the main consumption media. But why?
According to marketing research, around two-thirds of advertisers utilize Facebook as their primary channel for organic posts. However, only around sixteen percent of their content will ever reach their page followers. Even less of their organic content will reach Facebook users who are not connected with the page in question. This is why so many different companies utilize Facebook ads to reach more fans. You’ll find similar statistics across other social media channels, including Pinterest, Instagram, Twitter, YouTube and TikTok. Let’s take a look at how social media marketing can help your company reach more potential customers than ever before, especially with the power of creative video to power your advertising efforts.
What Types of Engagement and Conversion Can You Expect With High-Quality Video Ads?
Most advertisers will do social media ads with a blend of static images and video ads. In fact, about slightly over half of advertisers will use video ads while slightly under half use static image ads. However, the advertisers that depend heavily on video ads tend to report that several different KPIs are better with video ads in comparison to static image ads. These stats, researched by a company called databox, include:
- A 30% lift in conversion rates when using video ads.
- Around 2x increase in the number of clicks on ads.
- A CTR that is boosted by a factor of 3x.
- A significantly better improvement in engagement metrics, such as reach, likes, shares, and other data points that suggest that Facebook users like the video content.
Why Does Video Tend To Do Better On Social Media Platforms?
Video tends to do a lot better on social media platforms for a wide variety of different reasons. Perhaps people tend to engage more with video content in social media marketing because video has become one of the primary ways people consume content on the Internet. Here are some stats about how video content is consumed:
- More than 83% of Internet users accessed video content in the United States.
- 95% of people retain information after viewing content in a video, versus the 10% of people who can retain information after reading it.
- In 2022, video content will make up more than 85% of all Internet traffic.
Video performs better from a social media marketing perspective because it is the majority of Internet traffic and people have become accustomed to consuming video content on the Internet to find information.
How Can Social Media Marketers Use Video To Increase Traffic and Build Their Customer Base?
Social media marketing is going to become extremely video-driven in the coming years. Many advertisers will switch over their traditional image and text ads to short videos that contain their messaging to help them connect with customers. Here are some ways that a company like Rooted Creative Agency can help businesses accelerate their video content used in social media marketing:
- Make awesome videos that will contain the right messaging to help you connect with customers.
- Show something unique.
- Target your top of the funnel customers.
- Create remarketing audiences to make a meaningful connection with people so they don’t get lost in your funnel.
How Can Social Media Marketing and Videos Be Used To Build Your Brand?
Experiential marketing is a new type of marketing that encomppasses people and places. These types of marketing efforts tend to be live events, connecting people and brands. For example, a brand activation might present your new product or service to the community. Social media marketing gives you the power to amplify your live, in-person events. While live streaming is only viewed by about 10% to 20% of platform users (depending upon the platform), live media usually is watched 3x more often than posted video content.
How Can Brands Leverage Video To Enhance Their Social Media Marketing?
Video can be a part of the content calendar that brands use in their social media marketing efforts. For organic posts, brands should strive to follow the 70/20/10 rule. Seventy percent of video content and other content should be educational and informative for customers and can come from other sources. At least 20% of the posts that a brand does on social media should include video and other creative that the brand produces itself. Lastly, about 10% of a brand’s social media posts should be self-promotional, where a brand advertises its products and services.
For social media ads, a brand should try and focus on finding the right mix of video and image content to present to potential new customers. Practices like A/B testing creative, following social media platform guidelines, and working with new audiences will help brands find the right messaging across multiple platforms.
What Social Media Marketing Platforms Will Take Off in the Future?
In 2022, advertisers will spend more than $56 billion on social media ads. More than 80% of this will be spent on Facebook, but surprisingly, LinkedIn and Pinterest will be in 2nd and 3rd place. TikTok will also be a big platform by the end of the year. It is estimated that TikTok might make $1.3 to $2 billion in ad revenue by the end of 2022. Here are some suggestions for investing in social media marketing and video ads in the coming months:
- Spend the bulk of your social media advertising budget on the big platforms, like Facebook and Instagram.
- Consider creating and sharing video ads on both Pinterest and YouTube.
- If you are a B2B advertiser, LinkedIn will help you reach your audiences.
Is Social Media Marketing Worth It for Brands?
If you are looking to jumpstart your brand, social media marketing is worth the effort. More than 82% of Americans have some sort of social media account, with the majority of them being on Facebook. Around 67% of customers expect their favorite brands to try and connect with them before they purchase a product or service. Great video assets from a company like Rooted will help your brand grow its bottom line.