Digital, Social Media

4 Key Benefits of Video Content for Digital

By: Zachary Krassin, Digital Marketing Director

It’s no secret that a strong content marketing strategy is an efficient and effective way for your brand to increase visibility with the right messages and the right audience. In the past, text content has always been the go-to for digital. However, what’s becoming more and more prevalent is video marketing. While video may come with some challenges, including costly production costs, as well as a considerable amount of time and resources, video is also proven to convert. 4 out of every 5 consumers say that a video has convinced them to buy a product. And from social media, 1 out of every 4 consumers say they’ve made a purchase after watching a “story” on Instagram.*

As you build out your content strategy, strongly consider utilizing video for the following reasons:

1. You don’t need a large production budget to be successful
Gone are the days where brands needed big production budgets in order to be successful. Sure, there are certainly channels where higher production value makes sense (e.g., linear television with prominent partnerships). However, creating video content has never been easier and in most cases, raw material comes across as more relatable and therefore more valuable. Organic social media and paid social ads thrive off authentic material or user-generated content. And with today’s technological advancements in video camera and editing apps, brands can create quality content with literally the push of a button.

2. Connecting with your followers “live” on social media
Going “live” on social media platforms is exceptionally easy and has a ton of benefits. The first being that there really is no high-quality production (and therefore costs) associated with this tactic. It’s a point-and-shoot approach that allows brands to instantly connect with consumers.


Additional benefits include notifying every following that you are going live. When brands post organically on social media, they can anticipate a low reach of less than 10% of their followers. However, going live sends a notification to every individual that follows you, offering you the opportunity to hit 100% of those followers. Facebook did a study and noted that 3 out of every 4 brands noticed a lift in sales using this tactic.

Finally, you can repurpose these sessions as posts to include in your organic content strategy and other content marketing efforts.

3. Video ads receive higher levels of engagement
If you need any indicator of how customers engage with video, consider this: video ads on social generate 1200% more shares than text and image content combined.* Video is the #1 format to consume content. And viewers retain almost all the messaging as compared to only 10% when they read it. This accounts for not only high levels of engagement, but also higher brand recall.

4. Video offers you more opportunities to connect with your customers
Adding video to your marketing efforts opens up new channel possibilities to reach and connect with customers. You’ll have access to platforms like YouTube, streaming video services, and even platforms with specialized creative video content like TikTok. Test messages. See what resonates with your audience. And check back in for a blog on best practices for creating videos.

* Source: Wordstream

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