Last updated on June 10, 2020
Social networks are the drivers of online video marketing.
Even as we implement videos across the board (e.g., websites and emails), the primary consumption is on social media.
About 3.5 billion people (or half of the world’s population) use at least one social network.
The data shows that these social users are also watching branded videos.
Views on branded video content increased by 99% on YouTube and 258% on Facebook within just one year.
Those numbers are still growing.
In this article, we’ll look at the importance of social video marketing and how brands use this strategy.
We’ve also included some examples of brands that have succeeded in social video marketing.
What is Social Video Marketing?
- 1 What is Social Video Marketing?
- 2 Why Social Media is Important to Your Video Marketing Strategy
- 3 How Successful Brands Use Social Video Marketing
- 4 Conclusion
Social video is one tool in the video marketing toolbox.
Social video marketing involves the creation and promotion of branded video content, specifically for social media audiences.
Brands and marketers are expected to create tailored content for each social media network.
For example, an Instagram Native Video will take a different approach from a Facebook Live stream.
The goal is to connect with a brand’s target audience within each social network, establish a relationship, and effectively market to them.
Why Social Media is Important to Your Video Marketing Strategy
Social media is becoming video-first
Within the past few years, the most popular social media platforms have been optimized for video.
So much that their UI is designed to put videos first.
All major social networks (except Twitter and Reddit) now provide the Stories feature.
We also have Facebook Live, Instagram Live, and Periscope.
Instagram also introduced IGTV, a feature for long-form style video content.
Beyond its Live option, Facebook also provides the Premiere feature, which allows users to broadcast pre-recorded videos as Live.
All social networks also offer native video uploads to users’ feeds.
The most popular app of 2019 features only video content.
TikTok, which launched worldwide in 2017, already amassed over 500 million active users.
Social network companies understand that their users love video, so they’re placing it first.
This inevitably means that other content types (such as text and images) are taking second place.
If you’re relying on other content for your social media marketing, this could limit your reach to the target audience.
There’s an audience for every niche.
Regardless of how small or large your niche is, you can find your target audience on social media.
Especially if you’re a consumer-facing brand.
There are Facebook groups and Reddit threads on everything from parenting, to more niche topics like surviving in the forest, welding, and homestead keeping.
I’ll assume your niche isn’t that small. But if it were, your audience is online.
Your brand can take the benefits of social media and combine it with video for a better marketing approach.
Inbound traffic and conversion
Many business owners and marketers already use social media as an inbound strategy.
The benefits can be excited with the introduction of social videos.
Let’s look at some recent statistics on brands’ use of social video marketing.
- 87% of video marketers have used YouTube as a channel. Out of those, 80% say it’s been successful for them.
- 84% of video marketers have used Facebook video as a channel. Out of those, 85% say it’s been successful for them.
- 51% of video marketers have used Instagram video as a channel. Out of those, 88% say it’s been successful for them.
- 51% of video marketers have used LinkedIn video as a channel. Out of those, 84% say it’s been successful for them.
- 45% of video marketers have used Twitter video as a channel. Out of those, 71% say it’s been successful for them.
- 35% of video marketers have used Facebook Live as a channel. Out of those, 74% say it’s been successful for them.
- 17% of video marketers have used Instagram TV as a channel. Out of those, 53% say it’s been successful for them.
- 12% of video marketers have used Snapchat video as a channel. Out of those, 50% say it’s been successful for them.
Data source: Wyzowl, 2019.
Users share videos on social media more than any other online platform.
They even share videos more than other content types.
Social videos generate 1200x more shares than text and images combined.
It’s easy to see that users genuinely enjoy video content because they are eager to share these videos with their networks.
Ultimately, users’ willingness to share makes it easier for brands to gain reach or even go viral.
Do you remember the Chatbooks viral video that brought the company 1 million subscriptions in the first 18 months?
Yes, their creative team did a great job and developed a great campaign.
However, that sums up the extent of their input.
For this particular campaign to gain the intended effect, the target audience had to participate in spreading the message.
Of course, this ad went viral thanks to the effort of each person who took out a few seconds to share it.
People in business often do not realize that your viewers can also light a fire behind your content and shoot them to a bigger audience.
Videos are the best content to boost the sharing and viral power of branded social content.
Improved brand awareness
A straightforward indicator of brand awareness is online interaction.
If people are not talking about a brand, leaving reviews, making recommendations, sharing images of the products, and so on, brand awareness may be low.
I’m not saying that you need Starbucks’ pumpkin spice latte level of popularity.
However, people generally learn about new solutions online.
Video content gives the needed reach and credibility for social brand awareness.
53% of consumers will engage with a brand after viewing a video on social media.
To spark online interactions, you have to start with your brand platforms.
Create content that resonates with your audience to get them interested.
Good content will encourage them to engage with your brand.
So far, 87% of people say that they would like to see more videos from brands.
How Successful Brands Use Social Video Marketing
The most essential element in community building is the ability to appeal to users emotionally.
The thing is, no other content type does emotional appeal like video.
Storytelling is the main benefit of video in online communities.
Brands use videos to tell their brand stories, depict their relationships with customers, share behind-the-scenes experiences, and so much more.
Warby Parker’s “How Do I…” series is an example of brands speaking to their communities using videos.
You can take a peek at the “How do I know what size glasses to wear?” edition.
The brand also has an Instagram Stories session titled “Ask Warby”.
It’s updated often with videos of team members providing answers to users’ questions.
Their efforts show us (as potential consumers and community members) something valuable.
Warby Parker isn’t just interested in selling glasses.
They want to provide all the help they possibly can to ensure that we are satisfied at the end of our buying journey.
The extra information and help provided aren’t paid for.
We don’t even have to buy a pair of glasses after watching the videos.
But Warby Parker has essentially placed itself as a resource for people who are considering buying glasses.
This will encourage people who have questions to go to their platforms and ask.
Their YouTube channel also features other videos by their employees.
They share other tips and features that are important to people who wear glasses.
Sometimes, they make funny videos such as this one.
This is a good example of how conversations are sparked, and communities are built.
Holiday sales represent an average of 20% annual revenue for retailers.
In some industries, the numbers are higher.
During these periods, consumers are actively seeking out advertisements in their bid to find the best gifts.
Smart marketers meet these consumers halfway using social videos.
Videos stand out easily, especially during periods where social feeds are being flooded with advertisements.
A season video immediately gives users an idea of what your brand is offering.
92% of shoppers say that visuals are the most influential factors affecting purchasing decisions.
Meanwhile, 40% say that video adverts encourage them to take some action.
Seasonal video marketing can take two (similarly effective) angles.
Your brand may choose to create a video campaign that directly sells products and services.
Or you can create videos to send cheer and celebrate with your online audience.
Both options will bring results depending on your marketing goals for the season.
You could also work towards a combination of both results.
This Microsoft Xbox Christmas advert is quite cinematic but shows how a brand can combine the two goals.
On the one hand, it celebrates the beauty of community and celebrating one another.
On the other hand, the video promotes the Adaptive Controller, which was designed for differently-abled players.
Brand message promotion
In every competitive industry, companies need to set their brands apart from the rest of the crowd.
One method used is to create and promote your unique brand message.
This message takes an emotional angle because it explains why your brand matters, the reasons why you’re solving the problems that you do, and the value you offer.
We’ve already established that video is the best type of content for emotional storytelling.
Therefore, it is recommended that video is a big part of your brand message promotion.
A survey by Customer Thermometer found that 64% of women and 68% of men have felt an emotional connection with a brand or business.
The style and presentation of your brand story will have a significant impact on the public’s perception of your offerings.
A good example is the Find Your Soul video from SoulCycle.
In this video, the founders and instructors talk about the SoulCycle experience.
They don’t just talk about exercising, but also the energy and atmosphere that each session holds.
They paint an experience that would convince a potential member to give them a try.
In about 3 minutes, they are able to show us the message and meaning behind the SoulCycle brand.
While many changes happen during a rebrand, people usually notice the visual ones first.
There’s often a change to logos, colors, general design styles, and even the faces on the brand’s social media.
If a brand cannot effectively communicate its changes, then it may go out of touch with some customers.
This is why brands launch big rebranding campaigns that will reach the widest audience possible.
Videos provide a creative and interesting way for brands to announce their rebranding.
This is because you can condense all the long explanations into a quick video.
Also, with one video, you can get viewers acquainted with everything new that they should expect to see going forward.
If a brand tried to do this with just images or text, they would have to break down the message into several posts.
Asana, a work management software, started its rebrand video with, “The way we’re working isn’t working.”
For viewers like me, that was enough to make us pause and watch.
The video then proceeded to show us the new Asana interface, colors, logos, and processes.
In a one-minute video, they were able to bring users up to speed on all the changes that would affect how they use the tool.
There are different stages to a product launch.
Marketers often create pre-launch, launch, and post-launch content for the entire campaign.
In all these stages, the use of video is almost invaluable. There are several types of product videos, including:
- Product teasers
- Demo videos
- Tutorial videos
- Features review
- Customers’ journey videos.
Consumers look forward to these videos.
And online shoppers who view demo videos are 1.81x more likely to purchase than others who don’t.
Videos can even help to reduce support calls by 41%.
If you’re managing a big launch, creating useful videos could take a load of work off your support team.
One of my favorite product videos is for the Redsbaby Bounce 2016 pram model.
The video combines a full features tour with a full demo.
By the end of the 2-minute reel, most (if not all) questions a concerned parent may have are answered.
Social videos are not just effective marketing tools.
They also work as long-term investments.
When you create valuable video content, it can serve your brand for a long time.
Every brand has the potential to connect with their audience, build an online community, and achieve their marketing goals, using social videos as their main channel.
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