If your marketing strategy isn’t invested in social media, you’d be wise to reconsider. Why? Because that’s where your customers (and prospective customers) are. According to Hubspot, 72% of internet users are on Facebook, 73% of Facebook’s 1.3 billion users go there for “professional purposes,” and 63% of Facebook and Twitter users are looking for information unrelated to friends and family.
By the Numbers
Social media platforms provide an unparalleled opportunity to engage your customers, and social video is the best way to increase your company’s ROI on those platforms. Consider these statistics from HootSuite:
- 72 percent of businesses who use video say it's increased website conversion rates
- 74 percent of all internet traffic in 2017 is projected to come from video
- Facebook has 8 billion average daily video views from 500 million users
- Periscope users watch 40 years’ worth of video every day
- Snapchat daily video views surpassed 8 billion in January 2016
Video is powerful, and it’s popular. What that means for marketers is an opportunity to align video with any number of marketing goals, from increasing leads to improving conversion rates to boosting ROI.
What Is “Social Video?”
The concept, “social video,” covers a lot of ground. In the simplest sense, it refers to the use of video to enhance social media marketing and achieve key business goals—but not all social video is the same. The nature of the video you create depends both on the channel on which it’s deployed and the goal for which it’s created. For example, a video that works well on Facebook might need some tweaks to succeed on Instagram, and videos used to generate leads will be different from those meant to nurture those leads.
Why Social Video Is Critical to Your Marketing Success
The bottom line is that video, when it’s professionally designed and thoughtfully aligned with social media platforms and specific business goals, is a critical component of your marketing strategy for several reasons, including the following 3:
- Millennials love video: last year, Millennials (ages 18 to 35 in 2016) surpassed Baby Boomers as the largest living generation. By 2030, millennials will constitute 3/4 of the global workforce. Research shows that Millennials spend more time watching video on their laptops and mobile devices than they do watching TV, and Millennials are the heaviest users of social media.
- Video enhances SEO: Google’s Hummingbird algorithm launched in 2013 prioritized “quality content” over keyword optimization, a change which moved video to the forefront of SEO strategy. According to a study from Forrester, “pages with video are 53x more likely to rank on the first page of Google search results.”
- Video will make your business more competitive: the use of video by B2B and B2C marketers has increased dramatically. Last year, 61 percent of businesses reported they used video as a marketing tool, compared to just 34% the previous year. Businesses which leverage the power of video will be more competitive and better able to achieve key marketing goals.
All companies, from small and medium size businesses to large corporations, can benefit by integrating social video into their marketing. Here are 3 key benefits of using social video:
1. Video Will Boost Your Brand
Because of video’s ability to inspire and evoke powerful emotions, it’s the perfect medium to polish your brand. Consider the experience of GoPro, a manufacturer of wearable cameras for sports enthusiasts. When a firefighter wearing a GoPro camera got the call to rescue a kitten, the video became an instant viral hit on YouTube, “Fireman Saves Kitten.” Watch it here:
GoPro edited and re-released the video to rave reviews and this headline in the New York Daily News: “GoPro's viral video marketing campaign turns it into top YouTube brand in the world.”
Video helps boost brand by giving companies the opportunity to show with powerful images how they fulfill brand promises. Equally important, video can show a different side of your business. Companies with less than exciting products or services (think insurance, accounting, software, etc.), can highlight their sense of humor, or their great company culture.
2. Video Is a Powerful Mechanism for Lead Generation
The conventional process for lead generation is to offer content in exchange for customer contact information. The idea is that consumers will fill out a lead-capture form to view valuable content. The ongoing challenge for marketers is to continually deliver content which is sufficiently engaging to justify that quid pro quo. Video is both less labor-intensive and more appealing than plain text. According to Hubspot, for example, 4 times as many customers would rather watch a video about a product than read about it.
3. Video Enhances Customer Experience
Because video is the preferred medium for information sharing, it allows your business to connect with customers more meaningfully on social media. Whether you’re responding to social media inquiries, helping customers solve problems with how-to and explainer videos, or ramping up customer service, video creates an immediate connection that no other medium can deliver.
Social video can amplify all your key marketing metrics and help you grow your business. Social video will produce the best results when effectively integrated with other aspects of your marketing strategy, from website design and development to lead generation, lead nurturing and content marketing.
To learn more about the ways video can help your business grow, download our free eBook, Creating a 2017 Video Marketing Strategy: