Social Video - You don't have to be Spielberg!
Updated: Feb 17
13 February 2020
Video has quickly become one of the most versatile forms of content on social media and will soon stand out as just about everyone's favourite way of engaging. Whether it's short-form videos like those that are super popular on TikTok right now, or as Stories or long-form content on YouTube, videos are being hailed as THE future of social media content.
According to a Cisco study, by 2022, 82% of all online content will be video content.
So if you want to stay relevant and ahead of the game, NOW is the time to start experimenting with video content in all its forms - it's really versatile, and it will also start laying the foundation for AI and AR... So, if you’re not currently creating videos, you need to start including them in your content strategy as soon as possible - If time's an issue - little Stories of 15 secs can be your starting point - but just do it!
“Over the next few years, the much bigger driver of the business and determinant of how we do is going to be video” says Mark Zuckerberg.
It’s really easy to see it's growth potential - according to GlobalWebIndex’s latest data on social video take-up...
56% of internet users watch videos on Facebook, Instagram, Twitter or Snapchat each month.
One in three social video viewers watch videos made by brands every month.
...and the audience demand just continues to grow.
What's more, with the constant rise of messaging - where people type less and increasingly use audio snippets, live video messages, and augmented reality filters—the opportunities that lie with social video are only just beginning.
Here are a few places you can expect to see really radical transformation with social video content within the next few years
Video is a much easier and more entertaining medium to learn about products, services and locations. So much more information can be communicated within a short video than through text and still images - which is especially important given we're now in an age of declining customer attention span!
There's also a massive move towards shoppable posts. Companies like New York based MikMak are figuring out what commerce experiences should look like for the social video generation. They produce fun, short-form product videos that help brands directly convert viewers on social channels. It's only a matter of time before we see loads more companies shortening the trip between awareness videos and direct purchases on social platforms.
As we said earlier, people are typing less in messaging apps and using videos and audio snippets more. Over 100 million people now use WhatsApp’s in-app video calling to chat with friends and family.
Over 200 million people use the Korean video messaging and augmented reality app Snow.
Marketers need to adapt to these new and very personal uses of video. Social video needs to become much more sociable by building a customer community experience rather than the current broadcast-style content and product teasers.
Globally, online consumers spend one-third of their time on social media, and as they continue to spend even more time on it, we can see new behaviours emerging.
They're sharing less personal information on major networks, and instead, choosing to watch videos and mooch online to find things to share with their friends.
The impact for video could be massive here.
As GlobalWebIndex puts it in their latest social video report, “video positions social media as the go-to destination for anything from music consumption to online shopping and live sports broadcast and commentary.”
How can you make sure that you're in tune with this trend?
You can start by using features like Stories for your social media content and for advertising. You can add videos to your social media posts, on all the platforms that work for you and your business
Smartphone video quality is great these days, so you can easily use it to create content to promote your business on social media!
Your camera will also have a number of filming options you can use, and there are loads of video editing apps out there - so take time to learn and play with these to see what works best for you!
Facebook and Instagram Stories also have loads of editing tools that you can play around with before posting - so be sure to try them out too
Use your smartphone to capture or live stream great 'moments', diary your business activities, show people your premises, talk about what you have to offer, give useful tips and capture customer interviews and testimonials - there's loads of stuff to share - just make sure the videos aren't too long and are entertaining enough to make people want to watch and share!!
For things requiring higher quality production such as close up product shots, advertisements or 360-degree (immersive) videos, use a good quality camera if you have the skills, or call in a professional videographer.
Finally, bring your brand personality to the fore! Make sure you and your employees/colleagues are sometimes seen in your videos. Customers want to know all about the people behind the business and to feel a sense of engagement with them. So don't be shy and start immersing yourself in the video revolution now!