This article talks about the impact of videos on different social media platforms such as YouTube, Facebook, Instagram, and LinkedIn.
The journey of the video is more than a century old. What started as short silent video clips have given way to 3D movies and a lot more.
Amidst such a sea of changes, videos have made a significant impact on the different social media platforms.
From small businesses to global brands, businesses are posting an eclectic mix of videos to attract customers.
About 85% of businesses already have video as a part of their digital marketing strategies, and most of them intend to continue using it in the years to come.
The fact that a brand does not need any extra investment to maintain a social media channel is a major contributor to this trend.
With an increasing number of people spending their leisure time on such platforms, Video Content Creation is at an all-time high.
Today, social media marketing has expanded its wings and is no longer restricted to the younger generation.
The social distancing protocols of the COVID-19 pandemic have caused the older generations to get comfortable with social media.
Brands have understood this trend and have adapted their video marketing techniques to leverage this changing trend.
In this article, we will talk about the impact of videos on different social media platforms.
YouTube
A member of the Google Family, YouTube has some of the greatest Analytics tools.
YouTube gives brands access to immensely powerful data pools. This can then be used to engage the viewer on a video journey of their taste.
A user’s past video preference determines their video journey.
For example, as a brand, you can monitor the video views. That way, you know which of your visitors have watched the entire video.
This information can then be used to send specific information to users based on the point where they abandoned the video.
Also, a viewer’s past video experience will tell you the things that they are interested in.
That way, the next time you launch a product or service to their taste, they can be personally notified of the same.
Moreover, YouTube provides the user with the opportunity to edit videos before posting them.
From adding music to the videos to having subtitles, YouTube gives a lot of room for creative expression.
YouTube is the second largest search engine, and videos posted on YouTube are often cross-promoted on Facebook and other social media platforms, so it will be fair to say that YouTube dominates the video content world of social media.
Animation in explanatory videos is a new trend and here is a help to get started with creating animation videos.
Instagram is a predominantly visual medium, and video has an important role to play here.
Among the host of videos on Instagram, live videos are the most popular.
These videos boost the authenticity of a brand and go a long way in establishing a personal connection.
It helps give a face to the brand and makes it more relatable.
Instagram encourages the sharing of live videos, and brands often use this to answer user queries, and FAQs and make special announcements.
Since these videos are available only for a short time, there is an increased interest surrounding them.
The fear of missing out (FOMO) is what causes people to take live videos more seriously than conventional ones.
One of the newest additions to the Instagram app is Instagram shopping, wherein users who click on a video will be redirected to the page that sells the product in question.
Instagram Shopping has led more brands to become up with videos to lure potential customers.
Instagram has a dedicated video sharing portal called Instagram TV (IGTV), where there is no restriction on the video length.
Brands often choose to post their videos on IGTV and then share the same on Instagram.
The largest social networking website, Facebook, has been rapidly adapting to moving content.
Video reviews and testimonial clips are the most popular form of content on this platform.
People are often cautious when purchasing something that has a high monetary investment involved.
In such situations, they like to hear from real-life reviews before deciding.
Video testimonials lend an air of authenticity to a review and make a potential customer connect at an emotional level with a satisfied customer talking about their experiences with a brand.
The world of Facebook is one of virtual friendships, and friends-of-friends become your mates.
When such a mate recommends a product, one is more likely to consider the product or brand being spoken about.
This makes it easier for a brand to expand its reach.
LinkedIn is an excellent platform for businesses to showcase their brand value through brand videos.
Most businesses have a LinkedIn page of their own and post videos to convey their brand vision, mission, latest products, and special features of the product.
Such videos are usually highly snappy and efficiently grab the viewer’s attention.
Event videos are another popular type of content seen on LinkedIn.
Most brands are very particular about their live events, and a good amount of effort goes into making them a success.
However, only a few people get to attend them, and the rest feel left out.
With ample video creation tools bridging this gap is no longer a challenge.
To help potential customers feel involved in the brand’s journey, many businesses are sharing video footage from their events on their LinkedIn pages.
The events range from product launches to office parties and CSR initiatives.
Thus, with video, LinkedIn is more than just a professional networking platform and has proven to be an excellent tool for brands to connect with their target group.
Conclusion
Irrespective of the social media platform in question, the videos need to be strategically planned for maximum impact.
For example, a look at the most successful social media videos will reveal that they have a clear story structure and a poignant introduction that holds the viewer glued for more.
Indeed, with video consuming a good fraction of the overall social media content, we cannot underestimate its impact.
In the coming years, the video will continue to grow, and it will steer the success story of social media.
