Why Video is the Lifeblood of Social Media
When marketers think of visual, they tend to gravitate towards social media platforms such as Instagram, Snapchat and Pinterest. In fact, all social media channels are visual in nature and that’s important for a number of reasons:
- People are more likely to remember an image.
- It can help cement brand identity in the mind of consumers.
- Potential buyers are also more likely to click on a link accompanied by an image.
At it’s easiest, including imagery in your social media posts is all about choosing a picture that matches your brand and engages the consumer. Nowadays, however, you also have the option to include video.
And that can be even more powerful as a marketing tool.
Video may be daunting for many business owners. That’s because it’s now so easily available and everyone seems to busing it. That might sound a little counterintuitive but deciding, for example, to livestream a marketing campaign about your business can be fraught with dangers and it’s often something businesses are reluctant to do.
If you have the confidence and the knowhow though, it can also be a brilliant way to cement your brand in the consciousness of many potential consumers.
One of the driving factors for video on social media in recent times has undoubtedly been the mobile phone. People are more likely to use these pocket devices to access media like video, even more so than on the traditional desktop pc. The reason for this is that smartphones are simply more portable.
We can view stuff on the move, wherever we are in the world.
There is a drawback with video, of course. It requires a lot more planning and thought than simple static images. The effort, however, is worth it. If you can build that all-important brand awareness as well as create an emotional connection with your potential customer, it’s a lot more powerful than any carefully crafted, written post. And, if you’re promoting a product, it gives you more scope for identifying those vital pain points which you, and only you, can solve for the customer.
The truth about video is that it is immediate and appreciated by the consumer. Facebook believe that the vast majority of their content by the turn of the decade will be video and we’ll all be accessing it on our smartphones. Live streaming your appearance at a local or national event can put your customers right there in the mix with you, creating a strong connection.
All forms of video require you to think a lot deeper when it comes to creation:
- You have to settle on is why you are producing this video in the first place – what is its aim and who is it for?
- How do you frame your shots and what are you going to say about your brand?
- How do you get from being initially unskilled in delivering live video for your customers to someone is proficient? In other words, how are you going to learn to be a good camera operator?
The right image or the right video not only has an immediate impact, it can help drive customers to your product or service for some time to come. You can live stream it on Facebook, post it on other social media, and create highlights for your website or on YouTube.
According to many marketing experts, video is the future and your company may well be missing out if they aren’t considering how to use it right now.