Let’s start with the bad news: Your audience is forgetting most of the messaging you publish across your organization’s social media channels. That’s because the average person only remembers 10% of a message they read in text. The good news? Users retain up to 95% of a message watched in a video. (Sprout Social)
Social media platforms evolve and update constantly, and trends are ever fleeting. Today, the algorithms behind all your favorite platforms like Instagram, TikTok (for now), and YouTube prioritize video over any other form of content. Leaving video out of your social media marketing strategy doesn’t just alienate you from the audience you’re trying to reach, it makes your content irrelevant to the platforms you’re posting on.
With that in mind, let’s unpack the three key reasons video is your new best friend for social media marketing. Get ready for a wild ride through engagement, brand recognition, and conversions.
Boosts Engagement and Reach
Why do social media platforms love video? Because it keeps users hooked. Whether it’s a quick tutorial, a behind-the-scenes clip, or a viral challenge, videos grab attention faster than text or images. And since platforms want to keep users engaged, they reward video content with more visibility.
Take GoPro, for example. Their Instagram is packed with jaw-dropping user-generated videos showing off their cameras in action. Not only does this strategy showcase their products, but it also encourages their followers to create and share their own content. The result? A more engaged community, organic growth, and more eyes on their products.
Builds Stronger Brand Connection
Words are powerful and text posts can inform, but video can make your audience feel something. Video has the ability to evoke emotions and it’s one of the best ways to showcase your brand’s personality, share behind-the-scenes moments, and create an emotional connection with viewers.
Instead of using video as a sales pitch, think of it as a conversation starter. Show what your brand values, highlight customer stories, or add humor—whatever feels authentic to your audience. Real people connect with real, relatable content, and when they feel a connection, they’re more likely to become loyal brand advocates.
There’s no one-size-fits-all approach to video, which is a good thing because your brand’s content should be unique to your audience.
Improves Conversion and ROI
At the end of the day, no matter how much engagement you receive on social media the real goal is converting your following into paying customers. That’s why video shouldn’t just be part of your social strategy, it can be leveraged across your entire sales funnel. Engagement is great, but conversions are the ultimate goal. Video isn’t just a brand-awareness tool—it’s a powerful sales driver. Research shows that adding a video to a landing page can boost conversions by 80% (Promo).
So why does video make people take action? Easy. Video can build trust, demonstrate your products in action, explain complex services, and answer common questions all while keeping your audience engaged. When consumers can see how a product works or hear from real customers, they feel more confident making a purchase.
If you want further to maximize the effectiveness of your videos, pair them with a strong call-to-action (CTA). Whether it’s “Shop Now,” “Learn More,” or “Join Us Today,” a CTA directs viewers to the next step and makes it easy for them to engage.
Conclusion
Video marketing is no longer optional—it’s essential. If you’re looking for boosted engagement, building deeper connections with your audience, and driving conversions that lead to actual ROI, video is a key part of your holistic marketing and communications strategy.
Ready to take the leap and start creating video content that will make your take social media marketing to the next level?
