Video production is becoming increasingly vital for brands looking to advertise on social media. As platforms like Facebook, Instagram, and YouTube continue to dominate the digital landscape, video content is emerging as the most engaging and effective format for social media marketing. The future of social media advertising lies in compelling, high-quality videos that can capture the audience’s attention and imagination.
Introduction
The video has become central to social media strategy today. According to recent surveys, video content accounts for over 80% of all internet traffic currently. Video has the power to shape thinking and influence behavior in a way that static content cannot. For brands, the power of strategic video production cannot be ignored when it comes to social media advertising.
Video content helps brands connect with their audience at a deeper, more intimate level. Videos that tell stories and spark emotions are far more likely to be watched, liked, and shared. Whether it is an educational explainer video, an authentic brand story, or an interactive live stream, video builds trust between brands and consumers. As such, the future of social media advertising undoubtedly lies in video content.
Reasons Why Video Production is the Future of Social Media Advertising
There are several compelling reasons why video production will continue to dominate social media advertising in the coming years. Let’s explore them in detail:
Engagement and Storytelling
Human beings are inherently attuned to stories and visual information. Research shows that when information is presented in story format with visuals, viewer engagement and memory retention increases significantly. Video provides brands the canvas to tell compelling stories that the audience can relate with and remember.
Nike’s inspirational video ads featuring champion athletes telling their underdog stories is a great example of storytelling done right. By creating a personal, emotional connection with the audience, Nike’s videos have been viewed over 300 million times across social media. Video allows brands to appeal to emotions and shape perceptions in a lasting way.
High Quality and Authenticity
In a sea of content, high-quality video production is key to standing out on social media. Investing in professional equipment and software pays off by giving your videos polished editing, crystal-clear audio, and visually stunning graphics.
But equipment alone does not guarantee success. Authenticity is crucial when marketing to Gen Z and Millennials – the majority of social media users. Brands need to build trust by creating videos that offer value and resonate as genuine. Squarespace’s YouTube channel features real-life stories of creators and entrepreneurs using their platform. This authentic approach has helped them gain over 700k subscribers.
Live Streaming and Real-Time Engagement
Live video streaming presents a massive opportunity for social media marketing today. Platforms like Facebook and Instagram have introduced native live-streaming capabilities. The ephemeral nature of live video generates a fear of missing out that can be leveraged to engage your audience in real time.
Brands can use live streams to host Q&As, demo products, provide behind-the-scenes access, and more. The interactivity of live video helps brands strengthen relationships with their community. Makeup brand Glossier engages fans by streaming the launch of new products and offering an exclusive first look. This builds hype and gets audiences tuning in.
Flexibility and Versatility
Social media has opened up a plethora of video content formats – from Instagram Reels to YouTube Shorts to TikTok videos. Brands need to leverage different video styles tailored for each platform.
Vertical video works for Instagram, square videos suit Facebook, and YouTube demands widescreen landscape formatting. So brands must showcase versatility and flexibility in their video approach. Video also offers flexibility in messaging – brands can create funny, heartwarming, informational, or inspiring content as per their goal.
Increased Conversions and ROI
Ultimately, video marketing is an investment – and one that pays off. Video content converts like no other – more than 80% of customers are convinced to buy a product/service after watching a brand video.
Cisco has managed to generate over 40% more leads with video content while simultaneously reducing cost-per-lead. With in-depth analytics provided by social platforms, brands can continuously optimize their video strategy to improve conversions and ROI.
So in terms of engagement, storytelling ability, authenticity, interactivity, versatility, and measurable ROI – video outshines other forms of social media marketing.
Best Practices for Video Production in Social Media Advertising
For brands looking to stay ahead of the curve and leverage the power of video, here are some best practices to follow:
Know Your Audience
The first rule of optimizing video content is knowing your target audience intimately. Analyse viewer demographics, interests, pain points, and media consumption habits. This data will reveal content themes and styles that appeal most to your audience.
For example, educational, step-by-step videos would work for older audiences while fun, humorous video memes would engage teens and youth. Similarly, video length and style should match the platform – Instagram users prefer short 15-second videos vs. YouTube viewers who watch for several minutes.
Keep it Short and Impactful
Social media videos must captivate viewers quickly and retain their attention. According to research, the ideal video length is less than 2 minutes – the shorter the better. Avoid long, winding narratives. Craft a script that quickly establishes the story or highlights key features/benefits of your product.
Use clips, images, infographics and text overlays to convey more information clearly and concisely. Include a call-to-action within the first 10 seconds so viewers know what action to take next.
Use Strategic Calls-to-Action
Well-defined calls-to-action are key to effective video ads. CTAs should direct viewers to specific goals like visiting your website, signing up for a free trial, or purchasing a product.
Starbucks engages viewers by prompting them to “learn more” about seasonal drinks. Use CTAs relevant to the video content – a promotional video can end with a “Shop now” button while a thought leadership video can prompt viewers to “Download ebook”.
Invest Time in Planning and Preparation
Creating compelling video content requires meticulous planning and preparation. Start with brainstorming creative ideas that will resonate with your audience. Compile relevant information, data, images, and graphics to include.
Write a script with specific scenes and flow. Do a budget breakdown for equipment, software, talent, and promotion costs. Allow ample time for shooting quality footage, editing, graphics creation, branding elements, music licensing, and final revisions.
Optimize for Search and Discovery
Record videos in landscape format – horizontal videos appear larger on YouTube and rank better. Add relevant meta titles, descriptions, and tags. Transcribe videos to help search engines index the textual content.
Promote videos on social media and company blog/website. Use popular hashtags and keywords in captions to get discovered by your target audience. Analyse performance data to double down on topics and strategies that work.
Conclusion
We have now seen how video content will dictate the future of social media advertising:
- Video builds engagement and brand storytelling through emotion and narrative.
- The high production value and authenticity are essential for quality branding.
- Live video interaction provides real-time engagement with audiences.
- Video offers versatility across styles, formats, and platforms.
- Most importantly, video converts viewers into customers and delivers tangible ROI.
As video creation and consumption grow exponentially, brands must take advantage of this visual medium to connect with audiences and stay competitive. With strategic video production and distribution, businesses can build brand awareness, trust, and community to successfully shape the future of social media advertising.
