Why you should be using video on your company social media

A look at the importance of video content on social media and how it can benefit your business by RAW Pictures

Maddie Prior
Sales and Marketing Executive
Social media

Video has taken over social media, becoming an important part in building success for many businesses and brands. Through using marketing video you can build a competitive edge over your competitors, you are able to use the power of social media to reach a new younger audience and you're able to showcase your brand's personality to them.

Visual content is more than 40 times more likely to get shared than all text content (source), this shows more audiences are looking for more engaging content as they are becoming lazier and don't want to read paragraphs of writing. 

Being able to offer video to your customer means you are making it more likely for your business to get noticed as they are more inclined to like, comment and share the content you are putting out there. Video now accounts for more than 82% of all consumer internet traffic (source), which shows it's increasing popularity to audiences.

Grabs attention -

Video is easy to consume, it allows you to be more concise and capture the audience's interests within the first few seconds of the video. Social media helps you condense the information down as all social platforms have specific video lengths which means you need to fit your information into that time. This helps you as a business making your message more digestible to viewers which will help maintain their attention as it will be more understandable.

Social media videos normally leave you wanting more. As you are only able to post smaller teaser videos onto your platforms, you want to be making sure you are posting the most interesting parts. This will make sure your audience want to watch more from the brand and it should take them to your website so they can find out more. In teaser videos you want to be showing off the brand's identity to hook the users as the average attention span is less than 8 seconds, therefore you need to make sure you are showing off what your brand looks like and the feel you want to give your audience.

Pictures are not as creative and won't always meet the audiences needs and expectations anymore. People can just look at a picture and scroll past whereas when watching video the moving visuals and sounds will grab audiences attention straight away. Video holds 5x more attention than still pictures (source) therefore posting social video means more people will look at your business for longer which will increase your reach and engagement as the audience is spending longer on what you are creating.

Trending topics -

Driving relevant content to your customers is hugely important, it helps give your brand a voice and allows you to move to a wider audience quicker as you are creating content people want to see. Using trending topics in your social video will help your brand get more notice as audiences watch what is trending and keep update with social trends. This can help more people find out about you which can help increase sales, if you are giving your audience and the wider audience what they want they will more likely look into your business more and buy from you. 

By taking advantage of news stories, consumer behaviours and any new relevant topics that your brand is able to relate to will help you find a whole new customer. Using the relevant and trending hashtags will get you onto more audiences social pages allowing you to reach a wider range of consumers who you might not have thought about reaching out to. You can post these videos anywhere, every social platform allows you to post videos and you can re use content you have posted on one social account onto another. This is important as you don't need to worry about always creating new content when you can repurpose old stuff.

Encourages shares -

76% of users say they would share a branded video with their friend if it was entertaining (source), this is free marketing for your business. Once one person shares your content you are reaching their following which means you are connecting with a much wider audience that you may not have known about. Social shares increase traffic to your site, if someone enjoys your content they will want to share it with their family. These people will then want to know more about what you can offer. This will push them to check out your pages and your website to help increase your reach.

Video builds a deeper connection than pictures, this is what makes people want to share it more as they feel more emotional towards what they are watching. Video gets 1,200% more shares than text and images combined (source) which shows more people care about the type of content they are sharing with their friends and family. If your video content is able to connect with your audience on a personal level it will more likely be shared due to people having stronger feelings towards what you are providing and caring more about the message behind the video.

Your brain can process visuals 60,000 times faster than text (source), which means more people are likely to share video as they will understand what you are showing to them over what you have written out. This means more people are going to watch the content as video grabs the attention of people and they are more likely to enjoy watching it and then sharing it with family and friends then they would after reading a piece of text. 

Brand exposure-

You want to make sure your brand's exposure is at its highest point, by adding watermarking to your videos with your logo is necessary as it ensures your brand is being recognised. Including a logo will help audiences remember who you are and the name of your business, this will help you get more notice of your brand and it will help keep your business name at the front of peoples mind when watching your content.  

Video helps convey a brand's personality more as it makes it more memorable to audiences. Bad picture quality can ruin what your brand looks like and wont help get the message across to people. This will generate negative brand associations, as it will show that your business isn't bothering with the type of content they are pushing out. Whereas, if you are creating high quality video more people will enjoy watching it, leading to more shares and website visits increasing your exposure as a brand. 90% of people say video helps them make a purchasing decision (source), therefore increasing your brand exposure will help you push the sales.

More authentic -

Gen Z have grown up with video content from platforms like youtube and vine, they make up over 35% of Tiktoks demographic (source). Video is much more relatable than pictures for the upcoming generation, video comes from a real person and gives audiences the chance to learn more about the brand's value and show the people behind the brand. This builds more authenticity around the brand as it is showing more of who the brand is and what the brand can offer. Video marketing isn't there to manipulate or hard sell to someone into buying your product or service; it's about building a more personal relationship which can then lead to a more natural sale. Showing the real side of your business to your audience will help grow this connection.

Being a more genuine brand will attract more customers, people who see the people behind the business, not just what you are selling to them. Customers will buy from more companies where they are not being hard sold to. As a business you want to be combining your knowledge and passion for what your product or service is with the story of the brand and the people that make the business possible. By using these factors and making video content will help show the passion there is behind the business.


Video marketing is becoming more and more effective, social media is a great place to share your creative content. It allows you to reach a much wider audience in a more fun and entertaining way, it helps you connect with audiences of all ages as social media is for everyone and it will keep you connected if you stay active.

With the right strategy and content social media video can give brands the chance to create something new and exciting on their pages that will get them noticed. Being noticed by new potential customers will help increase your sales and give you the opportunity to grow your business. 

Need help creating your social video? Get in touch with one of our team today to see how we can help!

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