Whether you like them or not, social media platforms are the place to be right now. Their popularity isn’t surprising at all. With just one status update or photo, users are able to connect with each other, regardless of the miles that separate them. So, the fact that 3.5 billion people use social media worldwide makes perfect sense.

But gone are the days when these platforms were only used for messaging and posting photos. In keeping with customer needs, social networks are now diverse platforms where you can find almost everything you like — from live streaming to popular articles. In fact, over 4 billion video views occur on Facebook every day. Not too shabby for a social network created in a Harvard dorm room, eh?

As the immense popularity of video content on these networks shows no sign of shrinking, this could mean only one thing — it’s time you start focusing your video marketing efforts on social media. With 64% of customers saying they’ll purchase a product after watching videos on social platforms, businesses are scrambling to create what their consumers want. But, how can you stand out when there’s a fierce competition out there? Easy — by being fearless in exploring different social media video types.

Let’s take a look at those formats that can help you stick out in today’s market.

Social Media Videos

Before we start, we’d be remiss not to mention the following. The major difference on social media is that videos find users rather than people seeking them out. For instance, if you want to watch a DIY video on YouTube, you’ll use the search box to find the relevant results.

In contrast, users on Facebook or Instagram locate videos when they’re scrolling down their feed.  Of course, whether they end up watching them depends on how eye-catching and relevant those videos are. Nevertheless, the statistics indicate that, out of all content types, people are more likely to choose videos. In fact, 78% of them spend time watching this medium every week.

Top Videos for Social Media

And now, we can get down to the real meat — our pick for top videos that can promote your brand and attract more consumers. Of course, keep in mind that certain video formats enjoy bigger popularity on these platforms. However, what one group of consumers loves won’t necessarily work for everyone.

Therefore, when you’re deciding what formats might work best for your brand, don’t hesitate to mix things up and try as many different video types as possible. This helps in determining what your customers respond to and what resonates among them.

Behind-The-Scenes

According to Animoto, customers like video content that tells them the story behind the company. So, instead of just presenting your brand through finished products, you can post behind-the-scenes videos. This content gives a glimpse into what’s happening behind the curtain, and offers a chance for your audience to see what they wouldn’t otherwise. BTS content also brings your brand closer to consumers, making them feel special because they have an opportunity to gain a deeper understanding of your business.

If you’re looking to build trust and establish a connection with your customers, then BTS videos are the solution. You see, consumers don’t only want to connect with your brand — they also desire to meet those who help make your business what it is. This doesn’t come as a surprise. After all, how many of us have watched bloopers of our favorite TV show? That sneak peek makes everything feel human and down-to-earth.

So, here are the two main things that BTS content does for your business:

• It humanizes your company: Consumers get a chance to meet the people behind the company. In turn, they start perceiving your brand as consisting of a group of highly interesting people. Once you humanize your business, you can build a rapport with your audience and connect with them in a deeper way.
• It builds trust: Behind-the-scenes footage just feels more genuine. Thus, it can establish trust with your viewers. When they feel you’re being transparent, they will start believing more in the messages you deliver to them.

Are you #teamBTS yet?

Product Reviews

When you set out to create videos, product reviews should be at the top of your list. After all, trying to sell your products on social media with static images proves to be a difficult feat. On the other hand, with video content, you can spark interest and prompt your customers to think “Hm, perhaps I do need that product.” Basically, consumer buying behavior is heavily influenced by their emotions. And what better way to strike a chord and arouse emotions than by way of video.

With this format, your consumers will get an insight into a product’s tangible benefits. As you might have already seen, many product reviews tend to highlight all unique features of a given product. However, if you want to stand out from the crowd, make sure to emphasize how your product can actually solve potential problems your customers might have.

“But how influential is this type of video,” you might ask. Well, so influential that 87% of consumers trust product reviews as much as they trust word-to-mouth. And more impressively, 78% of people state that their buying decisions are impacted by brands’ social media posts. So, if you highlight your products in videos, this can encourage customers to click “buy.”

We can safely say that product reviews have become important in today’s digital marketing landscape. After all, nothing is more effective than showing your audience just how your product works. Just remember that only a handful of consumers purchase a product without previously consulting the Internet.

Live Videos

Most social media networks now boast live streaming features and users can’t get enough of them. Live videos are a great way to appear more transparent while increasing engagement and fostering a relationship with your followers. They can change how customers engage with your brand. In fact, 82% of consumers prefer live videos from brands to social posts. And why? Well, because they make them feel more connected to you. For instance, Facebook Live offers a chance to followers to interact with your brand in real time, allowing them to react or comment.

Additionally, this video format is suspenseful in that people never know what’s going to happen next. Not only that, but also they feel that they’re missing out on something if they don’t tune in. Remember, Facebook and Instagram are your allies as they inform users that you’ve started a broadcast. And most people can’t help but tune in once they get a notification.

What’s more, live videos satisfy our desire for instant gratification. We communicate with other members of a community and we might get noticed by the live streamer. So, this format can make your consumers feel like they’re a part of an actual event.

You can use this video type for the following:

• Q&A sessions
• Announcements
• Behind-the-scenes content
• Product launch

And if you do end up posting a live Instagram video, remember that 80% of customers who say that they’d rather watch live video than read a blog will be elated.

Interviews

If you’re still uncertain about including videos in your content marketing strategy, then the following number might remove those doubts you have. Namely, as many as 500 million people watch videos on Facebook every day. And how can you get them to watch your content? Well, you can start by posting interviews.

Interviews or Q&A sessions are a perfect way to interact with your followers and answer all their burning questions. You can talk about your brand or other relevant topics with a customer, blogger, or team member. Just make sure to prepare questions in advance. You can come up with them on your own or ask your followers to post them in the comments section.

When it comes to the actual thing, a good interview is the one that feels unscripted. Remember that your job as an interviewer is to listen to the other person and get them to talk. So, make sure not to steal the spotlight here.

Also, you should be certain that your story is interesting to your consumers — they won’t watch if it isn’t. Not only that, but also your spokesperson needs to be credible. Every individual can easily tell if someone’s being honest or saying things because they got paid. Thus, don’t attempt to fool your viewers.

Lastly, interviews with well-known guests can create a positive image for your brand, therefore attracting more customers to you.

Tips for Social Media Video

We shared four social media video types you can post on Instagram, Facebook, and Twitter. Don’t forget to experiment and don’t focus on only one format — people love diversity! And since you’re now acquainted with what you can post, it’s also useful to know the following when creating those videos:

• Be engaging and grab attention: Studies show that marketers have less than 10 seconds to capture their viewers’ attention. This means that you need to create engaging videos that will appeal to your followers and stop them from scrolling down.
• Educate and inspire: Almost 5 billion YouTube videos are watched daily, proving that it’s a dog-eat-dog world out there. Thus, if you want people to select your videos, then ensure that the message they’re sending will educate and inspire viewers.
• Keep it short: Another crucial thing is video length. In other words, short videos tend to be better received by social media users. For instance, your Facebook video can be 2-3 minutes long.
• Think outside the box: With this last tip, we urge you to get creative; don’t copy what your competitors are doing — be innovative and bring new content to the table. You can create visually appealing videos that are a sight for sore eyes for your followers.

Action!

To sum up, you should be taking advantage of all the benefits videos have to offer. Just make sure to create different types of videos. If you do, then you’ll inevitably attract customers from all walks of life. And once they take notice of your brand, you can generate new leads and increase engagement!

So, it goes without saying that focusing on social media videos is paramount in 2020. Users are increasingly spending more time on these platforms and, by and large, they react best to this combination of sound and moving images. However, you need to remember that diverse videos won’t get you anywhere if you don’t develop an effective content marketing strategy.

And if you’re looking for a video platform to host your content, TargetVideo can meet your every demand. Our powerful analytics engine helps you maximize the effectiveness of your videos while keeping track of all metrics that assist you in growing your business. And with our super-fast HTML5 video player, you can empower your online business and take it to the next level. We’re here if you have any questions!