How to Make Your Marketing Videos Resonate on Social Media
I'm sure you've seen a video ad on social media that converted you to a loyal customer for a brand. For me, it was Grammarly’s video ads that got me to buy-in right away. They get straight to the point, and as a writer, I was able to see the benefit within seconds of viewing their ads. I distinctly remember getting about 20 seconds into their ad before even realizing I was watching an ad.
That's what every brand should be striving for when creating video content. Now how can your brand do that with its own videos?
There are a few reasons why certain videos stand out more than the others on social media. Even though social media may appear to be a bit of a lawless land to its users, there are a few laws and standards that brands need to abide by in order to resonate with their audience.
As you work on developing your marketing videos, consider how to make them stand out against the amount of noise that’s out there now. Here’s a short list of video qualities that make them stand out and resonate on social media.
Why it works
Consumers want authentic content. In a 2019 study, 90% of
consumers say authenticity is important when deciding which brands
they like and support.
Before I go further into the importance of authenticity, let’s check out a real example of authentic vs. non-authentic content from Stackla’s consumer report.
Consumers have a stronger response to authentic content. It doesn't feel manufactured. It comes off as handcrafted.
When surveyed, 58% of consumers viewed user-generated content (UGC) as the most authentic form of content from brands. This makes viewers 2.4x more likely to respond to UGC over branded content.
Marketers were also asked what type of content conveyed authenticity, and they were 2.1x more likely to pick branded content over UGC. Only 15% of marketers believe UGC to be the most authentic form of content.
How to do it
The first thing you should do before adjusting your content is to evaluate what you already have out there. Separate everything into 2 buckets: branded content and user-generated content.
If you find that you haven’t been using user-generated content, we recommend starting with a ratio of 90% branded content, 10% UGC. This is enough UGC for you to evaluate it’s effectiveness and not overwhelming your audience.
If you already use UGC in your overall content strategy, compare its user engagement to your branded content. We've all seen brands that go overboard on user content. Experiment with scaling back UGC if your brand heavily relies on it. See how the overall user engagement changes.
Short and sweet
Why it works
Shorter is better with video marketing. Your videos are competing for attention with everything else your consumer sees each day. If you’re able to educate your audience in a quick and concise manner, then your video has added value to your consumer’s day. You can create a series of videos and convey digestible amounts of information in an episodic format.
Keeping it shorter also helps with budgeting. This makes it more feasible to create a series of marketing videos around one central message that can be uniquely used for each social media platform.
How to do it
HubSpot conducted research to see what the ideal video length was for the top social media platforms: YouTube, Facebook, Twitter, and Instagram.
Instagram videos need to hook your viewers in the first 3 seconds and be short, concise, and dynamic.
Twitter has the ideal video length to establish a personal connection with your viewers. Use this time to inform and excite your viewers.
Facebook videos have a longer engagement time, but viewers are mostly watching these with the sound off. Add subtitles to your video so your consumers can still get the message without the volume.
YouTube is where you can put your longer videos. You have the opportunity to pack in a lot of information to educate your viewers. Use them to accompany a longer article to really boost user engagement.
No matter what platform you are posting video content to, your video should always be no more than 2 minutes in length.
Why it works
Storytelling has been a buzzword for businesses for the past few years. Brand's are adopting it in droves, and it’s changing the way companies communicate with their audience.
It's been scientifically proven that our brains are hardwired to respond to storytelling. It triggers a dopamine rush that encourages listeners to take action. Taking the time to work on how your brand's story is told is a great way to communicate with busy minds on social media.
How to do it
Storytelling shouldn’t only be applied to your video content. It needs to be stitched into your entire brand. This includes your website, product page, packaging, and the purchasing process.
If you need to nail down your brand's story and learn how it truly applies to brand marketing, take advantage of the resources out there to help you. From books to workshops, there’s something that will work with your budget and help you say exactly what you need to say to your customers.
Why it works
87% of consumers want to see more video content from brands this year. 39% listed explainers as their most preferred type of video content, 20% want entertaining videos, and 12% want product demos.
Your videos should be designed to add value to the viewer's day. There's a lot of noise out there, and it's easy to get filtered out. Getting right to the point and telling people what problem you solve makes it easier to attract your core target audience. Once your core market understands how you make their lives better, it's easier for them to buy-in.
How to do it
Developing explainer and product demo videos are a great way to educate consumers. It eliminates the amount of research that needs to be done during the shopping process.
Don’t just show your audience what your product looks like. Show your viewers how the product will look like when they unbox it and how to use it. The same principle applies to services and online platforms.
Industries being transformed with user-generated content
Okay, we've all seen that person we went to college with posting pictures of their sunny vacation in Hawaii while we're over fighting off one of the last midwestern snow storms. All you can think at that moment is the amount of money you'd be willing to spend to get a big slice of that sunshine cake.
When surveyed, 86% of people said they have become interested in traveling to a specific destination after seeing family or friends posting it on social media. Vacation is the time when we are most inclined to be taking pictures and sharing content because we want to document our trip as much as we can to remember it after we've returned home.
Companies that operate in the travel industry have a chance to benefit from the content that’s being documented and shared during vacations. 83% of people will post about a positive hotel/resort experience, and 67% will post about a positive transportation experience.
Food and Dining
Let's face it, branded content can only go so far in the foodservice industry. How many times have you gotten a cheeseburger from a fast food restaurant that ACTUALLY looks like it does in the picture? We've all gotten accustomed to the fact that food typically doesn't live up to it's branded image.
User-generated content is the most honest way for consumers to see what the restaurant is like without actually being there. When surveyed, 55% of consumers said a friend or family member’s shared content from a new restaurant influenced their decision on eating there. 45% said images from a review site were the biggest influencer.
Buying a new car can be such a great feeling! Especially when it means upgrading your beater for something you can be proud of. When consumers were asked if they would share a photo or video about a positive car purchasing experience, 62% said they would.
On the flip side of that, people seeing that content on social media are influenced by it if they are considering a car purchase as well. 45% of people said user-generated content is the most influential when deciding on a car purchase. Since most of us are reluctant to deal with a car salesperson and find a reliable vehicle, a friend’s post about their positive experience will make the viewer inclined to follow the same path.
Retail & CPG
User-generated content is now the new word-of-mouth, and consumers trust it over most forms of content. This holds especially true in the world of health, beauty care, and wellness products. I’m sure I wasn’t the only teenager battling acne that had to buy 5 different types of face wash even though they all claimed to “eliminate acne FAST”.
54% of people said they purchased health, beauty care, or wellness product based on seeing a friend or family member share it on social media. Authenticity is important for a consumer to try new products.
Social media has a lot of noise you’ll need to cut through. Video marketing is a good way to do that, but only if you have a solid strategy in place.
The good news is that there are brands out there killing it with video ads; especially the brands that operate in the travel, automotive, and retail/CPG industries.
Keep your videos short and authentic while finding ways to incorporate user-generated content into your strategy. That’s how the successful brands are executing their videos today, and doing it correctly can help scale your business.
In the wild, lawless land of social media, make sure your videos are abiding by the best practices for resonating and standing out against the noise. Make your brand’s videos the ones people tell their friends and family about.
Always have the golden rule in mind with your videos: be the brand that you would want to subscribe to as a user.