Who could have predicted that social media would become such a massive influence on how we live our lives?
The clothes we wear; the fragrances we buy; the brands we love; the services we choose; even the events we attend. You could say that social media has a creeping influence on every aspect of modern living in one way or another.
FOMO, MOMO, BROMO, JOMO – social media is a visible influence. It’s certainly a crowded marketplace, and it’s a challenge to be heard above the clamoring distractions. However, video marketing is a klaxon breaking the transient speed of the timeline.
So, if you’re looking for video marketing tips to get your brand noticed, you’re reading the right article.
We’re going to explore the importance of video and its power to increase your social media conversion rate, helping you cut through the noise and encourage those who browse to convert.
The Rules of Attraction
Social media has democratized the marketing playing field, allowing small to medium-sized enterprises (SMEs) to penetrate markets that had once been the sole domain of the multinationals.
Cutting through the deafening din of an impacted marketplace is a huge hurdle.
People love video. Creative video marketing can help optimize your conversion rate.
There are two principal steps in gathering new customers or followers: attraction and conversion. We’re going to focus on attraction in this article.
Regardless of your marketing strategy, you need to first attract people toward your content and keep hold of their attention until you’ve convinced them that your service or product is for them.
The attraction is the most critical element of any social media campaign because social media moves so quickly. The right kind of video catches the eye more effectively than a still image.
According to PriceWaterhouseCoopers, almost three-quarters of active consumers on social networks share video marketing content from brands on their social media feeds. 37% of consumers use social networks as a source of purchasing inspiration.
The Transient Nature of Content
Organic social media content is transient: here today, gone tomorrow.
When you’re standing in the queue at the checkout and flicking through your newsfeed to pass the time, you want to know about your neighbor’s climbing trip or learn about the latest opinions on the state of the union.
You probably whizz past the sponsored ads. At least, you probably whizz past the still images of products that fail to grab your attention.
Why Video Attracts
Moving images are processed by the brain 60,000 times faster than text. In a fast-moving environment like social platforms, you need something that can:
- Attract the eye
- Pass on information within seconds
Text alone won’t do that.
Still images can be beautiful, inspiring, and tell a story; but when we go to a gallery to enjoy still images, we stop, take it in, consider, analyze, ponder, then move on.
Video attracts the eye, and audio attracts the ear. You have a limited amount of time to grab attention.
We’re talking seconds.
Avoid long, beautiful intros. Jump straight into your promotional video content with an intriguing, moving image. You only have 60 seconds to win your audience over.
Use subtitles and open with a killer line. People probably have their phone/tablet on silent if they’re at work or on public transport.
Sharing is Caring
Users are 37% more likely to share your social media marketing content if it contains video. Sharing extends reach. And reach increases traffic.
And, of course, more traffic could equal more conversion.
- 70% of social media marketing departments plan to make use of video marketing in 2019
- 80% of all web traffic will be video content by 2021
- 55% of consumers pay closer attention to video than all other mediums.
- 78% of internet users consume online video each week
- 55% of internet users view a video online each day.
Bringing things back around to social media:
- 1200% more shares are generated on social media when using video, in comparison to image and text content combined.
Product marketing stats:
- Almost 50% of internet users seek out video related to a service or product before they buy.
- Video included in landing pages created specifically for a marketing campaign optimizes conversion rates by 80%.
- 80% of consumers state that demonstration videos influence their purchasing decisions and help them decide whether it’s the product for them.
- Consumers who access demonstration videos are almost twice as likely to purchase than people who haven’t viewed the video.
Getting that all-important conversion
Let’s explore some examples of successful video marketing campaigns that optimize social media conversion rate.
TVibes ran a successful video social media marketing campaign in 2018. The campaign focused on promoting their service, which allows users to build TV channels based on their own content; stored on TVibes’ cloud.
They wanted to generate engaged and loyal users who would use their app for their mobile video storage.
Using Facebook as their principal platform, they made it simple for followers to create new TVibes accounts and explore existing channels created by their Facebook friends.
TVibes targeted specific audience groups using Boosted Posts by analyzing individual reactions to their video ad campaign via Facebook’s Lookalike Audiences service to optimize conversions.
- App installs via Facebook increased by 50% over the duration of the campaign
- They observed a 10% increase in loyalty and conversion from those installs
- There was a 20% increase in engagement from their Facebook followers.
Uri Schneider (CEO & co-founder of TVibes) stated that their Facebook campaign was the most effective way to reach and engage with users. He said that their Facebook video campaign proved effective ROI, both in terms of cost-per-install and engagement rate.
The Bottom Line
This conversion rate optimization (CRO) campaign was driven principally by video and proved an invaluable marketing strategy; increasing reach as well as boosting engagement.
Android’s “Friends Furever” campaign in 2015 became the most-share video ad of that year and proved that promotional video needn’t break the bank.
The campaign monopolized on the internet’s obsession with cute animals; specifically on cross-species friendships – subtextually embracing cross-platform and cross-network unity and compatibility.
The video was comprised of a sequence of short, two-second clips of animal friends helping each other out.
Android is a mobile OS and used clips recorded on camera phones. The production values were relatively low, but the content hit a nerve with the audience: a parrot feeding a husky with spaghetti strands, a cat opening the door for his doggy friend, an orangutan proudly hugging a dog.
The cuteness factor is off the scale.
The video received over 6.4 million shares, proving that the simplest of videos attract an audience and achieve their CTA.
The Bottom Line
Never be boring.
The Bottom Line
The internet needs interesting and remarkable content. Successful video campaigns are absolutely no exception. Be boring and sink into the noise of everyone else.
The Friends Furever campaign proved that you don’t need Hollywood budgets for your 60-second campaigns; you just need a great idea that’s well-researched and
loaded with subtextual significance.
The subtext is “saying something without saying it;” a symbol of something that strikes a chord, but it’s difficult to immediately put your finger on it.
It’s Tracey Emin’s “My Bed.” It’s Damien Hirst’s “One Thousand Years.” It’s what makes you look at a piece of art. Then look again. Then talk about it.
Transience is what makes social media tick. That could be a depressing notion that uncomfortably echoes a reality about our own existence.
Or it could be something to be embraced.
Grab attention. Give 60-seconds of joy. And optimize your conversion rate.