Social media is widely regarded as the next big thing since it offers a wide array of benefits. On the other hand, the use of video in content marketing is on the rise and you can’t afford to take it lightly.

For instance, YouTube has become the second largest search engine on the web today which reinforces the importance of video in a marketing strategy. As social media and the visual medium continue to flourish, marketers are beginning to realize the importance of incorporating video into their social media strategies. Below are some of the reasons why you need to make videos an essential aspect of your social media strategy.

Video Builds Trust

The foundation of any conversion and sale is always trust. However, building trust isn’t an easy task to achieve. In fact, the whole concept of marketing is based on mutual trust and creating long-term sustainable relationships. A video does it all. Video content will engage your followers and ignite emotions. Promotional videos help in building trust, and it will also build confidence in consumers who are still skeptical about shopping online.

Recently, we helped St. Petersburg Catholic High School raise almost $40,000 with their 60 for 60 campaign. The campaign focused on building trust with our audience, SPC Alumni, by delivering heartwarming videos that made them feel connected to SPC again.

Video is Mobile-Friendly

Everyone can see how the world has gone mobile. More and more people are buying smartphones and tablets. If you can’t come up with mobile-friendly content, then you shrink your target audience which is suicidal in a competitive business world. Today, more people are consuming video content on their mobile devices. If you want to reach a broader audience, then you should make video an integral part of your social media strategy.

Of the almost 25,000 impressions our video ads generated for the 60 for 60 campaign, over 87% of those impressions were from mobile. Having mobile-friendly content considerably helped us reach our campaign goals.

Foster Higher Engagement

You must have heard more than one time that visual content is key to significant engagement. This also applies to video content. When you’re considering what type of posts you need to update on your social media networks, think video. Your followers are ten times more likely to comment, share, or engage on video content compared to the other posts.

Our video content during the 60 for 60 campaign received significantly more engagement than our image or text posts. For instance, a video featuring Mr. Royle, a former teacher at SPC, generated over 366 reactions, comments, and shares on top of all the video views it generated.

Video content that strongly connects your audience will generate more reactions and build even more trust with your audience which brings us to our next point.

Video Leaves a Stronger and Positive Impression

A picture is worth a thousand words. There is a lot of truth in that statement since human beings were created as visual creatures. The brain of an individual can process visual data 50,000 times faster than text. Apart from being the optimal medium for data consumption, the video also helps in creating a stronger connection between you and the viewer. You can always leverage on this aspect to foster a strong emotional connection that will drive your followers towards a specific action.

With our series of videos for the 60 for 60 campaign, we continued to showcase the things that make SPC great and why alumni need to get reconnected with the school. The positive impression of our videos helps us raise almost $40,000 for the school’s 60th anniversary and created stronger relationships with alumni in the process.

It Adds a Personality Aspect to your Brand

Finally, A short video can say a million things about your brand. Videos present a perfect way of branding and can increase your brand awareness. The unique branding style you show in your video can help in winning trust among your followers and fostering long-lasting relationships as well.

In the end, our campaign was wildly successful, not just in raising dollars for St. Petersburg Catholic High School, but with increasing overall brand awareness with alumni and the Catholic community.

Interested in adding video to your social strategy? Give us a call at 727-316-5578.