Video Marketing Benefits for Social Media: More Engagement and Results

Posted by Megan Fox

Sep 19, 2017 9:00:00 AM

Unless you live under a rock, you have probably noticed more and more videos on your Facebook feed. From funny cat videos, Tasty recipes to sponsored ads for a product or service you may want, video is everywhere.

Using video on social media, especially on Facebook, is an excellent marketing tool that you should not overlook.

Studies show that video is more engaging, great for SEO and one of the most versatile and lucrative digital marketing tools out there. Keep reading below to learn five video marketing benefits for social media and why you should invest. 

Quick Video Statistics

Let’s start with some statistics in case you’re on the fence.

  • 86% of business-related video views take place on desktop browser and only 14% on mobile.
  • 18 is the average number of videos published by businesses each month.
  • 85% of business now have internal staff and resources to produce videos in-house.
  • Businesses have an average of 293 videos in their library.
  • 56% of all videos published in the last year are less than two minutes long.
  • Websites and social are the most popular video distribution channels, and the most popular videos are in the form of explainers, product demos, how-tos and testimonials.
  • Top 5% of videos retain an average of 77% of viewers to the last second.
  • The average video retains 37% of viewers all the way to the end of the video.
  • Videos under 90 seconds see an average retention rate of 53%, but videos more than 30 minutes retain only 10%.
  • The average retention rate of personalized videos is 35% higher than non-personalized videos.
  • 35% of businesses are using intermediate or advanced analytics to measure video performance. These analytics include:
    • interaction
    • attention span
    • views by embed location
    • drop-off times
    • attribution to sales pipeline
    • influence on revenue

(Statistics from HubSpot.)

Your business needs video. The numbers don’t lie. 51.9% of marketing professionals worldwide name video as the type of content with the best ROI. 

Below I outline five main reasons video works so well in general and on Facebook. 

1. Simpler to Explain / More Engaging

Sometimes, written text is just not as effective as images. If you are trying to explain a difficult concept or showcase a new product, video may be your best bet. 98% of users say they’ve watched an explainer video to learn more about a product or service.

Consider creating explainer videos or how to videos where demonstrations will be helpful. Animated videos work well, too. Animated videos are a great combination of entertainment, nostalgia and simplicity.

Video marketers must remember that people share emotions, not facts. According to a study, 76% of users say they would share a branded video with their friends if it was entertaining. Even though emotions may not be ROI, social shares can increase traffic to your site. And if you have a high performance, mobile-friendly website, you can close the deal.

2. Builds Trust

If you are in the healthcare field, producing videos that showcase your nurses, doctors or office staff builds rapport. From our own advertising experience, doctor videos generate the most engagement. Consumers LOVE being able to praise them and share their experiences. You’ll be amazed at how many shares, likes and loves a doc vid receives. 

For other professions, letting consumers see who they’ll be working with gives the consumer a chance to see the business’ personality. For example, if you are a home builder, you can feature your sales person on screen. This will probably be the first person a potential customer meets. Seeing them talk about the home building process, what the journey is like and answering common questions may help push the potential customer to pick up the phone.

Screen Shot 2017-09-18 at 2.14.40 PM.png

(Facebook video advertisement for Mountainstate Orthopedic Associates orthopedic surgeon, Dr. Matthew Darmelio)

(Vision Homes Facebook LIVE Video with Dave Stanley, salesman, and Rocky Simmons, owner)

3. Great for Mobile

Video and mobile go hand in hand. People like being able to watch video on the go. Smartphone video viewers are 1.4x more likely to watch ads on their devices as TV and desktop viewers. They are also 1.4x more likely to pay attention to ads or branded content on YouTube. 

If you aren’t showcasing your video on Facebook, your competitor is. 

4. Google Loves Video

Video allows you to increase the time spent by visitors on your site.  Longer exposure builds trust and signals search engines that your site has good content. You are 53 times more likely to show up first on Google if you have a video embedded on your website. 

Keep in mind, you need to optimize your videos for SEO. Write your titles and descriptions around keywords you want to rank for. Add links back to your website, products or service page. Make sure your video has a distinct call to action (CTA) so the potential customer can take the next step. 

5. Boosts Conversions and Sales

Videos can be very lucrative for your business. One study shows that when you add a product video on your landing page, you can increase conversions by 80%. Another study also shows that 74% of users who watched an explainer-video about a product, bought it.

If you are promoting a product or service video on Facebook, make sure you include a link to the page where the potential customer can buy/call/sign up, etc. 

InnerAction Media | Video Marketing | Social Media | Marketing Agency 

If you want to grow your business, you need to implement video into your marketing strategy. Video can come in a variety of forms: 

  • Image films
  • How tos
  • Explainers
  • Funnel films
  • Animations
  • Testimonials
  • Staff showcases

If you don’t have the means to produce video in-house, that’s where we can come in. We have a team of professionals who can guide you through the video production process to create a film you’re proud of. We will help you develop a concept and script to make sure we produce a video that will give you that extra pop over your competitor.

Give us a call. We love to chat! 304-241-4959 

Megan Fox

Written by Megan Fox

Megan received degrees in journalism and communications media at Indiana University of Pennsylvania in Indiana, Pa. Megan is responsible for creating content for all our clients, whether that be in the form of blogs, news releases, web or social media. She uses various social media platforms and HubSpot to increase client's brand awareness for their existing and potential customers. Megan also conducts interviews with clients to help tell their success stories that are published various ways.

Topics: Video Marketing, Social Media Marketing