The Impact of Social Media
With an average of 16 new social media users every second, there’s no doubt that social media channels can go a long way in boosting brand awareness, successfully targeting new customers, and engaging current customers with relevant, quality content. Not to mention the strengthened search engine optimization social content can bring for your brand.
How Does Social Media Help SEO?
There is no direct connection between social media content and increased SEO ranking per se. However, social media does help you rank better on search engines in several indirect ways.
Social content expands a brand’s reach through the links you share across social media platforms. It helps you distribute your message across multiple channels & profiles (through reshares) and thus prolongs the lifespan of your posts.
Search engines pick up on social media content that sticks around and increases the visibility and organic traffic of brands it comes from. The more your brand comes up as in users’ search feeds the better they’ll remember it and consider it reputable.
Social media content also boosts your local SEO, making sure it appears to users in your area, especially if your brand has been rated positively by other users.
Video: The Social Media Content to Skyrocket Your Reach
Numbers show - 55% of internet users watch videos every day, and 78% of people watch videos online every week. To add to that, 54% of the surveyed wanted to see more video content this year. That makes video content the most popular type of social media asset your brand can invest in.
Digital video penetration in the United States 2013-2021
To help with ideas on how to implement video content in your social media strategy, here are 9 real-life examples of brands boosting social media engagement with videos.
1) Gant Founders Animated Video Story
The clothing company - Gant - celebrated its 70th anniversary by creating a touching animated video telling the story of its founders - Bernard and Rebecca Gantmacher. The video follows the journey of Bernard to America as an immigrant, his struggles while building a career, and the family’s eventual success in creating the company.
Stories are scientifically proven to draw more attention which makes them ideal for social media videos. They stimulate brain activity and as confirmed by neuroscience cause real change to viewers’ thoughts, feelings, and actions.
Gant’s approach is an example of brand storytelling done right. Your story will have a greater impact if you follow their example and create a similar brand story video, share core values or discuss much-needed plans in an animated social media video.
2) HeadSpace Live Meditation Videos
Stay-at-home mandates and restrictions on face-to-face interactions, during 2020, forced people to look for new ways to connect and communicate with each other.
Brands took that opportunity to create more social content concentrated around sharing thoughts and useful tips on current topics through live videos. This format worked very well for Headspace- an online meditation and mindfulness platform. They took the opportunity to create a bunch of live videos of free meditation sessions for their viewers so their users could join and have a de-stressing few minutes. This not only benefited their viewers but also helped the brand show their support in difficult times, reach potential new customers and build brand awareness and recognition.
3)Go-Pro Amazing User-Generated Videos
User-generated content is one of the best ways to build an emotional connection with audiences. They also help in gaining trust, demonstrating authenticity, and forming meaningful relationships.
User-generated content (UGC) is an awesome way to tap into the creative minds of your customers. It’s also a great way to show interest in what customers have to say about your brand. In addition, new customers will be more likely to trust content created by your existing customers, as social proof is still the best way to convince people they will benefit from your product or service.
GoPro shows how you can take advantage of UGC to create fresh content for social media and ad campaigns to boost engagement and attract the attention of new users.
By creating competitive challenges with tempting prices and rewards for the winners, GoPro is able to showcase how well their product is out in the real world.
Fabio Wibmer- the winner of GoPro's Downhill Chase competition demonstrates how well he can navigate a bike down a roof, while at the same time showcasing the impeccable performance of the GoPro camera mounted on his helmet.
The video has over 70 million views on YouTube and is a wonderful example of how much user attention a UGC video can deliver for a brand.
4) Patagonia Behind the Scenes
Social media content in the form of a “behind the scenes” video can also help your brands tremendously.
These types of videos show the nitty-gritty of what’s happening before we all see the well-curated content brands put out. Videos of this type connect with target audiences through sincerity- if you’re willing to show what’s happening when no one is looking then you can be trusted.
Video content “behind the scenes” shows the human side of your brand and gives you the chance to connect with audiences through shared experiences, struggles, and hard work.
Giving a sneak peek into what it takes to create the product makes people appreciate your efforts and convinces them you do put in the work to deliver good experiences.
Behind the scenes, social video content makes your brand more approachable and reliable. Plus such content can be used as company culture videos, employees interview videos, “day in the life of”, and why not a recruitment tool.
Patagonia demonstrates this idea in their company’s culture videos that you can use as inspiration.
In the video named “Work hard, play hard”, Dean Carter, Head of Shared Services for Finance, HR, and Legal, shares how the company views culture and how they look for ways to balance between work, life, and sustainability.
He shares Patagonia’s unconventional methods of moving the company forward while keeping a balance between what’s good for business and the environment.
Last but not least, he talks about how they manage to prioritize employees in tough times like market uncertainties.
The video provides great insight into Patagonia’s main values helping viewers understand them better. It’s also a great tool to help users decide whether their brand is worth investing in.
5) Slack Funny Testimonial Videos
Another sure way to boost social media engagement is testimonial videos. When you create them by incorporating funny scripts, customers' feedback sounds even more convincing.
Take the video Sandwich Video created for Slack. The video combines the idea of giving viewers all the main benefits of the software with a testimonial type of video created by Sandwich employees themselves.
Their quirky performance, showing each employee’s personality, gives a funny twist to a more or less straightforward and not so entertaining piece of content.
It's fresh and unexpected and attracts attention. If your brand voice allows it, you should give it a try.
6) Panorama9 - Customer Support Videos
Social media videos can also help you improve your customer experience and services. Similar to Panorama9, you can create support videos that go over a particular issue new clients face when using your services.
Their funny animated video is an interesting way to present sometimes dull information entertainingly, threading on a bit of nostalgia.
Nostalgia is used in marketing to capture or re-capture attention by tapping into older and familiar trends and popular culture.
Panorama9’s IT-MAN videos are created in a style that reminds video games many of their target users would be familiar from their childhood.
This is a great video content format to explain lengthy information and keep viewers engaged throughout the entire time.
Both you and your customers will benefit from video content on how to easily solve a minor problem. Receiving instructions through a video is much more effective and easy-to-follow than playing guessing games with the customer support team.
Not to mention this type of social video will diversify content, boost trust, and show that you care about solving customers’ issues. Finally, it will free time for your employees to dedicate to more important tasks.
7) Socialfix Media - Pro Athletes KT Tape Case Study
People trust the opinions of people with authority. What better way to persuade potential customers that your elastic sports tape, for example, is a good choice than getting the opinions of top athletes using the product.
Socialfix’s KT Tape case study demonstrates how this type of video content can effectively generate buzz around your brand and help your social media objectives.
8) Genius & Doja Cat- Explainer Video
Explainer videos work not only for brands with a product that needs more instructions when users first start using it. It can also work great for creatives and digital media brands focusing on creating content around the work of music performers, for example.
Genius demonstrates how a video hybrid between an interview and explainer video brings value and entertainment.
The interview with Doja Cat, discussing how one of her songs was made is funny and insightful for everyone interested in her career. Adapting their approach to your social media video will help you boost engagement and drive more traffic to your social media feeds.
9) Warby Parker- How It’s Made Video
Show your customer how your products are made and they will be more enticed to trust your brand and its dedication to quality.
Using social media videos that focus on what your processes are and how you drive your ideas from concept to final product will create interest and attract the attention of new target audiences and current followers alike.
Warby Parker’s video is a great example to get inspired by. Their video directly states how they work and how they prefer to engage with viewers.
The video then seamlessly moves to explain in detail the materials they use and how exactly they custom-make each pair of their glasses and test them. Minimalistic and calm the video keeps the interest until the last second.
To Wrap It Up
Video content is an effective brand-building tool able to drive engagement like no other type of content. Incorporating videos in your social media will offer audiences interactive and useful content and give your brand a competitive edge.
Follow these 9 examples of top brands using video content to create better user experiences and increase engagement with your social media content.
Terry Tateossian, Founding Partner of Socialfix Media is a fourth-generation entrepreneur who is recognized as an Inc. 5000 America’s Fastest-Growing Private Companies, Forbes’ Top Women in Business, Fastest Growing Women Presidents by WPO, and 40 Under 40 Business Leaders by NJBIZ. Terry has been featured for outstanding leadership and career accomplishments in numerous industry publications as an engineer, a thought-leader in technology, and an innovator in the field of marketing. But her favorite and toughest earned title is being “Mom” to her 2 children.
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