video marketing on social media

Video Marketing on Social Media: From Views to Conversion

Ever had that pang of envy watching a slick video on your feed, thinking, “Why can’t my content look like that?”

Yep, navigating video marketing on social media maze can sometimes feel like being a kid with their face pressed against a candy store window, right?

You’ve probably whispered to yourself, “Everyone’s riding this video wave, and I’m just paddling in the kiddie pool.”

Hey, it’s okay to feel a tad overwhelmed. We’ve all been there, toeing the line between eagerness and apprehension.

Video marketing on social media? It’s not just about flashing visuals. It’s crafting stories that resonate, building bridges from brands to hearts. According to HubSpot, 54% of consumers want to see more video content from a brand or business they support.

It’s leveraging the power of video to promote, brand, and grow your business on platforms where people spend significant time.

Speaking of time, did you know that a study by Cisco predicted that by 2022, online videos would make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017? As per a report by Statista, video consumption on social platforms increased by over 100% in the previous year. Mind-blowing, right?

If you’re itching to harness this tidal wave but unsure where to dive in, you’re in the right place. By the end of our journey, you won’t just be paddling; you’ll be surfing with style. Ready to conquer those waves? Let’s dive deep.

The Overarching Benefits of Video Marketing on Social Media

Have you ever tapped on a video and suddenly found yourself 10 minutes deep without even realizing? That’s the magic of video content. People are innately wired to enjoy stories, whether telling them or listening to them. Video captures that essence, turning a message into a memorable narrative. Below, we delve into why videos have become a hit on social media:

Increased Engagement

Think about being in a bustling marketplace. Amidst countless stalls, wouldn’t you be drawn to the one with lively chatter and eye-catching displays? That’s video for you in the digital realm. In fact, a study by Wyzowl showed that 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video.

For example, Dollar Shave Club’s quirky video is a perfect illustration of using humor to capture attention. Their initial launch video, which cost just $4,500 to make, generated more than 26 million views on YouTube and transformed their brand overnight.

Higher Retention Rates

Ever tried recalling a chunk of text from a blog versus scenes from a movie? Most often, visuals stick. Forbes points out that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.

Always’ #LikeAGirl campaign masterfully uses video to challenge and change perceptions. The impactful imagery and narratives left a lasting impression, leading to widespread acclaim and discussion.

Authentic Connections

Videos offer a chance for brands to show a side that’s raw, genuine, and relatable. A video is akin to a magician revealing their trick; it can lead to newfound respect and trust.

Google’s Year in Search videos not only highlight the company’s search engine prowess but also touch on emotional, global events, establishing a deeper connection with viewers.

Unconventional Approaches to Social Media Video Marketing

Stepping outside the traditional boundaries of video marketing can be where the magic truly happens. Here are some avant-garde strategies that brands are tapping into:

Interactive Video Content

Instead of just being passive viewers, what if your audience could participate and influence the video’s outcome?

According to Demand Gen Report, interactive videos can boost viewing time by an average of 44%.

Warby Parker uses an augmented reality tool on its app, allowing customers to virtually try on glasses. This interactive video approach gives consumers a unique and engaging experience.

Behind-the-scenes Peeks

Perfect is passé. Today’s audience loves raw, unfiltered glimpses into what happens behind the brand curtain.

GoPro’s behind-the-scenes videos showcase the making of their breathtaking content, giving an authentic touch to their brand.

Augmented Reality (AR) & Virtual Reality (VR)

These technologies aren’t just for sci-fi enthusiasts. They offer viewers an immersive, real-world experience from the comfort of their screens.

SuperData Research predicts that VR software and hardware revenue will hit $28.3 billion by 2025.

Ikea’s AR app allows users to visualize how furniture will look in their own homes before making a purchase.

User-Generated Video Challenges

Challenges like the Ice Bucket Challenge weren’t merely trends; they created a ripple effect in video marketing, allowing users to become co-creators of brand stories.

The TikTok #BlindingLights challenge resulted in millions of users creating their own dance videos, amplifying the song’s popularity.

Silent Storytelling

It’s about creating a narrative so compelling that words become unnecessary.

Digiday reported that 85% of Facebook videos are watched without sound.

Coca-Cola’s ‘Break Up’ ad effectively uses silent storytelling, relying on strong visuals to convey emotion and message.

Surprising Benefits of These Unique Approaches

Choosing unconventional routes in video marketing can yield unexpected rewards. Let’s explore some surprising perks that arise when venturing off the beaten path:

Builds a Community

Unique video approaches can transform a passive audience into an engaged community, creating a shared experience that unites viewers.

According to CMX Hub, brands with strong communities have seen a 19% increase in revenue and a 71% increase in the likelihood of recommendation.

LEGO Ideas is a platform where fans submit their own designs and the community votes on their favorites. The winning designs are then produced as official LEGO sets. This strategy has not only led to unique product ideas but also a highly engaged community.

Drives Organic Shares

When content is unique, it becomes share-worthy. And the more it’s shared, the broader its organic reach.

Nielsen reports that 92% of consumers believe suggestions from friends and family more than advertising.

The viral Dumb Ways to Die safety campaign video from Metro Trains in Melbourne was so unique that it gained millions of organic shares, making it one of the most effective public safety campaigns ever.

Higher ROI from Authenticity

Moments that seem unscripted or genuine can resonate more deeply with audiences than a polished script.

Stackla found that 86% of consumers cite authenticity as a key factor when deciding which brands they like and support.

Dove’s Real Beauty Sketches campaign focused on real women and their self-perceptions, achieving massive engagement and affirming the power of authenticity.

Enhances Brand Recall

Unique content stands out, making it easier for viewers to remember the brand and its message.

According to HubSpot, content with relevant images gets 94% more views than content without.

Apple’s iconic 1984 advertisement was different from any tech commercial of its time, leading to immense brand recall.

Lowers Production Costs

At times, raw content can outshine high-budget productions in terms of authenticity and appeal.

Burger King’s Whopper Detour campaign used a low-budget approach to encourage app downloads, proving that sometimes, a smart idea can be more valuable than a hefty production budget.

Platform-Specific Video Marketing Strategies

Different social media platforms offer unique features and cater to varied audiences. To effectively harness each platform’s potential, marketers should understand their nuances and quirks. Here’s a breakdown of some popular platforms and how to optimize video content for each:


Varied Features for Diverse Content:

  • IGTV: Ideal for longer stories or in-depth content.
  • Reels: Quick, snappy videos that can go viral.
  • Stories: Temporary yet impactful, perfect for announcements or short-lived promotions.
  • Statistic: Instagram reveals that over 500 million users engage with Instagram Stories daily.
  • Example: National Geographic has been known to use IGTV to share longer-form documentary-style content, taking viewers on immersive journeys.


Explosive Creativity:

  • Trend-Based Videos: These can skyrocket in visibility when they align with trending songs or challenges.
  • Influencer Collaborations: Partnering can amplify reach and tap into established audiences.
  • Statistics: TikTok has surpassed 2 billion downloads globally, underscoring its massive user base.
  • Example: Chipotle’s #GuacDance challenge became its highest-performing branded challenge on TikTok, emphasizing the power of catchy, trend-aligned content.


A Dynamic Digital Square:

  • Live Sessions: Great for immediate engagement and rapport-building.
  • Video Ads with CTAs: Effective for driving specific user actions.
  • Statistic: According to Sprout Social, Facebook Live videos produce six times as many interactions as traditional videos.
  • Example: BuzzFeed’s Tasty often uses Facebook Live for cooking tutorials, driving real-time engagement and interaction.


The Digital Boardroom:

  • Industry Insights: Share expertise and position your brand as a thought leader.
  • B2B Marketing: Videos can be crafted targeting other businesses and professionals.
  • Statistic: LinkedIn states that video content is shared 20x more than other types of content on the platform.
  • Example: TED Talks shares snippets and insights from its conferences, targeting professionals and thought leaders on LinkedIn.


Moments That Matter:

  • Ephemeral Content: Creates urgency and promotes timely engagement.
  • Branded Filters: They’re not only fun but also boost brand visibility.
  • Statistic: As per Snapchat, over 180 million people engage with AR on Snapchat daily.
  • Example: Gatorade’s Super Bowl filter on Snapchat gave users the experience of getting a Gatorade shower, resonating with the event and driving massive engagement.

Measuring the Impact of Your Video Marketing Strategy in Social Media

Assessing the impact of your video marketing efforts is paramount. Without quantifiable metrics, you’d be navigating the vast digital ocean without a compass. Here’s a comprehensive guide to measuring and recalibrating your strategy for optimal results:

Key Performance Indicators (KPIs)

Views, Shares, and Saves: These metrics give a baseline understanding of your video’s reach and popularity. However, it’s important to differentiate between passive views and meaningful engagement.

According to Backlinko, the average video post on Facebook generates 89.5 shares, compared to 1.3 shares for an image and 13.6 shares for a link.

GoPro’s YouTube Channel consistently generates millions of views, but their high engagement rate in terms of likes, shares, and comments indicates not just views but active audience participation.

Tools for Analysis

Employing the right analytical tools can breathe life into your strategy, offering insights that can be the difference between sinking and swimming.

CMI’s 2020 Report revealed that 80% of B2B marketers use analytics tools to measure their content’s performance.

Example: Platforms like Vidyard and Wistia provide in-depth video analytics, from viewer demographics to heat maps showing which parts of videos are most watched.


The digital landscape is ever-evolving. Being adaptable and recalibrating your strategy based on insights ensures you stay ahead of the curve.

A study by Smart Insights showed that companies who regularly revisit and adjust their marketing strategies are twice as likely to reach their goals.

Pepsi’s Ad featuring Kendall Jenner received backlash and negative feedback. Acknowledging the sentiment, Pepsi quickly pulled the ad, demonstrating the importance of adapting and recalibrating in response to feedback.

Case Studies

Learning from the Best: Analyzing case studies of brands that excelled in their video marketing can offer invaluable insights.

Airbnb’s “Wall and Chain” video not only garnered millions of views but also led to positive press and discussions around their brand. Analyzing their narrative approach and emotional touchpoints can offer valuable lessons.

Future Trends in Video Marketing on Social Media

As technology advances and user behaviors evolve, the world of video marketing is set to undergo transformative changes. Staying updated with emerging trends is imperative to remain relevant and competitive. Here’s a deep dive into what the future might hold:

AI-generated Content

Using artificial intelligence to curate and craft video content tailored to individual user preferences.

McKinsey notes that AI has the potential to create between $3.5T and $5.8T in value annually across multiple business functions, including marketing.

Platforms like Magisto use AI to analyze video footage and automatically edit it into polished, short clips. This represents the convergence of AI and video marketing, streamlining content creation.

Personalized Marketing

Rather than broadcasting a generic video to millions, the emphasis will be on delivering tailored content that resonates with individual users.

Epsilon research shows that 80% of consumers are more likely to purchase from a brand that offers personalized experiences.

Companies like Cadbury have dabbled in personalized video campaigns. Cadbury created a personalized video campaign that matched users’ Facebook profile information to one of their Dairy Milk flavors, resulting in a massive engagement boost.

Virtual Influencers

The Trend: Moving beyond human influencers to digital, AI-driven personalities that engage audiences.

Virtual influencers are on the rise, with Klear noting a 96.8% increase in influencer posts over the past year.

As an example, Lil Miquela, a virtual influencer, has amassed millions of followers on Instagram, securing brand collaborations and redefining the boundaries of influencer marketing.

Holographic Projections

As AR and VR gain traction, holographic content could redefine immersive experiences in video marketing.

The global market for holography is predicted to grow at a CAGR of 27.3% between 2020 to 2027, as reported by Grand View Research.

Events like the Holographic AR Hackathon showcase innovative applications of holography, suggesting its potential for revolutionizing video content in various industries.

Best Practices and Mistakes to Avoid

Achieving success in video marketing requires more than just understanding current trends. It’s crucial to adopt best practices and be aware of potential missteps. Let’s explore some guiding principles and cautionary tales:

1. Stay Genuine

Authenticity is key. Audiences can easily discern between genuine content and forced messaging.

As noted by Cohn & Wolfe, 91% of global consumers expect brands to be honest in their advertising.

2. Stay Curious

Embrace innovation. Experimenting with new formats or platforms can unearth untapped potentials.

For example, Budweiser’s “Whassup” campaign became iconic due to its novel approach, resonating with viewers for its uniqueness.

In the News: The sales of Bud Light had a significant decline subsequent to a boycott that ensued in response to the business’s advertising campaign featuring a transgender influencer, as disclosed by the company.


3. It’s a Two-Way Street

Engage with your audience. Respond to comments, take feedback, and encourage user-generated content.

Take a look at Starbucks’ #WhiteCupContest which encourages users to doodle on their coffee cups and share pictures. The campaign was a hit, driving engagement and showcasing Starbucks’ commitment to community interaction.

Video Marketing on Social Media Common Pitfalls:

Being Inconsistent. While it’s great to experiment, ensure there’s a consistent brand voice and message. A disjointed strategy can confuse and alienate audiences.

Neglecting Analytics. Relying on gut feelings or subjective measures won’t yield the best results. Data-driven insights should inform your video marketing decisions.

Overproduction. While high-quality videos are appreciated, authenticity shouldn’t be sacrificed for polish. Sometimes, a raw, genuine moment can be more impactful than a staged, high-budget production.

Surfing the Digital Waves with Confidence

It’s a wild ride, isn’t it?

Beginning something new often feels like standing on the precipice of a giant wave, board in hand, wondering if you’ll ride or wipe out.

“What if I don’t get the hang of it? What if my videos don’t get any views?”

Listen up, every pro was once a beginner, feeling just like you do now – with jittery nerves and a heart full of ambition.

But hey, you’ve got something many don’t – grit, passion, and now, a pocketful of insights from this video marketing in social media guide.

Remember the surge in video consumption? You’ve got a hungry audience, waiting for fresh content. And video marketing? It’s not a mere strategy; it’s your digital handshake, your brand’s voice, and a ticket to building genuine connections.

Imagine this: every video you create, no matter how small, is a ripple in this vast digital ocean.

And with time, these ripples turn into waves – waves that YOU ride!

You’ve got the tools, the stats, and the drive. Dive deep, take risks, and craft stories only you can tell.

So, here’s to you, the brave soul ready to face the tide, ride the waves, and shine.

Remember, the ocean’s vast, but so is your potential.

Now, get out there and make some waves!

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