How To Use Video To Increase Social Media Engagement

Did you know that video content has a retention rate of 52%? This is one of those stats that seems too unlikely to be true, but it is.

Think about it: over half of people watching a video will watch it to the end. This is a big deal, especially compared to a mere 25% of people who do the same with written content. In the right hands, a well-made video is all the marketing you’ll need.

So, how do you use social media video content to drive awareness? Start by giving these three ideas a shot.

Make Instructional Videos

Videos that show you how to solve a specific issue are a great way to promote your brand. The catch: they need to be as short as possible.

One way to go about this is to reduce each instructional video to the most basic steps of the process. Then, speed it up in post-production so that it only lasts about 30 seconds. The idea is to solve a pain point without wasting the viewer’s time.

There’s plenty of statistical proof that people respond very well to these videos. Plus, you can post them just about anywhere, from Facebook to Instagram. The more accessible a video is, the better it will do with your target audience. 

Go for a Quirky Approach

Back in the mid-00s, very few brands took social media seriously. One notable exception was Blendtec, a Utah-based blender company.

What they did was create videos consisting of blending all kinds of stuff. This could be anything from popular consumer goods to new iPad models. It was all a product demo for their blenders, but the quirky nature of the videos made them a big hit.

So, what can we learn from Blendtec? For starters, they showed that video content doesn’t need to be expensive to increase social media engagement. The only thing you need is a quirky idea and the willingness to execute it.

Of course, coming up with something that can show off your brand in a unique way isn’t easy. If you can’t think of anything, contact professionals. Companies like make a living on these things!

Use Pre-Roll Ads

Pre-roll ads are another way to drive social media engagement. If you’re not familiar with them, these are small ads that play before featured videos.

Pre-roll ads can be anywhere from 15-60 seconds long, and all major networks support them. Since they’re still relatively new and inexpensive, they make for a good budget marketing tactic.

The great thing about pre-roll ads is that they support targeting options. You can select your audience by using IAB content categories. You can then narrow it down by filtering via language, gender, device, location, platform, and so on.

More on Social Media Video Content

When done right, social media video content can be a great marketing channel. Plus, as you can see, it doesn’t require you to spend a fortune. As long as you know what your target audience is, video content will be worth your time.

Want to learn more about how to increase social media management? Keep checking out our Networking section!