Social media video marketing is here to stay. And looking at the currently available data, it could
be argued that utilizing video is one of the best ways to ensure social media success in 2022
According to Wyzowl’s 2022 State of Video Marketing survey, the average person spends 2.5
hours per day watching online videos. Furthermore, the same report shows that 88% of people
have been convinced to convert thanks to video and 73% of consumers prefer watching videos
over reading a web-based article or infographic to learn about products/services.
But the thing about successfully incorporating video into your social media marketing efforts is
that you need a well-planned and goal-oriented strategy. And to do that, you first need to
understand current video marketing trends and why they yield results.
This article will guide you through some of the best social media video marketing strategies you
must try this year, along with several real-life examples to show what you need to do to
guarantee your desired results.
Aim to Be Authentic, Not Perfect
One of the most common mistakes marketers make is thinking that publishing videos requires perfection. But that’s far from the truth.
Research shows that consumers don’t want brands to bombard them with perfectly scripted ads. Instead, what they want to see from businesses is authenticity. According to research from Nosto:
- 88% of shoppers say brand authenticity impacts whether they will choose to support a business.
- 83% of consumers think businesses should focus on providing authentic shopping experiences if they want their audience to like them.
- And 59% of people think that the most authentic type of content is UGC.
What does this mean for marketers?
It’s simple: it shows that the best way to employ video on social media is to focus on being relatable and genuine. And sometimes, that might mean displaying a bit of vulnerability.
To see an excellent example of a business doing precisely this, check out Stuffed Ice Cream NYC on Instagram. In addition to hundreds of perfectly shot ice cream cone photos on the platform, the brand also posts reels to show what running an ice cream shop really looks like. In the video example below, you can see the shop owner rating ice cream flavors based on “scoopability,” not hesitating to point out that some are a true nightmare to serve.
Or, for an even better example, check out GILI Sports. This brand’s Instagram profile is filled with re-posted photos and videos shot by happy customers. On the one hand, this allows the business to combine content marketing with social proof. It shows that customers genuinely appreciate its products. But, it also allows the company to avoid the disconnect that happens when consumers realize brands are trying to sell them a product, which often causes them to unfollow said businesses.
Collaborate with Buyers and Experts
It’s no secret that consumer trust in brands has declined over the past couple of years. And lack of brand trust often results in the absence of loyalty. In fact, almost 46% of people are showing an increased tendency to switch brands in 2022. All this can be a significant challenge for companies whose conversion rates depend on customer trust.
But, the good news is that social video marketing can help. Especially if it employs the right strategies to nurture customer trust.
According to Edelman’s Special Report from 2022, young shoppers trust:
- Scientists and experts (66%)
- Fellow buyers (61%)
- Brand technical experts (58%)
So, if you can collaborate with these types of influencers to produce social media videos, you can almost certainly expect to see positive results in terms of brand perception and conversion rates.
Of course, remember that there’s no single formula for getting this strategy right. You need to identify the specific profile of people whose support will inspire your audience to see your business as reliable.
If, for example, you look at the Transparent Labs approach, you’ll see that the brand tends to collaborate mainly with influencers who are seen as authoritative in the health and fitness industry. These include superstars like Hafþór Björnsson (professional strongman) and certified strength and conditioning specialists like Paul Sklar. By commissioning informative and educational content from these influencers, the brand gets access to video content that appeals to its target audience, presents its potential customers with a unique value, and supports the brand’s credibility.
KURU Footwear, on the other hand, knows that its audience appreciates feedback from people who are more like them. That’s why it aims to re-post user-generated content that’s relatable, down-to-earth, and doesn’t come off as just another product commercial sneakily making its way onto people’s social media feeds.
Educate Your Followers
If you’re looking for a foolproof video marketing strategy, your best bet is to focus your energy on producing educational video content. One study found that consumers who interact with educational content are 131% more likely to convert, showing how essential it is for businesses to present their audience with high-quality information with real-life applications.
But, considering that not all consumers will have the time or patience to read through e-books, whitepapers, and in-depth guides, the best format for you to invest in (if you want to teach followers something new) are educational videos.
Of course, ensure that you don’t limit yourself to long-format content that requires your audience to spend hours watching your content. Instead, aim to produce resources that are short, easy to understand, engaging, and that appeal to your audience.
If you check out Formula 1 on TikTok, you’ll see that the brand includes multiple informative videos that educate F1 fans on how the cars and their components work. What’s great about this particular brand’s approach is that instead of adopting an overly formal tone (often associated with educational content), it adapts to the platform, making the video content appealing to a young audience while still maintaining the informational value it aims to deliver.
SomniFix employs a similar approach. However, this brand doesn’t just acquaint its audience with rarely-known facts. Instead, it aims to present its followers with information they can instantly apply to improve their lives. In the short video below, SomniFix teaches Instagram followers to reset their internal clock after the daylight savings time change. The advice is super-easy to follow, yet it works, allowing the brand to position itself as the authority on sleep hygiene and helping it nurture a trust-driven relationship with its potential customers.
Lean into Video’s Emotional Marketing Potential
Finally, as you explore video marketing strategies that will allow you to stand out on social media, don’t forget that one of the best ways to appeal to your target audience is to establish an emotional connection.
Experts have found that emotional marketing methods do a stellar job at engaging audiences and driving them to make a purchase decision (yes, both positive and negative feelings can influence shoppers to buy a product). Moreover, emotional ads are memorable, making them a powerful branding tool that can put a business on the map (just think back to Dollar Shave Club’s “Our Blades are F***ing Great“ video).
So, if you’re looking for ways to refresh your brand’s social media feed with video, why not focus on conveying a particular emotion? You might opt for that emotion to be humor, for example. Take a look at Ohza & Joe Jonas‘ slightly clownish Instagram ads.
Or, if being funny isn’t the exact best way to appeal to your audience (and prove your brand’s credibility), you might want to look up to Sage, a SaaS brand that combines video with social proof to create inspirational social media posts that will encourage its audience to take the growth of their business into their own hand by signing up for the brand’s accounting product.
Final Thoughts and Takeaways
The four approaches covered in this guide are all excellent ways for your business to stand out online. However, as you choose which social media video marketing tactics to employ, remember that the best strategy for your brand will always be the one that’s perfectly personalized to your goals and target audience.
Before allotting a significant portion of your budget to a particular approach, define the outcomes you wish to accomplish. Furthermore, study what is likely to resonate with your audience. If you’re still unsure about which way to go, you can experiment. But make sure you’re keeping a close eye on your social media performance metrics and make any necessary changes so that you can guarantee the highest possible ROI.