Video made the social star
After 10 years of running a PR agency, one trend has become increasingly clear: video content is queen. From short clips to live streams, videos are capturing the attention of audiences worldwide, transforming the way brands communicate and engage with their followers. But what makes video content so dominant on social media platforms? Is video as effective for internal channels? What will be next? Let's explore the key reasons behind life online in 2024.
A multi-sensory experience
Videos are inherently more engaging than static images or text. They combine visuals, sound, and movement to create a multi-sensory experience that captures viewers' attention quickly and more effectively. Imagine when we can somehow combine smell and touch.
The dynamic nature of video content encourages users to pause, watch, and interact, and relate - leading to higher engagement rates. For this reason, social media algorithms, which prioritise content that retains user attention, often favour video, further amplifying its reach, thus creating a need to create video.
If a picture says a thousand words, a video is a novel.
The ability to tell a compelling story is at the heart of effective communication, and video is the perfect medium for storytelling. Brands can convey their message, showcase products, and connect with their audience on an emotional level through video narratives. Whether it's a behind-the-scenes look at a company (because we all synchronise dance around the water cooler) or a customer testimonial, videos allow brands to create authentic and relatable content that resonates with viewers, and is highly convincing, making viewers a part of the experience.
Increased Accessibility - have Iphone, will record.
The proliferation of smartphones and high-speed internet has made video content more accessible than ever before. Users can easily record, edit, and share videos from their mobile devices, democratising content creation. This accessibility has led to a surge in user-generated content, with individuals and brands alike leveraging video to share their stories and reach wider audiences, with a goal to mimic word of mouth.
Increased accessibility has affected not only how we are marketed to, but also how we receive news. Next time you pass the scene of an accident, you might note more people are filming than helping; anyone with a smartphone is now a news reporter, and the distribution channel is social media.
Higher Conversion Rates
Videos have been shown to drive higher conversion rates compared to other forms of content on most digital channels. Whether it's a product demonstration, a tutorial, or a testimonial, videos provide potential customers with a clearer understanding of a product or service. This increased clarity and engagement can lead to more informed purchasing decisions and ultimately boost sales. Add in the additional layer of a brand ambassador or influencer recording the video, and you are going to have a strong brand asset to inform and influence audiences.
Adaptation to Consumer Preferences
Consumers today prefer consuming content that is quick, easy to digest, and visually appealing. They want to feel connected and they want to be entertained. Videos meet these preferences by delivering information in a concise and engaging format, available wherever you like to view.
As attention spans become shorter and the demand for instant gratification grows, video content aligns perfectly with modern consumer behavior. I do question how short attention spans can get, and how long until we see a pull back from digital and a switch back to in real life content - even then, those events will be recorded and broken into a short and sweet beautiful reel designed to be shared and create FOMO.
Does video work for internal audiences? Yes and no
We have had a lot of success for clients wanting to improve their internal communications, by creating an external communications channel. The same can be said for recruitment. By this I mean building a social media platform that is open to the public, but features mostly content developed by and for the internal audience of an organisation. The goals of these channels are generally culture related and also a fast way to reach a vast number of people. Content created is personalised and relevant and designed to engaging/encouraging of comments and shares.
Less successful has been the CEO company-wide recorded video; outside of the pandemic times. During those 2020-2021 years company-wide video updates were strong, now they are less so. The reasons behind this I believe is that this style of content is often not entertaining. It is dull, and we are conditioned to see highly curated and produced content designed to evoke a response. The CEO update is also not usually designed to be a conversation, where the audience has the ability to comment and create that two way communication channel.
If the CEO is delivering a message whilst completing a dance challenge, it would be more compelling but not necessarily good for reflection on their personal brand!
What’s next and should you invest in video?
The dominance of video content on social media is a testament to its effectiveness in capturing attention, telling stories, and driving engagement. As social media platforms continue to evolve, video will remain a crucial component of any successful digital marketing strategy. Brands that embrace video content can expect to see increased visibility, stronger connections with their audience, and ultimately, greater success in the digital realm. We know video converts.
My prediction over the next five years, as we are seeing a lot of AI on our screens, is that there will be a pull away from social media full stop. No longer will it be seeing is believing, it will be IRL is believing, with in person events increasing in popularity. Bridging this gap between a pull-back from highly curated social media will result in an increase in live streams, and more ‘raw’ looking content which we are already starting to see. Video certainly won’t disappear altogether, it will just be less trusted. Long live the queen of content.
Want to know more? Reach out to Amanda on info@popcom.com.au.