With online videos accounting for more than 80% of all consumer internet traffic, there is no reason why you shouldn’t be utilizing video content across all of your social media platforms. Countless studies have shown the impact and reach this type of content can have on audiences, and it is proven that it achieves significantly higher engagement compared to static imagery.
According to a study by Microsoft, the average person now has an attention span of eight seconds. It’s no surprise, then, that long-winded and wordy social posts typically don’t get very good engagement. Therefore, it is imperative that you grab your audience’s attention within the first three seconds of your video. In addition, it is recommended that you keep it relatively short - under two minutes - and include captions, as 85% of Facebook videos are watched without the sound on.
A (Moving) Picture Is Worth 1,000 Words
If a picture is worth 1,000 words, then a video is probably worth closer to 5,000. As a business, you have the ability to convey so much more within a 2-minute video than you can in a short paragraph. Video allows you to pair visuals and text together, thus making your content that much more emotional, inspiring, engaging, and informative. Your message is also much more likely to be remembered and retained if presented in video form as opposed to text: audiences on average regain 95% of a message when they watch it in a video compared to only 10% when reading it in text. Even a simple introductory piece that features you and your employees can help generate feelings of familiarity and closeness with your audience.
Whenever you decide to post a video to any of your social media feeds, it’s important to have a goal in mind or reason behind your message. You never want to opt for a video post “just because,” especially considering the incredible reach they can have. Whether your goal is to have your audience buy a product, visit your site, subscribe to your newsletter, or sign up for your services, there is always a message to convey. You just need to figure out what you want to say! If your goal is to simply spread the word about your company, you’re in luck: on average, social videos tend to generate 12 times more shares than text and image posts combined. Not to mention, if you managed to capture the attention of your viewer long enough that they stayed to watch your entire video, then you’ve already piqued their interest and they are much more likely to take action if prompted.
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