A video marketing collage.

Videos Are Driving Social Media Traffic

At this point, you likely already know that you need to have a social media presence for your business. Most of your customers are using at least one social media platform, so it only makes sense that you should try to reach them where they are. But after you create your social media account and set up your profile, what then? Getting current and prospective clients to read, interact with or share any of your content is not as simple as just posting it. How do you get people to care about what you put on social media? The answer is simple: use video.

The Rise of Video

While video has always been popular, it has exploded over the last couple of years. Whether you’re on Facebook, Twitter or any other channel, you can’t scroll through your feed for more than a minute without viewing at least one video. They are everywhere and becoming more and more prevalent with each day.

Here are some stats about video on social media:[1],[2],[3]


Internet Traffic from Mary Pomerantz Advertising on Vimeo.

  • Cisco predicts that global Internet traffic from videos will comprise 80 percent of all Internet traffic by 2019
  • Video in an email leads to 200-300 percent increase in click through rate
  • Including video on a landing page may increase conversion by as much as 80 percent
  • After watching a video, 64 percent of users are more likely to make an online purchase
  • Approximately one-third of online activity is spent watching video
  • 80 percent of users recall a video ad they viewed in the past 30 days
  • The average user spends over 16 minutes per month watching online videos
  • 100 million hours of video content are watched every day on Facebook

Why has video become king of the Internet? People are busier than ever and don’t want to spend more time than necessary learning about anything. Additionally, virtually everyone has a camera on their phones now, so taking and editing video right on the spot is easier than ever before. As opposed to reading volumes of articles and blog posts, many of today’s media consumers would rather watch a 30 second – 1 minute video.

The Rules of Video

At this point you might be thinking: “I have a camera on my phone. I will just take video and social media will love it!” Not so fast. Just pointing your phone at something and taking video is not likely to result in you becoming the Internet’s next viral superstar. While you can certainly use your phone to take video, keep in mind what you’re taking video of, what the purpose is and who your audience is.

For example, if you were trying to show video of something that was happening in your store on the spot, like your 1,000th customer walking in, your phone would be more than appropriate. However, if you’re making a video on the careers page on your website, you will likely want higher production quality.

There are countless subjects you can make videos on to share with current and prospective customers, as well as the general public.

Image of a how-to video screen shot. 1. How-to Videos: Do you know how to do something that others don’t? If you’re a business owner, there’s a good chance that you do. How-to videos are extremely popular on social media and can help you build expertise in a specific industry. Share your knowledge through how-to videos.

2. Explainer Videos: Sometimes your products and/or services are not easy to understand and customers may not realize their need for them. Explainer videos go into brief detail about what your company does and how it can help customers. These are extremely valuable for customers who want to quickly learn about your business.

3. Testimonials: People don’t read like they used to, and this extends into testimonials. Whether it’s customers talking about how great your services are or employees talking about what a wonderful place your company is to work, video testimonials are very powerful.

4. Product Demonstrations: If your company sells bikes, you might not need a product demonstration, because most people know how a bike works. However, if you sell a hands-free vacuum or something else that many have not seen in action, a product demonstration could ease potential customers’ trepidation about making a purchase. It can also help them with comparison shopping.

5. Career Page Videos: Similar to employee testimonials, career page videos give prospective employees a glimpse into the day-to-day activities of a company, its values and the overall experience of working there. This is something that more and more workers are looking for.

The types of videos listed above are just a fraction of the different types of videos your business can produce. You can also use video to reveal new products, give a behind the scenes look at your business or to highlight an event, among many other types of things. For best results, however, it’s important to keep a few tips in mind:

  • Picture of a person being videotaped with a black digital video recorder. Be Original: This is becoming increasingly difficult, but with millions of videos out there, your content will get lost if it is not unique in some way.
  • Consider Video Quality: Think of the type of image you want to convey to the public. While smartphone videos are something we are all accustomed to viewing, higher quality denotes higher professionalism.
  • Keep it Around 1 Minute: This goes back to our dwindling attention spans. The longer your video is, the lower the engagement gets.
  • Test Your Videos without Audio when Posting on Facebook: Facebook’s autoplay feature can be helpful for prompting people to watch videos, but it does not include sound. This means that you need subtitles and visuals that will capture a viewer’s attention within a few seconds.

If making a video for your company seems overwhelming to you, you’re not alone. Millions of business owners across the country are unsure about exactly what to do and say in their company videos or how to promote them. In this situation, it’s advisable to work with a professional marketing team. A poorly executed video may portray your company in a negative light and damage its reputation. Mary Pomerantz Advertising has the experience and expertise to use video content marketing to take your business to the next level. Contact us at 732-214-9600 to get started.