May 14 2024

The Rise of Video Marketing on Social Media: Trends and Strategies

Video marketing is becoming more popular on social media, with platforms such as TikTok, Instagram reels, and YouTube Shorts encouraging brands to communicate and connect with their audiences. Video content, especially short form, is becoming an increasingly used way of highlighting your brand, services, and products for customers.

This bite-size content, integrated into your social media strategy, can be a game changer for your social strategy.

What is video content in social media strategy marketing?

As part of your social media strategy, considering the different assets you can post is a must. From short-form video reels to skippable YouTube ads, there’s plenty of content that you can use to capture the attention of your audience.

Knowing what your audiences want and are likely to interact with is vital for a strong social marketing campaign. Video marketing is a way of keeping your customers engaged with your brand in a simple and easy-to-digest way. If you want a better breakthrough with your customers, trying video assets for your social posts could help.

Why is video content so popular on social media?

Video content is popular as it is an attention-grabbing format that keeps your customers engaged longer. By adapting video content to your branding, you can better create awareness for your company while also educating your customers. Video content is also popular with businesses as it can create credibility and greater brand presence.

The length can be adjusted to what you need, whether a short, skippable YouTube ad or longer videos for traffic ads, depending on what message you’re conveying. But short videos are always the best approach.

Video content can help transform your social marketing by encouraging better engagement, jumping on social trends to boost customer interactions, and grow visibility for your brand in a new and engaging way.

By offering content in different formats, from text-led posts to static images and video content, you can better appeal to a wider audience of customers and ensure that they’re digesting the information in a way that suits them best.

Advantages to using video content in your social media strategy

With the digital landscape changing regularly, keeping up with trends is a must. Video content is a trend we are seeing more often on our platforms, and keeping pace with it is a must if you want to connect with your audiences.

Some reasons you should consider video content for your social media strategy include:

It is what customers want

Simply, it is what customers want to see. With the popularity of TikTok and other short-form video content platforms, it is no wonder that customers are engaging more with this type of approach. This doesn’t mean that your video content needs to stick to these platforms, but bringing your video content across all platforms, including Meta and LinkedIn, can give your customers the bite-size information they need in a quick dose.

Convey messaging more effectively

Video content is proven to grasp customer attention. While static images can capture your audience’s attention, they don’t encourage the same engagement that a video can. With short-form videos, you can educate or inform your audience better than an image.

A video can convey your message effectively in a short form that is easily digestible for your customers. If you get the right messaging and design in place, you can create an asset that sticks with customers.


Whether you want to display your product offerings or make your customers engage with your brand, video content can be created around your business needs. Your video content can be used as an informational piece to educate your customers about your industry or product types, or it can be used as a promotion for your brand or services.

Leveraging video content for your social media strategy

Leveraging video content for your social media strategy means making the right content for the right audiences. Depending on what you want and who you’re communicating with, you’ll need to adjust your content for your social media. Some key video content creation tips include:

Match your content to the platform

Depending on your platform, you’ll want to approach your video content differently. Your social media strategy should be different for communicating on TikTok versus LinkedIn. On TikTok, keeping up to date with trends can help make your business relatable by focusing on creativity, whereas on LinkedIn, you can delve deeper into your brand identity.

For both, giving your customers engaging, entertaining, or informative content is important. This can capture their attention without overselling your brand.

Brand consistency

Brand consistency is vital for all forms of content, including your video content. No matter which platforms you choose, ensuring you’re using the same colours, messaging, and branding can give your social media strategy the coherence it needs to build brand identity.

Keep it short and simple

We are seeing a rise in interest in short-form content. You’ll want to ensure your video content is short and simple, easily understandable, and reflects your brand well. This way, you can capture your customer’s attention to your social post. Anywhere between 10 and 30 seconds can be long enough to give your customers the information they need without making the content too long.

Target the right part of the funnel

Video content can fall into a few categories, including:

  • Explainer videos

  • Introduction to your brand or teams

  • Product demos

  • Customer testimonials

Choosing the right form of content for where your customers are at is a must. From conversational pieces to advertising, you want to show your customers what they need.

If your customers aren’t in the market to buy, an introduction video to increase awareness of your brand or the uses of your products might be the best solution. However, if your audience are in the market to buy a product, customer testimonials can help consolidate their decision making.

Placing your content in the right place is essential for gaining the best intent and visibility. Building your video content into your existing social media strategy is a must to increase your brand's awareness.

In summary, integrating video content into your existing social media strategy is essential for maximising your brand’s visibility, engagement, and, ultimately, your business success.
By leveraging the power of video, you can create meaningful connections with your audience and achieve your marketing goals more effectively.

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