The effectiveness of video marketing has been proven numerous times now, especially since the COVID-19 pandemic caused people to stay home.

Video content tends to have more views, likes, and shares than other formats, and video ads tend to get better engagement than other forms of advertisements on social media. Part of the reason for this is because, with video, you can show a prospective customer how your product works instead of simply telling them about it in a text or image-based ad. Here, we will take a look at some of the things that using video marketing on social media can help your brand achieve.

Build Brand Awareness

An important part of your advertising goals is to build brand awareness, and social media video marketing is a great way to help you do this. With video marketing, you can better introduce your brand to new customers and show them who you are, what you stand for, what you do, and what makes your brand unique.

If you have a big name as a spokesperson for your brand, this is a great place to showcase that, but even if you are a small business that does not have a well-known spokesperson, video can be highly beneficial to you. Social media video marketing is not necessarily about showing off who the face of your brand is; it is more about showing customers what you have to offer and how your products will help meet their needs. You just want to get your audience’s attention quickly, which is why video can be so successful. Make sure you get to the point of your brand quickly; if you take too much time building up to what you do, you might lose the interest of your audience.

Create Demand

You can use video marketing to create demand for your products by making how-to videos and tutorials. These videos allow you to show your products in action and can help your audience picture themselves using your products. The beauty industry has perfected this video style. They use videos showing off how their foundation is smooth and blends perfectly, how the colors of their lipsticks and eyeshadows look on skin and how easy they are to apply. They employ influencers to include their products in their makeup tutorial videos, and they also feature videos of their customers putting on their products.

Seeing someone using your products in this manner makes it easier for someone to think about how well the product would work for them. For example, dark hair is notoriously difficult to dye bright colors without bleach, but a hair dye company that has colors made specifically for dark hair can use a video to show people with dark hair how well the dye would work for them.

If you cannot do a live-action video, you can also use an animated explainer video. This is a little more abstract, but these videos are still an excellent opportunity for you to show how your services work. Videos can provide your audience with a better understanding of your brand and help you create more demand overall, which can help give a brand the edge over its competition.

Increase Conversions

People prefer to hear about products from other users, and so a great way to increase conversions with social media video marketing is by getting testimonial videos from your customers. Getting customers to share little testimonials about how they use your brand, why they chose it, and how your brand has impacted their lives can be highly beneficial to help you increase conversions. You can also incorporate these testimonials into your how-to ads, which will also help spark interest in your product.

The reason that videos like this work are because they show that you have earned your customers’ loyalty and that your products have made a difference in their lives. What can be more compelling than that?

Keep Customers Engaged and Satisfied

You are not just trying to reach new customers with your advertising; you also want to bring back existing customers. One great way to do this is to use the how-to or tutorial style videos listed above to help them get the most use out of your products.

If your products have a lot of extras to them or things that can be added on to enrich the use of them, you can create videos showcasing the extras or add ons and how they can improve the use of your products. You can create “hacks” to your products or special features to make it easier for the more complex aspects of what you offer to be made clear to them. You can set up live videos on social media or webinars for this because they give your customers the opportunity to engage with you in a different way and get questions about your products answered in real-time. You can then take your webinar or live video content and use the questions addressed there to make more tutorial videos or blog content.

When an influencer goes live, they will discuss whatever products they are featuring. They explain why and how they use the products, the results they have seen, and answer questions as thoroughly as possible. While the end goal is to get sales from these videos, the real importance to them is that they allow your customers to feel understood and heard. 

Final Thoughts

If you invest in social media video marketing, your brand has new opportunities to increase your brand awareness and connect with your audience on a deeper level. While video marketing is a little different from text and image marketing, it is highly beneficial for a brand to embrace video.