As the digital era continues to thrive, video content on social media has become an essential tool for engaging both businesses and consumers across all industries. It’s unlikely that you would go on any social media platform these days and not see at least one piece of video content whilst scrolling. In fact, nowadays there are apps purely dedicated to video content, such as TikTok, that we all tend to get lost in! This is because video content is engaging and captures our attention from the offset when done well – making it a really effective marketing tool.

This will continue to be the case as the “Sustainable Future of Video Entertainment” report has predicted that 82% of internet traffic will consist of video viewing by 2022. With data like this, it’s a no brainer that brands need to be producing video content in some capacity to keep their audience engaged and to be part of the online conversation.

Video content is popular across all social media channels. But the key thing to remember is that each platform has a different purpose and therefore the video content that’s shared across each one should also be different. When it comes to Instagram and TikTok – think short snappy content that will capture viewers attention and convey the key message in around 10-15 seconds. For LinkedIn and Facebook, longer content that tells a story and builds a bigger picture of your brand is likely to be more engaging.

If you’re still unsure about how effective a video can be on social media, here’s some insight from each key platform that showcases how video is on the rise and is here to stay when it comes to engaging consumers!

Video content on TikTok

TikTok is a platform that has emerged recently and has taken the world of social media by storm. It’s an app that is solely dedicated to video content and allows brands and users to be really creative and tap into the latest trends. TikTok is primarily used for short and snappy content that engages users instantly. It’s a great way for brands to reach a younger demographic, as the major of users are of a teenage age group. That said, adult users (over 25) have increased in the past 18 months and now account for over 50% of users – meaning there are multiple audiences brands can capture when using the platform. There’s currently thought to be over 1 billion users of the app worldwide – meaning there’s a lot of people for brands to be able to reach via video content when utilising the app.

Video content on Facebook

Facebook may be one of the oldest social media platforms out there – but it is certainly up to date when it comes to video content. Stats show that more than 4 billion video views take place on Facebook every day. This highlights that there is a clear demand for content of this type on the platform. Facebook has really focused on this and introduced ‘Facebook Watch’ a couple of years ago – giving brands even more opportunity to make the most of video content to reach consumers. It’s clear that Facebook users are keen to watch and engage with video content. In fact it was recently found that the average engagement rate for a Facebook video post is 6.01% – the highest amongst all other content types, (photo posts 4.81%, link posts 3.36%, and status posts 2.21%), highlighting just how effective video content is at reaching a wider audience and engaging them.

Sharing video content on social media can be an effective way to increase engagement

Video content on Instagram

Instagram is all about visual content making it a great platform for marketers to get creative. When it first launched, the platform was primarily more focused on image sharing – but that’s far from the case in 2021! The introduction of IGTV, stories and ‘reels’ have seen people using video on the platform more than ever before. It’s thought that there is currently around 1 billion users on the platform sharing and viewing content – meaning there is an incredibly wide audience for brands to reach via video content. Although images do remain the most engaged content type, video shouldn’t be overlooked – especially as Instagram itself seems to be prioritising video content as IGTV videos and reels are shown to users 4x larger than photos on the explore page. This means people are more likely to click on the content and engage with a brand. Stats also show that 70% of marketers are currently looking to invest more in terms of produced video content on Instagram – suggesting it’s definitely on the rise, so watch this space!

Video content on Twitter

Over the years, video content on Twitter has certainly increased. Recent research from Twitter has shown that 2 billion video views occur on the platform per day! This accounts for 82% of Twitter users watching video content on a daily basis – meaning there is a clear demand for video content on this platform. Statistics show that a video tweet is 10 times more likely to engage your audience and could increase engagement by 28%, as opposed to other content types suggesting it’s definitely worth brands exploring for this platform.

Video content on LinkedIn

LinkedIn is a B2B social media platform in nature, meaning the content shared across the platform often takes a different tone and purpose to content shared on more consumer focused channels. But, that doesn’t mean video content is any less effective – in fact, it’s largely the opposite. Research has shown that 87% of marketers using LinkedIn have found that video content is effective for them. It’s also been noted that users on LinkedIn are 20x more likely to re-share a post if it contains a video. This could therefore be a really effective way for businesses to reach a wider audience on the platform by introducing video content.

At Prohibition, we work with a range of brands across all sectors to deliver quality videos that help portray everything from a product launch, brand key messages and pieces to camera. Get in contact today to find out how we could help you: hello@prohibitionpr.co.uk

About Katie Bibby