UPGRADING YOUR SOCIAL MEDIA MARKETING WITH VIDEOS January 17, 2023 | Marketing , Social Media | Facebook , LinkedIn , Youtube , business growth , small business By Stepha Vesper, NPI, Inc.'s Senior Communications Strategist As small business owners, the importance of a strong social media presence cannot be overstated. Now more than ever, videos are dominating the social media marketing space. The types of videos consumers prefer follow a few trends, but their importance has steadily grown. According to social media marketing experts at Wyzowl , 92% of marketers consider video the most important part of their marketing strategy. If videos aren’t currently part of your social media marketing plan, now may be the time to consider incorporating this powerful engagement tool. Why Videos Are So Successful On Social Media There are many reasons why videos have become a priority to marketers, but the main reason is how much engagement videos draw in comparison to graphics, articles, or other types of social media content. With that increased engagement, your posts will see a dramatic growth in their marketing reach as platforms push your posts out to a larger audience. Engagement occurs any time a post receives a like, is shared, or receives a comment. According to Twitter , tweets that include videos attract 10 times the engagement of tweets without them. These findings are unsurprising, as strongly constructed videos should leave plenty of room for audience reactions, inspiring conversation, and a strong opportunity for conversion. Videos have an advantage in that they have the potential for a lot of variety in setting, content, and format. In addition, effective videos for social media that see quick returns can be crafted in a relatively short amount of time using only your smartphone. The best way to get started with crafting videos for social media marketing is to just give it a try! Consider these initial tips to set yourself up for success. How to Craft Videos For Social Media Jumping into video content creation can seem intimidating, but the benefits are hard to pass up. Of marketers that do not use video in their marketing, Wyzowl again reports that 79% plan on starting soon. Creating engaging videos does not have to be a complex or expensive venture, however. According to that same report, 40% of video content creators spend $0-$500 on their average video (the lowest recorded pricing category). By employing a few simple strategies, you can see a great return. Start by brainstorming ideas that you think your audience would find relatable or interesting. How-to videos, tutorials, and “quick tips” tend to perform very well on social media, and these sorts of videos also reinforce your standing as an expert in your field. Tutorial videos don’t have to be long. Be sure to capture the attention of your audience quickly, and try to showcase interesting or unusual finds from the field. Other types of videos that perform well are customer testimonials, behind-the-scenes videos, and “service launch” videos for new add-ons. For optimal video lengths on Facebook, Hubspot recommends videos between 2 and 5 minutes. On other platforms (such as Twitter or Instagram), ideal video lengths can be even shorter. Creativity within such a small window will pay dividends in video content creation. One thing to consider is that, according to social media experts at Sprout Social , 85% of videos on Facebook are watched without sound. This is why captions have become so popular on social media. Make sure to include your logo in every video, and try to see whether you can understand your video by the visuals alone. Finally, as you sign out from your video, be sure to add a specific call to action. Remind the audience of your name and business, and tell them how they can follow up with you. They could take advantage of a new promotion, call a specific number to get into contact, or check out your website, for example. As with most things, the best way to learn about making videos for social media is to give it a try! For help with writing a script or coming up with ideas, contact your marketing team. If you are interested in the support an inspection franchise provides, learn more here . About the Author Stepha Vesper, Senior Communications Strategist Stepha has more than five years’ experience in marketing, content creation, SEO and copywriting. Her favorite part of her job is assisting franchisees with their digital marketing strategies so they reach their goals that much faster. When she isn’t at work, Stepha is going on adventures with her husband, Zach, perusing used bookstores, reading or writing.