More and more brands are utilising social media for their marketing efforts, and it’s not difficult to see why.

As of 2023, the global number of social media users is 4.88bn, emphasising the reach social media has.

If you’re wondering why video content is important and whether your business should be making videos for social media, our guide is here to help.

Video content is important for your social media for numerous reasons.

These reasons include:

1. Video is more engaging than static content
2. It helps you to build trust
3. Video content allows you to tell a story
4. It boasts an impressive ROI
5. It offers data and actionable insights

1. Video Is More Engaging Than Static Content

While there are exceptions, generally speaking, social media video content is more engaging than static content.

In fact, ‘on social media platforms, video posts get 48% more views’ than other posts, highlighting the power video content wields.

This is largely due to the fact that video content’s purpose isn’t just to inform, it’s meant to entertain, and can thus evoke more emotion than static content.

Be it laughter, happiness, or even sadness, emotion evoked by video content helps to nurture a connection and compels audiences to take action, particularly when you use a clear call to action (CTA).

Customers can also learn a lot more from a compelling yet informative video in a shorter amount of time than they would reading the same information on a static post.

With a more engaged audience, viewers are more likely to like, comment, share, and tag their friends when a brand creates entertaining video content.

While there are exceptions, generally speaking, social media video content is more engaging than static content.

2. It Helps You To Build Trust

Video content is important for your social media in that it helps you to build trust.

Videos give brands the opportunity to show their customers who they are and the values they stand for, whilst helping them to build a strong connection with their audience.

Incorporating valuable information into entertaining video content your audience can relate to can help brands foster a sense of trust, making you more credible as a business.

Additionally, creating social media videos is a great way for brands to show off their personality, build a narrative, and provide a behind-the-scenes look into everyday processes curious customers might like insight into.

By establishing your business as an authoritative resource through video content, people naturally become more invested in your message.

3. Video Content Allows You To Tell A Story

Video content is also important for social media in that it provides you with the opportunity to tell a story.

Storytelling is one of the most powerful tools a company can use to get their message across and promote a service or product in a way that resonates and feels entertaining to audiences.

The importance of creating entertaining content is emphasised by the fact that ‘73% of people want to see entertaining videos’ on social media platforms.

Storytelling is the vehicle in which to achieve this and is essential to prioritise in order to stand out amongst the noise.

As of 2023, the global number of social media users is 4.88bn, emphasising the reach social media has.

4. It Boasts An Impressive ROI

Another reason why video content is important for social media is that it boasts an impressive ROI.

In fact, according to research by HubSpot, ‘88% of marketers report positive ROI with video’, highlighting how good of an investment it is.

This largely comes down to the fact that video content has the potential to trigger reactions and emotions it’s significantly harder to do with a static image or product description.

If you’re looking to get the most out of your investment in video creation for social media, why not hire a professional media production company to help you get started?

At Buffoon Media, we have years of experience creating high quality video content for large and small businesses.

If you’re interested in creating engaging social media videos, get in touch with a member of our team today.

5. It Offers Data And Actionable Insights

Lastly, video content is important for social media in that it offers data and actionable insights.

While this applies to any social media content you put out, social media videos enable you to measure important metrics.

This includes engagement, which will determine the number of shares, likes, and comments. Other metrics include impressions and video views.

There are numerous tools you can use to track these insights and determine trends, such as Instagram Insights, where you can view insights on your audience’s engagement with particular posts.

Armed with this information, you can determine what’s working well in your current social media content strategy, and what needs to be improved on to reach your goals.

Be it laughter, happiness, or even sadness, emotion evoked by video content helps to nurture a connection and compels audiences to take action, particularly when you use a clear call to action (CTA).

So, there you have it. Hopefully you now have a better understanding of why video content is important for your social media pages.

We’re Buffoon Media: a bilingual media production company based in Port Talbot and London, producing and live streaming content across the globe. Learn more about our podcast production services, as well as the other services we provide on our website.

Written by Jemima Thomas for Buffoon Media.