social media for business

5 Reasons Why Your Business Should Include More Video Content

MOMENTUM Business Support Business Support, Digital Marketing, Research
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Internet access has been enabling users to receive digital content for decades. Social media and webpages alike have kept us informed, engaged, and connected while steadily developing throughout the years. But as the time goes on, it’s become clear that video content is the most favourable format among consumers.

YouTube is the second largest social media platform in the world. With over 2 billion MAU (Monthly Active Users) it accounts for a third of all internet users – all while exclusively producing video content. Other platforms and sites also show audience preference when it comes to formatting. According to 2021 statistics, 66% of those interviewed said that “when looking for information about a specific product or service they all first turn to videos”, while 84% stated that “they’ve been convinced to buy a product or service by watching a brand’s video”. (1) Though the numbers are high, they are not surprising as the average person in the UK spends around 1 hour and 25 minutes per day watching online video content. (2) And here’s why:

  • Video content is more convenient – Whether you’re listening on the go or having it play in the background as you get on with your day – video content is undoubtedly easier to incorporate into a busy schedule. It’s the perfect format if you’re wanting to multitask or just don’t have the time to dedicate your full attention.
  • Video content is more engaging – Bright colours, moving graphics and eye-catching designs are only a few reasons as to why video is the preferred format. However according to scientific insights, video is considerably easier to digest because the human brain can process its visuals nearly 60,000 times quicker than it can in text format. (3) Video content is also most appealing if you have a visual learning style – the most common of the “7 learning styles” (Auditory, verbal, kinesthetic …etc).
  • Video content is more memorable – Apart from processing visual information quicker, on average humans also retain around 80% of visual information, which is 3 times higher than the information we remember in written format. (4) This is why textbooks are gradually being replaced by educational videos and why we choose to colour code, highlight, and underline while studying or taking notes.
  • Video content is more accessible – As we work to improve inclusivity and accessibility in everyday life, it can be beneficial to include content in various formats. Videos are often more accessible for users with disabilities and impairments as well as being more user friendly for people with learning difficulties. Therefore, including video content is not only beneficial to your audience but it also means it reaches a higher number of users.
  • Video content is more personal – While images and written content can both be effective, videos have the additional benefits of coming across more thought through and often of higher quality. This is because they can portray more emotion, making the content come across more sincere and personal – which in turn holds a greater appeal for target audiences and increases the chance of sales. Additionally, as it naturally takes more time to create, it showcases quality, care, and dedication, which gives a great boost to customer relations and engagement.

 Do you use video content? What are your tips for creating great value adding videos? We’d love to hear your thoughts: E: makeithappen@mbsmih.com  T: 01903 688789.

Sources: (1) ‘Wyzlow’. 2021. Video Marketing Statistics 2021. (2) Stoll, J. Apr 26, 2021. Daily time spent watching TV & digital video in the UK 2018-2022. Statista. (3) Eisenberg, H. September 15, 2014. Humans Process Visual Data Better. THERMOPYLAE SCIENCES + TECHNOLOGY. (4) Edgley, C. May 30, 2018. Why your brain loves visual information. Ember Television.

What Social Platform Should You Be Using?

MOMENTUM Business Support Digital Marketing
An open Iphone mobile displaying a Social networks folder with apps

When it comes to getting social and marketing your products and services there are so many platforms to choose from. To avoid falling into the trap of wasting valuable time and effort, it’s best to stick to the ones that produce the greatest results for your business.

Without taking the time to trial and test the various social media platforms, it can be hard to know which one/s are right for you. This blog works through the most popularly used sites in the business community, with the aim of helping you to identify which are best to use for your business.

Facebook

Facebook is still the most popular and widely used social media platform and despite negative press and general opinion, it continues to grow. It has the broadest audience and in particular boasts the largest ‘65 or older’ group. It has a fairly even gender, income and location (rural, urban, suburban) split too. The types of posts preferred by Facebook users are also reasonably evenly divided across video, image and text.

It is however one of the more difficult audiences to grow, with an average of 6 interactions per post, per 1000 followers! Don’t let this put you off though, just understand it may be a slow burn as you build your audience and you might have to put a little more effort into getting seen and heard.

Twitter

Whilst Twitter’s overall worldwide user numbers are lower than Facebook, this social network is one of the more popular in the UK. Again, the gender split is quite even but the age of users is generally younger; 18 – 50yrs with the biggest segment being 18 – 29yrs. Twitter users tend to be in the higher income brackets (although this is considered to be due to an increase in high profile users such as celebrities and politicians) and are more likely to have college or university degree level education.

With it’s high use of #hashtags, ‘twitter hours’ and daily trends, this is one of the easiest platforms to get noticed on. It’s fast paced though, so you’ll need to put out much more content and keep an eye on when your audience are most active to ensure your content is reaching its full potential.

LinkedIn

The most ‘professional’ of the social channels, LinkedIn’s audience tends to be more urban and the higher income earners have more presence and activity levels on here. There are slightly more male users, but not significantly, and whilst the highest number of users are 18 – 29yrs, there’s also a good number in between and in the 65+ group here too. The UK has one of the highest user counts on LinkedIn worldwide, so this is a very popular platform.

LinkedIn personal profiles are about growing your direct network. It’s personal – no business names or brands to hide behind. Bear this in mind when sharing content and when giving opinions on others’ posts. It’s a great way to build your network within your industry as well as with potential customers.

Instagram

Instagram has 12% more female users than male, and the largest 18 – 29yr user base. There are few differences between the location, income and education levels of its users. Behind Facebook (in the UK) it’s the second most popular social channel and the next fastest growing platform with more than half of the accounts being accessed daily. Instagram supersedes all other networks with a massive 5% post interaction rate (yes – massive! The other platforms here averagely achieve between 0.1 – 0.5%).

This platform is ideal if you have products or high-quality images to share – it’s all about pictures! Like Twitter, the high use of #hashtags help get your content seen. It’s also easy to find and follow accounts that you’re interested in seeing or to help them see you.

Pinterest

Income and education levels aren’t significant on Pinterest. The key demographics to consider here are; the user base is predominantly female, and the age range is quite broad, 18 – 64yrs. Users also tend to be from urban or suburban locations. Although one of the less commonly used networks when compared with others, it’s still considered one of the more engaging and is accessed more regularly than LinkedIn!

Similar to Instagram, Pinterest is about pictures and imagery. However, it’s actually used more as a ‘how-to’, DIY or creative source. Careful use of keywords and good descriptions for each of your posts will help them get found by users searching your topic. The more unique, relevant and helpful they are, the more they will get ‘pinned’.

Summary

All social media channels offer an effective way to connect with your potential clients and customers, but with only a limited amount of time, it’s best to stick to the ones that are likely to produce the greatest results for your efforts. We would recommend focussing on one first, then maybe adding 1 or 2 more as you become more proficient.

  • Facebook – the most varied demographics, particularly ideal if you have a mature crowd to please.
  • Twitter – great to attract higher income earners and easiest to get noticed on.
  • LinkedIn – personal network building with a larger male user base.
  • Instagram – images, images, images!! With a focus on younger audiences.
  • Pinterest – great for engaging with crafty and creative women.

Regardless of the platform you choose, it’s really important to interact and not just offload or ‘shout’ – keep the social in social! Be responsive, offer relevant promotions and provide educational content. Be genuine, add value and be courteous (unsurprisingly, the thing least likely to attract fans and followers is bad mouthing competitors!).

If you have any questions or would like to chat through your social media plans, we’d love to hear from you: Call 01903 688789 or Email makeithappen@mbsmih.com .

Facts and figures supported by research from Informatics, Sprout Social and Smart Insights.