The Importance of Video in Your Social Media Strategy

The world of social media is quickly moving to video. As if it weren’t obvious from channels like YouTube and the more recent TikTok taking over the internet, social video is here to stay.

What started as just another social app popular among Gen-Z now has influence over many aspects of pop culture, from what songs are charting to how other social media platforms operate. The COVID-19 pandemic sent the infamous TikTok app plunging into the mainstream, and Instagram and Facebook have already begun following their lead. 

 

Facebook began putting a greater emphasis on videos quite a while ago, from Video ads, Facebook stories, prioritising videos in the algorithm, incorporating more features for Live Video, and more. And now Instagram is racing to catch up.

Instagram v. TikTok

Head of Instagram, Adam Mosseri, recently announced on his Instagram and Twitter accounts that the app will no longer be considered a photo-sharing app. The company is looking to lean into entertainment and video after seeing the success of competitors like TikTok and YouTube. 

Some upcoming changes and experiments that Instagram will be doing include showing users recommendations for topics they’re not following, making video more immersive by offering a full-screen experience and continuing to prioritise reels.

Best Practices for Instagram Reels

According to Instagram, brands and creators should post Reels that:

  • Are entertaining and fun (i.e. delights people, grabs their attention, makes them laugh, or has a fun surprise or twist)
  • Are inspiring (i.e. starts a trend that others can easily participate in)
  • Use creative tools like text, filter, or camera effects
  • Use vertical video
  • Use music from the Instagram music library and/or original audio you create or find on Reels
  • Are experimental! Try something new, be yourself, and see what works for you

Worst Practices for Instagram Reels

On the flipside, Instagram advises that brands and creators should NOT post Reels that:

  • Are blurry due to low-resolution
  • Are visibly recycled from other apps (i.e, contains logos or watermarks)
  • Are uploaded with a border around them
  • Have the majority of the image covered by text

Do not meet Instagram’s Community Guidelines

Following these tips directly from Instagram will help you have a better chance at beating the algorithm, expanding your reach, and increasing your follower count!

Leverage Social Video for Your Business

Social video comes in many different forms nowadays. Here are five different ways that you should be using social video in your marketing strategy.

1. Reels

In case this isn’t obvious at this point, reels are essential in your Instagram strategy in 2021. Beyond the tips listed above, we recommend using any trending sounds, viral challenges, and effects in your reels to follow the curve. 

Pro Tip: Follow Creator on Instagram for weekly updates on all the latest Reel trends and other Insta-hacks.

2. Dynamic Stories

Okay at this point, we know this might seem obvious, but we still see brands neglecting stories all the time. 

Some ideas you can use on your Facebook and Instagram stories include:

  • Question box/Ask Me Anything (AMA)
  • Story takeovers
  • Quizzes and polls
  • Get creative with the look and feel of your stories

Now there’s a story option on almost any app, even Twitter and LinkedIn. Note that just as your regular strategy for Linkedin will differ from how you post on Instagram, the same goes for stories. Here are some fresh ideas for using LinkedIn stories for your business.

3. Live Videos

According to Livestream, 82% of consumers prefer live video from a brand rather than a regular social media post, and even tend to watch live video 10 to 20 times longer than on-demand content. Why? Going live is a great way to connect and engage with your audience and humanize your brand. 

 

Facebook and Instagram have features that favor live videos with features including prioritising live videos in the algorithm, notifying your followers when you begin a live video  and shortly after you end it, and now even allowing a donation option for fundraising.

4. User-Generated Content

In case you haven’t noticed, consumers are sick of being sold to. It’s becoming increasingly more difficult to reach people on social media purely through sales ads, but what consumers are responding to is user-generated content. Ahh, yes. The age of the influencer. 

Some examples of video formatted user-generated content include unboxings, story takeovers from brand ambassadors, reviews and testimonials on stories, and product tutorials. The trend here is human content that people feel like they can relate to.

5. Video Ads

Just as we mentioned above, video marketing is an effective way to break through the noise of social media and catch your audience’s attention. Some best practices for video advertising as suggested by Facebook include:

  • Keeping your videos around 15 seconds so people watch until the end
  • Capture attention quickly by putting the most important part of the video first
  • Use vertical or square video
  • Feature your product or brand message early
  • Design for sound off

If you’re new to Facebook Advertising, here are 5 things you should know.

At the end of the day, it looks like video is here to stay.


As the world of digital marketing continues to change and evolve to be more video-focused, make sure to stay current with the latest trends and keep your marketing strategy fresh. Sign up for our newsletter below to stay in-the-know.