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Why Businesses Must Embrace Video in their Social Media Marketing

30 June 2023

In the rapidly evolving world of digital marketing, social media has become a critical platform for businesses to engage with their audience and drive success. Among the myriad of content types available, video content has emerged as a game-changer, offering unparalleled engagement and conversion potential. In this article, we will explore the significance of incorporating video content into social media marketing strategies, supported by compelling statistics and insights from reputable sources.

Captivating and Memorable

Video content possesses a unique ability to captivate viewers and leave a lasting impact. According to a Don’t Panic London study, an impressive 80% of users recall a video ad they watched in the past 30 days1. The combination of visuals, audio, and storytelling creates an immersive experience that resonates with the audience, resulting in higher brand recall and recognition.

Enhanced Engagement and Reach

Social media platforms strongly favour video content in their algorithms, leading to wider organic reach. Later, a renowned social media marketing platform, reveals that videos on Instagram receive twice as many comments as photos2. This algorithmic preference allows businesses to reach more people, generate higher engagement rates, and foster meaningful interactions with their audience.

Effective Communication and Storytelling

Videos provide an effective medium for businesses to communicate their brand story and connect with their audience on an emotional level. According to WordStream, a leading online advertising platform, 82% of Twitter users watch video content on the platform3. By leveraging videos, businesses can evoke emotions, build trust, and establish a strong brand identity, resulting in increased customer loyalty and advocacy.

Demonstrating Products and Services

Video content excels at showcasing products and services in action. WordStream reports that viewers are 64-85% more likely to make a purchase after watching a product video3. By demonstrating their offerings’ features, benefits, and use cases, businesses can educate and persuade potential customers, ultimately driving conversions and boosting sales.

Increased Conversions and Sales

The impact of video content on conversions and sales is significant. Don’t Panic London states that including videos on landing pages can increase conversions by 80%1. Furthermore, Wholesale Ted, an authority on e-commerce, highlights that 64% of consumers are more likely to make a purchase after watching a branded video4. Businesses can use compelling calls to action within videos to guide viewers towards desired actions, positively impacting their bottom line.

Mobile-Friendly and Shareable

Video content aligns seamlessly with mobile usage patterns, making it a preferred format for social media consumption. Wholesale Ted emphasizes that mobile video consumption rises by 100% annually4. With most social media users accessing platforms via mobile devices, businesses can leverage video’s mobile-friendly nature to engage users on the go. Moreover, videos are highly shareable, as they generate 12 times more shares than text and images combined4.

Data and Analytics Insights

Social media platforms provide robust analytics and data insights for video content, enabling businesses to refine their strategies. According to Wholesale Ted, videos generate 12 times more shares than text and images combined4. By analyzing metrics such as views, engagement rates, and shares, businesses can gain valuable insights into audience preferences, refine their content strategies, and optimize their social media marketing efforts for better results.

Embrace video

The incorporation of video content into social media marketing strategies has become paramount for businesses seeking to thrive in the digital realm. Video content’s ability to captivate, engage, and drive conversions makes it indispensable in building brand awareness, connecting with the target audience, and boosting sales. As the statistics highlighted show, businesses that embrace video content on social media can achieve higher engagement rates, increased conversions, and expanded brand reach. So, it’s time to harness the power of video content and unlock new dimensions of success in your social media marketing endeavours.


  1. Don’t Panic London. “The Importance of Video Ads.” (source: https://www.dontpaniclondon.com/social-media-video-content-importance/)
  2. Later. “Video on Social Media: The Best Practices and Benefits for 2021.” (source: https://later.com/blog/video-on-social-media/)
  3. WordStream. “Social Media Marketing for Businesses.” (source: https://www.wordstream.com/social-media-marketing)
  4. Wholesale Ted. “10 Tips to Create T-Shirt Designs That Sell.” (source: https://www.wholesaleted.com/10-tips-to-create-t-shirt-designs-that-sell/)

If you’re looking for help in creating compelling video content for social media marketing, use the contact form below to get in touch with us—we’d love to help you!

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