Summary
Video is the highest-performing content on social media across platforms, consistently driving more engagement, shares, and message retention than photos or text alone. People connect more easily with video because it combines visuals and audio, making content more immersive and memorable. The most effective videos don’t require high production value. Authentic, simple content with clear messaging, captions, and decent lighting and audio performs best. Tracking analytics like viewer retention can help brands refine their videos and improve performance over time.
The answer is very simple: video.
While great photos and catchy captions and CTA’s are still important and effective, a sure-fire way to drive engagement is by posting video content. This is true across ALL social media platforms.
People connect quickly with video content, as the combination of visual and audio elements becomes an immersive experience. Still photos and text can’t tell the same multi-dimensional story. Video will catch the viewer’s attention better and hold it longer than other content options.
Some fast facts about video content:
- Social video generates 1200% more shares than text and image content combined.
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
- 96% of people have watched an explainer video to learn more about a product or service.
- YouTube has the best ROI for video content, followed by Facebook and Instagram.
(Biteable Video Marketing Statistics 2021) - 78% of people watch online videos every week, and 55% view online videos every day.
- 72% of customers would rather learn about a product or service by way of video.
(Hubspot State of Video in 2024)
Creating videos for your business or brand doesn’t need to take a lot of time, effort or money. Slick production value is not required! Most people relate to videos that are authentic and simple. Talking head videos remain high performers, as well as product use demonstration content. What’s essential is that you are sharing information that your audience is looking for.
Here are some of our best practice recommendations for getting started with video content.
- Build familiarity and trust with your audience. Viewers connect with real people, so using your own conversational style and asking for opinions and sharing will lead to reassurance and confidence for those consuming your content. Showing simple announcements and behind-the-scenes vignettes featuring the same faces and voices will help establish your brand as trustworthy as well.
- Be watchable (and engaging) in silent mode. Many viewers watch videos with the sound off! This could be because of their immediate surroundings being loud or a need for respect for quiet in the space they’re in. Bold, accurate captions allow your content messaging to get through even with the sound off. This also enlarges your audience to include those who have hearing impairments.
- Make sure you have good audio quality and lighting. Professional studio-quality is not required, but having clearly audible speech and/or music as well as bright enough light to easily view what’s going on is crucial. Adding music or overdubbing speaking audio after the fact can help you ensure clarity of message and impact, and can improve the audience experience.
Beyond likes and views, most social media platforms have analysis tools to help you determine what’s working for you. Instagram Reel Analysis recently added Retention analysis, in addition to Views and Drop offs. Tracking the point at which your audience moves on from your video can help you identify when you may need to adjust your content and your video length. Look at completion rate and engagement per second to understand what parts of your video keep people watching. For instance, if 80% of viewers drop off at the 10-second mark, analyze your hook or pacing. Continuous testing and adjustment make each new video perform better than the last.
Video content continues to be the most powerful way to connect, educate, and inspire your audience and it gives your brand a unique feel that static posts aren’t able to match. Go press record, figure out what works for your brand, and track of what’s resonating.
If you could use some help with content strategy or need social media support, we can help! Reach out to us HERE.
