Why Video Performs So Well on Social Media and How Your Business Can Use It

How often do you go on Instagram or Facebook, and all you see are videos or “reels?” It’s because video content sees results. Video brings in higher reach and engagement on social media; sometimes it’s all users watch. Instagram and Facebook Reels have become increasingly popular over the past few years, following in TikTok’s footsteps.

​A video can demonstrate a product, explain a service, or introduce a business’s personality more effectively and efficiently than a long caption. Videos are a great way to show quick tips, before-and-after transformations, behind-the-scenes footage, and service walkthroughs.

Businesses should invest in video content for their social media marketing. Using video as a social media marketing tactic is strategic and is sure to perform better than generic graphic or image posts.

Video Captures Attention Quickly

Video captures users’ attention faster than static posts. Movement stands out in a feed full of still images or graphics, naturally capturing your attention. A compelling visual, bright colors, recognizable problem, or an interesting statement can encourage someone to stop their scroll and watch.

Social media posts have about 5 seconds to capture attention, making a strong hook critical. The first few seconds are the most important: they help the user decide whether or not they will watch the whole video. Whether you’re speaking or you’re using on-screen text, make sure your video begins with the most interesting information to grab attention. Some hooks that perform well are:

• “POV: You found the best…”
• “You may be doing this wrong without realizing it.”
• “Here are three things you should know before…”
• “Unpopular opinion: you don’t need to…”
• “If you live in [location], this is for you.”
• “If your ___ looks like this, it may be time to take action.”
• “Are you struggling with ___?”

These are just a few of many hooks that perform well. Don’t be afraid to experiment to find what works best for your market and target audience–not everyone enjoys the same type of videos. The strongest hooks are specific and lead directly into something useful, like the customer’s problem, question, or desired result.

​Video Creates a Stronger Human Connection and Builds Trust

People like doing business with people they recognize and trust. Video allows customers to see the faces, personalities, and values behind a business. Featuring owners and team members helps customers feel like they know you personally, building a genuine connection between customers and employees. Highlighting customer experiences makes customers feel appreciated and builds your credibility. Workplace culture, community involvement, the story behind the business, and everyday moments are all feel-good topics that generate engagement and connection.

Video also allows businesses to demonstrate their knowledge, rather than claiming expertise. Some more topics that create connection and foster trust are:

• Answers to customer questions
• Educational tips
• Product comparisons
• Tutorials
• Project updates
• Testimonials

Seeing a real person explain a topic can make the information feel more credible and personal.

Video Encourages More Engagement

Social media videos can generate comments, shares, saves, and likes because they are easy to consume and often create an emotional response. People like to comment on funny videos or share their experiences on educational ones. Consistent engagement on a post can also boost it in the algorithm so it can be shown to more people who may also resonate with the topic.

Videos can encourage engagement by asking viewers for their opinions, demonstrating relatable problems, answering common questions, sharing helpful advice, providing information people want to save or share, and more.

Effective Video Does Not Have to Be Expensive

Many businesses avoid video because they believe it requires professional equipment, scripts, and extensive editing. In reality, authentic smartphone videos can perform just as well when the content is clear and useful. All you need is good lighting, clear sound, a steady camera, a topic, on-screen text, and a clear call to action to round it all out. Professional video still has an important role and could be something to work towards in the future, but businesses can still perform well with authentic, informal, everyday content.

​One video can be repurposed into multiple pieces of marketing content. A long video can be transformed into several short clips, perfect for multiple short-form video social media posts. It doesn’t hurt to reuse clips or use a different part of a video to create new content. This helps businesses create more content without starting from scratch or recording lots of content every time.

Begin Using More Video

Social platforms are now designed around video, pushing video content more than ever after seeing its popularity. Instagram, Facebook, TikTok, and YouTube continue to make video a central part of the user experience. However, businesses do not need to be active on every platform. Focus on the channels your customers already use to reach them.

​Starting is simple! Start by using b-roll clips and on-screen text or voiceovers to make short-form videos. Find the questions that customers ask most often and make it the topic of the video, answering the question and ending with a call to action. Experiment with which types of video perform better and create more videos around the strongest topics.

Not sure how to incorporate video into your social media strategy? Fuhrman Creative can help you develop video ideas, create engaging content, and build a strategy that connects with your audience.