It is no secret that the digital world has opened new doors for the market of goods and services, the past 2020 reaffirmed it and how; it is also necessary to emphasize that users are increasingly connected. According to a study conducted by Hootsuite, currently more than 3,800 million people use at least one social network, meaning that 50% of the world’s population is surfing the web and is probably looking for what you are offering.
Now that we know that you have a large number of potential customers, you must take into account that they are exposed to a large amount of daily content. Carlos Arango, CEO of Sancho Bbdo told La República that a person receives between 3,000 and 5,000 advertising impacts per day. What we have is competition, but don’t worry, we will give you information that may be of interest to you. Of all the advertising content on the Internet, videos are the most preferred by users, so we already have a place to start.
According to a BrightCove report, videos are shared 1200% more than static publications. Surprised? Well, get ready to enter the world of audiovisual content for social networks and the main reasons to use it in your communication strategies:
It increases your conversion rate
The content on social networks is key to create a link between you and your customers and videos serve as a driving force to generate engagement between both parties, also a video that conveys the values of the brand, manages to excite the audience and generate empathy will help to convince customers and drive decision making.
According to a Hubspot report, the conversion rate can increase by 80% if videos are used within the action plan, and 95% of video marketers believe that communicating in an audiovisual way increases the likelihood that a user will understand and comprehend the product or service you are offering. Animoto’s report confirms the effectiveness of videos reflecting that 84% of users decide to buy a product after watching a video of the brand that offers it.
Position the brand
A brand can be positioned when it manages to create a whole experience around it, from communication to sales. To create a positive experience, it is necessary to take care of the perception of the brand and this is achieved by creating valuable content that competes within the category. A Brightcove article indicates that the audience is 51% more likely to like, 44% more likely to share and 32% more likely to comment if a branded content is a video and it.
Increase competitiveness
In a space as saturated as the Internet, it is important to analyze the competition, analyze their content and improve it, propose different things while still meeting the needs of the audience. Don’t be afraid to experiment with content, shots and angles, this can make the difference.
Undoubtedly, quality is a differential factor with which they will be able to capture potential customers over the competition. According to Single Grain 86% of consumers believe that originality and quality are important factors when making a decision between two or more brands.
Generate recall
We have already made it clear how saturated the media is, so it is necessary that the content generates remembrance and when we talk about video, this is only achieved if it stands out from the rest. It is important to know that brand awareness is only possible with a set of actions linked to your brand strategy, but video is a big step to achieve it.
Now, how many times do you think you should expose your brand to users to make them remember it? With quality audiovisual content you will be able to generate interest in your customers with the first exposure in an effective way. According to Animoto, 93% of brands manage to get a customer after posting a video on their social networks.
Build Loyalty
Beyond making consumers remember your brand, the goal is to make them like it, buy it and prefer it over others.
Creating quality videos on social networks will get your audience interested and encouraged to interact with the content and find out more about your brand, which will allow you to create a closer bond with your consumers and little by little they will choose you over the competition. It is important to clarify that the communication strategy must be kept up to date, focusing your tactics so as not to weaken the bond created with the audience.
Quintly reported that videos generate 49% more interaction than images, so it is not bad to think about betting on videos. We must also take into account that there are networks such as TikTok, a purely audiovisual platform that currently ranks third in the ranking of downloaded applications and now has more than two billion users.
Social networks are often the first point of contact of a brand with its target audience that often prefers to visit your Instagram or Facebook rather than your website, so if you have already thought about making videos for your digital channels and do not know how to start or simply think it is out of reach we remind you that you just need a good idea and a good execution that achieves potentialize your business.
