Why Video Marketing on Meta is a Necessity for Your Business

It sounds cliché, but digital marketing is always evolving. A week can see a month’s worth of changes when it comes to trends, (not to mention the developments of digital media itself) with the ways and means in which users consume and engage with digital media constantly evolving.

As unfortunate as it sounds, our attention spans just aren’t what they used to be. Back in 2000, we could focus for about 12 seconds, on average. Today? It’s down to just 8.25 seconds! This means that when it comes to digital advertising – both organically but especially through ads – you have to make yourself stand out.

Case in point, when marketing on META platforms like Facebook and Instagram grabbing and holding someone’s attention is a huge challenge. Plain text alone or images simply won’t cut it for most.

One ad type that is greatly underutilised across the board however is video marketing – and the thing is… you don’t need a vast library of professionally crafted videos in order to be successful.

Why Video Marketing on Meta is So Important

But let’s track back, why is a video marketing strategy across organic and paid channels so fundamental to success?

Meeting User Preferences & Boosting Your Reach:

Your audience is feeding back, and statistically speaking, they’re saying they prefer video.

Studies show that over 75% of consumers would rather watch a video than read text to learn about a certain product, or services; if we are aware of this, Meta platforms will be too. Their algorithms prioritise video content, especially in short formats, like Reels and Stories. This fosters more organic reach for businesses that use video. It’s perfect for both modern mobile usages, and on-the-go consumption – just think about how often you scroll through videos on your phone, during a break at work, for example.

Capturing Attention in a Scroll-Heavy World:

It’s no secret, we all find ourselves scrolling through a constant stream of content daily. To stand out across both paid and organic social media, you need to make an immediate impact. This is where “The 3 Second Rule” comes in, and is vitally important within a successful video marketing strategy. You’ve got to hook your audience within the first three seconds; those initial moments are truly make-or-break – they either stop scrolling, or they don’t, it’s that simple. Video’s ability to deliver dynamic visuals quickly is unmatched when it comes to grabbing attention.

Enhanced Engagement = Stronger Connections: 

Our brains are wired to process visual information quickly. Video doesn’t just show; it tells a story, evokes emotion, and helps build personality in a way that text struggles with. This leads to much better engagement, fostering deeper connections and building trust with your audience. When people feel a connection, they’re more likely to remember your brand, & subsequently interact with it.

Improved Understanding & Retention:

Complex ideas can be tough to explain in text form; video simplifies them. It’s easier to explain and digest information visually, leading to better understanding and improved retention as a direct result. Whether you’re showcasing a new product, explaining a service, or offering valuable insights, video is a highly effective way to not only educate, but also keep your audience engaged. As a bonus, in some cases, you can even leverage these videos on your website to help boost your SEO.

Driving Conversions & Building Credibility:

At the end of the day, your marketing on Meta revolves around getting results for your business. Video is a powerful tool for promoting products, services, and your unique selling points (USPs). It fosters a sense of trust, which is vital for guiding potential customers down the funnel, towards a purchase. A well-made video can be that persuasive push, needed to turn interest into buying.

What Kind of Videos Should You Be Making for Meta? 

To truly conquer Meta with video, a diverse strategy that leverages different formats for different goals is key:

• Short-Form Video 

These are your immediate attention-grabbers, perfect for that 8.25 second attention span. Think quick tips, behind-the-scenes glimpses, trending content, & rapid product highlights. They’re designed for mobile viewing, & thrive on trending audio & concise messages.

• Long-Form Video 

For deeper dives & educational content, long-form video is key. Use it for tutorials, product demonstrations, interviews, or even live Q&A sessions. While authenticity is of course valued, higher production quality in this context can reflect well on your brand.

• Video Ads:

For a more targeted reach, video ads hold paramount importance. Ensure these ads are mobile-optimised, and have clear calls to action (CTAs), to effectively entice consumers.

No Videos? Leverage GIF’s! 

Even if you don’t have a vast library of full-length videos, GIFs offer a powerful and dynamic alternative. The use of short and slick animations can provide significant appeal visually, without the production effort. Think of GIFs as the ideal middle ground between static images and full videos. They bridge that gap, and are perfect for developing a video strategy whilst working within budget constraints.

How To Measure Success? 

Understanding your video’s performance is key to refining your strategy. Track metrics like:

• Reach & Impressions:

How widely your message is being seen. Video, in its dynamic and shareable nature, often leads to a higher organic reach on Meta Platforms, as algorithms tend to favour engaging, visual content.

• Views & Watch Time: 

Crucial indicators of whether you’re holding attention. Compelling video content naturally encourages longer watch times, which signals to Meta that your content is valuable, leading to greater visibility.

• Engagement Rate:

Likes, comments, shares, and saves. Inherently, videos are more engaging than simple static images, or text, driving more interaction and a higher engagement rate.

• Click-Through Rate (CTR): 

For videos with links within, this shows direct action thanks to a successful strategy. A strong video can vividly tell a story and capture attention, directly encouraging consumers to click through, or make a purchase, dependant on your business goals.

• Conversions: 

The ultimate measure of impact – leads generated > sales made. By clearly demonstrating product benefits, as well as value, video can significantly influence purchase decisions, therefore driving more conversions.

• Audience Retention:

Identify exactly where viewers drop off, so you can refine your content and keep them hooked longer.

Utilising tools like Meta Business Suite & Ads Manager can help provide the data you need to evaluate and subsequently optimise your video strategy, ensuring every piece of content performs its best.

For e-commerce sites, tracking revenue generated directly from video campaigns is crucial, offering a clear link between your video content, and sales performance.

Ready to Transform? Embrace Video Marketing, Today

So, there you have it. Levareging video for your marketing on Meta isn’t just a powerful tool; it’s crucial for any business that wants to connect, engage, and convert customers. By understanding how video fits with our shorter attention spans, and how it uniquely fosters emotional connection, you can significantly boost your presence across Meta platforms.

If you’re ready to embrace the power of video, & unlock new growth opportunities on Meta, act today. Want to find out more about how compelling video content can transform your digital strategy? Don’t hesitate; get in touch with us, lets talk strategy.