Social Media Video Sells to Consumers on the Move

Peloton has used Facebook video to connect with potential consumers and turn views into sales.

Peloton has used Facebook video to connect with potential consumers and turn views into sales.

Video sells. According to Animoto’s "State of Social Video in 2017," 64 percent of consumers say they purchased a product after watching a video about it on Facebook.

No wonder Animoto found 83 percent of marketers place video content on their company’s branded Facebook pages, many as often as four times per month and some six times per month.

One obvious reason why video sells is because it causes consumers to stop and pay attention to a product message. That’s important because more than 80 percent of consumers who regularly view branded Facebook pages do so on mobile devices. They may be swiping quickly while riding a bus, shopping while watching TV or standing in a store looking at the product.

Branded social media video content is the rough equivalent of a TV infomercial. Both need to show off unique product features, explain how the product works and point out practical product applications. While infomercials are designed to appeal to insomniacs on a couch, social media videos need to connect quickly with consumers on the move. That means you need more than a great branded video; you also need a smart branded video marketing campaign to reach those consumers on the move.

Aiming branded social media videos at mobile device users is now more than a trial run. It is a trend that shows no sign of tailing off. And there is a clear incentive – mobile device users are more likely to watch the entire video, which explains why Animoto found 81 percent of brand managers optimize social media video for mobile devices.

Getting views and generating sales require an eye-catching video with an engaging thumbnail and teaser to draw attention, informative content, some entertainment value and a call to action. It also requires a campaign that targets your most promising prospects. Animoto says nearly 70 percent of marketers pay to boost their social media videos to targeted audiences, which is smart because 3 billion videos are posted everyday just on Facebook.

Unlike mass media ads, digital media advertising is all about testing variations, measuring responses and focusing on what works. Some Facebook videos may get views, but no follow-up. Marketers want to find out what turns viewers into buyers. Often that is the video that is more informative than artsy, that shows someone using the product and talking about it.

A few other nuggets from the Animoto survey:

  • 85 percent of Facebook videos are viewed with the sound off, which argues for strong visual content.
  • 39 percent of consumers are more likely to finish videos with subtitles, making it easier to understand key messages.
  • There is increasing interest in live branded videos.
  • Consumers like behind-the-scenes videos.
  • Consumers are more likely to share videos with educational value, emotional tags or humor.
  • More than 40 percent of viewers decide whether to view the entire video in less than 15 seconds.
  • The attention span of mobile device users viewing videos is significantly shorter than viewers on laptops.

The bottom line is that if you aren’t using video content as part of your marketing mix, you are missing out on opportunities to connect with your existing and potential consumers who are on the move.