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7 Reasons Why Video is Hottest Growth Hack of 2020

Video on social media is proving to be the most powerful business asset for gaining new followers, growing your brand, and driving sales.

Instagram, Pinterest, Facebook, Twitter, and even LinkedIn have progressively pivoted towards video as the format of choice, while the rapid rise of TikTok has shown just how persuasive (and addictive!) a video-first offering can be.

But why is video content so important for brands?

Ultimately, it’s what consumers want. Social media has evolved from a place to connect with friends, into a 360° destination for entertainment, education, and e-commerce inspiration.

And in this new world of social media, video content reigns supreme.

Still not sure about the benefits of video? We’re sharing 7 reasons why your brand needs video content on social media in this blog post:

Why Invest in Video on Social Media#1: It Gets More Exposure (+ More Engagement!)

If you’ve logged in to any social media platform recently, the chances are you’ll have seen video content within the first 10 seconds.

This is because video content typically performs best with most algorithms, based on the fact it captures a viewer’s attention for longer.

And the longer a viewer engages with a piece of content, the more likely an algorithm will boost that content to a wider audience.

Which explains why videos on Instagram generate more engagement than any other content type and Tweets with video see 10 x more engagement.

Also, most social media platforms give an extra boost to their latest functionality to encourage adoption — many of which are new video features.

So it’s worth experimenting and jumping on a video trend when you see it. Whether that’s posting your first TikTok or getting started with an IGTV series!

Instagram is currently promoting Instagram Reels across the entire app experience, making it the perfect time to test it out and gain some new exposure in the dedicated Reels section of the Explore page.

Meanwhile, on Pinterest, Pinterest Video Pins are displayed in a scrollable banner at the top of Pinterest mobile app search results — prime real estate for catching the eye of new audiences and holding their attention for longer than a static image Pin would.

Whatever your video platform of choice, it’s time to get creative and start experimenting with all the different ways you can share dynamic video content that’s almost guaranteed to get you more engagement.

Did you know? You can now plan and schedule Pinterest Video Pins in advance with Later! Available on all paid plans. Upgrade now!


Why Invest in Video on Social Media #2: It Has a Longer Shelf Life 

Not only does video content get more engagement than other content types, it typically sticks around for longer.

A TikTok video, for example, can be surfaced in users’ For You Pages for weeks, even months, after it is first published.

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This is because video content usually encourages more interactions and shares, which means it stays in the ecosystem for longer.

So although video may seem like a more costly option, it can often be a stronger return on your investment.

TIP: Creating video content for social media doesn’t have to break the bank. Find our top tips for creating an at-home video recording studio in this blog post.

Why Brands Should Invest in Video #3: It’s Growing in Popularity Across All Channels 

There’s no question, social media users love video.

Even in 2018, a study showed that 54% of consumers wanted to see more video content from the brands or businesses they support.

Video has grown in popularity across every channel. In 2019, users spent a weekly average of  6 hours and 48 minutes watching online videos, a 59% increase from 2016.

And that’s before we consider the impact of COVID-19 and social distancing measures on our video consumption habits.

Facebook and Instagram saw a 40% increase in usage due to COVID-19, with views for Instagram Live and Facebook Live doubling in one week. Businesses and brands have been quick to pivot their strategies, giving rise to a whole new wave of digital-first video conferences and events.

Consumers expect brands to deliver engaging, entertaining content on social media more than ever before, and video is one of the most effective formats to do so.

Why Invest in Video on Social Media #4: It Appeals to a Gen Z Audience

Gen Z audiences are much more connected to the internet than other generations and have grown up with YouTube as a primary source of educational and entertainment content.

So video is the best place to start if you’re looking to resonate with a Gen Z audience!

In fact, according to a YouTube survey, 50% of millennials and Gen Z generations said they “couldn’t live” without video in their daily lives.

This explains why TikTok, as a short-form video app, has proved to be so successful with Gen Z users. Over 35% of TikTok’s 800M+ users fall into this demographic, with most viral TikTok stars aged between 18-24.

Ready to kickstart your TikTok content strategy? Find out everything you need to know, including a step-by-step guide on how to create your first TikTok, in our free online workshop!

Why Invest in Video on Social Media #5: It Can Reach Audiences Across Multiple Platforms

Producing quality video content may be more time consuming than taking a photograph, but once complete, you can use it to reach different audiences across multiple platforms.

Greater reach = a greater return on investment.

This is one trend we’ve seen lots of influencers and brands doing successfully on TikTok and Instagram Reels, as both platforms have the same 9:16 format and similar intent.

Why Your Brand Needs Video on Social Media

Similarly, 16:9 videos can be easily shared across IGTV, Facebook, and YouTube — with each of these platforms being suited to slightly longer-form content.

Consider repurposing your video content. For example, short videos for Instagram Stories can convert well as Pinterest Video Pins, Instagram Feed videos are often the perfect format for Facebook, and Instagram Live broadcasts can now be automatically shared to IGTV.

The opportunities are endless!

Instagram video scheduling is available on all of Later’s paid plans. Upgrade now to get access!


Why Invest in Video on Social Media #6: It’s a More Personable Way to Engage with Your Audience

In 2020, being a brand is so much more than selling products.

More than ever before, consumers want to know about the values and people behind the brands they buy from — and video is one of the most effective ways to do this.

Showcasing the faces of your brand through video content can humanize your business and help create a deeper, more emotional connection between you and your community.

Plus, it’s a great way to dig into the details of your products in a personable way, which can be much more relatable (and persuasive) than a series of static images.

Why Invest in Video on Social Media #7: It’s a Powerful Sales Tool 

If a picture can tell a thousand words, a video is worth at least a million. Which is just one reason why video is such a powerful sales tool.

Pinterest users are 2.6x more likely to make a purchase after viewing brand video content on the platform. In fact, 93% of marketers said they landed a new customer thanks to a video on social media.

Video allows brands to showcase products in a dynamic way, adding valuable context that is almost impossible to achieve through static imagery.

The purchasing power of video is so strong that we’re now seeing platforms emerge that are solely focused on shoppable video. Google’s Shoploop helps consumers discover products in an entertaining, informational, and snackable video format.


Video is only set to rise in popularity as digital-first experiences take center stage.

And even with all of these benefits, video is still shared less frequently than static image posts — giving you a greater chance of standing out from the crowd and reaching a wider audience.

If you’re not creating video content for your brand yet, there’s never been a better time to get started.

The good news is, your video content strategy doesn’t need to be overwhelming or expensive — often the simplest, most authentic concepts can work best.

Plus, you can use Later to plan and schedule your video content across multiple platforms in advance!

Instagram, Pinterest, Twitter, and Facebook video scheduling is available on all of Later’s paid plans. Upgrade now to get access!


Written By

Jillian Warren

Jillian is a content marketer at Later based in the UK. She is an aficionado of London brunch spots and an avid listener of true crime podcasts. You can connect with her on Instagram @jillwrren.

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