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Embraced by both consumers and B2B decision-makers, short videos have become indispensable in corporate content strategies.
But how can businesses harness this powerful format to achieve their brand awareness or lead generation goals? And how can they gain visibility when they don’t necessarily have an established community on social media?
Let’s discuss this with Zeineb Makhlouf, Head of Paid Media at Infopro Digital Media. Let’s dive in!
As a social media expert, which formats are currently having the most impact?
If image and text formats were prominently featured for many years, the undeniable trend now is towards short videos. In fact, LinkedIn is currently testing a new separate video feed, somewhat akin to TikTok but for professionals.
We see it in our daily campaigns: short videos are incredibly effective, especially when they combine a punchy style (within the company’s brand positioning boundaries) with actionable, practical, and concrete content that moves beyond generic messaging. Lighter videos, such as behind-the-scenes glimpses or those infused with humor, also have their place in the editorial calendars of businesses.
So you’re suggesting that short videos should be prioritized in the content mix on social media?
Absolutely. This doesn’t mean replacing other formats, but neglecting short videos means missing out on a powerful tool that continues to gain momentum.
Here’s an impressive statistic: on social media, video generates 1,200% more shares than the traditional “image + text” combo. That says it all. Ignoring video also means losing ground to competitors, as 60% of brands use video in their Content Marketing strategy.
The success of video is also a matter of… biology:
- 65% of the global population has visual memory;
- 90% of information transmitted to the brain is visual;
- Humans process visual information up to 60,000 times faster than text;
- 70 % of consumers remember information better when it includes both sound and image, compared to only 30% for sound or text alone.
What about video visibility on LinkedIn?
As always with LinkedIn, the visibility algorithm favours new features and formats. And right now, it’s newsletters and short videos, probably in preparation for the new short video feed.
Companies that are the first to take advantage of this format on LinkedIn will be well ahead of the game, both in their awareness and LeadGen objectives.
But even without this “boost”, video content will still be more captivating and engaging than other formats, and users tend to interact naturally with this type of content with likes, comments, and shares, which sends a positive message to the algorithm that increases the publication’s organic visibility.
What are your recommendations for creating an engaging video?
An engaging video inspires, attracts attention, informs but also – and we sometimes tend to forget this – entertains.
According to LinkedIn, 87% of professionals believe that content can be both intellectually rigorous and easy to consume in form. If video is to be part of an Inbound strategy, it needs to entertain and provide value.
Next, the video must be short, from a few seconds to an absolute maximum of 2 minutes if the content demands it. The length of the video is inversely proportional to the completion rate: over 70% of the audience will go on to the end of a 30-second video. This percentage drops to 50% for a 2-minute video.
You also have to comply with web codes, even when talking to professionals. For example, subtitles are essential, as many professionals and consumers watch videos without sound. The message still has to get through
How can companies improve the reach of their posts if they don’t have a large community on social networks?
If you don’t have a large community on social networks, you should dare to use sponsored posts to improve the reach of your messages while targeting users who are likely to interact with your content, whether geographically (by country, region, city…), demographically (gender/age) and/or sociologically (centre of interest, level of education, company, profession…).
Success depends on the right settings for sponsored posts… and that’s a skill in its own right. You need to exploit the advanced targeting options of each platform: look-alike audiences, dynamic retargeting, behavioural segmentation, etc.
You also need to analyze metrics in real-time (CTR, CPC, conversion rate) to quickly adjust parameters. Mastering the specifics of each platform’s algorithm will maximize visibility and keep control of the budget.
Finally, it’s important to keep abreast of the constantly evolving advertising policies of each platform to avoid going off track.
In short, sponsored campaigns enable you to reach users you probably wouldn’t have reached with organic content. It’s an essential lever for building a community. Trust the experts!
🎥 ShortCuts®: 3 x 30 seconds to engage your audience
Infopro Digital Media introduces ShortCuts®, your turnkey short video campaign from conception to distribution. Our filming team travels to your trade shows or premises to create 3 videos of 30 seconds each showcasing your expertise, storytelling, and/or social proof!
Your videos are featured in 3 co-branded social media posts by Infopro Digital, specialized in your industry sector. Benefit from sponsorship to reach the media’s audience (website visitors and social media followers)!