5 ways to use video for social media success in 2022

This guide explores how to leverage video content for social media success, highlighting trends, platform-specific formats, and practical examples to engage audiences and grow your brand.

About the role of video in social media

Video consumption on social media has surged, driven by platforms like TikTok and Instagram Reels. In 2018, 54% of consumers expressed a desire for more video content from brands they support. Since then, video has become a dominant format across all channels. A YouTube survey revealed that 50% of millennials and Gen Z users "couldn’t live" without video in their daily lives, underscoring its importance in engaging younger demographics.

Video allows businesses to connect with audiences in a more personal and dynamic way. By showcasing the people behind a brand, companies can humanize their business and foster deeper connections. Video also enables brands to demonstrate products in ways that static images cannot, adding value and enhancing engagement.

Video formats across social media platforms

Different platforms offer unique video formats tailored to specific objectives. Utilizing these formats can help brands share their message effectively and creatively:

• Instagram: Reels, Live, IGTV
• Facebook: Stories, Live, Watch
• YouTube: Vlogs, long-form content
• TikTok: For You Page, Live
• LinkedIn: Videos, Live

Instagram’s focus on video, including Reels and IGTV, has driven significant growth in its ad business. On LinkedIn, users are 20 times more likely to share video content than other post types, offering professionals a less formal way to engage audiences.

5 ways to use video for social media success

Experimenting with diverse video content can help brands identify what resonates most with their audience. Here are five effective examples:

• Interview/Q&A:

  These videos allow brands to address audience questions directly, either through pre-planned topics or by soliciting questions from followers. They foster engagement and provide valuable insights about the business.

• Behind the scenes (BTS):

  BTS videos highlight company culture and the team behind the business, offering audiences a glimpse into processes they wouldn’t normally see. This transparency builds trust and strengthens connections with the audience.

• Product explainer:

  Product videos showcase features and benefits in an authentic, informal way. They help potential customers understand how a product solves their problems, increasing awareness and conversions. These videos can be repurposed across websites, social media, and paid campaigns.

  Research shows that 78% of people have made buying decisions influenced by a brand’s social media posts, making product explainers a powerful tool.

• Live videos:

  Live streams on platforms like Facebook, Instagram, and LinkedIn offer real-time engagement opportunities. They allow brands to interact directly with viewers, answer questions, and foster a sense of community. Live videos are unfiltered, which enhances transparency and authenticity.

• User-generated content (UGC):

  UGC involves sharing videos created by customers, showcasing their experiences with a brand’s products. This type of content is highly authentic and can significantly boost engagement and conversions. Studies show that 60% of marketers believe authenticity and quality are equally important for successful content, making UGC a valuable asset.