The era of rich media is here. As consumption behaviors evolve in the ever-changing digital landscape, video content as a means of storytelling and advertising is no longer just an option, but a necessity. Static images and texts no longer drive the same engagement compared to videos and other rich media, and we are seeing more brands today investing in rich media than we’ve ever seen before.

Today, video content has absolutely dominated social, and according to a recent study from HubSpot, four of the six channels on which global consumers watch video are social channels. Therefore, if you aren’t already creating video content, you’re likely falling behind.

We compiled a list of the most relevant stats that shows just how important video content has become.

What are some best practices for adding video content to your social media channels?

• Optimize your video content for mobile - According to eMarketers, 75% of all video plays are on mobile devices, and 85% of Facebook videos are watched without sound. For example, if the videos are meant for IG stories, film or edit it to comply to the vertical orientation. Another tip is to integrate closed captions to help your viewers understand your content when played without sound.

• Keep videos short and sweet - Based on stats from Wistia, the sweet spot for social videos is approximately one minute, and no longer than two minutes long, with 45% of the drop-off happening before the one minute mark, and 60% by 2 minutes. With the declining attention span of modern consumers, it is more important than ever to make the first few seconds count. Once you get their attention, the drop-off rate will also decrease as they become more invested.

• Add music to your video - Let’s face it. Music makes everything better, assuming that you use the right tracks. Adding music helps to evoke emotional associations and enrich the overall experience, and ads that can make people share and buy can usually be summed up in one word: Emotional.

So how exactly can you start incorporating more rich media in your social strategy? 

Still with us? Good. So let’s be realistic for a second. Even though 100% of the stats are in favour of incorporating video content in your digital strategy, let’s take a step back as there are plenty of things you should consider first before you take the leap. 

First of all, implementing video content in your marketing strategy also means there will be obstacles like time, resources, and budget. We suggest taking a look at your current organic content and advertising strategy to see whether you can allocate time and budget for the incorporation of rich media. One of the biggest misconceptions from our clients on video production is that it can get very expensive. No, not every social video needs to be high production - in fact, having raw, simple videos can appear more authentic on social, as long as you bring value through good content. For example, take a look at how Kit Kat uses short and simple organic video content on their Instagram account to convey their message by visiting here. 

For sponsored video ads, impactful short videos with a higher production cost may be required, since the objective is to capture the attention of potential leads that may not be familiar with your brand. In this case, cinematic videos with expert editing will help you convey your message and tell your story in a visually impactful way that will resonate with your audience. 

Take a look at these short social videos created by our affiliate, Bokuria.

A cinematic virtual real estate walkthrough video highlighting the property and neighbourhood

The Reside Company Launch Video

The cinematic TOCKR C-47 DDay Commercial

Panatch Group Interior Design FULL- IGTV

Watch the full social video here.

The Body Energy Club app commercial captures the lifestyle and vibe of its health-conscious consumers

Watch the full social video here.

The topic of video marketing can seem intimidating to many, and that is why we compiled this guide to help you get started. With years of experience catering to international clients in both the Western and Chinese social media landscape, our strong understanding of social strategies go hand-in-hand with tailored video productions that are geared specifically for these markets. To learn more about our video production services or social media marketing services, visit our contact page here to request a free consultation today.