No social media marketing strategy in 2021 is going to be successful without video content. Video production is crucial for creating an immersive and compelling content experience that drives engagement and makes users stick longer on your social media feed. The longer the user stays engaged through your video content, the more likely that social media algorithms will promote your content to a wider audience.
According to Wyzowl, 86% of surveyed businesses confirm they use video as a marketing tool to boost their digital presence and attract the attention of users. What’s more 92% of marketers confirm video is important for their digital strategy.
On the other hand, Animoto’s report on social video trends confirms that video content was the most popular way users discovered a brand and later purchased from it.
To help you understand the benefits of video production for social media campaigns we’ve gathered 7 examples of brands successfully incorporating video in their marketing strategies.
1. Sally Beauty Launches Beauty Campaign in Collaboration of Tik-Tok Sensation Heather Chelan
Brands don’t have to look long and hard at what video content will help them reach the right audiences and make a difference in their social media campaigns. They can simply collaborate with creators who are already going viral for their moving content.
Take for example Sally Beauty’s recently launched campaign “You by Sally. The brand collaborated with musician Heather Chelan, who went viral last March after releasing a Tik-Tok video of her song – “Colored hair”.
@hebonthewebI will die on this hill and you absolutely cannot tell me otherwise♬ original sound – Heather Chelan
The extended version of Chelan’s video part of Sally’s Beauty campaign also features its own CEO-Chris Brickman, style icon Helen Ruth Elam aka Baddiewinkle, LGBTQ+ advocate Brian Terada, and dancer Marquese “Nonstop” Scott.
Full of vivid color and energy the video will run on Facebook, Instagram, Pinterest, YouTube, and other streaming platforms showcasing a great example of user-generated video content taken to the next level.
Sally Beauty’s example is a great way to boost marketing campaigns by stepping on the shoulders of an already incredibly performing video and adding your unique brand message.
2. Kate Spade’s Hashtag Challenges & User-Generated Videos
Kate Spade’s video marketing strategy with their summer campaign was to provoke Tik-Tok users to participate in their dance challenge by creating videos of their own and tagging the brand.
To inspire users, the brand started by uploading a dance created by choreographer Dylan Pearce and singer Ines Nassara on their own profile and encouraged people to follow with their own video performances.
This video marketing strategy proved successful for the brand as the hashtag #KateSpadeNYHappyDance went viral with over 6.8 billion views on the social platform.
Not only that but Kate Spade’s quarterly earnings in March showed an increase in their organic growth online with more than 300, 000 new customers.
3. KT Tape Leveraging Facebook & IG Live Streams to Boost Brand Awareness
Producing videos that demonstrate the benefits of your product on social media will take your brand a long way with the audience. Especially, when the endorsement is coming from the country’s top athletes.
KT Tape’s video marketing campaign, sharing top athletes’ stories and reviews on their elastic sports tape, managed to increase the brand’s Facebook followers by 105% and their Instagram followers by 200%.
4. Lottie London Embracing Video Production for GenZ Makeup Lines
Tik Tok is the social media platform that makes the biggest difference for brands looking to engage with GenZ buyers.
GenZ buyers spend the most time researching the brands that they buy from and are much more digitally orientated with video content at the top of their list as a way to get to know a brand.
The beauty brand Lottie London, targeting audiences aged 16-29 understands that very well and focuses their social media marketing strategy on creating paid video content on Tik Tok.
The brand collaborates with Tik-Tok influencers, as a way to introduce and engage GenZ users. Working with influencers like Kaci Shiers and Sara Carstens helped them gain over 125,000 Tik Tok followers. The creators sponsored videos that feature makeup brushes and a blush, collected over 1.5 million views.
5. Dollar Shave Club Leaning Into Their Funny Side with YouTube Musicals
Fun, entertaining videos are still a great way to introduce new products or keep users engaged with tips and tricks on how to use your products.
Dollar Shave Club YouTube channel has over 38, 000 followers and has generated over 28 million views. They regularly create educational and entertaining videos that keep their audience engaged.
Their latest “We Got You” campaign takes video production on another level incorporating the musical genre in a fun and captivating way, that showcases the broad range of their customers and the way they get ready in the morning.
6. Patagonia Raising Awareness Through Meaningful Video Campaigns
Another approach to creating impactful and lasting relationships with audiences through video content is by raising awareness for social and eco causes your brand supports.
In the case of Patagonia, helping communities and balancing out the harmful impact on the environment is essential to their brand identity.
They skillfully immerse audiences in the social campaigns they’re supporting by producing video content focused on a given issue. The company’s YouTube channel is followed by over 318, 000 subscribers and has generated over 98 million views, promoting awareness and simultaneously engaging users with the brand.
Their latest “Wild Fish Need Wild Fish Activists” initiative launched on May 21, has already been viewed by over 394, 000 people.
7. Leading Women Entrepreneurs Highlighting Achievements with Video Interviews
A great way to leverage video content on social media is to introduce your audience to the people behind your brand.
Video production focusing on interviews has the power of engaging audiences with the life stories and accomplishments of real people. This video marketing strategy helps connect viewers on a human level, creating the association between your brand with the people behind it.
Leading Women Entrepreneurs is a powerful example of highlighting the achievements of pioneers in the organization and encouraging people to join the network.
Their video interviews helped the brand increase unique website visits by over 11% and reduce the bounce rate by 5%. The video also boosted their membership and sponsorship growth rates.
Wrapping Up
Video social media marketing is the future for companies looking to attract users’ attention, build brand awareness and increase and retain engagement. Video content helps create a compelling brand story, share values and show the real people holding your organization together.
To build a converting social media marketing strategy you need to include video production. Interactive and engaging your social media videos will deliver the best results in an often oversaturated market and give your brand a competitive advantage. Follow these 7 great examples of brands incorporating video production in their social media marketing and improve your social media marketing results.
[Recommended reading: 10 Tips On How To Create Compelling Social Media Videos]
[Images – Main Photo by Jakob Owens on Unsplash; other images, graphics or videos are from their respective websites and/or social platforms]
Elise is an experienced web developer at WPCodingDev Ltd. and a passionate blogger. She can help you in case you are looking for expert WordPress Developers for customizing your website.