Why Video Needs to Be Part of Your Social Media Strategy

When you think about social media marketing, your mind probably goes straight to text-based content like tweets, Facebook posts, or LinkedIn updates. Maybe you consider images for Instagram or Pinterest.

But there’s one content format that consistently outperforms the rest—video.

If you’re not incorporating video into your social media strategy, you’re missing out on

engagement, visibility, and conversions. Video content is becoming the preferred way for audiences to consume information, and social media platforms are prioritising it in their algorithms.

Let’s break down why video is essential and how you can get started, even if you have no experience or professional equipment.

Why Video is a Social Media tool

Video isn’t just another content option—it’s one of the most effective ways to connect with your audience, build trust, and boost conversions. Here’s why:

1. Video Captures Attention Quickly

Social media feeds are crowded. People scroll past hundreds of posts in just a few minutes. Video has the power to stop the scroll because it combines movement, visuals, and sound, making it far more engaging than static text or images.

Studies show that people retain 95% of a message when they watch it in a video, compared to just 10% when they read it in text. This means video is more effective at delivering your message and making a lasting impression.

2. Video Builds Trust and Authority

Creating high-quality video content gives your brand an authoritative presence. It signals professionalism and credibility, which helps build trust with your audience.

Even short, informal videos can make your brand feel more personal and relatable.

Seeing a real person behind a business fosters authenticity, making potential customers feel more connected to your message.

3. Video Drives More Engagement and Conversions

Video content generates more likes, shares, and comments compared to text and images.

Platforms like Facebook, Instagram, and LinkedIn all prioritize video in their algorithms, meaning your content is more likely to be seen by a larger audience.

From a business perspective, video also has a higher conversion rate. Whether you’re promoting a product, service, or simply trying to grow your audience, video is one of the most effective ways to persuade people to take action.

4. Video is Versatile and Works Across Platforms

One of the biggest advantages of video is its versatility. You can create:

• YouTube tutorials to educate your audience

• Instagram Reels and TikToks for quick, engaging content

• Live videos on Facebook, LinkedIn, or Instagram to interact with your audience in real time

• Short-form ads to promote products and services

• Behind-the-scenes clips to showcase your brand’s personality

No matter which platform you focus on, video has a format that fits.

How to Get Started with Video Marketing

The good news is that you don’t need a big budget or professional experience to start creating video content. Here are some easy ways to begin:

1. Start with Simple Videos

Many people assume they need high-end cameras, professional lighting, and expensive editing software to create good videos. That’s not true. You can start with just a smartphone and natural lighting.

Some easy video ideas include:

• A quick introduction to your brand or product

• A behind-the-scenes look at your work

• A simple tip or tutorial related to your industry

• Answering frequently asked questions from your audience

  
  

If you’re not comfortable being on camera, you can still create video content by using:

• Slideshow videos with voiceover narration

• Screen recordings for tutorials or presentations

• Stock footage and animated text to explain concepts

2. Choose the Right Platform for Your Audience

Not all video platforms work the same way. If your audience prefers long-form educational content, YouTube might be the best choice. If you’re targeting a younger audience with fast-paced content, Instagram Reels and TikTok may be more effective.

Here’s a quick breakdown of where different types of video work best:

• YouTube – Great for in-depth tutorials, product reviews, and storytelling

• Instagram Reels & TikTok – Best for short, entertaining, or viral content

• Facebook & LinkedIn Live – Ideal for engaging with your audience in real time

• Stories (Instagram, Facebook, LinkedIn) – Useful for quick updates and behind-the-scenes content

Start with one platform that aligns with your audience and expand as you become more comfortable with video creation.

3. Keep Your Videos Short and Engaging

People’s attention spans on social media are short. Aim for concise, engaging videos that deliver value within the first few seconds. Even long-form content should hook the viewer immediately to keep them watching.

To keep your videos engaging:

• Get straight to the point—avoid long introductions

• Use captions and text overlays to make content accessible

• Add background music or sound effects to enhance the experience

• Use storytelling to make your message more compelling

4. Repurpose Your Video Content

Creating video takes time, so maximize your efforts by repurposing content across multiple platforms. A single video can be turned into:

• Short clips for Instagram Reels and TikTok

• A blog post summarizing key points

• Quotes or highlights for social media posts

• A podcast episode by extracting the audio

  
  

This helps you reach a wider audience without constantly creating new content from scratch.

5. Track Your Results and Adjust Your Strategy

Once you start using video, track your engagement metrics to see what works best. Monitor:

• Views – How many people are watching?

• Watch time – Are they staying until the end?

• Engagement – Are people liking, commenting, or sharing?

• Conversions – Is your video leading to sales, sign-ups, or website visits?

Experiment with different formats, lengths, and styles to see what resonates most with your audience.

Final Thoughts

Video isn’t just a trend—it’s a powerful tool that can transform your social media marketing. It grabs attention, builds trust, increases engagement, and drives conversions in a way that text and images simply can’t.

If you haven’t started incorporating video into your social media strategy yet, now is the time. Start small, experiment with different formats, and focus on providing value to your audience.

The more you practice, the easier it becomes—and the bigger impact it will have on your brand.