Marketing + Video

What It Takes to Be Successful with Social Media Video Marketing

July 12, 2023

3 minutes

Can your business afford to ignore the explosive impact of social media video marketing? In today’s digital culture, social media has become essential for businesses to reach and engage with their target audience.

Video marketing is one of the most effective strategies to capture attention and convey messages on social media platforms. This is because social media video marketing combines the power of video production with a comprehensive social media strategy to create compelling content that resonates with viewers. In this article, we’ll explore the importance and power of social media video marketing and how you can use it to boost your brand.

Definition of Social Media Video Marketing

Social media video marketing refers to using video content on various social media platforms to promote products, services, brands, or messages. It involves creating and sharing videos tailored for social media consumption, considering the platform’s requirements, user behavior, and engagement patterns.

This marketing leverages videos’ visual and auditory appeal to captivate viewers, convey messages effectively, and drive desired actions.

Importance of Social Media Video Marketing for Businesses

Social media video marketing has gained tremendous importance for businesses due to its ability to engage audiences and achieve marketing objectives. Here are some key reasons why businesses should invest in social media video marketing:

  1. Enhanced Reach and Engagement: Videos can potentially reach a wider audience and generate higher engagement rates than text or images.
  2. Improved Conversions: Videos increase conversion rates significantly. By incorporating compelling visuals, storytelling elements, and clear calls to action, businesses can influence viewers to take the desired steps.
  3. Increased Brand Awareness and Recall: Social media video marketing allows businesses to showcase their brand personality, values, and unique selling propositions in a memorable and shareable format.

Read More: How Much Does Social Media Marketing Cost? How to Budget for Success

Why Combining Video Production and Social Media Strategy is Crucial

When it comes to social media video marketing, video production with a well-defined social media strategy is an excellent idea. Seamlessly integrating these two elements ensures that brand voices shine through with a consistent visual identity, tone, and messaging across all platforms and campaigns.

It’s essential to craft compelling stories that resonate with your target audience. With a comprehensive social media strategy in place, you can identify the types of videos that truly capture the hearts of viewers, determining the optimal length and format for different platforms.

Frequency matters too. By carefully planning your video content creation, you ensure your brand stays at the forefront of your audience’s minds.

But it doesn’t stop there. By merging video production expertise with a strong social media strategy, you can create videos that have the potential to go viral, sparking conversations and igniting engagement.

The Power of Video in Marketing

Statistics and data provide compelling evidence of the remarkable impact video marketing has on driving results for businesses. One key advantage is the significantly higher engagement rates videos receive on social media platforms than other content formats. An intriguing example is that tweets with videos are retweeted six times more frequently than tweets containing only photos. This demonstrates the captivating power of videos in capturing attention and eliciting interaction from online audiences.

Furthermore, videos enhance the retention and recall of information among viewers. Research indicates that people have a remarkable ability to remember content presented in video format. An astounding 95% of a message is retained when viewed in a video, as opposed to a mere 10% when read in plain text. This statistic highlights the profound impact visuals, motion, and audio have on our memory and comprehension, making video an invaluable tool for conveying information effectively.

Beyond their informational value, videos can forge emotional connections with viewers. By leveraging storytelling techniques, compelling visuals, and well-curated soundtracks, businesses can tap into the innate human capacity to feel and connect on a deeper level.

This emotional resonance cultivates a strong bond between the audience and the brand, fostering a sense of affinity and loyalty. By evoking specific emotions, videos can leave a lasting impression and inspire viewers to take desired actions, whether it be making a purchase, sharing content, or becoming brand advocates.

Read More: 4 Ways Digital Video Advertising Attracts Better Leads

Benefits of Using Video in Social Media Marketing Campaigns

When integrated into social media marketing campaigns, videos offer several benefits that can enhance the overall effectiveness of the strategy:

  1. Increased Reach – Social media platforms prioritize video content, making it more likely to appear in users’ feeds. This visibility allows businesses to reach a larger audience, increase brand exposure, and attract new followers.
  2. Improved Engagement – Videos are more likely to generate likes, comments, and shares than other types of content.
  3. Enhanced Storytelling – Videos provide an immersive storytelling experience that goes beyond text and images. Businesses can use videos to narrate compelling stories, showcase their brand’s personality, and connect with the audience on a deeper level.
  4. Versatility and Creativity – Videos offer various creative possibilities, allowing businesses to experiment with different formats, styles, and narratives.

The Video Production Process for Social Media Marketing

Businesses must follow a well-defined video production process to create effective social media videos. Here are the key stages:

  • Pre-Production. This stage involves planning, scripting, and storyboarding. Businesses should define their video objectives, target audience, key messages, and desired outcomes.
  • Production. The production phase includes filming, lighting, and sound. Depending on the video’s complexity, businesses may hire a professional videographer or use in-house resources.
  • Post-production. After filming, the post-production phase begins, which includes editing the footage, adding effects, graphics, and music, and optimizing the video for social media platforms.

Read More: Planning to Use Video Marketing in 2023? Here’s Why You Should Hire a Pro

Selecting the Right Social Media Platforms

Businesses should consider the following factors when selecting the right platforms for their social media video marketing:

  • Audience Demographics – Analyze the demographics of each platform to ensure alignment with the target audience. For example, if the target audience is young adults, platforms like TikTok and Instagram may be more suitable.
  • Content Format – Consider the type of video content that works best on each platform. For example, YouTube is ideal for longer-form content, while Instagram and TikTok prioritize shorter videos.
  • Engagement Metrics – Evaluate the engagement metrics of each platform, such as likes, comments, and shares. Platforms that encourage high levels of engagement can amplify the reach and impact of video content.
  • Advertising Options – Assess the advertising options available on each platform. Paid advertising can significantly boost the visibility of video content and target specific audience segments, increasing the effectiveness of the social media video marketing campaign. Platform-specific video requirements and best practices should also be considered. For example:


As the largest video-sharing platform, YouTube is ideal for longer-form videos. Optimize video titles, descriptions, and tags for search visibility. Encourage viewers to like, comment, and subscribe to your channel.


Videos on Facebook using autoplay in users’ feeds to capture attention within the first few seconds is essential. Use captions or text overlays to convey the message even without sound.


With a focus on visual aesthetics, Instagram is suited for shorter, visually compelling videos. Utilize features like Instagram Stories, IGTV, and Reels to diversify your video content.

Creating Engaging and Shareable Video Content

Crafting compelling and shareable video content is essential to successful social media video marketing campaigns. Here are some tips to consider:

  1. Know Your Audience – Understand your target audience’s preferences, interests, and pain points. Tailor your video content to address their needs and desires effectively.
  2. Tell a Story – Storytelling is a powerful tool for capturing attention and creating an emotional connection. Develop narratives that resonate with your audience, evoke emotions, and align with your brand’s messaging.
  3. Be Concise and Captivating – Attention spans on social media are short, so keep your videos concise and impactful. Hook viewers within the first few seconds and maintain their interest throughout.
  4. Incorporate Visual Appeal – Utilize visually appealing elements such as vibrant colors, high-quality imagery, and engaging animations. Ensure your video stands out and captures attention amid the sea of content.
  5. Inject Humor or Surprise – Humor and surprise can effectively capture attention and make your video memorable. Consider incorporating comedic elements or unexpected twists to create a positive and lasting impression.
  6. Encourage Social Sharing and User-Generated Content – Implement calls-to-action within your videos to encourage viewers to share your content with their networks.
  7. Measuring the Success of Video Marketing Campaigns – Tracking and analyzing key metrics is essential to evaluate the effectiveness of your social media video marketing campaigns.

Read More: Tips for Creating Effective Marketing Campaigns That Will Engage Your Audience and Produce Results

Key Metrics to Consider

When it comes to measuring the success of your video marketing efforts, several key metrics should be on your radar.

First and foremost, keeping an eye on the number of views your videos receive is crucial. This includes organic views, which stem from your content’s reach through regular discovery, and paid views, from targeted advertising efforts. By monitoring this metric, you gain valuable insights into the overall reach and interest generated by your videos.

Engagement metrics also play a pivotal role in assessing how well your videos connect with your audience and stimulate interaction. Keep a close watch on metrics like likes, comments, shares, and click-through rates. These valuable indicators gauge the resonance and engagement your videos generate. Likes and comments reflect the level of appreciation and involvement your content evokes, while shares demonstrate its impact in compelling viewers to spread the word.

Likewise, click-through rates offer insight into how effectively your videos drive viewers to take action and explore further.

But to truly evaluate the impact of your video marketing efforts, it’s essential to assess the conversion rates. This involves measuring how much your videos drive desired actions, such as form submissions, purchases, or sign-ups.

Connecting video views to tangible business results lets you assess the return on investment (ROI) and understand how effectively your videos convert viewers into customers or leads. This metric provides a clear understanding of your videos’ direct impact on driving meaningful outcomes for your business.

The Role of Full-Service Marketing Agencies

Partnering with a full-service marketing agency can significantly contribute to the success of your social media video marketing efforts. A full-service marketing agency brings together a power team of professionals with video production and social media strategy expertise. They understand the nuances of creating impactful videos tailored for social media platforms and can develop a comprehensive strategy that aligns with your business goals.

Working with a marketing agency means having a dedicated team that guides you through every step of the process. They collaborate closely with you to understand your brand, target audience, and goals.

Social Media Video Marketing with Cross & Crown

At Cross & Crown, we understand the significance of social media video marketing and its impact on achieving business goals. As a full-service marketing agency, we have the expertise, resources, and talent to transform your video content into impactful marketing campaigns. Whether you need a simple brand video or a highly specialized creative strategy, we have the experience to drive results. Reach out and let’s talk about your project! Our creative team is ready to support you.

Cross & Crown

About Cross & Crown

Cross & Crown is a team of creatives who are passionate about solving problems through design and technology, taking what is there and making it better. Based in Chambersburg, PA, we strive to help educate, advocate, and thrive in a digital world.

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