How Social Algorithms Are Making Video Marketing A Must

Raise your hand if you have been personally victimized by social media algorithms.

Algorithms have been shaking up the social world, and forcing companies all over the world to find different ways to market and keep up with them. One thing you need to compete with the algorithm is eye-popping and scroll-stopping content. How do you do that? Videos. It is no longer an option to have videos on your feed – it’s essential. If you don’t have a video production team or a video marketing strategy, you’re already behind the pack or curve – your choice.

According to Wyzowl:

94% of video marketers say video has helped increase user understanding of their product or service.

84% of marketers say video has helped them increase traffic to their website.

81% of marketers say video has helped them generate leads.

80% of marketers say video has increased dwell time on their website.

41% of marketers say that video has helped them reduce support calls.

While all forms of video marketing are important. It’s especially important when it comes to Instagram and Facebook, due to algorithms.

Instagram’s algorithm is all about engagement and visual content. Instagram videos allow auto plays in your feed for followers, making them stop and spend longer on your post in order to view the video. While Instagram doesn’t admit that video makes your post higher on the algorithm, the latest growth of Instagram TV (IGTV)  proves they are pushing video production. If you have yet to learn what IGTV is, it’s the latest Instagram feature and app for sharing and viewing video. It’s similar to Instagram Stories, but you are able to upload longer videos and they do not vanish.Think YouTube, but on Instagram’s app.

That means Instagram stories and IGTV are just as important. The more engagement you have total, the more likely your followers are to see your post, because the algorithm pushes it to the top of your feed. Creating interesting Instagram stories increases followers to engage with you more, and IGTV allows them to stay connected through longer video. Instagram Live generates notifications to followers, placing yourself automatically to the top of your followers’ stories feed. All are needed in order to have a successful video marketing plan for social media.

Engagement is also measured by “saved” posts, as well as the number of direct messages sent (who knew!?).  If you have a compelling video, it’s more likely that people will save it or send DM’s to their friends so they can see it. All of these make a difference on your algorithm.

Of 51 percent of marketers who have used Instagram video, 88 percent found it to be an effective strategy. Much of this has to do with the algorithm.

When it comes to Facebook content, video is the most important form. Videos receive 59% more engagement than other posts, according to BuzzSumo, and outperform photo posts by 73%. The studied showed that 70% of your Facebook content should be videos! Just like Instagram, comments, reactions and shares are all important. To sum it up, your posts are rarely seen on Facebook if they aren’t video!

To recap, engagement is key for the algorithm, and engagement is highest through video content. Video is paving the way for social media, and without it, you’re off the path. Whether it’s an event, how-to, or promotional video, Soliman Productions is here to help you, give us a call to discuss how to get your post in front of your target audience.

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