Video is a tool
One of many in your communications tool belt. But how do you know what topic, product, or moment calls for a video as opposed to, say, an infographic or report?
The truth is, video will always be a contender when you’re deciding what medium to use to spread your message. We know it performs better on most social media platforms than any other format, especially on Instagram, where Meta’s ambition to win back engagement from TikTok means an algorithm that prioritizes reels over photography.
In fact, IG CEO Adam Mosseri went on the record last month saying the platform’s two main jobs are to connect people with their friends, and to help them explore their interests “usually through short form video.”
And yet, companies still hesitate incorporating video into their social media content calendar. While video has become more accessible to smaller marketing budgets, it still requires a larger investment than graphic design and photography. So when should companies consider going all-in on video in order to maximize their return?
- Events: When you’re already investing significant time and resources into making an event come to life, leveraging video to reach a wider audience is a no-brainer.
- Product/Service Launch: New offerings are a big deal. Let your audience know by using video to differentiate launch content from your day-to-day posts.
- Promoting Your Experts: Video builds trust by simulating face-to-face interactions. Give your experts a platform to strengthen connections with followers and practice being in the spotlight before their next media opportunity.
While video should be a component of any contemporary communications program, savvy marketers know when to go all-in, using high quality video to amplify and complement their most important moments.
We Exist to Tell Stories
Deeper stories, more interesting, more heartfelt. Stories that resonate. Take a look at some of the ways we’ve helped clients stand out through video.
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