As you've probably heard, video's are the best performing content on social media – with a fairly large margin. As much as that can be true if you would publish random videos on your social media pages, you will find that they are much less effective than advertised.
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The reason for this is simple: there are different ways in which videos can be used on social media. Before you start creating or publishing videos, it is important that you understand how video & # 39; s can be used and, most importantly, how you will use them.

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Of course, a good place to start is to get an idea of ​​the most common ways in which videos are used on social media.</p>
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Generating traffic for a website

When videos are used on social media with the intent to generate traffic for a website, they essentially use social media as a distribution network. Because social media platforms have a large amount of internal traffic and tools to enable sharing and content discovery, it is possible to get much more publicity and insights than if the video had just been placed on your website.
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<div class= Make no mistake, there are many types of video that can be used to generate traffic, but ideally they should be videos that are likely to get opinions and encourage sharing. In addition, they must also relate in some way to the website or content, so that viewers can be more easily persuaded to visit them after they are completed.

At the end of the day, the effectiveness of this method depends on the ability of the video to subsequently lead viewers to the website successfully – via one or another link. On some platforms it is also possible to embed links in other ways, but the most common method is to place them together with a call-to-action in the video description that is normally just below the video.

Apart from a written call-to-action, the video must also contain its own call-to-action that refers to the link and draws attention to it. Needless to say that the call-to-action is extremely important, because viewers have to get a compelling reason why they should click on the link. It can be something as simple as & # 39; if you like this video, why not check out our content by clicking the link below & # 39; or something more powerful like & # 39; There is a special offer for this product today, so click on the link below to find out more & # 39 ;.

Creating brand awareness

For brands that are looking for a presence for themselves, videos can be used to increase awareness of the brand and support their social media during the process. This can be achieved both in a general sense and in a specific sense – depending on the final goal.

In a general sense, videos can be published on social media in order to gain publicity and eventually increase brand recognition . For this, the videos do not have to relate directly to the brand, but they can refer to it in some way so that they become more visible. On the other hand, videos can also create brand awareness in more specific areas, such as showing the brand and its culture and values ​​with video behind the scenes, blooper roles or other content of that kind .
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Although videos are often used for both purposes, the latter tends to offer more benefits to the brand in the longer term because it gives potential customers a reason to want to follow the brand. The videos themselves will also place a human face on the brand, which has proven to be extremely effective in building relationships, as customers will find it easier to establish an emotional connection with the brand. .<br />
<h2> Promote a product or service </h2>
<p>Another very popular use of video's on social media is the promotion of products or services – directly <strong> </strong> or <strong> indirect </strong>. In this case <strong> & # 39; directly & # 39; </strong> to videos that are used to encourage people to make a purchase – and usually take the form of advertisements. On the other hand <strong> & # 39; indirectly & # 39; </strong> to videos that sell much less and pave the way to sales by emphasizing the benefits of the product <br />
<img alt= In general, the indirect route is preferable, since most viewers on social media respond better if they think they are not sold & # 39; & # 39; . That is why manuals, product reviews, case studies & demonstrations are often used to show what the product or service has to offer and what benefits it offers. Emotions have often been overlooked to play in this type of video, because more often than not purchases are made on emotional decisions.

It is worth noting that despite the preference for indirect and non-sales videos, the direct route has advantages in some situations. That is why social media videos are often used to promote specific time or stock offerings with a difficult to sell offer. In such cases, however, it may be more beneficial to use ads instead of just publishing videos – because the former has a larger reach.

Customer service

Although videos are often underestimated, video's on social media can be a great source of customer service. The fact is that nowadays many customers will focus on the presence of social media on a company when they encounter problems or have questions, and therefore it is logical to use them both to respond directly to customers and as a knowledge base of useful information . information.

As you can imagine, video guides, tutorials and other such videos are an important part of this comparison – and they can be tailored to answers to frequently asked questions. On a more involved level, however, social media videos can also be used to evoke a response from viewers with questions or questions they have and which can then also be answered in a video.
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<div class= In recent years, the direction in which social media platforms have been deployed has made this type of video all the more attractive. With the inclusion of live video feeds, companies can communicate directly with their customers via social media video & # 39; s and answer questions that are asked in response.

Because of the overlap between the types of video that are used for customer service and that are used to promote products, these videos can often indirectly also help to create the latest video. Nevertheless, it is important to determine what the main purpose of the video will be, because for customer service it is important to focus on informative and non-promotional.

Identify where video & # 39; s fit into a marketing strategy

For each video you create and publish on social media, you need to decide how you want to use it. If you do this, you can make informed decisions about the type of video you want to create, the subject and even the structure of the video as a whole.

As you can see from the examples above, any method of using video on social media is clear in itself. Some are promotional others are informative and some have a strong call to action while others have none. Please note that some videos may have dual purposes, such as an informative manual that can channel traffic to a website and indirectly promote a product or service. In such cases, however, the main focus of video is what drives your decisions about it.

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<div class= The best way to determine the way in which a video should be used is to determine where they fit into your marketing strategy . Make no mistake. Social media video & # 39; s do not exist in a void, so it is important to identify how they will be used in a way that will eventually lead to conversions and sales.

It is also important that the video takes the right form and effectively conveys the information. In some cases, instead of recording live images, you may want to record your screen – that can be done with Movavi Screen Capture Studio. By using screen capture to take images off your screen, you can create a wide variety of videos, including tutorials, interviews, software demonstrations, and so on. Because it also has a built-in editor, you can also edit the footage you're recording, making it look great when you upload it to your social media page.


Suffice it to say that knowing the ways in which videos can be used on social media is an important first step and acts as a basis on which you can base these extra decisions. Assuming you plan to use videos on social media rather than later ( what would be advisable ) – it's time to sit down and think about the ways in which you this could do.

Share your feedback about these insights and let us know how you send your message to your target audience and how you use video to market your product or service.
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