From Instagram Reels to YouTube, the contemporary consumer watches more than an hour of video content every day while scrolling through social media. Studies also show that social media posts containing video content receive more engagement across all platforms.

If you want your brand to stand out, you need to make the most of social media content. And video is the way to do that. Plus, it’s important to consider the primary audience on social media On Twitter, posts with video receive ten times more engagement. Instagram Reels outperform other video posts by 22%. After watching product videos on Facebook, 62% of users reported greater interest in a brand or product. Viewers are twice as likely to purchase something featured in a YouTube video.

There are many reasons to incorporate video into your social media content strategy. Sky-high engagement is just one benefit of video. This medium also drives more purchases, supports strong memory recall and is preferred among social media users. That’s why platforms like TikTok are so popular. And it’s why Facebook and Instagram are pivoting to video-first just to keep up. But why is video content so popular on social media?

Live video: These are a great way to interact with followers in real time. Answer their questions, get feedback and build a strong relationship with your audience. Behind-the-scenes: Give followers a glimpse of what it takes to deliver the products or services they love. This not only gives you the opportunity to demonstrate your expertise, but that you also enjoy what you do. Testimonials: Demonstrate how customers use your products or services to make their lives easier. You can also leverage influencer marketing through testimonials, which showcases your brand in front of a new audience. Educational: Illustrate your expertise to build trust with your audience. Answer questions people often have about your industry, and offer advice on common challenges. How-to: These are a perfect complement to educational videos. Build credibility for your brand through first sharing your knowledge. Then, show how your company provides easy solutions.