Video is taking over social media. Experts believe video advertising will reach new heights in 2022, with businesses spending 20% more this year than last, hitting $24.35 billion in ads. Next year, video advertising on social will top $28.21 billion, according to Insider Intelligence.
Between the popularity of TikToks and algorithms stifling still ads, video is quickly becoming a must-have for influencers. While many social stars are dabbling in video, many influencers will likely shift to sharing more video this year.
3 reasons influencers should share more videos
What’s causing the shift? Why should influencers deliver more videos this year? Here are a few reasons why:
Video is becoming part of our daily routine
Followers are regularly watching videos on social. Research from Insider Intelligence shows 17% of social media users are consistently checking out short-form video content, like that found on TikTok and Instagram. They’re also watching some long-form videos, live streams, and stories.
Meanwhile, other research shows social users spend 24 hours a month watching TikToks, which surpasses time spent watching videos on YouTube.
What does all of this mean? Consuming video on social media will likely become even more habitual in the years to come, which means influencers should get on the bandwagon now.
It’s not expensive to produce videos anymore
Thanks to high-quality lenses on smartphones and simple editing software, shooting and sharing a video is simple and inexpensive to do. There was a time when video production required a full team of people with pricey lights, cameras and software, but that’s not the case anymore.
Videos are scroll-stoppers
Think about the amount of content being created in today’s world. Given the competition for attention, influencers have to work hard to get a fan’s attention. Video can do just that. As users glide passed picture after picture, they tend to stop on videos since they’re a break from the norm.
Which channels should you post video on?
As the social world shifts to video, it makes sense that the platforms used to share video would shift, too. You might assume that YouTube and TikTok are natural platforms to leverage video, but influencers might consider taking a cue from marketers who plan to increase their investments in Instagram and Facebook in 2022.
Of course, it really depends on which channels you already have a presence on. If you’re increasing your audience and seeing solid engagement rates on TikTok, then it makes sense for you to share your videos on that channel. However, you might consider sharing videos on Instagram and Facebook, too, and see how cross-posting impacts your metrics.
Tips to create the best shareable videos
Ready to increase your video presence? Here are some simple tips that influencers can use to make sure their fresh videos are consumed:
Hook viewers early
The first few seconds of your video are the most important. You need to set the tone and tell readers why they should watch. In other words, don’t spend a minute introducing yourself and making small talk — get to the point.
Think of those first few seconds as a movie trailer, you want to tease viewers with what’s to come so they think, “Yes, I’ll watch this.”
Keep a tight focus
When you’re shooting a video, stay focused on one topic. If you’re sharing a recipe, for example, stay focused on that singular recipe. If you’re reviewing a child’s toy, stick to the pros and cons without straying. If you’re putting together a video list, like “5 Best Holiday Movies to Watch,” talk about each video one at a time and use graphics for visual organization.
Remember, you can always do another video on a different topic. If your toy review, for example, sparks an idea for a birthday gift guide, make that its own video.
Show viewers your personality
One of the many reasons that consumers gravitate towards influencer videos is for their authenticity. While you need to hook viewers early and stay on topic, you should also show people your personality.
Make sure viewers can see your face (at least for part of the video) so they can watch your expressions and connect with you on a more personal level.
Yes, you should add subtitles
While social videos are becoming more widely watched, it’s still a good idea to include subtitles on your videos — in case someone is watching with the sound off or needs them for accessibility.
If you’re using Facebook or YouTube, subtitles are auto-generated for you. If you’re using Instagram or TikTok, you need to manually add them. You can simply use the text tools within each of the apps. It’s a little more time consuming, but it will lead to more engagement.
This year will be a big one for video and influencers are here for it. Besides elevating your video game, influencers should also consider joining TapInfluence to connect with brands, increase brand awareness and drive more revenue. Interested? Check out the TapInfluence website.