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Laura Jouve

  |  Digital   |  Why Video Content Is Crucial For 2020
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Why Video Content Is Crucial For 2020

As social media becomes more and more prominent in consumer decisions, huge shifts in marketing have been noticed. The prominence of social media has cast significant doubt over more traditional methods of marketing and created new questions as to the best ways to organically connect with users or potential leads.

Social media is saturated with content that brings almost no value at all to the audience, so the best way to stand out is to create something new and refreshing. This content must engage, entertain and inform the audience, and it appears that the video content ticks all these boxes…

Today, leveraging video on social media is necessary to capture and satisfy an impatient, content-hungry audience, and good marketers understand this. Indeed, 81% of businesses use video as a marketing tool — up from 63% over the last year. Additionally, by 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017.

So, needless to say there are many valid reasons to produce high-quality videos across Twitter, Facebook and other social platforms. A well-produced video, alongside quality storytelling, is an immensely effective tool to help brands convert audiences to customers.

Ultimately, making video content work on social media comes down to these simple things: high-quality production, an informative and compelling message, a bit of innovation and humor, and voilà! However, this is not to say that you can’t slightly tweak each video to tailor it to different networks, so we’ve decided to give you some tips!

Some tips based on several networks:


The old school home to video content, YouTube has the greatest variety of video compared to any other social network. People stream everything from entire movies to six-second bumpers. With so much range on YouTube and a less discernible structure, the trick to a perfect video lies not with any defined characteristic of the platform, but with the preferences of the target audience. It is therefore essential to get to know your audience!

Establishing your target audience should start with analysing previous engagement with a company’s website or responses to recent marketing campaigns. What are the most popular website pages? Who are the people looking for those products? What would they like to see?

YouTube has the widest audience to experiment with, so companies should take advantage by testing out a variety of video content, even interactive video, and then double down on what works.

As with every other channel, videos should be published on a regular schedule, be optimised and include call to action buttons or links. Last but not least, a video must be sharable, with embedded options to do so.


Facebook announced an algorithm change that rewards the commitment of watching a long video rather than a short one, so consider going longer! Additionally, the video should be uploaded directly on Facebook to create native content that gets better visibility.

Also! Most videos, in fact 85% of videos, are actually viewed with the volume off. Therefore, a video published on Facebook should be highly visual.

Video should serve a greater purpose than just being a video. It’s good to use a featured video on the page to highlight a new product or tell more about the brand. The videos can then be organised in playlists so the user can review them easily.

Last but not least, a good video is a video with a call to action so the user can actually do something after the video – like purchasing the product!


For many people, Instagram is an alternative to information overload. Instagram is of a highly visual nature and it possesses a simplicity, which works brilliantly on mobile. The stats on the network are impressive: 800 million monthly actives, 500 million daily actives and 250 million daily stories actives, according to Instagram company data.

Because users are keen to watch content, it’s important to keep Instagram as a visual medium where there isn’t much to read. As users appreciate the visual aspect, the execution must be stunning, but this is not to say that the content cannot be simple and fresh. Users engage with highlights so a business should share one idea per video, but remain consistent in the execution.


Snapchat captures the fun of drawing a moustache on someone while they’re sleeping. There’s a playful humour, which many of the most successful Snapchat videos capture. And it’s definitely off the cuff.

There’s an unrefined quality to Snapchat that’s all part of the fun. Companies should keep this in mind while producing their videos for this medium, as a lot are not yet on the platform. And as we say, sometimes, the best place to fish is where no one else is fishing!

Because Snapchat is fun, it is better to use colourful images with text and emojis. It is supposed to be real so it must feel real, companies shouldn’t be afraid to produce something less refined, go behind the scenes and be creative about a timely event.

It’s really important to emphasise that Snapchat users gravitate to a more authentic quality of video that’s less produced and feels more real. In a word, be transparent.


While Twitter isn’t synonymous with video the way YouTube is, videos are becoming more prominent on the network in 2020, as video has been shown to be more effective on Twitter than other networks. There are some data-driven insights worth bearing in mind.

Twitter users like topical content with an early story arc, which makes a video 58% more likely to be viewed past three seconds and leading to 11% higher completion rates. The first 3 seconds are crucial on Twitter and the video should be powerful at this moment.

Viewers also respond very well to real people featured in the videos. In fact, this increases the emotional intensity viewers experience by 133%.

Finally, videos that have text are 11% more likely to be viewed, and they have 28% higher rates of completion.

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