The option to post video content has been a feature that most social media platforms have adopted in the last few years. However, with the rise of TikTok, video content is quickly becoming the norm, rather than a simple feature. From reels and stories on Instagram to Thought Leader videos on LinkedIn, social media is gradually transitioning to video as a better form of content. Not only does video content create more engagement among your followers, but it is also a great tool to use when you want to strengthen or build your personal brand.
It can be difficult to fully grasp the true reach of video content on social media, so we’ve broken it down for you to ensure that you understand the impact of this ever-growing medium.
Accessibility
Online content is one of the most accessible forms of content out there right now. Everyone has access to the Internet in one form or another, so you might be wondering how video content can be more accessible than the rest of the content that the Internet has to offer. It isn’t necessarily that it is easier to access video content as opposed to say written content, however, it is much easier to convey a message or advertisement quickly when using video.
For example, if you wanted to create a video on LinkedIn establishing who you are as a brand and what you can do for clients, this might be easier for prospective clients to simply watch, rather than having to hunt down the information themselves through Google or through a myriad of other potential written content that you may also have on your profile.
In general, video content is going to be easier for your patrons to watch and engage with, especially for those with disabilities. If someone is blind and attempting to know more about your company, a video where they hear you directly speaking to them might be incredibly helpful, rather than having to listen to a robotic voice read an article that you wrote out loud to them. A lot can get lost in translation when this happens, so video content is also good for conveying the exact message you want to the exact group of people you are trying to reach.
Building A Stronger Personal Image
On the Internet, it can be difficult to build a personal image that reflects who you are, while still getting your message across. In written content, a lot can get lost in translation, and image content might just be too vague for any user to really get a sense of who you are and what your brand is really about. This is why video content is so important, it can bridge these gaps in understanding to create content that aptly shows off your personality and thus your personal image as well.
In creating video content, you can build your personal image into something that people might be able to gravitate towards. You can prove you are an expert in your field by becoming a Thought Leader on LinkedIn and creating videos surrounding your specific topic. People like to hear from experts, especially if they are unsure about something particularly complex, and if you can break down a complicated topic for your audience in the form of video content, they will likely be able to understand you better, which will help to establish a better personal brand for you.
Since video content allows for both audio and video, it is much easier to get your message across and to start building an audience who actually understands what it is you are advertising or promoting. This will encourage engagement, and again, will help to build a stronger personal image for you.
Reaching Generation Z
Another major importance when it comes to video content is reaching Generation Z. Members of this generation are beginning to enter the corporate and consumer worlds, and because of this, you may want to target your content to fit in with what they have been shown to gravitate towards. TikTok has quickly become the most popular social media for Generation Z, with over one billion users on the platform, and new users joining everyday, it is easy to see the true scope that video content has these days on the new generation. Since Generation Z accounts for the biggest user base on TikTok, you may be thinking it might be a good idea to start a TikTok yourself, and although this is a good option for some, for others it might not get your message across.
Especially when it comes to advertisements, these don’t always perform very well on TikTok, especially when comparing them to Instagram and Facebook. So, if you really want to reach that new generation, you should simply consider creating content with a focus on video. Generation Z enjoys well-made, well-thought-out content that is easy to understand and can be consumed in the same way that they get most of their media these days: video.
When creating video content it is important to remember that Generation Z might not be your biggest target audience, but that you should at least try to incorporate elements of what they enjoy in videos into your own content.
Establishing Credibility
Videos are a great way to establish your credibility to an audience, as they are much more concise and easy to understand than written content, or simply images that you may have posted in the past. Videos allow people to see the real you, and these days, aligning yourself with a person you trust rather than a brand, is the name of the game for many consumers, especially those in the aforementioned Generation Z.
Not every video may work to establish your credibility, some may have to be advertisements or largely informational. However, if you commit to creating occasional videos that allow users to see who you really are, this creates a stronger relationship between you and your audience, thus potentially boosting their brand loyalty to you as well as their general understanding of who you are and what you stand for.
How to Use Video Content to Your Advantage
LinkedIn Thought Leader videos are a great way to use video content to your advantage. Although you could try connecting with people on TikTok through video content, or on Facebook and Instagram through their Reels and Stories; LinkedIn is the better option when it comes to creating a professional space that still creates good content that people want to engage with.
A Thought Leader on LinkedIn is deemed to be an expert in their field, and when people see that you are a Thought Leader, they will want to know what you have to say. This is when you can use video content to your advantage, taking all of the other features we’ve discussed into account, you can create content that resonates with people and gets your point across in the most concise way possible.
Every Thought Leader is different, so every video made by a Thought Leader will be different. Be sure to watch videos from people in your profession that you admire, or if they do not have videos, think to yourself about how you could improve upon the content you already create. If you already make videos, think about how they could reach a wider audience, how you could improve them for the disabled online community. Perhaps simply adding subtitles will increase your engagement while also increasing the understanding of those who are viewing your content. Remember that these videos should be personal, they should be about your field and they should help prove to your audience why you specifically should be listened to.
Simply creating video content isn’t going to automatically draw in a large audience, you have to be passionate about what you create, however short or small your video may seem, remember that it will reach someone out in the world. Creating videos online is a great way to reach and grow your audience, but remember as with any online content, that it should be created with clear intent and in a way that is accessible for everyone.
We hope you’ve learned a bit more about video content on the Internet through this article, and that you decide to create your own content very soon, we look forward to watching it!