Social Media and Video

Who would have guessed that seven-in-ten Americans today use social media not only to connect with one another, but engage with news content, share information and of course, for entertainment. 2020 is seeing more than 3.8 BILLION social media users in the world. Considering there are around 7 billion people in the world, that’s over half the global population on social media platforms. Very powerful. But with Americans, that percentage is even higher. Suffice it to say, spending advertising dollars on social media makes sense in 2020.

Advertising on social media however, looks a bit different than in other mediums. Recent surveys suggest most people want to see honesty and friendliness come across from their favorite brands over being trendy or politically correct. Sprout Social

The genuine approach can be hard to capture when advertising often leans on grandeur and beauty. This is not an easy line to walk. And it is no surprise that, according to Forbes, many get it wrong. While so many are using the genuine approach, poor video creative is cited as one of the most common problems in missing the mark. Lack of effective video is also an issue.

The quality of a video has the potential to change the perception viewers have of your brand. According to Brightcove, 62% of consumers will develop a negative perception of your brand if you publish a poor quality video and 60% won’t engage with your brand. Poor quality video can hurt your business, even if you offer the most innovative products and services. In turn, high quality video can lift your brand. It isn’t about what you’re selling, rather how you sell it.