Discover the impact of incorporating video marketing to enhance engagement, combining video with image marketing tactics.
By Jessica Diaz - Marketing Journalist
Monday, October 7, 2024
Marketing Professional Jessica Diaz implemented Facebook Live exercise classes to support The GYM at Cape Carteret Aquatic & Wellness Center.
Photo taken spring of 2020 by Dustin Diaz.
First, we’ll dive into the ever important aspect of increased engagement through video marketing for local political candidates and small businesses in Eastern North Carolina. As the digital landscape evolves, understanding how to effectively connect with your audience is more important than ever. We’ll explore how video content can captivate viewers, foster community engagement, and enhance your overall marketing strategy. Stay tuned, as this is just the beginning! In future posts, we’ll cover additional topics such as building trust and authenticity, boosting SEO rankings, and leveraging local SEO to further enhance your marketing efforts.
Video content is inherently more engaging than text or images. You may have read on about 20 million other blogs that studies show that viewers retain 95% of a message when they watch it in a video compared to just 10% when reading it in text. I have yet to see a citation for such figures. Do better, marketing bloggers.
For political candidates, this means you need a great on-camera presence, a professional camera operator and creative video editor, along with communicating your policies and message effectively to potential voters. For small businesses on the other hand, it means showcasing your products or services in a way that captivates your audience.
"25% of small businesses in the U.S. and Canada, identified videos as their most engaging type of social media content in 2022."
Twenty-five percent of small businesses in the U.S. and Canada, identified videos as their most engaging type of social media content in 2022 (UpCity, 2022). This illustrates the importance of using video in your marketing strategies, as it not only captures attention but also influences a deeper connection with voters or customers. Videos can showcase products in action, highlight customer testimonials, or tell the brand’s story in a compelling way. By leveraging videos, small businesses can effectively differentiate themselves in a crowded market, drive higher engagement rates, and ultimately convert viewers into loyal customers. This trend emphasizes the necessity for local entrepreneurs to prioritize video marketing as part of their overall strategy to enhance visibility and drive growth.
Shorts
Let’s take those really short videos like you may see on Instagram or TikTok into consideration. Metricool reports that in 2024, short-form videos were “particularly effective, with YouTube Shorts leading the engagement rate at 5.91%, followed closely by TikTok at 5.75%” (Metricool, 2024). However, engagement rates vary significantly across platforms and content types. A 2022 survey of U.S. consumers found that 66% considered short-form videos the most engaging type of social media marketing content, followed by images at 61% (Sprout Social, 2023).
"66% considered short-form videos the most engaging type
of social media marketing content, followed by images at 61%."
As you can see, video content has been proven to be increasingly engaging, but recent data suggests a more comprehensive picture. Engagement rates on social media reveal an interesting dynamic when it comes to content types. While video content is clearly popular, engagement rates for different types of posts on Instagram in 2024 show that photo posts (2.69%) slightly outperformed video posts (2.21%), indicating that image-based content can still be highly effective in certain contexts (We Are Social, 2024). So yes, video content can capture attention and communicate messages effectively, image content still remains relevant and effective in certain contexts. For local political candidates and small businesses, using only high-quality images can complement your video strategies, allowing for a diverse content mix that sticks with voters and consumers.
So, what does all this data mean for the average local political candidate or small business owner in Eastern North Carolina?
Basically, video marketing is a powerful tool, but it’s not a “one-size-fits-all” solution. While video content can dramatically boost engagement, the effectiveness of different types of content varies across platforms and formats so you need to tailor each video or campaign to the platform it is posted on.
For political candidates, this means that while creating polished video messages is very important, you should also focus on building a strong on-camera presence and clearly communicating your policies. Short-form videos, like those on TikTok and YouTube Shorts, are particularly effective for capturing attention, so incorporating them into your strategy could be beneficial. The short-form leaves less room for misspeaking, allowing you to create short and clear messages.
For small businesses, showcasing products through engaging videos can help attract customers, but don’t overlook the power of high-quality images and other content types when appropriate. The data shows that images still have their place and can outperform videos in certain contexts, especially on platforms like Instagram.
All that being said, a balanced approach that includes both video and image content, tailored to your target audience and the platform that they are most on, will likely deliver the best results. Remember to stay agile, flexible, and responsive to the changing landscape of digital marketing, and you’ll be prepared to connect with your community and achieve your goals.
As we continue to explore the dynamic landscape of video marketing for local political candidates and small businesses, I invite you to subscribe to our blog. In the coming weeks, we’ll dive deeper into essential video marketing aspects like building trust and authenticity through video, boosting your SEO rankings, effective marketing strategies, and leveraging local SEO to maximize your reach.
Don’t miss out on valuable insights that can elevate your campaign or business! Subscribe now to stay informed and empowered in your video marketing journey (this will also be available in video format in the future).
Jessica Diaz - Marketing Journalist
Jessica Diaz is a dedicated Marketing Journalist and Graphic Designer with over 10 years of professional marketing experience. Currently pursuing a Bachelor of Science in Marketing at Southern New Hampshire University, she is also minoring in Political Science. Jessica's passion for storytelling and design shines through in her work, as she combines her expertise to craft compelling narratives that engage audiences and drive results. When she's not writing or designing, you can find her exploring the latest marketing trends or advocating for social change.
References:
Metricool. (May 8, 2024). Social video platform engagement rate worldwide in 1st quarter 2024
[Graph]. In Statista. Retrieved October 07, 2024, from https://www.statista.com/statistics/1466388/short-social-video-engagement-rate/
Sprout Social. (May 26, 2023). Types of most engaging content for social media marketing
according to consumers in the United States as of April 2022 [Graph]. In Statista. Retrieved October 07, 2024, from https://www.statista.com/statistics/1273876/content-social-media-marketing-usa/
UpCity. (March 8, 2022). Marketing content formats that generated highest social media
engagement according to small businesses (SMBs) in the United States and Canada in 2022 [Graph]. In Statista. Retrieved October 07, 2024, from https://www.statista.com/statistics/1412713/top-engaging-social-media-content-for-us-and-canada-smbs/
Topic: Online video usage in the United Kingdom. Statista. (n.d.-a).
We Are Social, & Hootsuite, & DataReportal. (April 24, 2024). Average Instagram follower
engagement with selected post types worldwide as of February 2024, by post type [Graph]. In Statista. Retrieved October 07, 2024, from https://www.statista.com/statistics/253704/instagram-adoption-curve-of-leading-brands/
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