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Why video is the most engaging type of social media content

A video camera is recording a woman but we can only see the screen of the camera

It shouldn’t be a surprise to hear that video is by far the most engaging type of social media content. According to InVideo, video content is 12 times more successful than other types of content. In fact, it generates higher engagement rates than both text and image content combined.

The Digital Marketing Institute  suggests that consumers prefer video because it is easier to digest than other forms of content, and that marketers prefer video due to its higher return on investment (ROI). But is there more to it than that?

Why is video so much more engaging on social media than text and images?

Social media channels rank video higher

When it comes to video content, many social media channels, including Facebook, actually favour video over other types of content, so users are more likely to see it in their feeds. Aside from the algorithms that social sites use to find content that engages most with audiences, the success of video is mainly down to its ability to really resonate with people. More than other types of content, video captures audience attention and interest, and makes the subject matter much easier to understand than written or static content.

Videos tell stories

With the advancement in mobile applications and devices, it’s easier than ever to engage with audiences via video and it is demand which is driving the growth and increasing breadth of variety in new content and platforms.

Whether it is through a handheld product video intended for Instagram Stories, live streaming gameplay on Twitch or a high-end cinematic video for YouTube to help tell a story through film, there is now an overwhelming amount of content to suit all tastes and which can be consumed anywhere, at any time.

People love to see authenticity from their content, and video not only helps to tell a story, but it can also go a long way to humanise a brand and offer value to the viewer. Just take a look at this video we created with Skinners Brewery  to see how this can be achieved.

The growth of tailored content

As well as new types of video becoming popular, it is increasingly important to create tailored content designed for different placements and formats. The days of filming in one aspect ratio seem to have passed. People are now choosing to watch content in a variety of perspectives, such as portrait and square videos. This means we have to create new and exciting ways of framing videos to fit different devices and placements.

People prefer video

Whichever way you choose to view content, one thing is for sure, social media videos rank higher and gain more engagement from viewers than any other post type. At DCA PR, we produce around 100+ videos a year for a large and diverse range of clients of all sizes and across sectors.

We work with our clients to produce visually-rich forms of content. That’s because we know it’s a powerful storytelling tool that resonates with their customers. Our  YouTube channel is filled with examples of case studies, explainer-videos and event showcases that engage viewers through visual storytelling.

If you wish to talk to us about video content, or discuss an upcoming project, please get in touch.


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