The role of video content on social media and subsequent conversion rates


Video content is increasingly frequenting the forefront of the internet, in particular on social media sites. This implies that video content is also beginning to play a larger role in what is shared online, and could influence the way that people make their decisions about which sites and brands to visit through the existence of content such as video ads, as well as other forms of videos that can be found popping up all over the place; from our Facebook news feed to the top of our browser search results. 

Video content online, particularly on social media, is hugely relevant, especially with websites such as YouTube continually growing in popularity. Searchmetrics have found through their research that websites with a focus on video content were often at the forefront of search results on Google in 2018, with 74% of search results including at least 1 video integration in September, while it was only 22% at the beginning of the year. With videos become more common within search results, this would imply that they’re becoming a more popular choice for consumers to click on; meaning that integrating the use of video into a website could produce a higher conversion rate. 

While video content is shown to be popular across the board through its prominence in Google search results, the increasing relevancy of videos couldn’t be seen any clearer than it is on social media. Quintly, in their ‘Facebook 2018’ study, found that, while link posts make up 55% of the 105 million looked at, it’s video posts that generate the most interactions; with videos generating 72% more interactions than link posts, and 65% more than images. Accordingly, video posts are more likely to be noticed, rather than just scrolled past, and so therefore more likely to have a longer lasting impact on the consumer; actually being remembered instead of joining the background noise of everything else that is seen on social media. This can be seen through research done by the Marketing Mobile Association, who found that video engages the emotional brain. They also found that, while video ads are just as likely to be seen as static ads, they are twice as likely to cause an emotional response; with people recognising them in 0.7 seconds. 

Video content is, therefore, not only more popular in terms of what people choose to look at both on social media and on other sites, but is more impactful. This is especially true when videos/video ads are based in emotion, as Magna Global discovered that video ads based in sentiment were seven times more likely to lead to consumers searching for the brand, and twice as likely to lead to them visiting the brand’s site. Video content, especially when used in this way, can be influential for brands and their consumers. 

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The role of video content on social media and subsequent conversion rates

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