RESIDENTIAL: How to Leverage Short-Form Videos on Social Media

Social media continues to evolve as a marketing tool for sheet metal and HVAC industry businesses. 

In the last issue, SMACNews highlighted the multiple purposes and benefits SMACNA contractors can get from the different social media platforms and how to maximize their presence. 
In this final segment on social media tips from Lauren Wattie, vice president, Vault Communications, we’ll talk about social media’s most popular content — short form video, why it’s growing, where you can share this type of content, and some examples of how to do it well. 

It’s Time to Invest in Video
There are a remarkable number of statistics proving video’s worth in social media marketing. 

First, people share videos at twice the rate of any form of content, according to Wyzowl. What’s more, 84% of people were convinced to buy a product or service based on a brand’s video. 

Think no one will watch your videos? Think again. If your video is under one minute, 68% of people will happily watch it. A whopping 72% of consumers even prefer videos to text marketing, says research from Retail Dive. 

Still need proof that you should share videos on social media? A majority 93% of marketers have landed a customer from social media videos, Animoto says, adding that 63% of marketers say video content gets them the best return-on-investment on social media. 

When looking for video types, 56% of consumers say they prefer user-generated videos. 

What Makes Video So Popular? 
Videos make sharing content easy for consumers. 

Short-form videos help explain niche interests and can go viral easily in certain niches. 

Creating short videos is fairly easy since it doesn’t require editing or experienced camera skills. 

Consumers like short-form videos because they don’t feel “manufactured,” Wattie says. “They are quick and easy ways to consume content, and people share them at twice the rate of other content.”

Video-Based Social Media Channels
There are three main social media channels used for video sharing:

• TikTok — This channel has 1 billion monthly active users who spend more than 850 minutes each month on the app. 
• Instagram Reels — Launched in August 2020 to compete with TikTok, Instagram Reels has 1.2 billion monthly active users, and its algorithm favors Reels and video content. In fact, 91% of Instagram users watch videos weekly. 
• YouTube Shorts — This is a new way to create content on YouTube in 60 seconds or less that was launched in March 2021. Approximately 2.3 billion subscribers regularly visit YouTube every month, and YouTube Shorts receives 15 billion views daily. 

All in all, short-form videos rule the social media kingdom, Wattie says. “Videos can be repurposed across multiple social media channels,” she says. “Short-form video content is the most effective way to reach your audience on social media.”