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February 20, 2015

Video is Content King

I love catchy sayings that are memorable and help prove my point. One that has been buzzing around that you may have heard: if a picture is worth a thousand words, then a video is worth a million (well, 1.8 to be exact).

It wasn’t long ago that posting photos on your Facebook company page was the best way to create engagement with your audience. But what’s better than a catchy saying? Research.

Social media analytics company, Socialbakers, recently looked at more than 670,000 posts by 4,445 brand pages — not including celebrity, entertainment or media pages — between October 2014 and February 2015 and reported that there has been a shift in consumer engagement.

Photo posts are now the worst performing of all post type on Facebook. You now need more than a thousand words to engage your audience, you need a million.

The study revealed that videos are 2x more likely to be seen by Facebook users. With the highest organic reach on the social media platform, roughly 9 out of 100 fans see video posts — as opposed to the 3 or 4 users that see a photo.

As this study was underway, Facebook’s CEO, Mark Zuckerberg, announced in the company’s first town hall that in the next 5 yea, most of the content on the social media platform will be video. And in December, brands posted 20,000 more videos to Facebook then they did to YouTube.

I’m not saying that Facebook is more important to a company’s social strategy than YouTube, as each platform has its place within your social marketing strategy. But what I am saying is that companies can no longer ignore the importance of video and write it off as a good idea, but too expensive. With your mobile phone, a few tools and techniques, you can be creating engaging, branded videos with very little invested time and resources. I call this Simple Video. So if video is king, Simple Video is your white horse. To effectively market your company and stand out against your competitors, it’s time to saddle up and start preparing yourself for the ride.

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Christin Miller

Christin is VP of Marketing for Busivid and a passionate advocate for social and digital business. She spends her time helping companies connect with their consumers through video and technology.