You know you should post more videos. Do you know why?

•  Community Platform

Seeing your posts go unnoticed can be both heartbreaking and frightening. Engaging a brand’s community is not an easy task. You know you have so much to offer, but how do you stop their ever-swiping thumb? How do you earn their time? How do you initiate and engage your members in a conversation?

HubSpot found that 55 percent of people pay close attention when consuming video – more than all other types of content. Also, Brightcove reported that social video generates 1200 percent more shares than text and image content combined.

But you aren’t doing it. Why? You tried and it didn’t work. It’s time-consuming. Production cost is high. There aren’t any good videos.

Here are some of the underlying reasons why you should be doing videos more to engage your audience better.

The power of video for the community

With videos, you can first grab their attention and then improve your engagement rate. There are a host of video content formats available at your disposal. Some might work well with your community and some might not. Here are some of the most popular video formats for you to try out.

Live AMA sessions – A live session with product manager(s) will lure in your audience
How to/Tutorials – Tutorials deliver more value and keep them engaged
Quizzes – Quizzes urge the community to comment
Contests/Giveaways – Contests are an effective way to garner user-generated content
Testimonials – Testimonials help propagate how your solution helped your customer achieve success
Announcements – New and upcoming features

Try out a new format and see what works best for your community.

6 reasons why videos are essential to building community

1. Videos help you grab attention

You see video content within the first 10 seconds of your social media login. Why? Video content performs the best with most social media algorithms as video content captures a viewer’s attention for longer. Video helps you hook your audience’s attention and deliver concise information in the first few seconds.

2. Videos get more engagement

The success of your customer community engagement lies in your ability to condense information down into comprehensive snippets. The snippets help you hold your audience’s attention span and are simultaneously short enough to make them crave for more. Also, it is imperative to place clear indicators of the video’s intent in the first 4-5 seconds.

3. Videos explain things quickly

In 2020, the most widely used video type in global B2B communication was product videos (63 percent). How-to’s, webinars, and explainers (51 percent) were also popular choices for B2B video marketing campaigns.

Videos make a complex idea or concept easier for your audience to identify with and understand. Sharing a video with your community is similar to having a conversation with your customer community. You must discuss only one topic at a time, or your audience will scroll away from the post. Leverage the cravings part and craft your CTA accordingly.

4. Videos appeal to mobile users

Google reported that smartphone users are twice as likely as TV viewers and 1.4 times more likely as desktop viewers to feel a sense of personal connection to brands that show video content or ads on their devices.

In this digital age, people are more likely to consume video content over mobile devices than on computers. Sharing videos with your community helps engage them with your product/business and encourages them to share their thoughts with you.

5. Video content has a longer shelf life

Video content garners more engagement than other types of content, and it sticks to the mind more than text. For instance, Instagram reels remain in the explore section for weeks if not for months after it’s first published. Video content stays on the platform for a longer duration and encourages more shares and engagements.

6. Videos can be repurposed across platforms

Most social media platforms adhere to either a 16:9 (video feeds) or 9:16 (stories) aspect ratio. The videos you produce for your customer community (16:9) can be used to engage your audience on social media platforms such as IGTV, Facebook, and YouTube.

Engage your members with videos

Community management is tough. It’s hard to keep people engaged and excited about your core topic. We all know that videos are supposed to be a magic bullet for engagement, but it’s not that simple. You may have tried videos in the past and they didn’t work. 

Regardless, you can’t give up on video. Your community is used to engaging with videos and they will appreciate the connection it gives. It helps you make a connection, appeals to mobile users, and has a long shelf life. 

As you continue to engage your community, give video another chance and watch how your community grows.