The first movie was created to resolve a burning question of the times: When horses run at high speed, do all four feet lift off the ground simultaneously? In 1878, the eccentric photographer Eadweard James Muybridge offered proof. Stringing together 11 photo frames captured with an inventive set-up requiring as many cameras, he was able to capture a galloping horse in motion. Hence, the answer (yes) was revealed.
Since then, our appetite for moving pictures has yet to wane, culminating in today’s obsessive consumption on social media. Popularized by TikTok, competitive platforms like Instagram and Facebook followed suit, rewarding users’ video content with more opportunities to grow impressions, reach, and audience engagement.
According to a 2022 survey report from Sprout Social, social media audiences prefer video over static posts, especially videos that are one-minute in length or shorter; and 83 percent indicate a desire to view more video content.
This is a win for brands willing to invest in content development for social media marketing. Compelling and informative videos will be their key to social media success in 2023.
The two styles of video content described below offer ideas to consider for crafting a message.
In a mere 15 seconds, a short-form video posted to Instagram by the Ford Motor Company links still photography of the brand’s trucks—not unlike Muybridge and the horse photos—to a clever “last meal” premise. With the simple addition of captions, the brand is able to clearly convey the product’s key attribute: all-terrain capability.
The Paris-based trade show Maison&Object used a professional videographer to spotlight a trending theme for their January event. Posted as a reel to Instagram, the one-minute edited video includes a designer interview, the event details, and an important call to action for attendees to register.
So, what does your audience need to know about your brand’s products or services? What are their burning questions, and how will your video content deliver the answers they are looking for?
Take Action: Strategically align your content development with your business goals in 2023.