You’ve heard it a million times by now – video continues to dominate social media. We regularly see trends fade into the distance as quickly as they arrive (LinkedIn Action Figures – I’m looking at you!), but one thing is certain – video is here to stay.
That’s why integrating video marketing into your strategy isn’t just smart, it’s essential.
But, just how important is video content to social media? How can you get more videos on your socials? And how do you make the most of your videos once you’ve made them?
Well, we’ll tell you! But first, let’s explore the popularity of vids in more detail.
Why Do You Need Social Media Video Marketing in 2025?
A recent study by Wyzowl highlights how much we all still love to see video on our socials – and how much brands have been benefiting:
- 95% of marketers see video as an important part of their overall strategy.
- 99% say video has helped to increase their user understanding of their product and service
- 96% say video has helped them increase brand awareness
- 84% say video has directly increased sales
And there are many more stats just like that.
This is why it’s a necessity to integrate video marketing into your social media strategy.
It’s time to stop the “post and hope” strategy and start thinking about what social media can really do for your business.
Gone are the days when it’s okay to jump on the back of “National Pizza Day” video trend and call it a week.
Let’s explore how to implement video marketing into your social media strategy to support your long-term business goals.
Why Video Marketing for Social Media Needs to Be Strategic – Not Sporadic
Social media prioritises video content because it consistently outperforms other content types. They want to keep users on their platform, so it makes sense to promote what people want to watch.
But that doesn’t mean you can post any video content and expect results. The key is understanding what your audience loves, then using consistency, creativity and clarity to give it to ‘em. Let’s break that down:
Consistency
And that doesn’t mean just showing up. Back in the “olden” days of social media marketing, the golden rule was to post three times per week. Typically Monday, Wednesday and Friday, and we guessed that midday would be the best time.
Now you have a world of data at your fingertips – so it’s time to use it!
Dig into the analytics for each of your platforms. Look at when your audience is most active and test different posting times.
Assess what gets the most engagement and how many posts per week yield the best results. Avoid posting for the sake of it. Instead, build a schedule that works for your audience.
Look at stats such as:
- Impressions/ Reach/ Views
- Watch-Time
- Reactions
- Shares
- Comments
- Engagement Rate
Consistency also applies to your brand voice. Each platform should have its own tone and format, tailored to its audience. However, your overall brand identity should remain clear and cohesive.
Quick Example of a Social Media Video Marketing Strategy
You’re a construction company launching a video campaign to promote new equipment. Your brand identity is professional, knowledgeable, and bold.
- LinkedIn: A 2-minute video tour of your factory, featuring an interview with your Head of Production. Also shared on YouTube.
- Instagram: 3 – 4 short vertical clips from the main video. Add podcast-style interview snippets for additional engagement.
- TikTok: Behind-the-scenes clips and a fun, in-house video recorded by your marketing team.
Same message, same tone – tailored to each platform.
Reminder: You don’t need to appeal to everyone. You just need to reach the people who want what you offer.
Creativity
Finding unique and out-of-the-box ways to showcase your message is an integral part of keeping your audience engaged and reaching new people.
But you also want your social media video marketing strategy to showcase those values and messaging, in a way that entices people down the sales funnel.
Start by defining the intent behind your content:
- Sales / Lead generation
- Education
- Brand awareness
Ask yourself:
- What products or services are we focusing on this year?
- What do people need to know about our industry?
- What do we want people to know about us?
- What big changes are happening in our business?
- Are there any discounts or offers to promote?
From here, you can shape campaigns that align with your business plan and get ahead of planning your content. This keeps your content fresh, goal-focused and aligned with your brand’s core values.
Clarity
Your message and value proposition need to be crystal clear. With thousands of messages bombarding your audience every day, your content needs to cut through the noise.
Simplicity is key. Nobody wants to wade through long, complicated explanations of what you do. Keep things short and snappy. Video is the perfect tool to do this, as you can SHOW as well as SAY what makes you special.
Clarity starts with knowing exactly what you’re trying to say, and to whom. Before creating any piece of video content, ask yourself:
- What do I want the viewer to know?
- What do I want them to feel?
- What do I want them to do?
Once you have those answers, you can shape your video around them, – cutting out unnecessary fluff and making your message laser-focused.
For example:
- Instead of: “Our innovative new platform combines multiple functions to streamline productivity across your business.”
- Try: “Save time and cut costs with one easy-to-use platform.”
Much clearer. Same point, but easier to grasp.
But (ironically) simplifying your message isn’t always that easy. So, let’s break it down further and show how to do it in your social media videos.
Getting Crystal Clear Social Video Messaging Every Time
1. Simplify the Script: Keep your language direct and accessible. Avoid overused buzzwords and technical terms unless they’re necessary.
2. Use On-Screen Text Strategically: Not everyone will have sound on. Use captions and motion graphics to reinforce your message visually. Highlight key takeaways or benefits with bold, easy-to-read text.
3. Stay Focused on One Core Message: Each video should have one clear purpose. Don’t try to cram everything in at once. If you’re promoting a new service, focus just on that, and save the background story or related services for another piece of content.
4. Lead With Value: Your hook should tell viewers why they should care right from the start. Whether it’s solving a pain point, delivering a useful tip, or telling an inspiring story, make sure the value of the video is clear in the first few seconds.
5. End With a Clear Next Step: Don’t leave people guessing. Include a clear call to action (CTA) – whether it’s visiting your website, downloading a guide, or simply watching the next video.
How to Create a Stunning Social Media Strategy for Your Business
Now you understand why you need a strategy for social, you’re probably wondering: How do I create a VIDEO marketing strategy?
At its core, your video strategy should align with your social media goals. Define your audience, set your goals, and be clear, consistent and creative in your output.
Consider how you want to approach your content distribution long-term, and how that aligns with your business goals.
Even with your approach mapped out, one big question remains: What style of video should I use?
From video animation to testimonials and everything in between, the options can feel overwhelming. But with the right approach, you’ll find the formats that work for you.
Here are a few popular options:
Case Studies/ Testimonials
What better way to showcase how your service than from the horse’s mouth? Testimonial videos are a great way to showcase exactly how your product or service has helped your clients. It allows for relatability, trust and authenticity.
Animation
What is animated video? Well, in truth, there are many types to choose from. However, when it comes to animations for social media specifically, we recommend two types.
- Short animated ads (20–30 seconds): Perfect for grabbing attention quickly with bold text and visuals.
- Explainer videos: Ideal for businesses offering services, software or anything abstract. Animation allows you to visually demonstrate your value proposition with clarity and flair.
Promotional Live-action Video
Live-action promotional videos are a compelling way to show off your product, service or company. They are a great way to tell your story and by investing in professional production you can get high-quality results, to build connection and trust with your audience.
These videos work especially well when repurposed across platforms. Whether it’s internal team interviews or a high-end scripted promo, live-action helps humanise your brand.
Podcast Shorts
Podcasts have been having their moment for quite some time now, and they are a great brand awareness tool for your company, especially when supported by short video snippets on social media.
By editing the best bits and sharing across your platform, you can boost visibility, grow your audience, and build thought leadership.
Of course, these are just a few formats. You could also explore:
- Office or premises tours
- Behind-the-scenes clips
- Live event highlights
- Product walkthroughs
If you’d like to chat through the options in more detail, get in touch!
Top Tip: It’s Not Just About Length
One common myth is that videos should always be under 30 seconds. While short-form content is useful, duration isn’t everything.
If your content is interesting and relevant, people will keep watching. That doesn’t mean you should post a 15-minute brand film on Instagram, but don’t be afraid to go beyond 30 seconds if your content has value. We generally recommend keeping social content under two minutes.
What’s more important than length? The hook.
If your video grabs the right audience from the start, they’ll stick around. Focus on delivering immediate value, sparking curiosity, or showing something visually compelling in the first few seconds.
Measuring the Success of Your Social Media Video Strategy
Measuring success should be at the heart of any marketing strategy, but we understand that with video marketing, it can be daunting. We’ve put together a handy guide on measuring the ROI of your video marketing, which uncovers exactly how to break through the noise and drive better outcomes for your strategy.
The most important thing to remember is that a strong strategy isn’t just about creating and posting – it’s about refining based on results. Video can be an incredibly powerful tool, but only if you’re tracking what matters.
The first place to start is determining what success looks like to you. What KPIs do you want to measure? What are you expecting in terms of ROI? Anything you produce with video should align with these initial goals.
When your video is live, here is what to measure and why:
1. Engagement
Likes, comments, shares and saves tell you if your video resonated. High engagement usually means your message landed well, or that you’ve created content worth interacting with. If engagement is low, consider tweaking the tone, structure or topic.
2. Watch time & drop-off rates
Look at how long people are sticking around. Are they bailing after 5 seconds, or making it to the end? This data can reveal if your hook is strong enough – or if you’re losing people mid-way.
3. Click-through rate (CTR)
If your video includes a call-to-action (spoiler alert – it should), how many people are clicking? A low CTR might mean your CTA isn’t clear, or that your message didn’t convince people to take the next step.
4. Conversion rate
Ultimately, you want your videos to drive action – whether that’s filling in a form, signing up for an event, or making a purchase. Keep an eye on how many leads, enquiries or sales come directly from your video campaigns.
5. Comments and qualitative feedback
Sometimes the best insight comes from what people say, not just what they click. Keep an eye on recurring themes in the comments or messages. Are people confused? Excited? Asking questions?
Conclusion: Social + Strategy = Success
Developing a video social media strategy for your business doesn’t need to be daunting or scary. Using your existing skills as a marketing professional, you can develop a strategy that truly serves your business. From understanding your audience to diving into the data, you have all the tools to kick-start a strategy that gives you results.
Ready to make social media work for your business? Get in touch with us here at Reels in Motion for a free video marketing consultation. We have over 20 years of experience in video production, and we will show you how to drive results for business on social media with the power of video marketing.
