Marketers who don't produce video content are at risk of missing out on some of the most shareable and engaging media on social networks.

Decoding social marketing best practices can seem like an extraordinary challenge, especially when brands are responsible for multiple channels that reach diverse groups of customers and prospects. However, there’s one type of content that’s more or less a surefire way to connect with users and spark engagement – video.

Videos are useful because they bring products and services directly to consumers. Millennials in particular are interested in learning about brands and what they have to offer by watching videos, as Brafton reported. The format leaves little room for ambiguity and makes a very clear value proposition that’s difficult to argue. Perhaps that’s why video sharing has skyrocketed recently.

Video sharing is customer caring

According to a study conducted by Unruly, video shares within the first three days of posting have doubled over the past year. During the same point in 2013, only 25 percent were distributed within a few days of going live on Facebook, Twitter and other social channels, while 42 percent expanded their organic visibility within three days.

Part of this uptick in video marketing reach may be the result of more businesses making social networks destinations for company information. For example, Facebook recently announced the launch of a program that lets restaurants put their menus and other relevant information directly onto the site. This may be a play to make Facebook an essential source of brand data, encouraging users to turn to the network first, before trying to learn more through organic search.

Videos succeed precisely because they offer the sort of in-depth content for any business that a menu does for an eatery. Companies whose conversions won’t take place online – or at least not through Facebook – have everything to gain by sharing as much information as possible. As Facebook, Twitter and Google+ become media destinations in their own right, brands need to make sure that their profiles are fleshed out with the most shareable and informative data available. 

Alex Butzbach is a Marketing Writer at Brafton. He studied Communications at Boston College, and after a brief stint teaching English in Japan, he entered the world of content marketing. When he isn't writing and researching, he can be found on a bike somewhere in Metro Boston.