Video: Social media rocket fuel

Video: Rocket fuel for social media


The way we digest content is constantly evolving. Trends develop, overwhelm the market and then fade away again.

Social media is going nowhere fast, and has smashed the media industry, forcing it to develop new foundations from which to build upon.

And at the very heart of the instant gratification delivered by social media is one content format that is enjoying growing influence: video.

You may have heard this before. It’s not exactly a secret. Every time we log in to Facebook video dominates our feed. This year Instagram expanded their video provision to challenge YouTube.

Even television could be challenged. Snapchat introduced their Originals feature this month, hosting shows on the platform. More video content than ever is being digested through mobile, and the figure is only growing.

But do you know the full extent of the benefits video brings? Here’s some stats – make up your own minds.

  • By 2020, 80% of all internet traffic will be through online videos, according to research by Cisco. 80%!!
  • Viewers retain 95% of a message they hear through video, compared to just 10% from text, according to Wirebuzz.
  • Social video generates 1200% more shares than text and image content combined, per Wordstream.
  • Companies that use videos in their marketing have 27% higher clickthrough rate and 34% higher conversion rates than those that don’t, say Buffer.
  • In the past 30 days, more online video content has been uploaded to the web than the past 30 years of TV content, according to Blue Corona.

Impressive stuff.

But what that last point shows is that the market for social media video is a busy place. It’s crucial that your video content stands out from the crowd. And that’s where we come in.

When we were approached by health food caterers Lean Lunch to create them a social media campaign to celebrate their first birthday, we created them a promotional video highlighting their ethos and commitment to tasty, sustainable food and sustainability.

Lean Lunch had a small but established social media following when they commissioned us on this project. Nevertheless, the promo we created was their most successful post in their social history, achieving more impressions, more engagements, and a 5% increase in their following.

Seeing this success, when we started working with basketball team London City Royals, we knew that a large part of our strategy for the promotion of their debut season would be centred around video.

Being on retainer with the team allowed us the time and creativity to explore different forms of video.

During our time with the Royals, we created short bite-size impact videos to announce new players, a minute long promo hyping the return of basketball to Crystal Palace and introduced a RoyalsTV documentary-style vlog taking fans behind the scenes at the franchise.

All of these formats saw exciting feedback, with the promo achieving over 50k impressions across formats despite the team’s total following being under 1000 people at that time, and the RoyalsTV feature prompting fans across the British Basketball League to herald our work as a step forward for the sport in this country.

So if you have a message you want to put across on social media, if you need people to develop a better understanding of your brand, you know how to achieve it.

And if you’re interested with how Orfi Media can help with your creative content, get in touch at hello@orfimedia.com. 

Andy Donley

Andy is the resident wordsmith at Orfi Media, coming off a career in journalism and writing that has seen him cover the Rio Olympics for BBC Sport and write on news, sport and tech for some of the country's most well-known publications.