Consumers are exposed to over 5,000 ads daily. User-generated content has become crucial to break through the noisy digital landscape. One study found that 75% of consumers don’t accept advertisements as truth, but that 70% do trust other consumer’s opinions. Utilizing user-generated video content for organic or paid social media will help your brand become authentic and approachable to consumers.
One brand that uses video as a part of its marketing strategy well is GoPro. The company uses each social media platform for a different purpose, catering to the audience by placement. GoPro shares UGC photos and videos on Instagram, tutorials on YouTube, product announcements on Twitter, and connects with users on Facebook.
Short-Form Video Drives Full Funnel Results
Video is more than an awareness tactic for paid social media efforts. It is crucial to include video at all stages of the marketing funnel with the shift in consumer behavior. Animoto surveyed 580 consumers, 93% of which said video is helpful when purchasing a product while 71% have purchased a product or service after watching a brand’s video on social media.
One study shows six-second awareness ads are just as effective as a 15-second video for a mid-funnel strategy. Another study found that 25% of TikTok users purchase or research a product after watching TikTok and 92% of users take action, e.g. liking/commenting, sharing, following, or purchasing. Video is now a full-funnel play and a necessary investment to build ROI.