TikTok + Reels: Why Your Social Media Strategy NEEDS To Include Video
When it comes to marketing your brand, there may not be anything that changes faster than social media platforms; from the introduction of new apps, to the constant updates to our tried and true favourites. Lately, you’ve likely noticed that videos are not only trending, but dominating the digital landscape. If you’ve been hanging onto the carefully curated photography that saw you through the last 7+ years, it’s officially time to pivot your social media strategy to video.
Reels
Let’s talk Instagram and Instagram Reels. Reels are short-form videos typically set to music (extra points given if it features the latest trending audio) that can be shared with your followers, just as you would share photos and, let’s be real, all 👏of👏 the 👏memes. They can run up to 90 seconds in length, and can also feature text, engagement stickers (polls, quizzes, etc.), filter effects and much more.
They are all over your For You page and fully supported by Instagram’s current algorithm. In fact, Instagram CEO Adam Mosseri shared “I do believe that more and more of Instagram is going to become video over time. If you look at what people share on Instagram, [what they] like and consume and view... that’s shifting to video…so we have to lean into that shift.”
So, what does shifting to video do for your engagement? Later (aka the queen of everything Instagram) reported a 500%+ increase in their engagement rate since embracing Reels as part of their Instagram strategy, and also shared that Reels are the number one tactic for reaching new audiences (source here).
The bottom line: expect to see little engagement and growth on Instagram if you continue to give video the cold shoulder.
TikTok
Switching gears to TikTok, this app continues to prove it deserves a top spot, not only in our go-to leisure apps, but also for consideration when it comes to choosing which platforms your brand should be showing up on.
Sure, it may have gained popularity playing host to viral dance challenges, but it is so much more than that. In fact, TikTok was the most downloaded app in 2021 (source here), and not only is it more popular than Instagram among Gen Z (source here), it’s also gaining increased traction among other demographics. With partnership opportunities and in-app shopping, it’s quickly becoming the ideal platform to do meaningful business, and brands are noticing. Case and point: Hootsuite shared that their 2022 Social Trends Survey found “24% of marketers considered TikTok effective for reaching their business goals, compared to just 3% in the previous year— a 700% increase.”
Now, we’re not saying you should be on TikTok, but we are saying it’s worth thinking about! If your target audience is on the app, this is just one more way for you to reach them, all while showing off your brand’s personality. Consumers are looking for relatability and transparency, and TikTok is a great platform to offer them that.
So, What Does This Mean For You?
Put simply, video is where it’s at. This format offers brands the opportunity to share a range of content, from educational, to promotional, to relatable in an engaging and digestible way. Whether your social media goals are to build community, sell a product, or capture attention during an announcement or launch, video will help you do all this and more. So if you haven’t already adopted video into your social media strategy, consider it time to do so! And if you need guidance on how best to incorporate it, just click here to book a discovery call with our team; we specialize in crafting tailored social media strategies that are reflective of your unique brand and actually *work*.
If you’ve been putting off Instagram Reels and/or TikTok because you can’t keep up with the changing weekly audio trends, we’ve got you covered! Get 4 trending Reels and TikTok audios delivered to your inbox weekly so that you can start creating content today! Learn more about ReelTok here.