When it comes to your social media marketing, you’ve probably heard the golden word engagement. Engagement is key to social media marketing and helps to build and maintain a client base.
Having an effective approach to social media engagement will depend on different factors of your business, such as company size, resources, and target demographics.
Although photo and video are both great options for boosting social media engagement, you should consider the following to help you determine which should be your focus.
Using photos on social media
Creatives are key for social media, and static imagery is a great way to create a cohesive social feed, but static imagery can also have some drawbacks:
The comparative benefits of using photos on social media include:
- Ease of use: Photos often feature fewer elements in general and are easier to create.
- Simple to edit: Photography and photo editing are very popular professional fields, and therefore it isn’t difficult to secure the help of a third party.
- Fast consumption: People can typically scroll through photos quickly and understand them as opposed to video, which requires more of a time commitment.
In general, photos are easier for the poster to create and easier and faster for the viewer to consume.
What are the cons of using photos:
- Limitations on creativity: Photos are primarily static, which means there are fewer opportunities to include effects and story elements.
- Limitations on messaging: On an image, there are fewer areas to include information- unless it’s a graphic post.
- Oversaturation of photo media: Because photos are typically easier to produce than video, there are a lot online.
So, with all that taken into consideration, it’s easy to see why the photo is still the go-to medium. The simplicity of using photos for social media is both an advantage and a disadvantage. But, many people use them and therefore it’s easy to get lost in the crowd.
Using videos on social media
Video content is a great way to provide audiences with a clear and creative message. Over the last few years, social platforms have begun to push short-form video content. Instagram was the latest platform to introduce short-form video and now Reels are one of the best ways to reach a wider audience on Instagram.
However, in some cases, these benefits may be outweighed by the challenges in creating this form of content.
The comparative benefits of using videos on social media include:
- Clearer messaging: By using a video, you have the time to convey complex messages in a more personal or interesting way, as opposed to using just a caption on a photo.
- Creativity is key: Videos offer more of an opportunity to build a story and more time to deliver details.
- Extended engagement: Viewers tend to spend more time engaging with a video than a photo.
- Stand out: Because video offers more opportunities for creative messaging, it may be more unique as a result.
Videos are ideal when you need to share a large amount of information or want to create a more engaging story for your audience. It can work especially well when you’re trying to convey the core values of your brand.
What are the negatives of using video:
- Challenges of production: Video production typically requires more skills and resources to create.
- Time: Video media tends to take longer to produce than photos.
- Time barrier to engagement: Users will have to quickly decide whether they want to spend the time and engage with the video.
Videos vs. Photos: Which is Better?
After weighing up the pros and the cons of video and image we can see that videos are better at driving engagement than photos. However, that doesn’t mean you should put all of your eggs in one basket. For an ideal social feed, having a blend of video and photo posts is a great way to reach your audience and improve engagement over time.
It’s also so important to ensure content is creative and relevant. Don’t make videos just because they drive engagement; make videos to connect with your desired audience.
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