How is the Consumer Usage of Social Media Changing?

There is so much more to social media than meets the eye. It’s a great way to keep up with family and friends, a great place to learn some neat “hacks”, and it’s an easy place to get recipes. According to Forbes, the average person has 8.4 social media accounts globally, and 7.1 in the United States. The average person uses 6.7 different social media platforms each month. I only have two social media accounts, and even that is hard to keep up with!

Social media has become so much more than just scrolling through your feeds. Nowadays, that is how news outlets report breaking news, it’s how awareness is brought about for natural disasters, and it’s even how the President of the United States announces that he is stepping down from the next Presidential election.

The social media trend really picked up with Facebook when that started in 2004, followed by YouTube (2005), X (2006), Instagram (2010), Snapchat (2011), and now TikTok (2016). Facebook has always had a reputation of being the most used social media platform, but according to the new data, Instagram (65%) has just passed Facebook (64%) as the No. 1 platform among 2,059 consumers surveyed. While this sample isn’t representative of all social media users globally, it paints a picture of where social media is going. One thing that all social media platforms have in common is that they are a great marketing vehicle for businesses to reach consumers.

When broken down by age group, there are significant differences in usage that marketers will want to analyze and consider using in their social media campaigns. Five hundred and nineteen participants within the survey were classified as Gen Z (18-24), 757 were Millennials (25-40), 502 respondents were Gen X (41-56 years old), and 281 were Baby Boomers (57-75 years old). What was discovered was that:

Gen Z uses Instagram most frequently, followed by TikTok, Snapchat, and Facebook.
Millennials use Instagram most frequently, followed by Facebook, TikTok, and YouTube.
Gen X uses Facebook most frequently, followed by Instagram, YouTube, and TikTok.
Baby Boomers use Facebook most frequently, followed by YouTube, Instagram, and X (formerly Twitter).

What I found most interesting, and something that can also be helpful for business owners, is the type of content that the participants found most entertaining. “Edutainment” type of ads, which educate consumers about a product of service in a fun way, was the winner with 65% of those surveyed saying they found those types of ads most entertaining. The more entertaining you can get with consumers when it comes to ads, the more you are going to not only gain their attention, but keep their attention. The longer they are engaged, the better the chance you have of getting them to move forward with converting or taking that next step. A good example of an edutainment type ad that I see constantly on the two social media platforms that I use (Facebook and Instagram) are ads that are created from Shark Tank appearances. Here is an example of a static ad on Facebook that highlights it was a product on Shark Tank, but I have seen a lot of companies that will use their video clip from the actual show as their video ad on social media. This is a way for a business to highlight their product or service, but by doing it in a fun way that also educates them about the product or service.

Something else that I find interesting is the resurgence of what used to be known as product placement ads. When I was in college, back before streaming was a thing or you could record programs, live television was a major player in the advertising industry. American Idol was really taking off and I remember learning about product placement with the example of Coke being at the forefront of the judge’s table. That is clear advertising for Coke for all the people that are watching that show in real time. Fast forward to 2024, and product placement ads have taken on a new form with influencer marketing through various social media platforms.

With these kinds of ads, celebrities, personalities, and social media influencers are promoting a product or service and have been paid by the company to do so. To consumers, if they have a relationship or fondness of the influencer, they are more likely to purchase the product or service because it comes across as authentic and acts as another form of word of mouth. Below is an example of a social media influencer using Instagram to promote a product, but putting a personal spin on it so that it generates credibility, trust, and authenticity with the consumer. In this example, she is using a story format to talk about a hair growth supplement and showing the before and after. Showing before and after pictures and videos is always a great type of ad to utilize, no matter what social media platform, because it is something the consumer can visualize and see results with.

In the same study, it was found that 43% of consumers are most likely to unfollow brands for having an unoriginal content strategy (their content has become repetitive or unoriginal), and 42% of consumers are most likely to unfollow brands for collaborating with the “wrong” influencer (they partner with influencers that don’t align with their values). As a business, you want to make sure that you are partnering with someone that will represent your brand with integrity and that is going to reach the audience that you want to reach.

This also plays into another change when it comes to how social media has evolved when it comes to what consumers want to see. Facebook started off with static desktop ads, then added on mobile ads, and eventually added in video ads. While video ads are a great addition to any campaign, the length can make or break the success of it. As consumers, we want to consume short bits of information. A single Instagram story can be up to :60 in length, and you can have multiple stories. Facebook and TikTok ads can run up to :15, but the shorter the better, especially with TikTok. TikTok’s format is very fast paced, so brief, engaging content tends to perform best. As an example of how consumers don’t want to spend a lot of time on one thing, there are even abbreviations and hashtags for video content like “TL;DR” that stands for “too long, didn’t read”. When you see this, the advertiser puts up text explaining what the video is about so the consumer can get the gist of what the video is about, and quickly move on to the next one.

This also opens up the conversion on being able to target an audience based off of more than just demographics or behavioral targeting categories. TikTok offers the opportunity to target by hashtags to reach a more relevant audience based on their interests, behaviors, or the content they engage with. This strategy helps advertisers connect with users who are more likely to be interested in their products or services, increasing the chances of engagement, conversions, and overall ad performance. Advertisers can use hashtags to target ads by choosing those that align with the interests or behaviors of their target audience. TikTok’s ad platform allows you to identify hashtags that are trending or relevant to your niche, industry, or product. You can create ad content that incorporates these hashtags to improve visibility among users interested in those topics.

It’s crazy to think of how Facebook started as a social network platform for just college students, what it has evolved into over the last 20 years, and what other social media platforms have emerged as a result of it’s success.

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How can you boost trust with branded video content?

Trust defined by Merriam-Webster: “reliance on the character, ability, strength, or truth of someone or something; one in which confidence is placed”.

Why would someone buy from you if they don’t trust you?  Sounds pretty simple to understand, right?  In business, we need to ensure that we are doing what we can to build and grow our relationships with our customers and prospects.

Since we all know that video is HOT right now, let’s talk about boosting trust through branded video content.

How to Boost Trust with Branded Video Content: Proven Strategies for Success

In the competitive world of digital marketing, trust is the golden ticket. It’s not just about making a sale—it’s about building a relationship that keeps customers coming back. One of the most effective ways to earn and solidify that trust is through branded video content. But how do you turn your videos into trust-building tools? Let’s explore practical strategies that can make your branded video content a cornerstone of your trust-building efforts.

Embrace Authenticity

Show Real People and Genuine Stories

Authenticity is key in today’s market. When your branded video content features real people and their genuine stories, it resonates more deeply with viewers. Think customer testimonials, employee highlights, or behind-the-scenes glimpses into your company. These elements can humanize your brand and create a connection that goes beyond just a transaction.

For example: If you’re in the skincare industry, share videos of real customers talking about their experiences with your products. Authentic testimonials can build trust by showing that real people, like your viewers, have had positive experiences with your brand.

A great place to have this content served within your digital advertising is in Social Media.   With the massive amounts of hours spent with video on Social Media, being able to highlight customer testimonials will give your potential customers the ability to trust you just like those giving the testimonials.

Be Transparent

Transparency fosters trust. Use your videos to give a clear view of how your business operates, from production processes to company values. This openness can reassure viewers about your brand’s integrity and commitment.

For instance: A food company could use video to give a behind-the-scenes tour of their manufacturing facility. Showing how they ensure quality and safety can build confidence in your product.

Transparency videos would be great as :15’s, especially shared through Social Mirror Ads. 

Deliver Value Through Your Content

Create Educational Videos

People value content that educates and informs. By offering educational videos, you can position your brand as a knowledgeable leader in your field. Whether it’s how-tos, tips, or industry insights, valuable content can enhance your credibility and foster trust.

Consider this: A tech company might create a series of videos explaining common issues or features of their products. Providing clear, helpful information demonstrates expertise and builds trust.

Depending on the length of these educational videos, YouTube is definitely known for this and could be a great place to have these types of advertisements.

Address Audience Pain Points

Your audience’s challenges are opportunities for your brand to show empathy and provide solutions. Videos that directly address these pain points can resonate strongly with viewers and build trust through demonstrated understanding.

For example: A financial services company could produce content that addresses common financial concerns and offers practical advice. By tackling real issues, you show that you understand and care about your audience’s needs.

Videos with this type of content would be great for Video Ads, using behavioral targeting and keyword targeting to find people that fall within the behaviors of those pain points.

Build a Personal Connection

Use Storytelling to Engage

Storytelling isn’t just for movies. It’s a powerful way to engage your audience and build a personal connection with your brand. Craft compelling narratives around your brand or products to make your message more relatable and memorable.

Think about this: A travel brand might produce videos that follow different travelers’ adventures. Focusing on their personal experiences and emotions can create a strong connection with viewers who share similar dreams.

For Storytelling, utilizing some sort of Social Media or YouTube would be beneficial here.

Humanize Your Brand

Introducing the people behind your brand can make it feel more relatable. Show your team members, share their stories, and highlight their roles in the company. This human touch can help build a stronger connection with your audience.

For instance: An apparel brand could feature a video series introducing team members and their roles. Sharing personal stories and insights helps create a more relatable and trustworthy brand image.

Because these videos may be a little longer, similar to Storytelling above, using Social Media or YouTube here would be our recommendation.

Focus on Quality and Consistency

Invest in Production Quality

High-quality production values reflect professionalism and attention to detail. Ensure your videos have clear audio, good lighting, and high-resolution visuals. Quality content reinforces your brand’s credibility and shows you care about delivering a polished message.

For example: A luxury brand should invest in top-notch video production that aligns with the premium nature of their products. Professional cinematography and editing can elevate your brand’s image and enhance trust.

Maintain Consistent Messaging

Consistency across all your video content helps reinforce your brand identity and message. When your videos have a uniform style, tone, and message, it strengthens your brand’s presence and reliability.

Consider this: A tech company should ensure all their videos, from tutorials to ads, follow a consistent visual and tonal style. This uniformity helps create a cohesive brand experience and builds trust.

Engage with Your Audience

Encourage Viewer Interaction

Interactive videos can boost engagement and create a sense of community. Use call-to-actions, prompts for comments, or social media challenges to involve your audience.

For instance: A fitness brand could create a video challenge inviting viewers to share their workout routines and tag the brand. This not only engages your audience but also builds a community around your brand.

Respond to Feedback

Engaging with viewer comments and feedback shows that you value their opinions and are committed to building a relationship. This responsiveness can significantly enhance trust and loyalty.

Example: After publishing a video, monitor and engage with viewer comments. Answer questions, thank viewers for their feedback, and show that you’re attentive to their needs.

Measure and Adapt

Track Performance Metrics

To gauge the success of your video content in building trust, track performance metrics like view counts, engagement rates, and feedback. These insights help you understand what works and what needs adjustment.

For example: Use analytics tools to monitor how viewers interact with your videos. Look at watch time and engagement rates to refine your content strategy and better meet your audience’s preferences.

With our monthly reporting, you’ll be able to show your clients all kinds of metrics.

Refine Your Approach

Based on feedback and performance data, continuously refine your video content. Experiment with different formats, messages, and styles to find what resonates best with your audience and strengthens trust.

For instance: If your audience responds well to behind-the-scenes content but less to promotional videos, focus more on transparency and storytelling in future videos.

Optimization.  Plain and simple.  Our campaign buyers are constantly optimizing your campaigns, and with reviewing of the reports mentioned earlier, we can also recommend or suggest other optimizations that can be made.

Conclusion

Boosting trust with branded video content involves more than just creating visually appealing videos. It’s about authenticity, delivering value, building personal connections, and maintaining quality and consistency. By focusing on these areas, you can transform your videos into powerful tools for fostering trust and loyalty.

In a world where trust is a critical factor in consumer decisions, investing in effective video content can make a significant difference. Embrace these strategies, start creating compelling videos, and watch as your brand builds stronger, more trusting relationships with your audience.

With so many video options out there, let the professionals help recommend the strategy that best fits your need.

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