Currently, video content is one of the most useful forms of marketing, and it is even more so for a business relying on social media marketing.
It’s easy to see why when you investigate current trends and marketing statistics.
In 2025, over 95% of marketers have stated that video content is key to their strategy, up from 88% in 2024.
This is a fact that can be easily observed in how prevalent short-form video content has become in modern digital marketing.
What Counts as Video Content?
Video content refers to any digital marketing material that includes video.
These can include traditionally filmed and edited videos, animation, slideshows, seminars, and more.
With greater access to high-quality phone cameras, it has become far more common for businesses to film relevant content for use in advertising.
As a media format, it is consistently one of the most engaging.
Also, video content includes both audio and film, which gives you great versatility in what you produce.
Why Use Video Content for Social Media Marketing?
Sprout Social, which tracks social media, found that 89% of businesses will use video as a marketing tool in 2025.
And that it is not just businesses that are interested in its use. The same report showed that 81% of consumers wanted to see more video content from brands last year.
More users watch social media videos now than ever. Meaning there is a growing audience of potential customers watching this content.
How to Make the Most of Your Video Content for Marketing
1. Develop a Target Audience
Before moving on to creating your content, you should determine who you are marketing to.
While you can post to any platform, you should consider where your customers are.
Knowing what platform your target audience is using is key. This allows you to refine your video content more effectively.
Customising your content to suit the social media platform of choice will help improve your results.
You should consider:
- What the age of your customer base is; TikTok, for instance, is most popular with younger users
- What their interests are
- Whether your audience prefers longer or shorter content
If you’re looking for specific advice on a platform, you can read more on our blog, where we discussed the use of YouTube in social media marketing.
2. Outline Goals for Your Social Media Marketing
Hitting every target is a natural desire. However, it is often not effective.
It is better to focus on a set of goals when outlining your strategy.
A marketing agency, for example, outlines what specific goal it is trying to achieve when developing new digital marketing content.
For instance, growing your account’s followers. Your content should focus on being engaging and entertaining rather than conversions or sales.
3. Plan Your Video Content Development
Posting content as you create it can be useful. TikTok and Instagram are both built for quick, snappy live content.
However, this can lead to a reactionary mindset, where your digital marketing can come across as sudden and inconsistent.
What users enjoy and find more engaging is content with a focus.
That’s why you should have an overall plan on a weekly, monthly or quarterly basis.
When you have a focus that your content centres around, users respond better to that consistency.
Not to mention, creating video content can be time-consuming, so it’s best created in bulk. You can film several videos on a topic at once and then split them across a month.
4. Utilise Scripts
Being able to present without a script is an impressive talent. As a result, users respond more to this organic presentation method.
However, it is by no means easy, and if done poorly, it can detract from the content.
That’s why you should use scripting for your social media content. It helps structure your videos and ensure that they achieve your intended effect.
Including every piece of information you wanted to put across to the audience. Not to mention, it also comes across as being more refined and professional.
5. Cross Posting Content
As we’ve discussed, targeting a specific social media site is key, but that doesn’t mean you can only post to one platform.
With some effort, you can get more out of your recorded content.
Rather than recording, editing, creating, etc, video content for every platform, you can simply adjust what you already have.
Then, you can deploy that content at coordinated times. Cross-posting across your accounts.
6. Scheduled Social Media Content for Peak Engagement
Speaking of coordinated times, you should keep consistent posting times.
Video content is one of the most popular forms of social media content, but it must be deployed at the right time.
Research what times have increased activity on your social media platforms.
That way, you can determine when is the best time to post your content.
A rule of thumb is to avoid posting across the weekend and during the busiest work hours.
7. Make Use of Analytics
Analyticsare a powerful tool when it comes to refining video content.
As a digital marketing agency in Warrington, we regularly make use of them to adapt our strategies.
It helps you determine what times your audience is active and what they engage with most in your videos.
In addition to improving the quality of your video content, it is important to review feedback.
With analytics, you can see which topics, styles, video elements, and formats of video content are most effective.
Helping to determine what content best drives reach and, ultimately, your customer’s willingness to buy.
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