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Is Social Video right for your high-end interior or lifestyle brand?

Wayne McMaster

17 January 2017

Social video is digital video that is designed to be seen and shared through social networks.

This differs from the longer training video or more in depth larger brand video, that looks to imbue your values and craftsmanship. Let's consider the current state of play with video and its benefits:

1. More social networks are rolling out native video, demonstrating its growing value. Snapchat, Facebook, Instagram, and Twitter all have their own video features. And then there are the platforms whose main function is social video sharing, such as Vine and YouTube.

2. Video is unique in its ability to connect with viewers. On Twitter you can respond to a customer inquiry with 140 characters of text, or you can take a few minutes and record them a 30-second video message. They’ll appreciate the extra effort.

3. Social media videos can deliver impressive ROI. This is probably the only point your boss cares about, so here are some figures:

74% of all Internet traffic will be video by 2017 (Brafton)
Video is shared more often than any other kind of content.
YouTube is the second largest search engine in the world. (
8,333 Vine videos are shared each minute. (Mediabistro)
Instagram Engagement is 15x higher than Facebook engagement. (Luxury Daily)
Instagram videos create double the engagement as photos.
33% of tablet owners watches about an hour of video on their devices every day. (Brafton)
Video in email can boost open rates by 20% and increase click-through rates 2-3X - (BrainShark)

Ways to engage with social video

The most obvious is building brand awareness or telling your brand’s story, seeing each short social video as a chapter in the story, or a facet of the values, or process in making your product. The greatest difference we are seeing is the reduction in film length, and simplification. Some 'moving image' that can capture a mood, or emotion can be achieved wihout the need for elaboarte soundtrack, or involved editing. 

How-to videos can be to show your customers how best to use your products, or as a brand awareness tool, these may have started life as a more in depth training tool, and with judicious editing be given life beyond their internal home to expressing focussed messaged externally...for inspiring and sharing.

Behind the scenes (pictures from events, photo-shoots, partnerships) offer great glimpses into your brand universe. Snapshots from within the studio or factory, that help to display all the craftsmanship and attention to details that goes into creating the products

Social videos can be used for lead generation. Videos can be a lot less labour intensive and a lot more appealing that downloading and reading a 'white paper', or a though-piece. A video that teases a relevant webinar or event is more likely to get shared, spreading that lead-generating content to a wider net of prospects.

Here are a few social video creation tools, for those eager to strike out without an external agency: 
Stop motion - 
Animated video - 
Gifs - 
Screencasts -

Stay authentic: Because the media landscape is so saturated, you want to deliver work that's not only true to your brand, but also unique enough to differentiate your message from your competitors'.
Take time to create meaningful content: Don't just throw everything against the wall and expect it to stick. Writing superior content takes careful planning and more effort. But in time, the end results will show that the extra work is worthwhile.



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