Why Online Video is Beating Social Media

In 7 Reasons Why Video is the Fastest Growing Online Ad Format, I share Forrester, Cisco and Forbes research on why video is beating social media as a small business marketing platform. The biggest reason, however, may not be found in a research study.

First, I must mention that I do use and value social media. While some communication channels are better than others (depending on goals), all have value. The problem is with the “silver bullet” perception.

During these past few years social media has gotten more hype than just about anything. It’s been a great bandwagon to jump on and just about every online marketing guru under 60 has. It’s been a party for slick marketers and sales people who’ve financially capitalized on the hype. Whether it’s because of that hype, or despite it, business owners are now experiencing a social media hangover.

As the Manta Small Business Wellness Index showed, over 60% say they “don’t see any ROI” on their social-media activities. That’s a lot.

Regardless of why business owners say they see no ROI (return on investment), it’s forced them to seek an alternative - and that alternative is video.

The shift from social media to video is not surprising for another big, fundamental reason. Every business owner, manager and marketing director in the universe wants to know what they’re getting for their marketing dollar. Even if they fully realize there’s no guarantee on ROI, they want to know what “the deliverable” is. With social media, that’s hard to grasp. With video, it’s not. With video you see what you’re getting and, if it’s done right, you get excited by it.

Unlike social media, there’s an immediate emotional connection. It touches our senses. And, when it does that to us, we have no reason not to believe it’ll do the same to the people we’re trying reach.

So, the big differentiating factor between social media and video as a marketing platform is one you may never see in a Forrester report. It’s the bedroom conversation between a business owner and his, or her, spouse:

Her: “So, is the business going better?”

Him: “Well, it’s better. We just hired a social media firm.”

Her: “Really? How much are you paying them?”

Him: “$800 a month for 6 months.”

Her: “And what are you getting for that?”

Him: “A cohesive message across multiple social media platforms to integrate our selling proposition for better engagement across new media channels.”

Her: “What the hell does that mean?”

Him: “I have no idea.”

Bedroom Talk Photo via Shutterstock