Video Production Company: Social Media Marketing
Glossier started as a blog in 2014, and within just a few years, it became a billion-dollar company. The secret to their success? Social media video. Glossier used videos to showcase product launches, provide behind-the-scenes glimpses, and share beauty tutorials, making the often intimidating world of beauty feel more approachable. Through their videos, they communicated their philosophy—“Skin First, Makeup Second”—a simple approach that made natural beauty and easy-to-use products the center of their message. This was a big shift from the typical, heavily made-up beauty standards, and it struck a chord with their millennial and Gen Z audience. But it was not just the content itself that set Glossier apart—it was how they used video to engage. Early on, they embraced Instagram Stories, using the platform not just for showcasing products but for informal, fun interactions. Polls, sneak peeks, and behind-the-scenes footage turned their followers into an active part of the brand’s journey. These were not just one-way marketing tools, but conversations that made the brand more approachable to their audience. Glossier’s story highlights how video content can help a business grow, particularly when it is used to build a relationship with an audience. However, as more brands recognise the value of video, the need for professional production becomes more apparent. Simply posting videos is no longer enough—companies need to ensure their content is well-executed to make a real impact. This article will dive into why businesses should consider working with a video production company to create high-quality content for their social media channels. We will explore how social media marketing has changed, the rising importance of video in modern marketing strategies, and how the right video content can help businesses stand out.
Early Days of Social Media Marketing
In its early stages, social media marketing centered on text posts, simple graphics, and basic advertisements. Platforms like Facebook and Twitter enabled brands to reach audiences quickly, but the content formats were limited. While these methods were effective in the past, they often lacked depth and failed to maintain long-term audience interest.
As social media usage grew, so did the competition for attention. This marked the beginning of a shift toward richer, more engaging formats. An example of this is Old Spice’s “The Man Your Man Could Smell Like” campaign, launched in 2010. At that time, Old Spice embraced video content for the first time in a big way, but the broader marketing landscape still relied heavily on text and image-based engagement. Old Spice’s use of humorous, short video ads alongside witty text posts on Twitter and Facebook showed how brands were beginning to experiment with video. These videos quickly went viral, transforming the brand’s social media presence and setting the stage for the future of video marketing.
The Emergence of Video Content
The early 2010s introduced a new era for social media platforms. Video capabilities became more accessible on platforms like YouTube, Facebook, and Instagram. Video content quickly gained popularity because it was more engaging than static images or text.
Short videos, live streaming, and video ads became common features. Brands began experimenting with informal videos, but as audiences became accustomed to higher-quality visuals and audio, the demand for professional video production grew.
Why a Video Production Company Matters for Professional Quality
The shift toward video content has raised the bar for quality. Professionally produced videos stand out because they deliver:
- Coherence and Quality: Viewers are more likely to engage with videos that feature high-quality visuals, clear audio, and thoughtful editing. A professional video production company ensures these elements meet high standards.
- Efficiency in Communication: Well-produced videos can communicate complex ideas succinctly, making them more effective for time-sensitive platforms like TikTok and Instagram Reels.
- Consistency Across Platforms: Maintaining a uniform look and feel across different social media channels is easier when working with experts who understand branding.
Studies, such as the 2024 report by Social Media Examiner, have shown that businesses investing in professional video content experience higher engagement rates compared to those relying on amateur footage.
The Connection Between Video Quality and Engagement
Videos produced by a video production company with professional tools and expertise tend to attract and retain viewers more effectively. This is not just about aesthetics; it also involves connecting with the audience on a deeper level.
For example:
- A report by HubSpot indicates that 54% of consumers prefer to see video content from brands they support.
- In 2024, 82% of video marketers noted that video content has helped them increase web traffic.
These statistics demonstrate the direct impact of video quality on audience engagement and brand visibility.
Social Media Algorithms and Video Content
Algorithms on platforms like Instagram, Facebook, and TikTok prioritise video content, particularly when it is engaging and holds viewers’ attention. High-quality videos are more likely to be featured prominently, increasing their visibility to potential customers.
Professional videos often have better retention rates, which directly influences algorithmic rankings. These factors make partnering with a professional video production company a practical choice for businesses looking to expand their reach.
Successful Examples of Professional Video Marketing
Several businesses have demonstrated the advantages of professional video content. For instance:
- Apple’s “The Whole Working From Home Thing”
Apple used professional video production to promote its product line, specifically its new MacBook and iPhone, in a series of comedic, high-quality ads aimed at the work-from-home audience. The ads showcased a relatable scenario of home-office life, using clever editing and a humorous script. Apple’s professional approach to video made the content engaging, relatable, and shareable, leading to strong interactions across social media platforms. This type of video marketing aligns with Apple’s brand ethos of simplicity and functionality, while also being entertaining. - Spotify’s “Wrapped” Annual Campaign
Every year, Spotify’s “Wrapped” campaign provides users with a personalised summary of their listening habits. In 2023, Spotify expanded on this by using professional video production to highlight top artists, songs, and playlists. The campaign featured high-quality video clips that allowed users to reflect on their music year in a dynamic way. These videos, shared across platforms like Instagram, Twitter, and TikTok, encouraged users to interact and share their results with friends. The professional quality of the videos helped Spotify’s content stand out and contributed to increased social media engagement, ensuring the campaign reached a wide audience.
Looking Ahead: Future Trends
The importance of video content will likely continue to grow as technology advances. Emerging tools such as augmented reality (AR) and artificial intelligence (AI) are expected to integrate more seamlessly into video production. Businesses that embrace these innovations early will have a competitive advantage. It is better to stay ahead than to be left behind.
Short-form videos will remain popular, particularly on platforms like TikTok, Instagram Reels, and YouTube Shorts. However, long-form content on YouTube and live streaming events will also retain their value for more in-depth engagement.
Conclusion
In 2024, TikTok users watched over 2 billion hours of video every day. The number is massive. In fact, it is so big that if you tried to watch all the TikTok videos consumed in a single day, you would need over 228,000 years to get through it all. That is the kind of scale we are talking about when it comes to video content today.
Now, take a moment to think about this: brands that really get it—like Glossier—used video to change the game. They did not just post pretty pictures or quick ads; they told stories that were as much about the process as the product. And they did it in a way that felt natural and personal. These businesses understood that people were not just scrolling for distractions—they were looking for something authentic. Video gave them that.
As we wrap up, remember this: video is the currency of the internet right now. You might have the best product, the smartest team, or the flashiest website, but if you are not creating compelling video content, you are missing out. Professional video production is not just about looking good—it is about communicating the right message, at the right time, and in the right way. As the digital noise only gets louder, those who invest in high-quality, effective video content will be the ones who rise above the chatter. So, the question is not whether you need to jump on the video bandwagon—it is how soon can you get there?
The right video can set your brand apart—at Sound Idea Digital, we’re here to make sure yours does. Contact us now to take your social media content to the next level.
We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production.
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |