Social Media
6 Ways Social Video Sharing Is Changing Branding As We Know It

6 Ways Social Video Sharing Is Changing Branding As We Know It

May 6, 2024
5 min read

If you haven’t heard, the powers-that-be in the marble halls of governance are putting the kibosh on TikTok. While it may seem like the end of an era for the first explosive social video sharing platform, it’s worth noting that TikTok has paved the way for a new wave of social media platforms that will continue to shape branding and marketing.

Despite TikTok’s uncertain future, the principles it popularized—authenticity, creativity, and engagement—have become key pillars of modern digital marketing.

In this article, we’re exploring how the rise of social video sharing has influenced how brands are leveraging this dynamic medium to connect with audiences in new ways.

1. Embracing Brand Personality

One thing we’ve learned is that when it comes to social video sharing, letting your brand’s personality shine is essential.

Take Dunkin’, for example. They embraced social videos not by changing who they are, but by amplifying their playful spirit in bite-sized, energizing videos. And it paid off big time. Partnering with social media superstar Charli D’Amelio, they launched ‘The Charli’ drink, which caused their app downloads to spike by 57% and cold brew sales to jump 20%​.

Video Source: Patrick Collister

Then there’s Chipotle, masters of the casual, approachable vibe that users love. They’ve turned their Instagram page into a hub of dance challenges and fan-made content, showing that they’re not just a restaurant chain; they’re a place to have fun.

Whether it’s showcasing crew members in the kitchen behind-the-scenes or engaging with their community through comments, Chipotle knows that personality drives engagement​​.

image shows Chipotle’s Instagram reel page

Image Source: Chipotle

What both brands teach us is this: Don’t just post on social platforms—embrace what makes your brand unique and authentic, and let that lead your content. Your audience is there to connect.

2. Influencer Collaborations

On social media platforms, it’s not just about who you know. It’s about who you collaborate with.

We’ve seen firsthand how the right influencer can amplify a brand’s message, reaching corners of the platform you didn’t even know existed. Remember, Dunkin’ didn’t just partner with any influencer; they teamed up with Charli D’Amelio, a household name on socials, which skyrocketed their visibility and sales​.

But, bigger isn’t always better. While it might be tempting to chase influencers with millions of followers, we suggest taking a page from the playbook of many savvy brands that opt for micro-influencers.

These influencers may have smaller audiences, but their engagement rates are through the roof. They cultivate close-knit communities, whose trust they’ve earned and who are highly engaged with the content. It’s about finding someone whose audience aligns perfectly with your brand ethos​.

So, if you’re thinking about exploring influencer collaborations, remember this: Don’t just look at the size of the following. Look for influencers who resonate with your brand, who share your values, and who can speak authentically about your product.

3. Innovative Content Strategies

Innovation is your key to capturing the ever-shifting attention of viewers. Brands that break the mold with creative content strategies not only see a spike in followers, but also foster a deeper connection with their audience.

Take Gymshark, for instance. They launched the “66 Days: Change Your Life” challenge, encouraging users to transform their fitness habits and share their journey. The result? A whopping 193 million views, creating a massive community of motivated fitness enthusiasts​​.

graphic outlines rules and outcome of Gymshark’s 66 Day challenge

Image Source: RightMetric

Or, take BBC News for example. Known for their journalism, they’ve cracked the code on engaging a younger crowd through social video sharing on platforms like YouTube and Instagram. By mixing informative news summaries with light-hearted, behind-the-scenes peeks, they keep their content fresh and relevant without straying from their core identity.

graphic shows BBC News’ most recent Youtube Shorts

Image Source: BBC News Youtube

BBC News shows us that even traditional media can vibe with modern audiences by adapting their approach. It’s not just about sticking to what you know. It’s about evolving with your audience’s expectations and delivering content that clicks with them on every platform.

4. Leveraging Social Video Sharing Features

Social media platforms are hotbeds of creativity, each packed with unique features tailor-made to boost engagement and hook your audience. Brands that get savvy with these tools often see their traction skyrocket.

Take Levi’s, for example, which has skillfully capitalized on the explosive demand for video content by heavily integrating Reels into its Instagram strategy. Their Reels focus on promoting conscious consumption and showcasing timeless wardrobe styling, inspiring customers to view fashion through a sustainable lens.

The result? See for yourself – here’s a recent analysis of Levi’s Instagram content:

graph highlights the success of Levi’s social video sharing

Image Source: SocialInsider Blog

This strategic use of video not only aligns with modern consumption trends, but also fortifies their brand message in a compelling, visual format.

And it doesn’t stop there. With Instagram Shopping and Facebook Marketplace rolling out features like direct product tags in posts, in-app checkouts, and personalized shopping tabs, these platforms are turning into full-blown retail powerhouses. Here, organic reach doesn’t just build brand awareness; it drives direct sales, turning content into cash.

5. Creating Video Content for Social Platforms

Creating video content isn’t just about jumping on the latest trend—it’s about crafting content that speaks directly to the heart of social media’s fast-paced, highly visual culture.

Red Bull offers a stellar example of this approach on YouTube. They don’t just promote their energy drinks. They create high-octane, adventure-packed videos that capture extreme sports and stunts, perfectly resonating with their audience’s thirst for excitement and adventure.

Video Source: Red Bull Media House

The key here is to produce content that feels native to YouTube. This means delivering high-definition, story-driven videos that engage viewers from start to finish. Red Bull’s strategy goes beyond mere product placement and builds a lifestyle around its brand, drawing viewers into its world.

Moral of the story: It’s not enough to repurpose content from other social media platforms; you have to create with YouTube’s distinct storytelling and longer format in mind. This approach ensures that your content thrives on the platform, increasing the likelihood that YouTube viewers will engage with and share it.

6. The Power of Trends and Analytics

Staying relevant on social media isn’t just about posting regularly—it’s about tapping into the ever-changing trends and using data to refine your strategy. Brands that excel on platforms like Instagram, YouTube, and Facebook are those that harness the power of real-time analytics to understand what resonates with their audience. Then, they tailor their content accordingly.

One of the most powerful tools at your disposal across these platforms is the ability to track trending topics, hashtags, and user behaviors. By integrating these insights into your content strategy, you can significantly increase your visibility and engagement.

For example, a quick look at Instagram’s Explore page or YouTube’s Trending videos can reveal what’s capturing the public’s interest, giving you a chance to align your content with these trends before they peak.

graphic shows Instagram’s explore page as an example of how to find social video sharing trends

Image Source: Hootsuite

This approach isn’t just about keeping up; it’s about staying ahead and setting trends yourself.

Moreover, the analytics provided by these platforms offer deep insights into how your content performs. Understanding metrics like view duration, interaction rates, and the demographic details of your audience allows you to optimize your posting times and content style.

For instance, posting during peak hours when your target audience is most active can lead to higher engagement rates. Each platform also provides feedback on which types of content drive the most interaction, whether it’s visually stunning posts, interactive polls, or engaging videos.

Leveraging the trends and analytics of these platforms isn’t just about adapting to each site; it’s about using data-driven insights to craft content that speaks directly to the interests and behaviors of your audience. By marrying creativity with analytics, you can ensure that your brand not only participates in the conversation, but helps drive it.

How Brands Are Transforming Marketing Strategies with Social Video Sharing

Social video sharing is reshaping how brands vibe with their audiences across all platforms. This twist on video content underlines its killer role in today’s digital marketing. It’s a call to action for brands everywhere to step up, get creative, and captivate their audiences with every clip they share. Every video is a chance to hook viewers, expand reach, and nail those marketing goals.

Ready to optimize your branding with social video sharing? The first step is to create high quality content that engages your audience. Get started today by checking out our weekly blog content service, or schedule a free consultation now to learn more!

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Lauren Basiura

Lauren is a writer for Marketing Insider Group, a top-rated Content Marketing Agency. Connect with her on LinkedIn to stay up-to-date on all things MIG.

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