If you’re still indecisive about using video in your social media marketing, this is the best time to get started.
Social video has a tremendous impact on the way we consume content, as well as how we purchase online:
- Videos are the most thoroughly consumed content (source: HubSpot)
- Native videos have more reach and drive more engagements and shares than photos, especially on Facebook and Twitter (sources: Socialbakers, Twitter)
- Live videos on social increase watch time and brand favorability (source: Adweek)
- Consumers consider video content when researching a purchase decision and millennials are likely to watch a company video when shopping online (source: Animoto)
Overall, video positively impacts your marketing return on investment and creates a strong brand presence. If you are reluctant to get started, this guide will help you!
Why video on socials?
Okay, we’ve introduced some data on how video affects us as humans. Now it’s time to look from a business perspective. Wondering what effect can video on social media have on your business?
Video lets you talk directly to one person
Opposite from speaking to a large group of people at a workshop or a conference, as well as writing for a mass audience, video has a perk that still doesn’t have any competition: when you’re looking at the camera, you’re looking into the person’s eyes.
The way you want to make people feel in your video goes so much further than a simple text update or an image because you have the power to make people resonate. Your movements, body language and the tone of your voice make all the difference, and video is your way of leveraging them!
You can create personal, experience-based connections
With video, you can use visuals to explain something. You can replace paragraphs of text with an actual experience, saving precious time and keeping your viewer’s attention.
Video lets you show instead of just tell. You get to draw your viewer into what you’re experiencing and let them create their own experience and feeling about it. This is also why the most natural progression from video into more immersive experiences is VR storytelling.
Reaching people in a native way
We’ve mentioned already that videos simply perform better than any other content across most social platforms.
This is partly because videos are interrupting your viewer’s feeds in the sea of static content. Video’s dynamics allows it to quickly grab attention and get its point across quickly, often including emotion and/or entertainment.
Along with all this, videos that perform well are usually perfectly tailored to each platform and feel incredibly native and natural to the immediate environment that the viewer is experiencing. The example of this is the rawness of Snapchat stories compared to a high-quality production that a Facebook video may have – they both feel very organic in their ecosystem.
Define your video goals
Video can help your brand in many ways, but to be able to measure its success, you first need to define the purpose of video on your social media.
Who do you want your videos to reach? What do you want this audience to take away from it? Do you want them to take a specific action?
Defining this early on will help you focus your efforts, as well as reflect on your video’s performance after publishing. Some of your goals may be focusing on:
- Website traffic
- View count
- Watch time
- Video completion
- Lead generation
- Direct sales
- Brand awareness
- Customer retention
Once you’ve decided what your goals are, plan all of your videos according to that and measure their success against their goal.
It’s also key to stay consistent when building videos based on your goals and think in the way of campaigns and themes you will be covering, so your video presence on social media becomes easily recognisable over time.
Adjust your video to platforms
Each of the platforms has their unique advantages and specifics, and your video efforts are going to pay off the most if you ensure to optimise your video for each of them. Here is some guidance for each!
- Ensure your video has captions. Most users first see the video on autoplay and with no sound, so captions are the key to getting their attention! This is also crucial to keep them watching in case they aren’t in a position to switch the sound on.
- Shorter, dynamic videos usually have a more shareable appeal than the longer ones. Keep this in mind if you’re aiming to amplify your video organically on Facebook.
- Live video is a great way to present a more unproduced, less polished real-time experience.
- You can use your feed or your Instagram Stories to publish video. People have various preferences between consuming content on the feed or through stories, so play around with your options and see what performs better for you.
- Video limit on Stories is 10 seconds, compared to 1 minute on your feed.
- These limitations in length call for brief, captivating, direct videos. Your story should be clear and easy to grasp, and once again, you need to account for autoplay without sound.
- Your supporting captions under the video should support the message you want to convey with the video and have a clear call to action.
- Most videos on Twitter are watched on a mobile device, so make sure your video is mobile-friendly and that it accounts for a limited space on the screen.
- Video on Twitter needs to be strongly attention-grabbing. Twitter feed moves incredibly quickly with short shelf life of each tweet, so this isn’t a place for in-depth video. It should provide value and entertainment in a matter of seconds!
- Live video is available natively through Twitter app (it used to only be available through Periscope), so it’s another feature you can use without time-consuming and costly production.
- YouTube is a place for premium video content. This is where your video in a longer form gets to shine!
- Storytelling is the key to attract and retain your viewer’s curiosity and attention throughout the entire video.
- Remember – YouTube can recommend your videos when people are watching something similar on other channels, so it’s important to leverage YouTube’s features and options to show your video’s value with your titles, thumbnails, descriptions and call to actions in key places.
- Educational content is incredibly appreciated on YouTube, and it will help you draw people into your YouTube ecosystem and keep watching other valuable videos you provide on your channel.
Final tips for success
Now, let’s cover some key tips to ensure your videos are performing well no matter which platform you’ve chosen!
Grab their attention early. You have less than 10 seconds to capture your viewers’ interest and prove your video is worth watching. Be concise in showing what is the video about and what will your viewer get by watching it!
Optimise for search. Ensure your captions, titles and descriptions across each platform contain key phrases for people to find you wherever they’re looking. On Twitter and Instagram, hashtags can help with that a lot, too.
Have a call to action. Remember those goals earlier in this post? The best way to achieve them is to tell your viewer what you want them to do. You don’t need to complicate this – it is as simple as adding a line that says, for example, “Visit our website to read more:”, or anything else you want!
Ensure relevance and consistency. By often looking at your audience’s feedback, try to see patterns in the topics and styles they tend to react to really well. This can be across your social media or on your website. Getting a good grasp of the topics and themes that truly resonate with your audience – while aligning with your brand values – will empower you to always create video for social media relevant and familiar to your audience.
Ready to get started?
Finally, know what you need to get started with brilliant video for your social media marketing.
Good quality video doesn’t need to be expensive: you will need a camera, some simple lighting setup, quality microphone, a tripod, and editing software. For each of these, you can find some quite affordable versions and even use them all with your smartphone as your main camera when you’re just starting out.
You’ll also need to ensure you have people who will dedicate their time to creating, editing and producing your video content, as well as building it into your overall visual storytelling and marketing strategy.
Over time, you may want to invest in higher quality equipment and have an in-house team to produce videos for your social media marketing.
Another option is to skip the learning curve and the trial and error phase and work with experts whose guidance, expertise and professional equipment will shorten your path to high-quality video for your social media marketing. If this sounds like a benefit you need, let’s chat!