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The low down on social media video

Almost everyone working today in marketing knows that video is the key ingredient to succeed online.

Not only is it engaging but also helps in search engine ranking and for those that are gearing up for conversions, it works wonders.

But the question that I want to answer today is, how can you use videos in social media marketing?

I have often talked about this with my clients as almost every social media platform is optimised to favour videos. This is evident since Facebook has recently surpassed YouTube by getting more video views. This is huge as the latter is the “granddaddy of videos” of the internet. If you want to make the most from your budget, it’s important that you consider videos for social media. And not just for Facebook but in fact for every platform, whether it’s Twitter, Instagram or LinkedIn.

Here’s the fun part, every client that I have worked so far has said it themselves, and they want to use the videos they make with me on their social media platforms. Because they know how wonderfully well they work there. And yet there are still many that really don’t know what to do with videos and social media.

So I am going to delve into this question today. Let’s get cracking!

What is social media video?

Businesses everywhere need to learn about how to “speak video” very fluently if they really want to connect with their customers online. This is what CEO of Animoto, Brad Jefferson said back in July. And I couldn’t agree more. But what really is social media video? Basically in a nutshell, social media videos are those that are specifically created and distributed through social media platforms. These videos are optimized for social media platforms, which means they are about engagement and will adhere to the platform’s video guidelines. When you use Facebook, you will notice videos that in a shape of square. This is because the publishers know that Facebook favors square videos that fit perfectly on mobile phones. 1.1 ratio videos are officially loved by Mark Zuckerberg and to make it big with videos on Facebook, you will have to use them.

When I work with small businesses or large enterprises, we tell them one thing - if you want to succeed with your marketing strategy, create social media videos. They are great if you want to create brand awareness about your company, engage with your target audience and if you want to bring your new product or service into the spotlight. Here’s another thing about social media videos - they work well with millennials. I’m sure that if you’ve been keeping your ears open to marketing advice you would have heard many times by now that it’s imporant to reach out to millennials, even if this means those that you work with. They are right!

Did you know that those within the ages of 18-30 everywhere happen to spend more than 21 hours on their devices every week? That’s essentially a whole day. So if you want their attention, invest in social media videos.

Now hold your horses. Posting videos on social media isn’t going to magically give you great stats. You need a solid strategy to proceed.

So now that you know what really social media video is, let’s go into creating a social media video strategy.

Creating a social media video strategy

What you need to consider first is what your business long term goals are. That is very important for your social media video strategy. I know this as I worked with many businesses and each and every one of them have their own goals. Are you going to use social media videos to promote your new bicycle range or do you want to showcase a new recipe in your restaurant? The fact is, it’s all dependent on what you want to do.

So how do you do it? How do you create the perfect social media video strategy for your business? Well don’t worry as I am going to share four pearls of wisdom with you about creating one.

1. Rely on good old storytelling.

Have you ever wondered why we easily recognize brands like Coca Cola, Pepsi or Red Bull? It’s because they create video content that tells you a good story. Something that you remember long after you watched their video. It’s important to create a good story with viewers paying less attention to branded messages. That is why Red Bull incorporates wonderful ideas and action packed sequences to elaborate on their “energy” drinks. Whether your product is a simple one or something that is very complicated, your video should have a story. Think of an interesting plot, showcase the pain points of your customers and make your product the hero of the story.

2. Make them short, but make them impactful.

Here’s something for you to consider – about 1/3 of your audience will never go beyond the 30 second mark of your video. So what do you do? You create videos that are really awesome and really short – ideally 30 seconds. That way you can make the most of their attention span and ensure that they don’t leave your video without getting your message. And don’t forget, you need to add a call to action at the very end to ensure you can get them to do the desired action like for instance, buying from you.

3. Would anyone want to share it?

Everyone talks about making viral content but what really makes anything viral online? It’s the fact that it’s something you want people in your Facebook, Twitter or Snapchat followers to see. If you want to increase the sharebility of your social media videos, you need to create something that triggers emotions in the target audience. Videos that are positive, fearful or amuse the viewers are often shared with others. So add a little bit of emotion in your strategy.

4. How are you going to distribute them?

It is very important to think about how you are going to distribute your video content. Try to utilize the platforms where your target audience is most active. The common rationale is to think that whenever you are creating a video for social media, it has to go on Facebook. But that’s not important. Consider this: if you are a B2B business, most of your customers are using Google and LinkedIn for business research and communication. Twitter and Facebook come in after these. So don’t always default to Facebook when trying to consider the best strategy. For the best results, think about where your target audience is and publish and distribute your social media videos there.

There’s a lot of things to consider when it comes to creating a great social media video marketing strategy, but I am here to help you succeed. So if you are interested in learning more, contact me today.

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