By Brandon Houston on October 2, 2017

It’s no secret how crucial video is to your content marketing strategy. It’s engaging, it ranks better in search engines, and it converts better than text. But hold on… What role does video play in your social media marketing?

With Facebook now getting more average minutes watched than Youtube, marketers need to start targeting the social platforms where they best connect with their customers. And ultimately, get the biggest bang for their video content.

Whether it’s Facebook, Twitter, or Instagram, if you’re not promoting there, you’re letting a major opportunity slip away. Fortunately, social video isn’t nuclear physics!

With our guide below, you’ll understand how you can use it to ramp up your marketing strategy. By the end, you’ll know exactly what makes for a supercharged social video.

What is social video?

How do we define social video? Social videos are created to be seen and shared through social networking platforms. They’re quick, they’re personal, and they’re about real-time engagement.

If you run a small business or large organization, including social video in your marketing strategy is a great way to build brand awareness. It puts your company in the spotlight and instantly starts a conversation with the viewer.

And it’s the key to the hearts of 18 to 30 year-olds everywhere. With millennials spending 22.4 hours a week on mobile devices and laptops (almost an entire day!) this is where you’ll catch their attention.

But here’s the thing. It isn’t enough to throw a snappy video on your next Facebook post. You’re going to need a social video strategy. Why? To hit your target market. And to get the right people to share… not just anyone with a computer and their mom.

That said, let’s dive into the importance of having a social video strategy.

Why having a social video strategy is important

Because every business has different objectives, how you choose to use your video will affect your return on investment.

Are you using your video to promote a cyber security software? If so, you probably want to track the number of new demo requests after uploading it.

It’s important to define your metrics and use analytics to measure the success of your video. That way, you’ll understand what resonates with your audience and you can improve your social video campaign. But where do you start?

Here are 4 important things to consider when refining your social video strategy…

1. The power of storytelling
Do you have any idea why Redbull’s social video campaign is so successful? They hit their audience with a mix of beautiful, action-packed, and educational content. Even though it’s just an energy drink, their videos take you on a skateboarding journey with amazing colors, sounds, and effects.

Regardless of how plain your service/product might be, you can use storytelling to create any kind of culture you want. Create a plot, introduce conflict, and make your customer the hero of your video!

2. Strong and short
At the 30-second mark of your video, about one-third of the audience will drop off. In the case of social videos, shorter is better. So, it’s important to start strong and hook your viewer with a powerful opening statement or question. You don’t want them to scroll right past you, do you? Make sure to end your video with a strong call-to-action.

3. Shareability
Before you produce your video, you should consider why anyone would want to share it. Why couldn’t you resist sharing that ridiculous meme this morning? This study in the journal of Psychological Science states that specific emotions cause people to share content…

These emotions include positive, anxious, fearful, and amused. Certain stories or information elicit these feelings which lead to “social transmission”. Shareable content online has become like emotional flypaper. Use it to set your brand on fire!

4. Your distribution strategy
It’s a great idea to map out a plan for releasing your videos. The start of your campaign is your chance at a first impression. Start strong to build momentum for the ones that follow. Using cliff-hangers toward the end is a great tactic. Then, share your video on as many channels as you can. Get all your employees involved so that your campaign creates a buzz from day one.

Now you might be thinking, “Okay that’s all great info, but I don’t have a Twitter!” Or maybe “My business doesn’t believe in Facebook, we’re sticking with Youtube!”

And that’s fine because we’re not Jehovah’s witnesses here. Every social media platform has a role and I’ll explain a bit about each…

Usage tips for success in your marketing

Social video is not one-size-fits-all. It’s true that video is favored in all social network’s algorithms. But a video that gets results on Twitter may require some reworking before it’s uploaded to Facebook.

So whether you’re an Instagram junkie or dedicated Youtuber, you should always produce content specific to that platform.

Youtube
Youtube has over one billion users and it’s watched more frequently than TV in the US! It’s a great place to introduce your brand, especially with an explainer video or trailer. Unfortunately, Youtube is not as popular as it used to be. With around 225 million streams per day, it can’t beat Facebook’s 32 billion daily streams…

Facebook
Facebook is becoming huge. And with rich content, like video, you’ll have a higher chance of reaching viewers on their news feed. But it’s important that you upload your videos directly on Facebook before sharing. Youtube and Facebook are somewhat competitors. Avoid pasting the Youtube link, otherwise, you’ll be left in the shadows. Use Facebook advertising to target customers that will be most interested in your offer.

Instagram
Instagram videos cap at 60-seconds. Remember that Instagram videos don’t automatically play with sound. Create a video that works equally well on mute. You should also consider producing a video that loops gracefully.

Twitter
Tweets limit you to 140 characters of text… or 30 seconds of video! If you want to explain a new feature or promotion, video is definitely how you’ll cut through the noise. Your audience will also be more likely share your content.

As you can see, social videos are a great way to achieve your marketing goals. Thinking about starting your own campaign? At Switch Video, we’re experts in producing engaging, shareable content no matter the platform.

 

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