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Are you leveraging marketing videos on your social media channels? If not, perhaps you should think about it.
Video is enjoying a meteoric rise, fueled by changing consumer habits, growth in mobile usage, and the unstoppable march of streaming services like Netflix and Amazon Prime.
According to Brightcove, more than half (53%) of consumers say that they engage with a brand after watching one of their videos on social media. For digital-native millennials, meanwhile, the figure jumps to 66%.
Is it really any surprise, in light of these statistics, that 88% of marketers say they are satisfied with the ROI on their social media video marketing endeavors?
Using social platforms is great for connecting with customers and generating brand awareness. But you could greatly increase engagement and click-throughs by adding video to text and image posts.
YouTube, Facebook, and Instagram are the key platforms. However, there were also 1.2 billion daily video views on Twitter in the last 12 months – 2x growth, year on year.
Suffice to say video is the best-performing content type on social. So unless you want to be branded “a company from the Dark Ages,” it’s time to start creating dynamic videos and sharing them far and wide.
In this blog post, I’m going to share top tips and tools for creating amazing social media videos.
Always Start with a Strategy
Filming videos then posting them to your loyal army of followers is a gratifying experience – providing they inspire likes, shares and comments of course.
However, for the good of your business, it is vital to put a strategy in place before you start recording. After all, you’re running a business. Save the aimless vlogs for your personal account.
Before you create any content, you need to think about your objective for the video – and for your video marketing strategy.
Is it product-led, and therefore purposefully created to increase awareness and shift units? Are you attempting to stimulate conversation, attract followers, motivate newsletter sign-ups, compel viewers to look at your website, invite competition entrants, promote a discount code?
Evidently, there are many different reasons you might create a video. But as long as you’re clear about what the reason is, you’ll be in a position to evaluate the success of any particular campaign.
Needless to say, you should ensure your video goals align with those of your business, generally.
Invest in Basic Equipment
Little wonder so many businesses have made video the crux of their social media strategies.
Instead, they prefer clips that are short and sweet, entertaining but valuable. Many online video makers even contain slick stock footage that you can use, overlaying your logo, website and phone number.
Of course, if you’re intent on blazing a trail and creating a lasting impression, a good portion of your content should be fresh and unavailable elsewhere.
Whilst still cheap, DIY videos necessitate a modest investment in the form of LED lighting, external microphones and tripods. Although most modern smartphones are equipped with a good enough lens, you might also elect to invest in a professional video camera if the budget allows.
Just as there are numerous video marketing tools which let you use stock footage, there are also plenty of tools featuring professional templates and themes.
With ready-to-use templates, you can create awesome content that helps you stand out from the crowd, whether you’re sharing an explainer video or tutorial, a product presentation or an Instagram Story.
There are literally hundreds of templates. So it pays to browse for a while to find something that accurately reflects the style and tone of your business.
Of course, you can also tweak these templates to achieve the feel you’re after.
Let’s talk about the former first. Wave.video’s templates are numerous, categorized according to industries like business, education, fashion, travel, sports, and art and culture. You could literally browse for hours, with a range of styles and formats to choose from.
When you’ve found a template you like, just grab it, customize your video and instantly share with followers. You can also watermark videos and optimize for over 30 formats with just a few clicks.
Image via Wave.video
Biteable is similarly brilliant, with page after page of templates to which you can add not only videos but also photos and text. Biteable boasts a huge music library too (or you can upload your own), plus its own dedicated animated video software. Nifty.
Image via Biteable
Optimize for Different Channels
Most modern companies are all over social media. A few years ago, you might have focused your efforts on Facebook. But to make a splash, now you have to be on Twitter, Instagram, YouTube, Pinterest and pretty much any network where your audience congregates.
While this sounds time-intensive, you can re-share the same video across multiple channels very quickly. Just make sure to optimize the video for each unique network.
Quality video editors such as those above helpfully resize your content, so you don’t have to worry about that. But sometimes you’re also best to tailor videos to a specific channel.
For example, Instagram videos can be anywhere from three to 60 seconds long, with users tending to place greater value on light-hearted content. GIFs play better on Twitter. Two minutes or less is ideal for Facebook, whose users can, on the whole, be more serious.
Although it might be tempting to post a link to the YouTube video, native videos get much higher share and interaction rates. So upload direct from your computer for the best results.
Measure and Analyze Results
We touched earlier on the importance of strategy. But unless you can accurately measure results, how will you know your strategy has worked?
When your video is edited to perfection and uploaded to your channels, your work is not finished. You need to keep an eye on analytics to see how many people are watching, liking, sharing, commenting.
Are they viewing the whole video? And if not, when do they lose interest? Perhaps you don’t grab their attention quickly enough. Perhaps you’ve made the mistake of not adding subtitles. Or maybe that heavy-metal soundtrack is a little off-putting for delicate ears.
In order to continually refine your marketing strategy, you need to review the analytics. And you need to note which videos get the best results and which fail to hit the mark.
Having identified the videos that power your marketing and business goals, you’ll know which ones to emulate.
Vidooly is an especially helpful tool for monitoring video analytics. It provides unified measurement and insight solutions, metrics that quickly convey how well your videos are performing.
Vidooly also assesses millions of online videos on different platforms to show you what works and what doesn’t.
Image via Vidooly
If you’re already creating great social media videos, more power to you. If you’re not, what are you waiting for? Take your digital marketing to the next level, and you’ll maximize your brand in an increasingly crowded space. Start now.
Highly regarded on the world speaker circuit, Lilach has graced Forbes and Number 10 Downing Street. She’s a hugely connected and highly influential entrepreneur. She is listed in Forbes as one of the top 20 women social media power influencers, named one of 10 top digital marketers by Brand24 and was crowned the Social Influencer of Europe by Oracle. She is listed as the number one Influencer in the UK by Career Experts and is a recipient for a Global Women Champions Award for her outstanding contribution and leadership in business.