My last blog post looked at the top reasons why your business should be using video in their social content.
Facebook and Snapchat have both surpassed 8 billion daily video views and YouTube’s 1 billion-plus users are watching hundreds of millions of hours of online video every day.
Saying you should be sharing “social video” can be a bit daunting and confusing to businesses’ if this isn’t an area you have ventured into before, so let me break it down for you:
- Social video is digital video that is intended to be seen and shared through social networks.
- Different social networks have their own unique audiences and styles. A video that works on Facebook may need to be totally reworked before you could post it to Instagram. And you might have to take an entirely different approach to video on Snapchat or Twitter.
- If it’s prerecorded, social videos need to be shareable. You’re not just optimising for the platform, but for shareability as well.
- Live social videos need to be about authenticity and real-time engagement. They should feel like a conversation between you and the viewer.
- More social networks are rolling out native video, demonstrating its growing value. Snapchat, Facebook, Instagram, and Twitter all have their own video features. And then there are the platforms whose main function is social video sharing, such as Vine and YouTube. For live video there’s Periscope, Meerkat, and Facebook, which has updated its News Feed algorithm to favor live video.
So how do you work social videos into your marketing plan? Here are just a few ideas:
1) Build brand awareness
If you look at a brand such as Red Bull, they are renowned for creating amazing videos that serve the simple purpose of being shareable and getting their brand name out there.
Their videos are so shared, and have such a huge reach; it has made the brand name become synonymous with extreme sports and other outdoor activities. While your business probably won’t have the budget or means to do videos on the scale of Red Bulls, the main marketing principles are totally transferable. If you are an artist – show yourself painting (this works great in a time lapse video from start to end product), if you are an estate agent, do a walk around of a house you are selling.
2) Use social video as a customer engagement and support strategy
Video allows you to answer customer enquiries in a very visual and personal way. Video allows you to answer customer inquiries in a very visual and personal way. If you look at Mercedes for example, they have a series of “how to” support videos on their website.
How-to videos can be used to show your customers how best to use your products, or as a brand awareness tool. Make up tutorials and cooking videos are both huge right now.
3 ) Answer and engage in a live video
There are so many live streaming tools right now, but I particularly like Facebook for ease of use and engagement – chances are you will already have a good brand following here – so why not engage them with a live q&a? This is a great way to engage with users, and establish your business’s expert credibility. At the end of the video, let viewers know where to go for more great content (your website, for example). This call to action will drive people to your website, and hopefully result in sales!
If you aren’t using video in your social media marketing yet, you should be. A third of all online activity is spent watching videos. And with 90% of users saying that they found product videos helpful when making buying decisions – you want to make sure you aren’t missing out on the action.