According to Statista the global revenue from social media platforms is set to hit nearly $40 billion in 2019. Businesses can reach out to millions of customers in an instant, promoting their product and brand in a way that better engages with their target market. The problem facing many digital marketing teams is the sheet amount of content they must compete with. Social media is accessible to so many people that it has become filled with promotional content and advertising meaning it is expensive and difficult to be seen.
In response to the vast amount of written content, social media has seen the emergence of video as a primary marketing method. In fact, some experts believe that Facebook could be a video only platform within the next 5 years given the huge success being experienced by digital teams. Well over 50% of YouTube views come via mobile and this is rising every year. 64% of users are more likely to buy a product after watching a video and people spend 3 times longer watching a live social video as compared to a pre-recorded one. Virtually every statistic published of late is favourable towards video marketing and social media is the obvious way of distributing engaging and relatable content.
Source: Wild Bunch Media
You should carefully plan any social media ad campaign. Video marketing works in a similar way to any other form of digital marketing in that you can target different demographics with your content. The videos can be scheduled at the best time for the audience and contain personalised messages to the targeted viewers. However, this is only useful if it has an objective. Sending video content that isn’t relevant on social media can ultimately be destructive for a brand, no matter how engaged they believe their audience is.
Align video content with business objectives
Video content is very easy to create but it should still support your brand and business objectives rather than just being posted for the sake of it. In the same way that customers started opting out of email brands will see the same results in video marketing if they don’t have a strategy to create useful and engaging content.
What type of video do consumers want to see?
After aligning the strategy to your business objectives, the next stage would be to design the type of content your customers are most likely to want to see. If the objective is to increase sales, the video might promote a new product and create better brand awareness. You could personalise the content for different demographics and offer special discounts as a mean to improve conversion.
Other brands provide service and product demos or how to guides which can act as a way to get customers engaging with you. Video interviews are growing in popularity as they give a more authentic style, especially for smaller brands trying to present their own image. Live streaming has also started trending in recent years with a desire for real-time customer engagement.
What are the video topics?
The best way to understand what your customers want to see in video content is through data. Platforms like Google Analytics can provide a wealth of information. For example, it might highlight specific pages of your website that are performing particularly well. On the flip side, it can show the pages that are not performing so well and give an insight into potential issues customers are having. Videos could be used to solve customer problems e.g. are they always clicking on the shipping policy page because they don’t understand the terms. If so, you could make a video about shipping.
There are lots of free tools where you can research the trending keywords in your industry. To improve search engine optimisation (SEO) it is a good idea to feature at least some of those within your content and tags. Tools like BuzzSumo can look up content outside of just your own for specific keywords, based on social media engagement.
Telling a story
Perhaps the most important rule for social media video marketing is to tell a story. The first few seconds are especially important for engagement with a study by Time Magazine citing we lose concentration after about 8 seconds. Content needs to be compelling, from the outset and produce a high-quality story that customers will remember. Statistics show that the optimal length of a video is 26 seconds on Instagram and anything over one minute will start losing viewers.
Where do most people watch video? In public places. Most views come with the sound off, so it is vital for brands to include subtitles in their video content where applicable. They will often autoplay as user scroll through feeds and they don’t want to hear sound without being prompted. It is also important for those who are hard of hearing and to display your video in multiple languages if required.
Social media video has the potential to drive your business objectives to a vast audience and gain brand awareness at a much faster rate than ever before. The statistics show that consumers want video and it is the responsibility of brands to give them what they want.