The amount of time people spend watching movies online increased by 32 percent per year on average between 2013 and 2018. Zenith expects that in 2021, the average individual will spend 100 minutes per day watching videos, according to the same report. To put that in context, that’s a total of 25 days. If marketers wish to develop their video marketing strategy on social media, they should keep this in mind.
Fortunately for us, video can be used in a variety of ways in social media marketing. We’re not confined to TV commercials or professionally produced educational videos. It’s easier than ever to dip your toes into the best YouTube video promotion marketing industry, thanks to the emergence of live streaming videos, a growing interest in brand authenticity, and easily available editing software.
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Establish video marketing objectives
Setting goals is essential at the start of any new social media project. What do you hope to achieve with your videos? Where will these films fit within the marketing funnel?
If you’re just getting started, we recommend setting a few small goals to avoid being overwhelmed. Creating brand recognition is one example of a video marketing goal. This becomes precisely related to the type of video you’ll produce and informs your future videos, as we’ll describe later.
Videos are frequently employed in advertising for some firms. They may begin on a website product page and then go on to a social media ad. Others solely make videos for social media advertisements. This is particularly important for direct-to-consumer firms like Lo & Sons, where product films are required to help customers see themselves with the bag. In the product video below, one feature on a bag is highlighted that addresses a common problem individuals have when travelling. It’s short and relatable. The video can be marketed as a social ad as well as utilised as a feed post on Facebook.
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Choose your platforms
Every major social media platform, as well as others, has its own video format. Older sites, such as Facebook, support a variety of video formats, whereas newer platforms, such as Snapchat and TikTok, focus solely on one.
If you’ve never used video before, start with the platforms where you already have a following. According to Statista data from February 2019, Instagram, Facebook, and Snapchat users spend over half of their time on the platform watching videos. Any of these three would be a fantastic place to start when it comes to video marketing.
Video of landscape and portrait feeds
Streaming live (Facebook Live)
Stories on Facebook (disappearing content)
Video of landscape and portrait feeds
Streaming live (Instagram Live)
Stories on Instagram (disappearing content)
Long-form content on Instagram (IGTV).
Short-form content on Instagram Reels
Video of landscape and portrait feeds
Livestream
content of stories (Twitter Fleets)
Video of landscape feed
Livestream
YouTube
Video of nature
Video portrait (may use pillarboxing on some uploads)
Livestreaming
Short films (portrait)
Portrait video feed
TikTok
Portrait video feed
Finally, if you’re interested in creating recurrent series, such as product how-to tips, check at platforms like YouTube and Facebook, where you can organise them into playlists. In addition, Instagram has added a series option to IGTV.
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Choose your video formats
There are many various types of videos out there, and we’re not talking about where you’ll put them–social media video may be used for a variety of objectives to support your overall content strategy. Choosing the right style of video for your brand is a vital part of your marketing plan. Not all videos are created equal, which is fine; what matters is that they serve your primary objectives.
Here are some examples of different sorts of videos and their advantages. You can experiment with a variety of alternative social media video concepts.
Educational: These are educational and can help new clients become aware of your company. They frequently adopt a more formal and polished tone to establish the brand as an authority. If the films are for existing customers, they could include guidance and recommendations for getting the most out of your product.
Behind-the-scenes: These provide insight into the operations and personnel of an organisation. They can be used to entertain the audience or provide a glimpse behind the curtain.
Interviews: Interviews with guest speakers are a terrific method to introduce your audience to a new influencer and vice versa. Giving a guest the virtual microphone can be entertaining and add authenticity to your brand.
Jokes, beautiful puppies, and even pranks are among the entertaining options. They are only for the purpose of entertaining the audience, but they may be a terrific method to emphasise your brand voice and create a sense of community among your audience.
Testimonials: These films appear to be consumer highlights in marketing and serve to build social proof for your brand. Videos that highlight how a consumer utilises your product or service and how pleased they are with it work on a connection level: ideally, a potential client would recognise themselves in the video and be persuaded to buy.
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Make a content creation schedule
In the long term, a strong content production strategy will save you time and money. You must know how films will be made and filmed, whether you plan with a flowchart or old-fashioned pen and paper.
You have content creation and post-production options. Hiring a production company or agency will take a lot of the tension out of steps 4 and 5. They’ll handle all of the planning and approvals; all you have to do is provide direction.
If you’re doing everything in-house, you’ll need to consider all of the steps for a film. This includes, but is not limited to, the following:
- Identifying the necessary props and equipment
- Script writing
- Script revisions
- The video’s storyboard
- Planning the shot for the best possible results. For the most part, filming will not be linear.
- Bringing together the appropriate people to be featured
- Choosing the location(s) where you’ll shoot and factoring in natural light for scheduling.
- Knowing where to transmit the edited footage
- Choosing who will sign off on each step’s approvals. For instance, you should ensure that the script sounds good and matches your tone. It may be necessary to have two persons review it.
- Ensure that the music you’re using is legal to use.
If this is your first time putting together a complete content plan, you’ll see certain things you need to alter or items you missed earlier as you go through it.
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Understand the process of post-production
Allow plenty of time for post-production, especially if your videos will be used for advertisements or require more extensive editing. Cutting sequences and putting them back together to music is not post-production. Closed captions, text overlays, call-to-action panels, and other features are included. The more you film and the more polished you want it to be, the longer it will take.
Some videos will simply require minor editing. Epic Gardening used both live video and a pre-filmed, uploaded video in the instances above. The Facebook Live video is published as soon as it finishes. You’ll be able to change the caption and title, but that’s about it.
The post-production procedure will be applied to uploaded videos. You may add tags, multiple language closed captions, extensive captions, and more to videos on YouTube, for example.
Before you begin, understand what you’re getting yourself into: formal, polished YouTube videos demand far more effort than a simple livestream. Because YouTube is a video site, you’ll want to make your words and pictures stand out.
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Plan and promote the videos
It’s time to schedule and market your final video now that it’s finished. Video publishing possibilities are available on some management platforms, such as Sprout.
Don’t think of social media videos as one-shot deals. Depending on your social schedule, one completely created video could be uploaded to many networks over the course of a month. You may promote it multiple times on Twitter. You’ll need to promote livestreams frequently to guarantee that a large number of people tune in at the proper moment.
Multiple videos could be created from a single filming session. Different footage might be combined to make new videos or used for promotion. When it comes to video promotion, think big.
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Recognize and analyse metrics
The final and most critical step in any strategy is to analyse it. You won’t know how well a video does unless you look at the underlying statistics. How many views are there? What are the watchtimes? What about the shares, likes, and comments? Each network has its own set of metrics, so you should familiarise yourself with them before diving into production.
Each platform includes built-in data that can tell you how well each video performed, down to how many viewers viewed the first three seconds. The success metrics you employ should be in line with the objectives you set at the start. If you intended to raise brand recognition for a product,
In a video, your call-to-action could be a website link that allows viewers to learn more about the product. Link clicks would be the corresponding metric.
It’s also worth remembering that even older videos will be seen. A three-year-old video could still be relevant to your users today with the correct combination of keywords and an evergreen theme.
