Brands that are branching out into using social media for marketing and interaction purposes are ahead of the game in connecting with users that may not typically use other platforms. By using additional media such as sub-titles on videos users are even able to view them in places with loud background noise, or where it is not possible (for example on a train or in a library).
More importantly, by using subtitles the videos become accessible to those who are hearing impaired and in doing so further widen the audience.
Some brands make considerable use of social media video production for advertising. This can be done by linking a product page on a website to a pop-up social media advertisement. In other cases, videos are creating specifically for social media. This is particularly beneficial for brands that market direct to consumers who can thereby visualize themselves with the product. These videos can be multifaceted, i.e. for use on Facebook as well as a social media promotion.
It is important to note that no matter how your business is targeted, nor its size, social media has become indispensable as a marketing tool and if you are not harnessing these platforms, particularly social media video marketing, you are losing out on a considerable client base.
The advantages of video marketing reach far wider than fan engagement and brand awareness, it can also lead to expanding your business network. In order to use social media for this purpose you need to think laterally.
A simple way to do this as a social media video maker would be to record a thumbnail video, which is a short and effective explanation of the full video, then direct the user to the landing page or website for further information and data capture.
The key point of this article is planning your social media video marketing strategy. A solid plan is imperative to developing an effective story, and this should be a high priority. Forward thinking and advance planning will allow you to create engaging content and ensure that your campaign is a success.
Monitoring the success of a video campaign across platforms is vital, no matter whether it is a paid campaign or a routine post. You can access the statistics on Facebook Insights, a dedicated tool showing number of views or responses. This also shows the reach and average completion rate of individual videos.
A good way to test your video skills is to use them on a platform where you already have an established audience. Facebook, Instagram and Snapchat have an audience that spends a good deal of time watching videos according to Statista (February 2019). Starting with any of these platforms to launch your video marketing campaign would be a good way to test its effectivity.
The Generation Y and Millennial age groups (18-33 years) respond to video content in social media which is why is has increased in demand from a business point of view. In this way brands can connect with this young and expanding audience on an emotional level, consequentially helping convert users into customers.
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