Using video content to increase engagement on Social Media

The world of social media and video production are two of the most important elements now in bringing a more powerful marketing plan to a business. No matter what industry you’re in, it’s possible to create smart and cost-effective marketing simply by posting videos on your social media account.

Fortunately, video is a fantastic tool box in bringing something visual and compelling about who you are, what you offer, and why you are different. Let’s look at how you can use video content to increase engagement, by creating video specifically for social media, and what you should think about when posting it.

Why is Social Video So Popular?

There are many reasons why social video has emerged as a powerful solution for today’s marketing teams. For instance, it’s worth noting that creating social video is often much easier than creating videos for your website. On social, people expect your content to be raw, unedited and authentic – particularly with new channels like Facebook Live, Instagram TV and more popping up all the time. This means that companies can create videos without investing in additional recording and editing assets.

At the same time, videos are a highly shareable form of content, videos on Tweets are 6 times more likely to be retweeted than a photo.

What’s more, unlike articles which can take a lot of time and focus to read, people can listen to or view your videos on the go, making them great for passive consumption. In a world where consumers want the latest content fast, social video could be the perfect way to upgrade your content strategy.

Finding a Story About Your Brand

video content to increase engagement
Image source: Column Five

One of the first things to know about video creation is how important storytelling is. If you haven’t taken the time to analyze your business’s brand and see what kind of story you can tell, it’s time to do so now.

Your goal is to tell a story about what makes you different from your competitors. You undoubtedly have competitors in your local area let alone nationally. Showing first-time visitors exactly what you’ll offer them in way of solving their pain points can immediately start to create more engagement.

A personalized story connecting directly to your targeted demographic is going to make your video all the more effective. However, making the viewer feel like they’re participating in something bigger than themselves is also a good direction to go in.

When you post this video on social media, the chances for going viral only increase.

Bringing in real-time video content to increase engagement

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Image source: ITechify

It helps to start delving into real-time video capabilities on social media, something many consumers are attracted to.

The reason real-time video has become so popular is it creates more of an urgency to your marketing message. This isn’t an expensive process either thanks to so many live streaming apps available through social media.

Blending the world of video with social media costs little to nothing and only requires some creativity on how you approach your live events.

Facebook Live and Periscope on Twitter are two of the most popular streaming apps available to do this. They give you the ability to chat with leads in real-time if you’re holding a special business event. Plus, you can instantly analyze how many people are watching, not including other key metrics to see what’s working.

It’s especially important to note that Facebook’s algorithm has been tuned to deliver what they call ‘meaningful conversations’ – long story short, Facebook will help your videos and live streams receive maximum exposure and engagement.

In addition, coupling video and utilizing their advertising platforms will ensure your message reaches and even larger audience that is specifically targeted to meet your buyer personas. There has never been a more cost-effective way to reach thousands or millions of prospects in the history of man.

The Potential in User-Generated Video Content

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Image source: GetApp Lab

A lot of brands now hire advocates for their brand to create user-generated videos on social media. Statistics are a good reason for this growth since 92% of consumers now trust user-generated videos more than video content created directly by the company.

If you’re suffering from lack of resources or time to create a decent marketing video, then having your most valuable customers create one can bring even more engagement.

You always want to bring new leads in. This sense of trust from established customers allows you to further prove how your products solve problems for the world.

You can create incentives for your customers and followers to generate content for you in order to win free products, merchandise and gifts! It’s highly effective, just make sure they submit their videos to you directly before they post it to social media just in case!

For example, if you want some customer testimonials, ask your followers to create a review video, or a day-in-the-life video with your product / service. There is no better way to promote your brand or service in terms of building credibility, and then using social media as means to distribute this message through organic or paid posting.

Going Behind-the-Scenes

To further personalize your videos, don’t hesitate to create a series of behind-the-scenes videos to post on your social account. The more transparent you are about what goes on in the creation of your products (and what the daily activities of employees are), the more trust you’ll nurture.

What’s important is to let those behind-the-scenes be themselves and tell their own stories. Creating short video bios for your star employees allows first-time viewers to connect personally with those who make your business what it is.

Have you posted your social video content Youtube too?

So, your business has put together a great video for their YouTube channel. Whether it’s a tutorial, a product/service demonstration, or a video explaining just what your business is all about, you’re eager to get it out into the masses.

But, much like with your business’s other content, you need to promote your video and encourage people to watch it. Most importantly, the video needs to be found.

Along with the basic promotion tasks (posting a link to your video on social media, your website, through email, etc.), to market your video, consider promoting it from YouTube itself.

Are You Advertising on YouTube?

Ads are commonly seen before, during, or after YouTube videos. Sometimes the ads are for channels, encouraging people to watch their content. These are ad campaigns done through AdWords for Video, and it’s something every channel can do to market and promote their content.

According to YouTube’s Creator Academy page, “all you need to do is create your ad, set your budget, and target the desired audience.” The program is flexible, allowing you to change your ad, your budget, and your target audience at any time. You’re also able to end your ad campaign whenever you want. To get your ad campaign started, check out these other tips from YouTube’s Creator Academy.

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Image source: Sprout Social

1. Nail down your target audience

Figuring out the audience your video is meant for will make it much easier to promote with your ad. There are four ways you’re able to target your video’s audience with your ads, such as:

  • Who: Are you marketing your video towards adults, children, or teenagers? Males or females? Those with a specific niche/interest (such as cooking or fashion)? Narrowing down your audience is key to making your ad successful.
  • What: In essence, what content does your video cover? Obviously, it has to be relevant to your channel and what your business does. You can use this kind of ad targeting “to reach viewers searching for specific content. Or choose the video or channel on which you want your ads to be shown.”
  • Where: Are you targeting towards an audience from a specific area (such as their country, region, city, or postal code)? Once you know where they’re from, you’re able to show your ads to your target audience from that area. “You can even define a custom location by radius or place of interest.”
  • When: You’re in charge of deciding how often your ads are shown each day to your target audience and what devices they’re seen on (be it computers, phones, or tablets). “If you have a limited budget, you can pace the delivery of your ads throughout the day.”

2. Decide what ad format works best for you 

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Image source: Star Network

There are three ad types you can choose from, all with their own ways for viewers to interact with your ad. They are:

  • TrueView In-Stream: This format shows your ad before, during, or after videos your target audience watches. Five seconds into the ad, they have the option to either keep watching or skip the ad altogether. “You pay when a viewer watches 30 seconds (or the whole duration, if shorter) or interacts with your ad.” This makes this form very cost-effective as a 30 second view is a considerable amount of time and a lot can be communicated to your prospects before you are charged effectively.
  • TrueView Discovery: This format shows your ad either on YouTube search results, next to videos that relate to it, or on the YouTube homepage itself. “This format reaches people in moments of discovery, when they’re searching or browsing videos.” If someone clicks on your ad and watches your video, that’s when you pay.
  • Bumper Ads: This format is great for shorter ads (around six seconds or less) and “plays before, during, or after another video.” This ad can’t be skipped and is a great way to grab your target audience with a short, impactful message. “You pay per CPM (each time your ad is shown 1,000 times).”

3. Set a goal

What do you want to come out of your video campaign? Do you want to promote a specific product, service or your channel overall? Do you want to reach out to new viewers? Keep your goal in mind and stick to it when putting together your ad.

4. Create the ad that works for you

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Image source: DSIM

There’s no such thing as the perfect ad and it’s a process of trial and error to put together a campaign that works. But using these tips will get you on the right path:

  • Tell your story: Marketing is all about storytelling. Whether you decide to go with a bumper ad or one that’s much longer, tell your target audience your business’s story and what your channel stands for.
  • Grab their attention quickly: You want to keep your audience interested in your ad and not skip it, so make those first few seconds count.
  • Test it out: Try putting out multiple ads and show them to various audiences on various devices.
  • Showcase your best content: If you’ve had your channel for a while, use popular clips from your videos in your ad.
  • Be clear about what you want your audience to do: Whether you want them to learn more about a product/service or subscribe to your channel, let them know through a call-to-action.
  • Come up with a clever title: It’s the first thing your audience will see in your ad, so make it count.

The State of Social Video [Infographic]

Check out Animoto’s infographic below to learn more about the power of social video. Animoto are one of the leading platform’s for Video Content Creation, so they definitely know what they’re talking about in the Video Marketing space.

2016 Social Video Forecast

Contact us at React so we can help create videos like this for your company. We’re here to help startups and established businesses succeed with video content marketing, inbound marketing, and digital marketing.

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