As we know, video marketing has become one of the most effective tools to communicate and attract audiences through social media channels. It is possible that you are asking yourself:
What does video marketing mean?
According to Hubspot, “video marketing is using videos to promote and market your product or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium”.
Why is video is an effective tool to promote my business on social media?
The digital marketing institute affirms that video marketing is the favourite type of content of consumers because it is entertaining, engaging, and easy to understand in less time compared to another type of content like images or text. Furthermore, marketers like it because video marketing gives a huge return on investment (ROI) through different channels.
Forbes presents us with 5 main reasons to use video marketing as part of your marketing strategy:
🖥️Video content promotes brand recall
A HubSpot research affirms that 80% of customers remember a video they’ve watched last month, meaning the video has a huge impact on the consumer’s memory.
🎥Video marketing could support your SEO growth
The previous research also reports that 39% of decision-makers contact a vendor after viewing a branded video. This could be significant to your SEO improvement, by adding video content to your landing pages, website, and content offers!
🖥️Video content performs effectively on all devices
This expands the video’s reach and makes it user-friendly and consumer-focused.
🎥Video marketing is the ideal tool to strengthen your brand identity
Make sure that your customers know who you are.
🖥️Video content as the most shareable type of content
HubSpot research affirms roughly 92% of people who consume mobile videos share them with other people.
How can you effectively use video marketing on your social media channel?
1. Facebook
Facebook is a form of social media with more than 1.4 billion people using it every single day, more than once a day. This social media has been characterized by its users to connect with their family, friends, and favourite brands.
If you want your business to have a presence on social media, Facebook is probably one of the first or the first social media platform, you think of.
Why not communicate through video with our customers?
According to research made by Buffer, video posts on Facebook acquire at least 59% more engagement than other types of content. The 2019 Ultimate Guide to Facebook
Engagement gives us some tips to optimize video marketing on Facebook, which are to:
Source: buffer
🎥Keep your video short and fresh
Facebook affirms that videos less than 2 minutes are more effective than those with long stories. A Hubspot research affirms "videos under 90 seconds see an average retention rate of 53% but videos over 30 min retain only 10%"Hubspot. So use just the core message of your brand to gain recall!
If you would like to see a great example of an award-winning video for an insurance company which is still going viral on Facebook, click here.
🎬Grab attention in 00:03 seconds
You only have a few seconds to attract someone's attention. If your video is boring or takes time to load, there will be more opportunities for people to click on the stop button. Use curiosity as a tactic to build up the suspense! For example, by starting your video with a question to the audience.
2. Instagram
This social media network has over 400 million users. When most people think of Instagram, they associate their first thoughts of the platform with images. However, it is becoming more reliant on video marketing as well.
How can you be successful with video marketing on Instagram?
Video marketing on Instagram can give us an opportunity to increase our audience, attract more people to our website, and get more conversions through a digital platform.
Don't forget! Creativity and content behind-the-scenes is also required to spread your idea faster.
What is content behind-the-scenes?
This term describes giving consumers a behind-the-scenes look at your business, to become more connected to your audience and viewers. Some examples are:
🎥How you make your products
🖥️ What is a day at your office is like, or a backstage look at an exclusive company event
3. Youtube
According to Hootsuite, YouTube has more than 50 million video creators uploading videos consistently. However, the majority of Youtube’s viewers are not huge fans of advertising. This brings an important challenge to our business.
Some requirements to make effective video marketing on Youtube are:
🎥Knowledge about your audience and their behaviour both online and offline. Youtube Analytics is a platform that can support you with quantities of data such as demographics or online behaviour.
🎬Research what your competitors are doing and take note of which videos got the most and least views.
🎥Optimize your videos for SEO to get views, for example choosing the right title with the right keywords and creating an interesting thumbnail. Don't forget to use hashtags in your video description!
🎬If you have the funds, try YouTube advertising or influencer strategy. I promise - you will reach a higher audience quicker compared to if you were to do it through an organic way! What's there to lose?
4. LinkedIn
Here we have the largest professional network to date. Right now, LinkedIn is more than just a text-heavy B2B social media platform; it has also been recognized as one of the rising stars when it comes to video marketing.
Research has done by Wyzow in 2019 reveals that 51% of video marketers have used video marketing on LinkedIn, and from this number, 84% found it to be a successful and effective strategy.
Why is important to use video marketing on LinkedIn?
LinkedIn informs us that:
🎥Their members spend more time watching video ads than other types of content (i.e. images, infographics, text…)
🖥️Business page videos generate 5x more engagement than other types of marketing content.
🎥Choosing video as the format for your LinkedIn ads can support your business to increase brand awareness, and drive leads to your campaign.
Why not try it out?
5. Twitter
Twitter has become increasingly popular with academics as well as students, policymakers, politicians, and the general public. According to the Economic and Social Research Council, this network is considered to be a microblogging system which allows users to send and receive short post made up to 140 characters long. These short posts are called Tweets.
Twitter recently reported that videos are 300% more likely to be retweeted than regular tweets with GIFs and 600% more likely to retreat than tweets with photographs
How can we use video content on Twitter?
🖥️Repurpose existing content
Twitter is fleeting in nature. Tweets tend to get lost down the feed after a short period of time. If you reuse your video content marketing on Twitter, you will be saving resources.
🎥Shoot for 30 to 45 seconds.
Twitter videos can be up to 2:20 minutes long. But since Twitter users are used to short updates, it is best to keep our Twitter videos short too.
🎬Join the conversation
Twitter is all about having conversations between users. A great way to join or start a conversation is by adding relevant hashtags to grab the attention of the user and begin or join a conversation.
A final reminder: don't forget to grab the attention of your customer's giving them curiosity to make them still watching
Using video content in your social media channel will help you to improve your communications with your customers and enhance your brand recall and awareness. This type of content helps customers to remember the core message you would like to communicate with your customers. 39% of decision-makers contact a vendor after viewing a branded video - meaning that videos will definitely help your business to increase conversions and acquire new customers.
Don’t forget the power of the videos! This form of content can definitely go viral easier than image content. It’s essential to include this type of content in all your social media channels to engage better with your customers!
About the author
Aroa is a Marketing Manager trainee at the High Profile Club with a passion for digital marketing and social media management. She is finishing her Master of Science degree in International Marketing at London South Bank University.
After finishing her bachelor's in Spain, she has decided to boost her language skills and gain experience in digital marketing management from working across “start-ups” and well-established organizations. Furthermore, she is fluent in four languages: English, Italian, Spanish and Catalan.
Currently, Aroa is seeking opportunities as a marketing assistant at a digital marketing and advertising agency, with the opportunity to strengthen her profile and progress in her marketing career.
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