Over the past two years, the demand for video content has been on the rise. Consumers are connecting with businesses in a whole new way, creating the prime opportunity for boosting your business.
When implementing a social media video marketing strategy, planning is key. Here are four tips for a successful social media video marketing strategy.
Choose the Right Video Type for Your Brand
Everything you do should be in alignment with your overall brand strategy. When creating video content, it should fit into the messaging, values, and goals of your various marketing channels.
Choosing the right types of videos will help create a framework for your content calendar. Some of the most common video types include:
- Tutorials: these videos show your audience how to do something with your product or about your offerings. They’re informative and straightforward, bringing value to both prospective customers and retained customers.
- Challenges: taking part in online challenges is a fun way to connect with your audience and humanize your brand.
- Testimonials: these videos capture reviews and feedback from satisfied customers, acting as a form of social proof, and encouraging new sales.
- Webinars: these long-form video content pieces are informative and often live to increase engagement.
- Behind-the-scenes: show your audience a behind-the-scenes look at your business by introducing employees, touring your office, or showcasing a production line.
- Q&A: live Q&A sessions give prospects and customers a chance to ask questions and dispel any limiting beliefs in a live, personal setting.
- User-Generated Content (UGC): these videos are created by users and shared by your brand to improve social proof and engagement.
- Personalized videos: this powerful tool for closing sales includes customized content that engages a user by name.
Choose the types of videos that make the most sense for your overarching brand goals. You may choose to use certain videos for your main content calendar while doing one-offs in other categories as needed.
Create Multipurpose Content
When it comes to marketing, no one should reinvent the wheel. Instead, create content with cross-functionality in mind. Create content that will take full advantage of the promo video options on social media, but that can be repurposed into engaging, non-promotional clips later.
When creating long-form content, consider how you can structure it to take smaller, versatile clips that work within the limitations of each platform. For example, use clips to create a quick teaser for TikTok that leads into a full video on YouTube.
Another way to create multipurpose content is to transcribe videos using a transcription service. Doing so gives you the option to add subtitles and make the content more accessible to a wider audience. Additionally, you can use the long-form transcribed content as a blog post or caption. Creating transcribed posts will also help you optimize your content for SEO, driving more traffic to your site.
Have Clear Goals and CTAs
Every video you create should have intention behind it— quality trumps quantity with video marketing. The intention could be converting prospects into paying customers, engaging lapsed customers, or boosting audience engagement. The important part is identifying a goal for each video.
Regardless of the video’s purpose, don’t forget to add a call-to-action (CTA) telling viewers what they should do next. In some cases, the CTA may be to like or follow your business profile. In others, you could be directing your audience to complete a sale. However, if you don’t ask or direct them, you’ll be less likely to achieve the desired result.
When creating a social media video marketing strategy, set measurable success metrics to track your progress. These metrics could include weekly or monthly engagement, actions taken from a post, or monetary goals— it all depends on your business.
Create a Promotion Strategy
Finally, create a promotion strategy to ensure the videos you create are seen by the intended audience. This isn’t the Field of Dreams— if you build it, they may or may not come.
A promotion strategy should identify which platforms you’ll be using to share your content. When starting out, it’s best to choose one or two targeted platforms to set a base, then build as you learn more about video marketing. Choose your platforms based on where you can find your ideal customers and which platforms speak to each other most efficiently.
Engage your audience by encouraging continued comments on your video post. Respond to viewers to thank them for their time and ask questions about their thoughts on the content. Doing so will help indicate to the algorithms that the topic is interesting and relevant, thus increasing your reach.
It’s also worth considering which videos you’ll pay to promote. In most cases, these videos end with the intent to sell.
In summary, the key elements of a successful social media video marketing strategy include relevance to your brand and audience, intentional content creation, and measurable success metrics for analyzing and adjusting your efforts.