The internet has become a key element in the lives of most people on the planet. Figures show that a whopping 4.54 billion people were using the internet at the start of 2020. That’s over half of the world’s population. And with 83% of these internet users on social media, it could easily be argued that social apps are one of the spearheads of this dramatic surge. Because of this incredible range, social media has become an invaluable tool in the world of digital marketing. So, what better place to host your next video campaign?
The popularity of video content is fast rising, evidenced by a 31% annual increase in time spent watching video between 2013 and 2018. Combine this mind-blowing stat with the fact that more than 60% of social users report watching branded videos daily and you can begin to see why using a video campaign on social media is a mouth-watering prospect for businesses.
However, using a video campaign on social media isn’t as simple as shooting footage and plastering it all over the web. Going in all guns blazing usually leaves you with unsatisfactory results. As with all online video content, the most successful campaigns are achieved through creative concepts, thorough research and careful strategy. Here is our summary of how best to approach using a video campaign on social media.
Tie it in with your content strategy
Regardless of where you plan on hosting your content, it is vital that you refer to the video content strategy at all times. It is immensely tempting to constantly keep your content fresh, but this has to be built as part of a broader strategy. This means considering what you want from a campaign and how you intend on achieving it. This is accomplished through setting goals, defining your content channels and understanding your audience.
Set your goals
What do you want to accomplish from your social media video campaign? Are you looking to increase website traffic? Bolster sales? Gain more followers? Whatever your end goals may be, you need to quantify them.
Creating a clear and agreed goal isn’t easy, which often sees this step bypassed by a lot of companies. This is a common video campaign mistake that should never be made, as measuring the success of a campaign becomes difficult without it. However, on the flip side, you should never set too many goals. This is particularly true if this is your brand’s first attempt at using video as a marketing tool. Focus on keeping your goals ambitious but achievable.
Decide on the best social media platforms for you
The power of video is progressively spreading on social media. Instagram, Facebook and Snapchat users spend roughly half their time on the apps watching videos. With video quickly becoming the most influential media format across the board, it can be difficult to discern which platform you should be posting your fresh content on.
Firstly, you need to consider the front runners for video content. With 45% of people watching more than an hour of video on a weekly basis on Facebook and YouTube, it would be silly to ignore these social media giants. However, when deciding where you should post your content, you should consider your video format and your audience’s demographic.
In terms of format, there are a number of factors to consider. First of all, it is important to bear in mind the specs of videos for each social platform. Portrait videos may perform better than landscape on certain platforms, for example. Also, aspect ratios vary according to each platform.
Secondly, you may want to consider using a social platform that can categorise your videos. For example, YouTube uses this feature to help guide the right people reach the right places. Ultimately it will help your target audience find what they are after in a more efficient manner.
Lastly, consider the use of alternative social media video formats. This includes the likes of stories and live streaming. These social videos are fast growing in popularity, making them a likely social media stalwart in years to come.
You may also consider varying which social media platform you choose based on the format and style of your video. For example, posting shorter, light-hearted content on one platform and longer more professional videos on another. This helps tailor specific material to particular segments of your audience. In turn, helping to solve the issue of which format works best for your audience.
Always bear your audience in mind
No matter the nature of your video campaign, you must always bear your target audience in mind. If the content doesn’t sit right with the people that you are specifically targeting, then it is sure to fail. This is true of all video marketing campaigns.
When adding social media into the mix, you also need to consider the platform which is most likely to achieve the best results – as mentioned briefly above. Statistics can help reveal which social media platforms appeal most to different groups. For example, Instagram is used more often by younger generations, whilst Facebook attracts a slightly older crowd. Choose your platforms accordingly to help increase the chances of them landing in front of the right crowd.
Select your video styles
One of the great things about using video as a marketing tool is the variety that comes with it. The range of different video styles that you can use are almost countless. However, it is important that you bear in mind which styles not only suit social media, but also those which are applicable to particular platforms. YouTube is better suited for longer format videos, for example, whereas Instagram limits play time to just 60 seconds, making it better for short, sharp bursts of content.
Here is a small selection of video types that have been known to work well on social media:
Product videos
A popular video format for social posts, product videos can be anything from a product review to a demonstration. A means of showing off what your company can offer to the consumer, the benefits of product videos are undeniable. 73% of Americans state that they are more likely to buy a product having seen a video about how it works. Product videos are a great way of showing off your wears without blowing a large chunk of your budget. But always remember to keep the purpose of the video firmly in mind before setting up your camera.
Case study films
Case studies use footage of customers to help humanise your brand. Essentially a testimonial video from members of your audience, they can prove a valuable asset within your video marketing strategy. Once viewers see the way in which your company has had a positive impact on the lives of others, they are more likely to consider your company validated and trustworthy.
Educational videos
Educational videos come in a range of formats. This can vary from simple how-to videos to fully fledged online training courses. An increase in educational videos is one of the primary changes to video content during the COVID-19. Quick intros into the workings of your product or service, they place consumers in a situation where your brand may hold all the answers that they are looking for. These can easily be condensed with good editing skills, making them very social media-friendly.
Interviews
Interviews with members of your team or perhaps a well-renowned individual within the industry can help viewers relate to your brand. Through the discussion of topics that would likely appeal to your target audience, interviews can add an authenticity to your company. Whilst entire interviews may not be suited to platforms designed to host short form videos, you can tease snippets and add an enticing CTA to help lead interested parties to your site.
Keep up to date with what is happening in the world of social media video. Ensuring that you are in line with current trends can prove to be an invaluable tactic. Also remember that you needn’t stick to just one video format for an entire campaign. In fact, mixing genres effectively can build an extra depth to your image. However, remember that it is also important that you don’t bite off more than you can chew. For more inspiration on video types that you could use, read our blog here.
Video scheduling and promotion
Once your video content is shot, edited and ready to face your audience, its time to implement your distribution strategy. Whilst choosing the right platform is key to this, it is far from the only factor to consider in your strategy. The first thing to think about is the timing of your posts.
In the first instance, your posting times should coincide with relevant dates. For example, this could be the release of a new product or perhaps a relevant date in the calendar. On top of this, brands should look at the trends of fellow companies within their sector. Deciphering the best day and time to post your content can be an arduous task, but luckily sites like Sprout Social have created a helpful guide on the best times to post according to industry.
After you have your post timings in the calendar, you can consider how you will promote your content. Social adverts on Facebook and Instagram are a good place to start. These allow you to target precisely segmented groups of social media users, allowing for your adverts to appear in front of all the right people. You can whittle down the recipients by age, gender, location and even their interests. This is an effective means of encouraging initial interest in your brand. Another strategy for promoting your videos are story functions. Found on Facebook, Instagram and Snapchat, these are ideal for showing off snippets of your brand-new video and enticing viewers in for a closer look.
Paying attention to metrics
Many companies make the mistake of posting a video on their social media pages before sitting back waiting for the likes to roll in. Just because you have posted the exciting new content on your social media doesn’t mean that the process is over. Using metrics, you can learn new things about your audience and what makes them tick.
Analytics hold key information that should never be ignored. They can reveal what is working well and what isn’t, helping to both tidy up your current campaign and finetune future ones. For example, you can look at audience retention and average watch time to discern whether your video’s runtime is appropriate. Or perhaps research the viewer demographics to make sure that it is landing with the right audience. After discovering what is going wrong, you can look into remedying what needs to be fixed going forward.
A/B testing can also be a fruitful marketing strategy. A/B testing is a technique whereby you use two different videos for the same purpose, later analysing which has achieved the best results. It can give you a better insight into what speaks to your customers and therefore guide future video campaigns don the right paths.
Once your video is up and running, metrics can also be used as a means of sculpting your retargeting ads. Retargeting ads are the best way of ensuring that people remember your brand and head back to your site. You can segment your targets with great specificity, which allows you to remind those that you want to be reminded. Retargeting is a classic digital marketing strategy for helping guide visitors towards the latter stages of the marketing funnel.
For more information on using a video campaign on social media, drop us a line.
