How to Boost Your Social Media Presence with Video
So you’re looking to grow your business in 2021. If you're reading this, then you’ve hopefully realized by now that video is the best way to do so; but don’t just take our word for it. According to an Wyzowl’s 2020 Video Marketing Report , 85% of businesses now use video as a marketing tool.
Supplementing an efficient, tailored social media strategy with immersive video marketing creates a dynamic duo that can help your business grow in a multitude of ways from audience and community building to lead nurture and conversion.
But how do you know if you are using video correctly?
Let’s take a look at how to effectively pair video and social strategy to generate multi-platform campaign progress.
Understanding Paid and Organic Media Content
The first question you want to ask yourself is, what is my goal?
Are you looking to increase brand awareness and develop your brand personality? Then organic social media is where you should start. This is where brand’s dress themselves up to make sure they look presentable to the outside world. This is an essential first step for any brand’s social media presence. There’s nothing worse than making a fantastic ad to draw viewers to your social channels, and they see a poorly branded account without substantial amounts of content to consume.
Organic social media is all about constructing your brand’s identity, showing thought leadership, and displaying expertise in your field. This is what ultimately drives customer perceptions. Here are two types of organic video content we recommend creating to establish a foundation for your special media strategy.
We have found that providing free educational content is a great way to showcase your expertise while providing value to your viewers and keeping your brand at the top of their mind.
Example: Let’s say you are a construction company. “How to build a deck” happens to be a popular search term during summer months. You can capitalize on this trend by creating “Ultimate Guide to Building the Perfect Deck.” Giving knowledge without asking for business builds trust with your brand. We recommend a 3:1 ask ratio for organic content, as this keeps intimidation low and authenticity high.
Customer testimonials are another surefire way to utilize organic video content to build trust with customers. In this age, every brand makes broken promises to their customers in their marketing that many viewers are immune to this type of messages, that is why we recommend PROOF over PROMISES with authentic video testimonials from customers that viewers can resonate with at an emotional level.
If you already have some organic posts under your belt, it may be time to start thinking about your Paid Media Strategy. Your overall goal for paid media is to direct traffic to your social page or website via ads, which most often translate to an increase in leads and client acquisition for your company. In fact, an article by Hootsuite stated that 26.7% of ALL Facebook pages use paid media (not just businesses and brands).This is undoubtedly a critical component to growing your business in 2021, but can not stand alone without an arsenal of exciting organic content to make viewers stay once they have arrived.
What Content Makes the Best Videos?
Video is arguably the most versatile and used media type in the world today. In fact, according to an article by G2 Crowd, Social video generates 1200% more shares than text and image content combined. This does not mean that all content is better as a video, it all comes down to your goal and the message you are trying to deliver at the end of the day.
To put it into perspective a little more, have you ever sat through an hour-long webinar with a talking head that could’ve been summarized in a Powerpoint slide show presentation or PDF?
We have found that most viewers who consume long-form educational content prefer written content that they can visualize and refer back to with audio and video as a supplemental aid rather than the main focus of the content.
We have also found that industry relevant statistics and quotes act as great heavy-hitting media types that work well to diversify your organic content. They act as supporting bite-sized content pieces to your larger more in-depth media assets and work best as stand alone graphics that can be produced in quickly and quantities. Spacing your video content with supplemental pieces is a great way to boost efficiency and sustainability. Which conveniently brings us to our final point.
Efficiency is Key
When packaging video with social strategy, the name of the game is efficiency. Just like the Native Americans found a use for every part of the buffalo, you want to be getting the most possible return out of your video assets.
By starting your content marketing journey with video, you are creating the most potential opportunity to repurpose that content into shorter forms of multimedia that can live on all of your different social platforms.
For example, let's say you filmed a 30-minute educational conversation amongst someone in your company and an industry expert or even just an existing customer. You can chop the most compelling parts of that conversation into 3-minute, 2-minute, 1-minute, 30-second, and 15-second video clips that can live on Youtube, Facebook, Instagram, and Snapchat. You can pull the full .mp3 audio file to support your podcast, transcribe the podcast to support your blog, and even pull experts from your transcription for infographics, quote posts, and copywriting for captions.
We all know by now that video is the most effective way to grow your brand identity and build a loyal following that trusts your company and perceives it as an authority in the marketplace.
A healthy blend of Organic and Paid media will help you get there, but the most important step is to figure out what kind of social media strategy plan is the best for your goals. Once you have that taken care of, you will be able to better understand what media types work best for the message you are trying to deliver. From there, starting your content production journey with video will allow you to stay efficient and strategically support all of your other social platforms.
Following these easy steps will allow you to both multiply your content library while also getting the absolute most out of your video content. Looking for more ways to bolster your social media presence? Read our blog about how finding your niche can help you create an authentic following for your brand or business.