Every major social media platform now supports video. It is important to choose the right strategy for the right audience.
It can be very overwhelming when creating a video marketing strategy to know how best to communicate appropriately on each platform. It is tempting to use a scattergun approach, repurposing the same videos across all social media channels, but a sensible marketing strategy is to create video content specifically for the platforms where your clients hang out. Here are a few of the major social media channels, and which video marketing strategies can work well for each platform.
The original social video channel, YouTube is still the most popular platform for video content. YouTube users search for videos based on interest, so content is key here, with entertainment and education being the most common reasons that people turn to YouTube.
In the under 25 age group, online video is more popular than television, with 85% watching YouTube on a regular basis, but they really don’t enjoy ads. (Source: Acumen Report)
Content that works well on YouTube:
- How-to videos
- Product demonstrations
- Videos with entertainment value
- Series such as Blentec’s “Will it Blend?”
Organising your YouTube channel with playlists based on themes, can enable visitors to your site to easily see the content they are interested in and find related videos.
There are three types of video on Facebook:
Videos that are hosted elsewhere but linked in a Facebook post
You may wish to share a YouTube or Instagram Video for instance.
As videos hosted elsewhere do not autoplay on Facebook, using a good headline and great thumbnail image will help to tempt Facebook users to click to view your video.
Pre-recorded video uploaded directly to Facebook
Native video content autoplays in newsfeeds, so is more likely to engage your viewers and will get more views than video that is linked.
As the video autoplays without sound, it is important to use a strong visual hook, to entice people to click on the video and listen to your message to the end. Embedded captions can draw people into your content as it plays in their newsfeed so they don’t miss your message.
Facebook Live is the latest way to create video content for Facebook, where you can broadcast live and connect with your followers. You can engage and interact with people while on air, which creates trust and helps to build your brand.
You can start a dialogue, run a Q&A, bring your audience in on important moments or take them behind the scenes at special events. The longer the video, the more chance of engagement and interaction, so make sure you have a strong internet connection.
Posting status updates before you go live and using a great headline will help to create a buzz around your live broadcast, to get more followers to join you online. You can interact with them as they comment on your feed while you are live on air. You can also save your video to your timeline and share it again later.
Facebook is also a great platform for user created content made by your fans, tagged with your custom hashtags.
Instagram currently allows video of 15 seconds in length, but is rolling out 60 second video this year. This is great news for video marketing, but as Instagram’s audience is rather discerning, research your target demographic carefully to ensure the video content you produce is in line with their interests. Research your target demographic carefully to ensure the video content you produce is in line with their interests.
Video autoplays without sound by default, so as with native Facebook video a great visual hook will increase your engagement. You may also wish to use embedded captions, depending on your content.
Content that works well on Instagram:
- Instagram is primarily a visual medium, so content with strong visual appeal will do well
- Short product demonstrations
- Useful Tips
- Series of shortform videos. Shield 5 used this to great effect, with a well-produced serialised thriller.
- Behind the scenes footage
- Cinematic shorts
As with YouTube, Instagram is popular with the younger demographic, half are under 35, with more female than male users (Source: Business Insider)
Twitter allows users to post 30 second video, which also autoplays without sound.
Twitter users like to follow the latest news and updates from their favourite channels, so this is the content that will appeal to the twitter audience.
Content that works well on Twitter:
- Sharing your video blogs
- Behind the scenes at your product launches or events
- Short demonstrations
LinkedIn’s demographic are mainly tertiary educated and career-minded. Traditional sales tactics will not work on LinkedIn, quality content is what counts.
Well thought out career or business content is in demand here. It is also worth investing a little more in your production values, to ensure that your videos are polished and portray the best image possible. You can even use SlideShare for your presentations and integrate this with your LinkedIn video.
Whichever platform you choose, it is important to create content to build trust and an emotional connection.
In social media, you don’t need to be selling, in fact a non-salesy approach often works better to show your personality and a more human side to your business. Appeal to your target audience’s interests, check your analytics and insights, and pay attention to which content gets the most likes, comments and shares, and more importantly, which converts.
For tips on getting great video, see https://insidevideomarketing.com.au/2016/05/21/5-pro-tips-to-making-great-marketing-videos/
Lotti Kershaw is a video producer with a background in broadcast television and a passion for the psychology of marketing. She is the founder of Clear Cut Media and Rock Paper Video, which runs video workshops for kids, and lives in Melbourne with her techy family and two cats.
Follow her on facebook at https://www.facebook.com/ClearCutMediaAu/
And Instagram at https://www.instagram.com/clearcutmedia/