When it comes to the importance of video marketing, the numbers speak for themselves. In fact, Facebook has reported 10 billion+ daily video views and Instagram Stories touts an impressive 150 million daily users.
While the data alone shows the evolving presence of video in marketing, it’s no surprise that brands big and small are looking to incorporate this element of content into their overall strategies.
Now, more than ever, video is becoming a popular vehicle for consumers to consume their content on-the-go. And, when these videos are optimized for social media, it’s a win-win.
This brings us to an important question, “How do you leverage video marketing to improve your social media strategy?”
I thought you’d never ask.
Here are my three quick tips to get you started.
Just as with any marketing campaign, right out of the gate you want to establish your goals. Whether you’re looking to build brand awareness, increase engagement, or generate leads, you’ll want to set the overarching goal of your videos.
If this seems a little overwhelming, let’s take a step back and look at the big picture of your overall marketing strategy. Keep your upcoming campaigns and product/service launches in mind and figure out how video could help supplement those initiatives. When you can pinpoint what exactly it is you’re trying to accomplish with your videos, you’ll be able to cater that content to fit within the context of the given social media channel. Setting your goals from the beginning will help keep you focused throughout the creation and implementation of your video marketing efforts for that particular campaign.
Define your audience.
Now that you’ve established your goals, you need to figure out who you’re marketing to. The rule of thumb when it comes to any form of content marketing is to create content with your target audience in mind. When you do that, you’re going to be able to craft a message that resonates with your target audience because the content is relevant to them. This same notion applies to video marketing. Before you can create a video marketing strategy, you need to understand where your audience spends the most time. This information will guide your strategy because you’ll have a better understanding of the length, format and overall feel of your videos. To get a deeper understanding of your audience, utilize tools like Google Analytics and Sprout Social to gain a holistic view of who you’re trying to reach.
As is with any content marketing strategy, you want your video marketing campaigns to provide value to the end user. Once you’ve determined the overarching goals for your video marketing efforts, you need to think about how you can provide value to your target audience. Will your video entertain? Educate? Inform? No matter the end goal, you should always ask yourself this question when creating a video, “Would I want to watch this?” If the answer is no, go back to the drawing board and pinpoint how you could make that piece of content more engaging, more educational…more valuable!
Those were my three video marketing tips to get you started. In the coming weeks, I’m going to discuss the video marketing metrics that you should be considering.
Until then, check out this quick video clip from Hubspot.