Social videos are the new top marketing tool. The U.S. is upping its video advertising, with 73% of marketers in 2016 planning to increase their video use and spend.
It’s not surprising, you only have to scroll through any social feed to see how popular videos are.
But how can you market your business through videos? And not only that, how can you utilise video to boost leads?
Here’s 6 ways to optimise videos on social media:
1. Choose the right platforms
Most social platforms have native video features or allow you to to share video from other platforms, like YouTube. The key is choosing the right social media tool for your business.
We’ve looked at some top tips for using YouTube for your digital marketing, but if YouTube isn’t for you, then consider other social apps that incorporate video.
Facebook is the number one player here. On average, marketers in the U.S. are dedicating more budget to Facebook video than YouTube videos, and given that YouTube is purely a video sharing platform, this is quite notable.
When thinking about the right platforms for your video marketing, consider the formatting each require. What kinds of videos do you want to make? How long will they be?
Here’s quick guide of length restrictions:
- Facebook: 120 minutes
- Twitter: recommends keeping videos under 30 seconds
- Instagram: 60 seconds
- Snapchat: 10 seconds
- YouTube: 15 minutes (but you can request longer)
Here's a good run-down of what social platforms are best for:
2. Sell yourself...but don’t make it too salesy
Now that you know what platforms you want to use, it’s time to make your videos.
It’s always important to highlight your product or service, make your value clear to your audience, but at the same time, don’t make it too salesy. It can be a fine line.
One way to sell yourself and not put people off is to make your videos humorous. People will forgive a lot if you make them laugh. Just make sure the tone is right and in-keeping with your brand. You don’t want it to come off as awkward.
Another effective way of communicating your value is to tell a story. Not only will a story keep people engaged, but it’s also a great way to show viewers your brand's personality. You could try putting your product or service in a real-world scenario to give it context. Or share a behind the scenes glimpse into your company.
And lastly, remember to be engaging. Make sure the first frame of the video is eye catching and has movement. If the beginning is static and it takes too long to get into the body of the video, people will lose interest. The key is to be direct and dynamic.
3. Post natively
Native posting is necessary on some platforms, like Snapchat and Instagram, but Facebook and Twitter allow for video sharing. This can be effective, particularly if you plan on using YouTube and then sharing the videos on your other platforms.
However, native video posting on Facebook is prioritised by it’s algorithm, so you’re more likely to get greater views and engagement.
Facebook native video features also include Facebook Live, which is a a great tool for instant sharing. Facebook Live notifies followers when you go live, and allows people to comment and interact while you’re filming. You can also save the video to your timeline so that people can watch it later on.
4. Optimise for autoplay
Facebook, Twitter and Instagram all have automated video settings, which means that videos will play as soon as someone scrolls onto them.
However, autoplay videos will play on mute unless sound is manually turned on. That’s why it’s important to make sure your videos are understandable without sound. You could include subtitles or use graphics to clearly illustrate your message. That way you can increase the chances of people watching (and absorbing) your videos.
You can do this by creating a video ad set that reminds people of your worth and (hopefully) directs them to the buying stage.
Make sure your first video sends people to a landing page, and within that landing page you insert a Facebook pixel. That way Facebook users that visited the landing page but didn’t purchase or sign-up will be retargeted with a second round of videos.
Your retarget videos should be customised for those that have already visited the landing page and seen the first video. Don’t repeat too much, make it more personal and concise. This video should direct them back to the initial landing page, increasing the chances of them becoming customers.
6. Measure and refine
Like every good marketing strategy, you should always measure and refine your performance.
When you review your metrics, think about what the objectives of your videos were. You might have wanted people to sign up for a particular offer, or download an eBook or series. If you aren’t getting results in the right areas, it’s time to tweak your video strategy.
If your videos have had a lot of engagement but not generated any leads, you may want to hone your sales pitch or change your direction. But remember, people generally respond negatively to a pushy sales pitch, particularly on social platforms.
So with all that in mind, go out and get filming!