10 Steps To An Effective Video Marketing Strategy On Social Media
With the majority of the population spending a major share of their time on social media sites, marketing has become easy. Plus, with the provision of the video feature on social platforms, the marketing process has reached impressive heights. As people spend quite a lot of time watching videos online, what can be the better way to leverage the marketing of your products or services than on social media sites?
There are many ways in which videos can be made on social media, such as live videos, demos, unboxing, how-to videos etc. Furthermore, when you reveal your brand via a video channel, it brings more value due to credibility and loyalty to the spectators. Besides, many mobile phone users follow the trend of sharing the videos they like with others.
Nevertheless, video is an ultimate tool to reach out to large people to keep them engaged. And therefore, as a marketer, one must make use of videos to the full throttle. Read on.
1. Define goals
Before implementing any social media strategy, you need to define goals to know what you want to achieve. In the beginning, you should set minimal goals to avoid getting pressurized. Some businesses use videos immensely for advertisements. They might start with the website’s production page and then bifurcate to social media ads.
While others make videos solely for social media ads which makes more sense for D2C brands, wherein product videos are necessary. For instance, you can take an example of a shoe video that highlights the main features of the shoes while addressing the pain points while walking or running. Such videos can be used on sites like Facebook as a feed but also can be posted as a social media ad.
Videos can easily be adjusted with the five stages of the marketing funnel when it adheres to a perfect strategy. When you reveal your goals for video marketing, also think about where they will land in the marketing funnel. Creating goals and identifying stages of the funnel allows for making effective CTAs as well.
2. Choosing platforms
Different social media platforms have different video formats. In case you never used videos on these platforms, it is a good idea to opt for the platform where you have a larger audience base. Facebook and Instagram are some of the best-considered platforms for video marketing. You can go to any of these sites for video marketing.
The next thing you need to consider while choosing the platform is whether it lets you repurpose your content or not. You can have a look at below formats and features for social media videos to decide on further selection.
It sometimes gets challenging to understand what video content can be uploaded on which platform and when you need to perform editing as an addition. You can check out the below guide to know the specs and other details as well.
- Portrait and landscape feed videos
- Portrait and landscape
- Live videos
- Landscape and portrait videos
- Short portrait videos
3. Video types
There are many video types you can choose from depending on the use. While choosing the type of video, consider your goals and products or services and opt for the suitable video type to engage people and drive sales. Some of the video types on social media sites are:
- Behind the scenes
- Demo and tutorials
4. Connect with your viewers
A connection is the most vital aspect of the success of any video. Therefore, you must reveal your brand personality to create a lasting impression on your viewers. Telling them your story and showcasing your work ethic can form a special connection. So, ensure all your videos are audience-centric and directed towards creating an emotional connection with the viewers.
5. Video planning
Having a good production plan is time and money-saving. For effective planning, you must know how the video will be shot and filmed. You can either choose to plan video production and post-production yourself or choose to hire a team of professionals. The professionals reduce stress by handling everything. But, if you want to do it yourself, you must be able to identify the requirements, write scripts, perform editing, plan shooting etc.
For all your editing purposes, opt a good tool that has essential features like sound and visual effects. It is recommended to go for an online video maker, which is easy to use and cost-effective. When selecting the tool, ensure that it provides timely after-sales services and guidance to use it efficiently.
6. Know post-production needs
Post-production is time-consuming. It requires cutting scenes, putting them together, adding music, animation, captions, CTA, text and whatnot. Depending on the video types, such as live, story or feed, you need to work on the post-production activities to make it look polished. Again you can either seek professional help for the same or opt for a good online video maker to get it done with ease.
Directing people to take some action is a mandated marketing strategy. So, if there is any speaker in your video, they can instruct the viewers to take the desired action. You can also add text and links directing toward your website so that people can check out your products or services. People may love your videos, but if there is no direction on what to do next, it’s of no use.
After all the editing and post-production things, it’s time to optimize your content with descriptions and keywords. When you optimize your video, it improves the search results. You can also add links and CTA in your video to motivate people to visit your website. Plus, don’t forget to use YouTube tagging to make your video relevant to specific groups or communities to let the video appear to more people.
9. Scheduling and promotion
After your videos are completed, you then need to schedule and promote them. Several video editing platforms have options for video publishing. When it comes to social media marketing, you can upload one fully produced video to many other sites over time based on the social media schedule. When it comes to live streams, you need to promote your content on all possible platforms to ensure that many people join the live stream.
10. Analysis matrix
The last step for a video marketing strategy is the analysis. To know how your video is doing, you need to look at the statistics such as watch time, views, likes, shares, comments etc. Every social media site has this provision to let you measure analytics. Also, keep in mind that the analysis you use to measure your video success should match the goals you set at the starting.
These are a few of the best steps one can take for an effective social media marketing strategy. We hope with the application of these steps, your business will be able to reach soaring heights on social media sites. Good luck!