Video is well and truly here; as data becomes less expensive, more and more people are embracing video in their current social media usage and are downloading new apps that are entirely video focused. As you scroll through your newsfeed on Facebook or Instagram, you’ll have noticed that there are more videos showing up then there has been in the past. This is because Facebook is now putting an extra emphasis on the use and prevalence of video on their platforms and this is why you should be investing in it. To make sure your new social media video marketing is a success, we’ve written up some tips that can help you get new viewers and customers.
1. Choose Your Platform
Right now, there are far too many video and social media platforms that you can use to get your videos out there. Thankfully though, you don’t need to be using all these touchpoints as some just won’t be right for you or are already overcrowded. The best place to start posting videos to is your own social media platforms on Facebook and Instagram. These two platforms from the get go give you plenty of data about the people who are already viewing your content, when they’re viewing it and what type of posts they’ve been reacting to. Use this data to get an understanding of your age group (what style of content do they like and share already), what styles of posts should you be focusing on (informative, funny, satire) and when you should be scheduling it for. Whilst this process may involve a fair chunk of research to begin with, it will provide you with valuable insight on how your video efforts should pan out and what style of content you can focus on that your current audience already enjoys.
2. Create a Schedule
Creating a consistent schedule and alerting viewers of that schedule will remind people to come back next week for the next video. Think of this like a television show; programs that have a consistent schedule that they promote are more successful than ones that have an inconsistent schedule that isn’t made readily available. The best time to see when you should be posting is by looking over your Facebook and Instagram traffic data and using that to see when you’ll get the most eyes on the video. At the end of the video, let people know that another one will be coming the same time the next week. This should be followed up with a post asking people to let you know what they thought of the first video, and to remind them of when you’ll release the next video. This schedule will be key to ensure returning viewers and can even allow you to serialize some videos if one just isn’t enough to cover a certain topic.
3. Promote It!
Much like your Facebook page in general, if you want to start gaining organic interactions, you’ll need to pay to get the video in front of even more eyes. Initially, you won’t be getting hundreds or thousands of views on your videos but you can definitely grow your reach to these types of numbers if the audience is big enough. Returning to that data you used from the first tip, create an audience based around the largest userbase you currently have so that your post boost will be seen by people with similar profiles who will also be more likely to interact and gain value from your business and what you post. By utilizing these paid promotions, you can start to see a steady increase in traffic coming towards your page, and interacting with the content that’s already there. The more likes and interactions your posts have, the more likely it is to be displayed organically and the less you’ll need to rely on paid promotions to get seen in newsfeeds. Whilst you may be hesitant at first, paid promotions can be very beneficial in the long run.
4. Review and Change it Up
The most important part that you’ll need to get right is reviewing the data that comes in on your videos. The analytics that Facebook and Instagram can provide is very beneficial for how you shape and edit all future videos. One of the more crucial bits of information that you can use is your drop off rate. This stat shows you where most people stop watching your video and is a good indicator for how much time you have to gain their attention through a unique selling position and keep that attention for the remainder of the video. Say your average drop off is 5 seconds, in the first 5 seconds you should be able to sell viewers on visuals alone. It’s important to note that Facebook and Instagram videos don’t automatically play audio so what your video is showing should not rely on audio at all (including subtitles is an easy way to get around these problems). You should always refer to your data to make note of any trends that may indicate you need to change how you do things. Don’t stick to the same routine if it’s not providing any results; change it up so that what you do is a better reflection of what the people want.
That’s our tips for getting your video content off the ground and becoming a successful part of your digital marketing plan. The online world is increasingly moving away from purely text and image based content and more towards an endless stream of video on all sorts of topics. If you get in quickly, you’ll be ahead of the trend and can cement yourself as a market leader so that potential customers will think of you instead of your competitors when they need your services.