Video content has embarked upon a journey to dominate textual content with social media being the prime example. A 2016 Adélie Studios report claimed that social video generates 1200% more shares than text and images combined. These stats are 4-year old; presumably, their numbers are even higher now.
But this does not mean you should start posting videos right away without a strategy. If you do, you will be wasting your resources and a massive chunk of your Social Media Marketing (SMM) budget.
You need a social media video strategy that drives impressive results, and that’s EXACTLY what you’ll learn to create in this post.
1. Ensure that your video content is associated with your marketing goals
Determining the goals before you even start creating the video, benefits both you and your audience. Goals pave a clear pathway to what you wish to achieve and how to strategize for it as well.
Here are some of the most common social media marketing goals:
- Increase traffic to the domain
- Boost the conversions
- Engage your audience
- Spike your sales
After identifying what you wish to achieve, decide upon the appropriate type of video that will compliment your goals.
- Brand and Product Videos are best to boost sales and brand awareness.
- Interviews with industry experts and influencers can build trust and increase your brand’s reach.
- Animated videos and listicles can boost brand engagement since they are easy to grasp and improve the engagement rate.
- For enhancing engagement and conversions, live-streaming videos prove to be influential.
- You can create how-to and explainer videos as well if your objective is to boost conversions, engagement, and trust. These are extremely valuable for the audience.
2. Strategically decide upon the topic for every video
After the goals are identified, it is time to create topics that resonate with your social media audience. It would be best if you put into a lot of work when you zero-in to an impressive and helpful topic for your target audience. Here are some of the tactics that you must practise to brainstorm for topics:
Tactic #1: Google Analytics
Google Analytics has a massive amount of data on your website’s performance and traffic. By analyzing the GA data, you can learn about the type of content that works best for your business.
Follow this roadmap of GA to explore the data:
Behaviour > Site Content > All Pages
At the end of the roadmap, you’ll face this report:
The report includes all of your web pages, their URLs and supplementary data. Focus on page views and unique page views majorly; pages with a higher number of views symbolize the type of content that your audience finds attractive.
Tactic #2: Competitor Research
Are you posting videos that provide no extra value than your competitors’?
Competitor research and analysis is crucial. It helps you formulate better strategies, better content and acquire higher SERP rankings (than your competitor’s).
You can use tools like BuzzSumo to learn about the trending topics on the internet. Open BuzzSumo, enter your root keyword, and click on ‘search’.
For instance, if you want to learn about the trending topics on ‘Content Marketing’. Perform a search on BuzzSumo, and here’s what you’ll get:
Analyze every listed web page and get ideas for trending topics and create video content accordingly.
3. Tailor your videos according to the platform
Every video sharing platform operates differently, which makes it necessary for you to tailor your videos. Plus, post your video on the platform where most of your target audience resides.
For instance, if your video’s target audience is teens, then Snapchat and Instagram is the ideal platform for video marketing.
Apart from this, remember all video sharing platforms are competitors to each other; therefore, don’t share links but upload your videos for each platform separately.
4. Keep the video bite-sized and don’t forget to add subtitles
Humans have an attention span of 8 seconds, which is shorter than that of a goldfish. So, when creating a video, try and grab the viewers’ attention within the first 8 seconds for a higher success rate
Furthermore, 85% of the videos on Facebook are watched with the sound off. It is because they autoplay while people scroll through the feed. So, with the audio turned off, you must convey your message via the subtitles.
5. Use social media analytics tools
Do you know how your videos are performing? Are they performing well or are they tanking?
Which video received the most engagement? And, which one received the most conversions?
To find data related to all these queries, marketers should confide in social media analytics tools. The purpose of such tools is to analyze your social media performance and suggest ways to boost it.
Some of the most popular Social Media Analytics tools are:
- Sprout Social
6. Focus on quality
I know, you are tired of hearing this, but the quality is the most fundamental element to ensure the success of any strategy aligned with content.
Quality can never be ignored. If you carry out all your plans with the utmost attention and effort, but the content quality is not good, then your entire strategy might tank.
When creating your social media video strategy, you must keep in mind certain things to improve your video quality:
- Any video you create must impart some knowledge and should be valuable to the viewers.
- Explain concepts with help from relatable examples.
- Try forming an emotional angle and deliver your message in a storytelling format.
Marketers can leverage video marketing and execute it in a way to ensure paramount success; however, they must confide in the best screen and video recording softwares to do this.
Once you’ve created your video follow the strategies that I’ve mentioned above to ensure that they stand apart from the competition with an impressive engagement rate.
However, I’d still emphasize on 3 points:
- Keep your videos bite-sized (meaning short).
- Add subtitles to all your videos.
- Ensure that it is rich in quality and imparts knowledge on every viewer.
If you still have any queries or suggestions on creating a successful social media video strategy, let me know about them in the comment section below.
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Sahil is the CEO and Founder of Rankwatch - a platform, which helps companies and brands stay ahead with their SEO efforts in the ever growing internet landscape. Sahil likes making creative products that can help in the automation of mundane tasks and he can spend endless nights implementing new technologies and ideas. You can connect with him and the Rankwatch team on Facebook or Twitter.