Social media has become an essential platform for marketing campaigns. It’s perfect for those who want to introduce a brand or product to the online world in a seamless manner.
So, if you’re a business owner trying to get your words out, getting into social media can help you reach out to a broader audience. You can connect and engage with your target audience by posting a compelling post that attracts their attention.
In this case, videos play an important role in succeeding in your social media campaigns. Since video content offers a quick and fun explanation, a video marketing strategy will significantly elevate your marketing performance.
In short, social media videos are great for capturing attention from the get-go compared to other content formats, such as images and GIFs.
Here are some tips to improve your strategy to get the most of your social media campaign with videos.
1. Define your marketing goals
There are hundreds (if not thousands!) of social media videos you can find on the internet. Since social media allows people to create their own content, hence the name user-generated content, you’ll compete with everyone to get your post popular.
You may insist on making your video viral to get attention. However, a marketing strategy doesn’t work this way.
Understand your goal when creating your videos. If you aim to impress new audiences, figure out the type of video content that will solve this matter. On the other hand, if you want to increase sales, use videos that convince people to buy your product. For this goal, testimonial videos will be a good choice for your campaigns.
2. Understand your audience
You can’t just make any videos that you think are right. The thing is that you create video content for your audience. That’s why you should understand what the audience will like from your post.
First, try to analyze your target market’s behavior, internet usage, and preference. These steps sound similar to market research, where you collect customer information to develop a product.
In this case, however, you gather information to make the right social media content that captures attention. When you know your target audience, you can create videos that fit their situation so they can resonate better with your brand.
3. Win the first ten seconds
Imagine if you’re on YouTube clicking on a particular video. You’ll determine to watch the rest of it after you’ve seen the video snippet in the first few seconds. If it’s not interesting, there’s no point in continuing watching, right?
The first ten seconds are critical for content creators to make sure people watch their video until the end. When the intro isn’t engaging, most viewers will go away from the content and move forward to watch other videos.
To ensure your audience watches your video content and gets your messages, you need to make your intro compelling enough to retain them. You can include a unique, exciting, or thought-provoking intro that quickly hooks your viewers’ attention right away.
4. Add closed caption
In a survey, around 85% of social media users watch videos with the sound off. Many argue that watching the video in silence is more calming and hassle-free, especially when people are in a situation where a loud sound isn’t welcome, like in the subway.
Moreover, some social media platforms have made the muted video default. Users need to unmute the sound to hear the audio when playing the video.
That’s why adding closed captions will help brands a lot in delivering messages. Providing the text allows people who don’t fancy listening to the audio out loud and those with hearing disabilities to understand your message easily. Moreover, incorporating video captions ensures that your content remains accessible and engaging for a diverse audience, including those who prefer watching videos with subtitles.
5. Set a regular posting schedule
When you’ve built an audience, followers, or subscribers, having a regular posting schedule is mandatory. Your audience or those who are interested in your brand most likely notice when you post new content. That’s because they already expect it from the beginning.
In order to retain a loyal audience, you should keep your posting schedule set beforehand. Having a steady and regular update will help you collect more viewers to join your bandwagon. That’s why the key to make your social media videos popular is to be consistent with your post to satisfy your audience.
Make sure to also understand the right posting time for your video content. Since every social media platform has a distinct feature and personality, you need to align your posting schedule with the platform you’re working on.
Social media platforms have been a great medium to promote a brand and new products. Having an online presence on the platform will increase your brand awareness to a wider audience. Hence, improving your online exposure.
The key to success in social media campaigns is to make content that’s engaging with the native audience. Video content is excellent to capture your audience’s attention from the start. That’s why social media videos will be an effective tool for building an audience.
Find out which social media platforms work best for your brand in the infographic below.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).