Creating a Social Video Strategy
Video is an important component of your marketing strategy, and where your viewers find your video is just as important of a factor in the video’s success. Each social media platform has its own pros, cons and user types you should consider before posting a video.
Take advantage of the power of social media by developing a social video strategy. Below are five approaches to consider when creating your strategy.
Optimize video for each platform
When you’re beginning your video marketing strategy, it makes sense to use the same video on your website and across your social channels. If you really want to take advantage of social platforms, design videos optimized for the platform and how viewers use it. This doesn’t require a costly reshoot of footage for every platform – just some thoughtful editing.
Here are some brief tips on what kinds of videos to create for each platform:
· Facebook: Enjoyable videos designed for auto-play and browsing (i.e. silent-friendly)
· Twitter: Preview your website content and encourage further exploration off Twitter
· Instagram: Short, visually engaging videos not requiring action
· YouTube: Longer-form entertaining or educational content
Educate viewers about a product
Your followers are following you for a reason: they want to hear from you. Tell them what’s happening! Use video to show off the latest products, new releases or how-to tips. If a viewer is considering purchasing or has purchased a bag, what style tips do you have? If your app has a new release, what can users now do with it? Take advantage of viewers waiting to see what you’ll post next to provide them with useful information about your products.
Generate excitement about an announcement
Have exciting news you can’t wait to share? Don’t blow the excitement on one post. Use social video to tease the upcoming announcement. Show employees preparing, or quick shots of the product so the viewer can guess what’s coming. The brief, ephemeral nature of social video is great for generating buzz around an upcoming release.
Highlight company culture
Social media began as a way for people to stay in touch with friends and family. The sentiment is baked into the name: “social.” Instead of always trying to sell to your followers, let them get to know you as a friend. Who are your employees? What are your offices like? When customers feel connected to your company culture, they’ll be more likely to purchase from you rather than a competitor.
Experiment with different formats
A flashy production isn’t always the most effective way to engage your audience. Filming a video in the same format other users create their posts helps the video feel more organic to the platform. Have an employee take control of the Instagram account for the day and post behind-the-scenes videos on Instagram Stories. Share a product review on YouTube from a trusted influencer filmed at home on their laptop. Not all social video needs to be filmed as a more formal commercial.
Ready to harness the power of social for your video marketing? Say hello and let us help you get started.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
