Here’s a question for you. How many videos did you just scroll past in your work break?
Needless to say, social media videos in 2021 have become our guilty pleasure. And everybody absolutely adores them! In fact, Cisco surveys conclude that videos will account for more than 82% of the consumer traffic by 2022. This is 15x what it was in 2017!
No wonder why marketers are pulling up their socks to implement video hacks in their social media strategy. But it isn’t a cakewalk. Many things go into this synchronized play of even a short video— right from deciding a befitting central theme to idealizing it into a script!
In this blog, we shall explore the best video strategies you should adapt to amplify your branding. Let’s start with the easiest of all.
1. Go live
Live videos blur the virtual world with reality. They are great for humanizing your brand. Here’s what you can do in your upcoming lives:
- Show exclusive behind-the-scenes videos
- Catch up with your followers, and answer their queries
- Take up a quick tutorial or a hands-on session based on the type of service you offer your customers
Let’s assume you are a baker. A live session on how to make your best-selling cake would get you tremendous engagement with your followers. Similarly, if you are into cosmetics, talk to your followers and suggest what kind of skin routine they should adopt for the best results.
Now, most people fall under the assumption that going live requires no preparation. They believe a spontaneous flow is the key here. But that isn’t the case. Going live needs a lot of planning. It also needs a backup script for fillers Lightning and setup to require special attention. Finally, you have to be prepared for anything that might go wrong because live, unlike traditional videos, can’t be edited.
Have a look at this Facebook live post. Fred LeTailleur, the national makeup artist for Yves Saint Laurent Beauty, gives pro tips on BB cream and foundation for a professional makeup look. You can also share your live videos as Facebook posts for viewers who couldn’t attend those live.
2. Create a series of episodes
We all love binge-watching series. Why? Because short episodes make an entire series less overwhelming. You can adopt the same analogy for marketing too. Creating episodes guarantees more views. It makes the revolving idea more consumable. It further tempts viewers to come back for subsequent episodes.
Let’s say you have 6 DIY ideas for your signature product. So instead of stuffing all ideas into a big chunk, chop them off in bits and create a brand new DIY series. Let one idea be a crisp video and so on. And there you go!
Here’s an additional tip for you. Do some research for incorporating SEO keywords and hashtags too. Craft your descriptions and add these keywords keeping the flow intact. These will improve your visibility and help you rank as well.
Here’s the #DIORSTANDSWITHWOMEN #DIORCHINUP series by Christian Dior, where exceptional women talk about their journey to success. The series features eminent personalities like Cara Delevingne, Parris Goebel, Natalie Portman, Charlize Theron, and more. Such video marketing features invite viewers to come back for more.
3. Repurpose content
I am sure you have umpteen blogs on your website. Why not weave them into a script for an informative video like Moz? Or do you have podcasts or webinar clippings? Use them for your next video agenda.
Repurposing content is a brilliant way to optimize your efforts. It serves a dual purpose too. First, the old content gets an updated ranking and starts resurfacing in the search results. Second, it saves you an hour of the brainstorming session you’d usually need in creating a video. Hence, reusing your old content piece is a must-follow strategy for your video marketing.
4. Hosting virtual meets
All thanks to the pandemic, virtual meetings have now become an indispensable part of our lives. And these new norms won’t disappear any sooner. Multiple brands have adopted virtual meet and greet sessions for socializing. These can be really fun and are easily accessible.
But here are some things you need to keep in mind for hosting a virtual meet.
- Choosing the right platform that can support large teams is quite essential.
- Have a well-designed form while you market the event on social media. You can additionally use social media analytics tools to measure your overall performance.
- Send all participants calendar invites after a successful registration.
- Provide your participants with an agenda beforehand.
- Make your presentation deck informative and engaging.
These ensure the smooth functioning of the event. You can also take participants’ feedback to measure the event’s success and work on the critics.
*Airbnb *often uses the LinkedIn platform for hosting webinars for global leaders. Have a look at this webinar event by an Airbnb Global Product lead. The detailed plan is mentioned in the About section. The event was a great success with 6.4k+ attendees. Similarly, you can plan a meet too and promote awareness towards global and futuristic trends.
5. Get your customers on board
Client testimonials are extremely crucial to convey your impactful service. All you have to do is get your customers on board, and voila, you got yourself a stream of unfiltered conversations with candid feedback and results. It is an authentic and genuine way to get your message across right.
You can create an in-depth case study on how your clients improved after implementing your solutions. Showcase the real metrics and strategies that proved to be the game-changers. These will bring your brand into the positive limelight, making it a promising name in your industry.
From sensors and systems, to sustainment, the @USArmy is revolutionizing Army Aviation. @LockheedMartin has the experience and expertise to meet the challenge. #FVL #ArmyModernization pic.twitter.com/avcI7kBxSP
— Sikorsky (@Sikorsky) May 28, 2021
Lockheed Martin retweets the video of Sikorsky, where US Army personnel convey their experiences with their solutions. They explained how Lockheed Martin’s advanced technology played a pivotal role in ensuring national security. And that’s some serious achievement worth the praise!
6. Collaborations with influencers
Influencers are the backbone of social media marketing these days. They add that zing to your business. Influencers already have a trusted base, and such partnerships are reliable and pay off well. And if you are thinking that hiring an influencer can burn holes into your pocket, don’t worry. You can always opt for micro-influencers for promotions.
One of the common tactics businesses employ for influencers is to market referral programs. For example, a couple of micro-influencers can do video marketing for your brand in their account and give out coupon codes that their followers can redeem for making purchases on your site. They can also make an appearance in your usual videos to spark the interest of the masses.
Dunkin donuts partnered with the famous influencer Charlie’D Amelio on her birthday to give discounts on her favorite meal. This was a brilliant hack to entice Charli’s fans out there to celebrate her special day with Dunkin!
7. Choose videos for ads
Sharing videos becomes incredibly easy as video ads are mobile-friendly. They also have faster conversion rates when compared to traditional marketing. But be careful about the social media video sizes as they vary from platform to platform.
While Facebook, YouTube, and LinkedIn favor horizontal formats, vertical videos are more prevalent in TikTok and Instagram. There are many ways to get new inspiration for your ads, but one of the easiest is to save all those awesome videos you see while scrolling through social media. Use them later while brainstorming your own ad campaigns.
Cross channel promotion is a killer strategy to get your video marketing noticed on every social media. Let’s assume you had a new product launch. You give video teasers of that product on your social media and link them to your sites for purchase. You also add blog links to highlight its features, unique selling points, and benefits by comparing them with your competitor’s product. In this way, your prospect is hooked to your product as they get to learn more about it from a diversified source.
Cross channel promotion saves you on your ad budget while boosting your reach. This is an excellent way to ensure your followers don’t miss out on any sort of content you upload.
Audi implements a cross-promotional strategy to engage with its audiences. Here is a Facebook video, where Fermin Soneira, Head of Product Line e-tron, Audi, shares his discovery of e-mobility. The post also has a link to a blog on their official site having the detailed conversation. Full video from YouTube is embedded on the blog for further promotion. Now that’s a well thought promotional chain!
9. Gauge the analytics
Once your video goes online, study its performance. Here are some key performance indicators you must be tracking:
- Total number of views
- Play rate
- Likes and comments
- Click-through rates
- Major traffic sources
- Average view duration
- Watch time
- Audience retention
- Viewer’s demographics
Tracking these metrics will help in analyzing your demographics and their reaction towards your efforts. In addition, you will get to know what’s working and what’s not.
For example, find out if that new series you posted is getting you more clicks or is dipping the retention rate. How will you do that, though? Tracking analytics in such cases will perfect your video marketing strategy by keeping the ROI in check.
With the advent of Augmented Reality, the future of video marketing seems brighter than ever. More consumers want to see innovative brand videos. So this is the perfect time for some experiments.
Take some cues from these nine tested video marketing strategies and let your creative juices flow free in making exclusive videos that will keep your viewers glued until the last second.
Set the right goal for the video and work on it. Start with live sessions and virtual meets and expand them to create series and repurposed content. Go for collaborations with notable influencers and customers, run ads for rigorous promotion. Once done, take a peek into the analytics to shortlist what strategies are working and what needs to be tweaked for the perfect boom!
Written by our guest writer Sweta Panigrahi, a Content Writer at SocialPilot.
Her strongest pursuit is to capture social media happenings in her well-researched blogs. From codes to meme posts, her search history is a confounding mess. When not typing out blogs, you can find her in a sunny corner scribbling poems.