Videos have taken the digital world by storm. People inundated with interactive testimonials find other types of content unengaging. Brands all over the world have realized the role of videos in changing the marketing dynamics. With the presence of Social Media Video Marketing, many small brands have used the opportunity to grow multiple folds within a short period. Top brands have video marketing as a part of their online marketing strategy. Video marketing offers marketers numerous brilliant ideas to boost sales, raise viewership, and promote brand stories.
What is Video Marketing?
Video marketing is a strategy to create and use videos to promote and market products or services. Unlike text and image content, videos are highly engaging.
Graphs, animations, and special effects are added to videos which increases their appeal and quality.
With the popularity of social media, video content has become a powerful tool. Social media comes up with new features every now and then; features like reels and stories have pushed video content to the next level.
Here are six steps to building a successful social media video marketing strategy-
- Outline Your Goals.
- Know Your Target Demographic.
- Choose Social Media Platform(s).
- Decide Your Video Type and Create.
- The Timeline is Crucial.
- Promote the Videos and Analyze Metrics.
Steps to Build a Powerful Video Marketing Strategy for Social Media
Outline Your Goals
At the very outset, it is essential to chalk out one’s video goals. This ensures that one sticks to their aims rather than beating around the bush.
It is good to have a few goals in the beginning. A simple video marketing goal can be creating advertising content.
Some brands create videos for advertising services on social media platforms. Such videos are useful for brands that require consumers to imagine themselves with those products.
Another simple goal can be creating brand awareness. Most small businesses and new businesses aim to increase brand awareness.
Setting a goal while keeping in mind the marketing funnel is important. Awareness, consideration, and decision are the three top stages of the marketing funnel. A marketing video can fall into any of these three major categories.
Know Your Target Demographic
The second step in a social media video marketing strategy is figuring out the target audience. Depending upon the goal and the industry type, a brand should be sure of its target audience.
Some research is needed to choose the target audience. Various surveys suggest how different demographics are interested in different topics and are likely to engage more with them.
A few points to keep in mind while choosing the target demographic-
- Purpose of the video.
- Who the product or service is intended to target.
- Research on the interests of different demographics.
Choose Social Media Platform(s)
Different social media platforms use different types of video content. For example, Instagram has various types of content, while LinkedIn and TikTok prefer only specific video formats.
The goal and target audience determine where a video should be pitched. For example, direct-to-consumer brands publish their videos on Instagram, Facebook, and Pinterest.
While brands that offer jobs pick LinkedIn and Instagram more to publish their videos. Marketers can use online video creation and editing tools to create professional videos with almost zero investment.
As per surveys, more users spend time on Instagram, Snapchat, and TikTok for entertainment videos than on platforms like Twitter. YouTube is the most loved platform for watching testimonials, how-to videos, and educational videos.
Marketers must be aware of the features of social media platforms before pitching in their videos.
- Instagram- Reels, Story feature, and Live Streams.
- YouTube- Live Streams, Short videos, and Long videos.
- Facebook- Live Streams, Story feature.
- Twitter- Fleets, Live Streams.
- TikTok- Portrait feed video.
Decide Your Video Type and Create
There are ample video types that a brand can use, but one must select a video type that suits one’s marketing goals.
Explainer Videos
These videos teach consumers about technical terms, services, and brands and provide solutions to customers’ problems.
Explainer videos are generally of longer lengths of 2-3 minutes. They end with a strong call to action.
Whether used for marketing purposes or product demonstrations, explainer videos can effectively grab the viewers’ attention and keep them engaged throughout the entire message.
A correct explainer video creator tool is crucial for ensuring the quality and effectiveness of the final product.
Social Content Videos
These are short clips intended for entertainment, usually fun and playful, and for social media platforms like Instagram and Facebook.
Brands can use trending events to advertise their services. Creativity is required for these videos. An online video maker can be used to add remarkable templates, brilliant colors, and super cool transitions to such videos.
Commercials
These are mainly for advertising a product or service. Commercials can be found on YouTube.
These are short, eye-catching videos with wonderful scenes and excellent picture quality. A viewer is provided with relevant information about a product or service. A strong call to action follows at the end of a commercial.
Commercials also find a place on a brand’s landing page and are short and exciting.
The Timeline is Crucial
Timeline is important for every team member involved in the video marketing process. One should have a proper timeline for research, pre-production, production, editing, promotion, and analysis.
Different groups involved in these stages of video creation must follow their timeline strictly. Timeline is the most indispensable aspect of online marketing.
Promote the Videos and Analyze Metrics
Planning the distribution of videos is essential. A brand selling products must publish videos on its landing page or website.
Social media is a great way to promote creative video types, especially for small brands. Videos can be shared more easily on social media.
Email is another way to easily distribute video content and invite users to check them. Videos can be embedded in an automated email, newsletter, promotional email, or sequence email. For instance, if you are managing a real estate business, including videos in your real estate drip campaign can surely keep potential clients engaged and informed, enhancing your marketing efforts.
Lastly, study each video’s view counts, likes, clicks, comments, and much more for a better understanding. Analysis helps a great deal in accomplishing future video marketing endeavors.
Conclusion
These steps are crucial for creating exceptional video content for one’s audience. Many companies have achieved unimaginable heights by adopting an effective video marketing strategy. Video marketing transforms the way of doing business.
