Five Easy Ideas for Adding Video to Your Social Marketing

Published on May 20, 2016

Have you noticed just how ubiquitous video has become? Scroll through your Twitter or Facebook feeds and you’re likely to see videos start and stop every few seconds from every source imaginable – maybe they’re being Vined or live-broadcast by your friends, maybe they’re commercials for a brand you “like”, maybe they’re must-see clips of last night’s Daily Show antics.

Social video is here to stay, and we’ve got the stats to prove it.

In 2015, online video streaming counted for 50% of mobile traffic. 78% of people watch videos online every week, and 55% of people watch videos online every single day. That’s a massive pool of consumers hungry for content, and it’s a niche that’s proving very beneficial for marketers: 67% of businesses find video content at least “somewhat successful”, and 18% have found video marketing “very successful”. Videos have proven to decrease bounce rate, increase brand recognition, and even improve email opens.

It’s not too late to fold video content into your brand’s social media and digital marketing strategy. Here are five video ideas to get you started…

Take Your Viewers Behind the Scenes

Audiences love to feel like they’re a part of your community, and offering a peek behind the curtain is a surefire way to do that. Whether on Instagram, Snapchat, Periscope, or Facebook, a “behind-the-scenes” video is a great way to highlight the unique personalities and human stories behind your brand, offering a sense of personal connection that will increase brand recognition, loyalty, and engagement in the future.

For a great example of a behind the scenes video in action, check out what Chicago plumbing company J. Blanton Plumbing did: This short video introduces the family behind this local family business, putting a likable, familiar face to a well-known name in the industry (while scoring a ton of engagement on social media, to boot).

Create “How-To” Videos

We believe that “evergreen” content should be a vital cornerstone to any content marketing strategy – it’s a great way to plug into what your ideal audience is searching for, ensuring that consumers can come back to your blog or social media page again and again. “How-to” guides – whether written or presented as a fun, eye-catching video (think of those quick-hitting recipe videos that seem to be everywhere on Facebook these days) are a great example of highly effective evergreen marketing.

Ready for more stats? In 2015, audiences watched over 100 million hours of “how-to” video content on YouTube, a 70% spike year-to-year. Provide your audience with help and guidance, and they’re more likely to trust and return to your brand for more.

Showcase Your Product

Maybe there’s something about your product or service that has to be seen to be believed. Take the PhunkeeDuck hoverboard, for example: While it’s a visually striking product on its own, it didn’t really explode into the public eye until videos of celebrities putting it to use became viral sensations.

Use video to show off what makes your product or brand unique or appealing. But remember that audiences are wary of promotion these days; keep your tone informal, fun, and narrative-focused, and avoid bombarding your viewer with blatant self-promotion.

Tap Into the Zeitgeist

It’s important to realize that only a small handful of videos truly go “viral,” garnering thousands – or even millions – of views overnight. And a lot of the time, unexpected viral hits become popular for all the wrong reasons – they’re stilted, corny, or otherwise just plain lame.

But even if your video won’t get passed around like the common cold, there is one way to broaden your audience organically; Attach your brand with a trending topic that’s dominating the social media or pop culture news cycle. When the next Star Wars film hits theaters, consider creating a video that showcases your company’s love of the franchise or ties your brand identity together with the beloved movies – without violating copyright laws, of course. Get merry around the winter holidays, highlight your baseball love come October (go Cubs!), or tap into the buzz of a crazy political election cycle. Get creative and play to your strengths and you never know – your video could spread organically or strike a chord with the right tastemaker.

Play With Pre-Roll Video

Pre-roll videos – the short ads that play before videos on YouTube or other streaming sites – can get a bad rap, and many viewers are eager to find the “skip” button. If you’re going to experiment with pre-roll video, find a way to click with your audience’s instantly. You only have a few seconds to make a positive first impression. Be funny, be creative, and be bold, and your audience is more likely to stick with your video – and your brand.

Ready to add video to your content marketing strategy? Need help getting started with multimedia, blogging, or social media? That’s where we come in! Geek is a one-stop shop for all of your web development and digital marketing needs with a proven track record of success. Drop us a line today to get started!

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