If you’ve been following along here on Backstage, you know we’re big fans of social media. Facebook, Instagram, LinkedIn, Twitter, Pinterest and others can have a significant impact on business – from brand awareness and thought leadership to measurable bottom-line ecommerce sales lift.
Still, many companies seem reluctant to prioritize video as part of their social content strategy. The reasons vary from budget and resource availability to being unsure how to visually tell the company story. If you’re reading this and in that boat, it’s time to rethink your approach.
Consider these video statistics:
- Online videos will account for more than 80% of all consumer internet traffic by 2020
- By 2025, half of viewers under 32 will not subscribe to a paid-TV service
- On mobile alone, YouTube reaches more people in the U.S. audience than any TV network
- We watch more than 1 billion hours of YouTube videos a day, more than Netflix and Facebook video combined
- Over 100 million hours of videos are watched on Facebook every day
- 83% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget
There are thousands of additional stats available to further support the case that video marketing is here to stay. Not to mention the benefits to SEO (hint: Google owns YouTube) and content shareability.
Fortunately, implementing a video marketing strategy doesn’t have to be daunting. Here are five tips to keep in mind as you begin.
#1 ESTABLISH A PURPOSE
While it’s tempting, creating video with the sole purpose of selling product will likely yield disappointing results. Rather, aim to educate, entertain and inspire your viewers – making it an experience people want to be part of will help ensure it is shared and remembered.
#2 KNOW YOUR AUDIENCE
The good news is, if you’ve been marketing on other channels, you likely know your audience personas and demographics. Leverage that to create video content that will be relevant and resonate.
#3 SWING FOR THE BASE HIT
Sure, we all want the proverbial viral video homerun, and there are tactics to help it get there. But, especially starting out, focus on building a library of relevant, compelling content. Your audience and viewers will grow, increasing the odds of the smash hit.
#4 STUDY THE DISTRIBUTION
Read up on where and how to distribute the video. Most platforms prefer it be uploaded natively; in other words, don’t post a YouTube link on Facebook, upload it directly. Keep in mind what time of day your audience visits each social channel. Consider owned (website and social) and paid (content distribution partners) channels, and test them for potential ROI.
#5 TRUST THE PROS
Simply put, you get what you pay for. While some companies benefit from internal video capabilities, many do not. Seek out a partner that understands your business, your goals and your audience, and can help bring the pieces together to maximize your video investment.
As with other digital and social marketing channels, a test, measure, refine and deploy approach can help make the most of your video strategy.
Senior Vice President
My favorite part of the job is providing thoughtful, strategic counsel to clients that help them look like stars and drive their business forward. I’m passionate about all things integrated marketing and always keep my cool in a crisis.