To keep a robust presence of your brand on social media can be challenging in today’s world of busy and impatient viewers. Nobody has time to watch all the content posted. everyone looks for short videos unless it is really engaging and interesting.
Moreover, trends on social media change very quick. It is important to provide trending and exciting content to your followers in order to engage them more into your brand. Research shows that top four channels on which consumers watch videos are social channels. So it is necessary to understand the importance of developing creative videos customised for different social platforms.
So we present you some tips for effective video marketing in this article. Let’s begin!
Video Marketing
Video marketing is using videos to promote and market your product or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium.
In 2018 and 2019 transformed video from a singular marketing tactic to an entire business strategy. Today, video is a holistic business approach, meaning video content should be produced by all teams in a conversational, actionable, and measurable way.
Don’t fret by looking into these facts. Video creation is actually a simple task. For most videos, the more simple and raw it is, the more authentic the content seems. An this is what matters to the audience.
Types of Marketing Videos
Before you begin filming, you first need to determine the type of video(s) you want to create. Here are some categories of marketing videos:
- Demo Videos: Showcase how your product works — whether that’s taking viewers on a tour of your software or unboxing and putting a physical product to the test.
- Brand Videos: Brand videos are typically created as a part of a larger advertising campaign, showcasing the company’s high-level vision, mission, or products and services. The goal of brand videos is to build awareness around your company and to intrigue and attract your target audience.
- Event Videos: Produce a highlight reel or release interesting interviews and presentations from the gathering.
- Expert Interviews: Capturing interviews with internal experts or thought leaders in your industry is a great way to build trust and authority with your target audience. Find the influencers in your industry and get these discussions in front of your audience.
- Explainer Videos: This type of video is used to help your audience better understand why they need your product or service. Many explainer videos focus on a fictional journey of the company’s core buyer persona who is struggling with a problem. This person overcomes the issue by adopting or buying the business’s solution.
- Animated Videos: Animated videos can be a great format for hard-to-grasp concepts that need strong visuals or to explain an abstract service or product.
- Live videos: Live videos gives your viewers a special, behind-the-scenes look at your company. It also draws longer streams and higher engagement rates Live-stream interviews, presentations, and events, and encourage viewers to comment with questions.
Steps to Video Marketing Strategy
1. Set goals for video marketing
Before you set up, record, or edit anything, start with a conversation about the purpose of your video. without a clear purpose agreed upon by your team, you’ll find yourself in a whirlwind of re-shooting, re-framing, editing and wasting a lot of precious time. Create a questionnaire and pass it along to the stakeholders of the project. Some questions can include
- Who’s your target audience?
- What’s the goal?
- Where’s the video going to live?
- When’s it due?
- What’s the budget?
- What are the creative requirements?
2. Script your video
Start writing your script the way you would begin a blog post — with an outline. List out your key points and order them logically. Don’t make the viewer wait until the final seconds to understand the purpose of your video. Similar to a piece of journalistic writing, include a hook near the beginning that states the purpose of the video, especially for educational and explainer videos.
3. Select your video types
Determining the type of video that works best for your brand is an important step in your marketing strategy. Not all videos are made the same and that’s okay–what is most important is that they are supporting your key goals. The types of marketing videos are listed above. Select according to your script.
4. Plan the content production
A good content production plan will save you time and money in the long run. Whether you plan it with a flowchart or old-fashioned pen and paper, you need to know how videos will be created and filmed.
This includes but is not limited to:
- Identifying needed equipment and props
- Writing a script
- Editing the script
- Storyboarding the video
- Planning the shoot for optimal filming. Filming won’t be linear for the most part.
- Gathering the right people who are featured
- Identifying the place(s) you’ll film and taking natural daylight into consideration for timing.
- Knowing where to send the footage to be edited
- Determining who will do the approval sign-offs for each step. For example, you want to make sure that the script sounds good and is in line with your voice. This might require two people to review it.
- Checking that the music you’re using is licensed for you
5. Shoot for the edit
When it comes to video, some are better at shooting while others are better at editing. Whatever side you claim, you should understand the process and pain points of each.
For instance, as the person behind the camera, you may believe you collect ample footage and ask all the right interview questions. But to the editor, you may actually be shooting too much of one type of shot and missing out on some that would make their job easier.
By remembering that the footage you record will be edited later, you can make smarter decisions and save countless hours in the editing room.
6. Organize your footage
First, video format files are incredibly large, so it’s very unlikely you’ll want to store any of them on your internal hard drive. You’ll quickly run out of storage, and your computer’s processing speed will begin lagging under the weight.
Instead, invest in an external hard drive. External hard drives come in a variety of sizes and port options. Multimedia creators will use the phrase “working off of an external” to describe storing all of their project files on this hard drive. This method also makes it easier to collaborate with teammates because you can easily share the drive.
Second, video editing programs are very particular about where you keep your files. If you don’t stick with the original file structure, you may find yourself buried in error messages.
7. Choose your music
Music is a powerful tool that can alter your video’s mood and tone. Choosing the right music often makes the difference between an amateur project and a professional piece of content. When used properly, it can help keep your viewer’s attention, evoke emotions, and define your overall editing style. In order to avoid copyright infringement, you’ll need to find royalty-free tunes or pay a composer to create an original score.
8. Schedule & promote the videos
Now that you have the completed video, it’s time to schedule and promote it.
Don’t think of videos on social media as one-and-done. One fully produced video could be uploaded to several networks over a month-long time period, depending on your social schedule. On Twitter, you could promote it many times. For livestreams, you’ll need to promote often to ensure lots of people will join in at the right time.
One film recording session could produce multiple videos. Different clips could be used for promotion or spliced together to create new videos. Think big when you’re promoting videos.
9. Use the Best Type of Video for Each Social Media Platform
Each social network has its own style – people come to each platform for a different purpose and are used to interacting with certain types of content. It’s not surprising that any type of video we upload will not work the same on all platforms.
Therefore, when deciding what video you want to use in your different social venues, keep in mind that each platform is better suited to certain types of pieces than others.
If you want to have a booming social media presence, then you should do everything possible to make your videos fit the fast-paced lifestyle of users.
As users’ attention spans become shorter and shorter, marketers must ensure that their videos don’t go unnoticed amidst the tide of distracting content.
Hope this helped you to understand the social media video marketing.
Happy scripting!