According to an article published by Wyzowl.com, 87% of marketers say that video marketing has helped them increase their website traffic. On top of that, 86% of businesses have also said that video has helped them generate qualified leads. But to achieve such results for your brand, you need to have a solid video marketing strategy.
Here’s a guide to help you build an effective social media video marketing strategy as summarized by us at Cybertegic, a marketing agency in Pasadena:
- 1 – Set a goal for your video marketing.
- 2 – Choose your platform.
- 3 – Select the format and type of your video content.
- 4 – Plan your video content ahead.
- 5 – Promote your videos.
- 6 – Understand the metrics.
1 – Set a goal for your video marketing.
Before anything else, you need to set goals and determine what you want to achieve with your video marketing. If you’re new to posting videos on your social media channels, start with a short list of goals. It won’t be overwhelming. By determining your goal, it will be easier for you to brainstorm and create a strategy on how you should deliver your video.
For example, if your video marketing goal is to increase brand awareness, your video should be memorable. The video should be unique and stand out from the rest. This is the best way to get your brand to stick into the minds of your target audience. Take the video ad of Dollar Shave Club. Its wittiness and humor make it stand out.
2 – Choose your platform.
When posting your videos on social media channels, it is important to know that each platform has its own form of video content. While older platforms like Facebook support several types of video formats, newer platforms like Snapchat and TikTok prefer short-form video content.
If you haven’t tried posting a video on any social media platform, it is best to start on a channel where you have already established a following. This way, it will be easier for you to introduce your video content.
Here’s a list of video formats each platform has:
- landscape feed video
- portrait feed video
- Facebook Live
- Facebook stories
- landscape feed video
- portrait feed video
- Instagram Live
- Instagram Stories
- Instagram TV
- Instagram Reels
- landscape feed video
- portrait feed video
- live stream
- Twitter Fleets
- landscape feed video
- live stream
YouTube
- landscape feed video
- portrait feed video
- live streaming
- short video
- portrait feed video
TikTok
- portrait feed video
Choose a video type format that works best for your chosen platform.
3 – Select the format and type of your video content.
As seen in the list above, there are several types of videos you can use. However, you should determine the best video type for your brand and your chosen social media platform. Remember that the most crucial thing in your video marketing strategy is that your videos support your goals.
- Informative: Informative videos are best if you want to build brand awareness for new customers. They have a polished and professional approach to establishing a brand as an expert.
- Interview: These videos feature guest speakers that are experts or professionals in the same industry as the brand. This is a great way of showing audiences your brand authenticity.
- Entertaining: These videos are produced for engagement and entertainment. This is the best way to get the attention of your target audience.
- Testimonials: Testimonial videos highlight your customers and their feedback about your product or service. This creates your brand’s social proof and can help boost your credibility.
- Behind-the-Scene (BTS): These videos give your audience and customers a sneak peek into your operations and employees. Its goal is to create a sense of credibility and authenticity for your brand.
4 – Plan your video content ahead.
A crucial part of your video marketing is also to plan ahead for your video production. You can start by listing down your ideas and all the things you need to have your video created. However, if you don’t have the time to do all the production, you can simply hire a marketing agency.
But if you’re planning to do everything on your video marketing strategy, planning includes the following things:
- Identify which tools and equipment you need.
- Writing and editing script for your video content.
- Planning your storyboard.
- Check any music or copyrighted images you might use.
5 – Promote your videos.
After you have your video, the next step you need to do is to schedule its release and promote it to your target audience. You can use tools to publish and share your videos on different social media platforms. Once your videos are posted on your social media pages, promote them to your followers. Update them about the newly published video to encourage them to watch it.
Another tip in promoting your video is to create short reels which tease your followers about your new video. Short videos can hook audiences in and take an interest in what your video has to offer.
6 – Understand the metrics.
Last but not least, you need to understand and analyze the metrics of your published video. Metrics let you know if your videos are bringing in conversion or if your target audience is watching them. Each social media platform has different analytics tools to help you analyze engagement and audience interaction.
Study each metric so you know which video works best for your audience, and try to experiment with video types. Reviewing metrics is the best way to understand what content type your audience loves to see from your brand.
