Video marketing campaign is now easier and less expensive through social media sites. Add to that the fact that people are now spending more time watching videos on mobile than watching TV, according to John Koetsier, Mobile Economist at Tune.
Social Media sites have different style, approach and policies. These are not restrictions, but are challenges that stir more our creativity.
You may master running a video marketing campaign on a particular site. Or, you may upload coherent videos in different social media sites.
In this article, you will find out how you could maximize social media sites in general.
1.) Determine a Specific Goal per video
There are already too many videos in social media sites that they seem all the same. But, people will get hooked if they will feel like the video was made especially for them or that it is their story that you are telling them. You can do this if you will be able to determine a specific set of people who will be able to relate to your video marketing campaign.
In an interview, Owen Hemsath advised that the videos can focus on catering a specific audience and one call-to-action per video. You can create one set of videos that will aim to increase your subscribers and another set of videos that will aim to boost your sales. In this way, your audience will not be confused or get overwhelmed by too many hyperlinks.
You can also refer to your analytics to determine if you are reaching your target audience and how your audience responds to your video post.
2.) Make the First Glimpse Count
Due to the fast pace environment and information overload, people now tend to skim their Newsfeeds and only get a glimpse of the thumbnails or the first frames of the videos when auto played.
Your video should stir interest or intrigue in the first seconds before they could hit the stop button. You could also state your call-to-action in the first frames.
Since the Auto play feature is usually on mute, it is ideal that you add subtitles that they may still follow the flow of your story. You may also display the key words on the screen.
If the auto play feature is turned off, you can make them stop from scrolling in their Newsfeeds by having an eye-catching thumbnail of your video. The thumbnail may present a peek from your video like a picture of a mini black hole, advised by Andre Oentoro, founder of BreadnBeyond. He also advised that a thumbnail could be a picture of an authority figure.
You can also add a logo in the thumbnail that viewers will immediately identify your company, especially when you already have created a loyal audience.
3.) Consider the Video Length Limit as a Challenge
Many of the most popular social media platforms set maximum video length limit. Like for example, in Twitter, users can only post videos with a maximum of two minutes and twenty seconds.
When your video exceeds the maximum video length limit, you can embed your YouTube link in your twitter post or in other platforms. You can also create a teaser for the long video while adding the link to the longer version of the video.
Consider the video length limit as a challenge that will stir up your creativity. The most important thing still is that you are able to convey your message regardless of its duration.
4.) Make it SEO-Friendly
Most social media platforms are now equipped with their own search engine. Hence, your title, descriptions and tags of your video should be properly indicted and SEO-Friendly.
Avoid tag stuffing and using of misleading metadata like on YouTube, where adding a subject that is irrelevant to your video may not be displayed in the search results.
Monitoring the trending topics or hashtags also let you know how your target audience can find you. May be you can find a way for your brand to be relevant to the trending topic. Be careful though when doing this, especially on the topics about religion and politics.
5.) Upload Native Videos as an Advantage
Native videos refer to the videos that have been directly uploaded to a particular platform. The advantage of these native video is that you will be able to maximize the special feature of a platform like auto play. Based on the article of Jon Mowat, these videos have a higher likelihood to appear in the search page results because they are prioritized in platforms where they have been uploaded directly.
There are social media tools which can help you organize your video posting. You could still make sure that while you maximize the special features of each platform, your video posts are still coherent in different platforms.
6.) Live Video Broadcast your Events Marketing
Live Video Streaming Feature is now the latest trending feature of most Social Media Sites. This feature is less expensive compared to pre-recorded videos, according to writer, Martin Jones in his article. He suggests that live video streaming could cover your event marketing like grand opening or unveiling of your new product.
Through live video streaming, you could also show them a glimpse of how you process your products or other location in your office that might interest them. People will be able to see how authentic your brand is.
7.) Set up a Paid Video Campaign
Paid Video Campaign allows you to reach more audience, especially when your reach no longer increases because it has become limited to the number of people who have already searched you in Facebook, according to Andrew Tate. But, this can also happen in other social media sites.
In most social media sites, you can define the specific audience you want your paid video campaign to reach. In Facebook, they may be able to identify if a user fits the demographics you define based on interest, location and purchasing behavior.