With the widespread availability of smartphones and video supported social platforms, video content has exploded onto the scene and permeated all aspects of our lives. Whether it’s a witness’ cellphone video being cited in a breaking news report or a dance prodigy being thrust into the limelight because their teacher filmed their practice, every day people are as much content curators and creators as community and social media specialists.
Taking a lesson from the evolving social landscape, here’s why video needs to be part of your content strategy in 2016:
Less is More
Vine does it in 6 seconds. Instagram does it in 15. Twitter does it in 30.
While YouTube may still be at the forefront of virality, since native video was introduced to Facebook, YouTube referral traffic has decreased. Lesson? When creating video, think about multiple platforms. How can you re-package your message for different video supported platforms?
Long gone are the days of text-based Facebook posts and pushing-it-to-the-140-character-limit tweets. As technology becomes easier to use and at everyone’s fingertips, the online visitors’ attention spans of become shorter and shorter. A picture may be worth 1000 words but a video is worth the equivalent of about 1.8 million words of content.
What’s more, with moving images and sound, you can touch a variety of emotions through video. Whether you’re selling a product, service or represent a brand, video repackages content in a way that’s much more accessible to a wider audience. Think of those who are visual learners, or those whom auditory content resonates with better.
Bring Back Human
Sure, some people are so brand-focused that they’ll even go so far as to tattoo their favorite logo onto their body. In reality, what unites people to a company are the core values it stands for. Your customers can see through the corporate-speak, press releases and technical jargon. What they really care about is who you are and what you stand for.
There’s no better way to take people behind the logo than through video. “Whether it’s a tour of your office, an event you’re attending or just some behind-the-scenes downtime, showing the fun side of your business can be more effective than just hawking your wares.” Here are six great examples from Social Media Examiner showing how to use short video for social marketing.
It may take some trial and error before you determine what it is that your particular audience wants. How do you do it? “By listening, by communicating, by providing content that people are interested in. Same goes for video – without a purpose behind it, it’s just another ad,” according to Business2Community.
Maybe your customers want to be part of the video-making. Hold a contest, do a call for submissions and get them in on the action for a particular subject. GoPro does an excellent job of this on their Instagram account, letting users do the talking for them through video. By posting user videos, potential customers can see exactly where their Go Pro could take them, and current owners get inspiration and motivation to post their own.
The possibilities for video content are endless but you still need to hone in on a focus and strategy that works for your brand. At the end of the day, being helpful should be at the core of that strategy and it’s easier to show, rather than tell.
Makeup brand? Show tips & tricks on how to apply your latest product. Interior Designer? How about a time-lapse video for how you got to the finished design. Lowe’s did a successful Vine campaign with their “Fix in Six” where they showed helpful hacks for around the house.
Add humor, some great music, cool visual effects or a dash of exclusivity with sneak-peaks. There’s a lot to be done in the video realm. Remember to do some research first. See what kind of content your audience creates and consumes. Follow your followers…or at least check out their social media activity. Are they hashtag-ing like crazy? Use the hashtags they use. Are they all about the vlogs? Create one for your brand. Understanding what your audience wants and then dishing it back out to them in a creative way that suits your brand will be the key to your success.
Ready, set, record!