We can say that the world of video marketing is constantly evolving. A few years ago, companies were still skeptical towards their presence on Social Media, whereas now it would be hard to imagine marketing without it. With so many options that allow companies to improve their brand awareness, create a stronger relationship with their customers, present their values to their audience and, ultimately, sell their product or service online, it is expected that the marketing and communications will move significantly to digital platforms. How can businesses use these advantages online world has created for them? Do the same rules apply to the social media marketing as they do for the conventional marketing?
They do, and they don’t. The goal is still the same: achieve a sustainable competitive advantage, but the social media marketing has one goal before that: inform and entertain the online community. One of the ways to do so is by creating videos. Keep in mind that people prefer social videos with a dosage of humor and relaxation which makes them the most popular product of online competitive marketing. However, creating videos with a more serious note is not something you should give up just like that. Think about all the video material you could include in your social media accounts: tutorials, testimonials, updates, interviews, company culture, etc. It’s up to you to set the tone!
If you keep them short, make them memorable
The length of your video depends on the social network you decide to publish it on. If you want to publish a video on Facebook, the maximum length is 45 minutes, but don’t be fooled by that information because nobody will watch it until the end. Buzzsumo analyzed 100 million videos on Facebook and said that the sweet spot for video length is 60 to 90 seconds with a little warning that very short videos of below 30 seconds generated the lowest engagement on average overall. When posting videos on LinkedIn, it is best to keep the length between 30 seconds and two minutes. There’s space to communicate real value through video if you can deliver it in the right way and give your followers what they need. On Instagram, the maximum length of a video is 60 seconds. Being a social network that is focused more on lifestyle updates, businesses have enough time to present their more relaxed and entertaining content.
Statistics allow you better targeting
The great thing about social media is that it provides you with statistics you would usually have to put your time, money and effort to collect them. Just by one click, you will see who is following your pages, where are they from, what are their interests, how old they are and many more. How great is that? Even though every person that creates a page on social media has access to this information, not every person knows what to do with it. When talking about video content, knowing who will watch that video helps you to shape it in a way they will understand it and get engaged. For example, if your audience is mostly 25 – 34 years old, you will be creating content for the millennials. This means you will be creating content that is dynamic, creative, challenging, entertaining and engaging.
Stick to your formula. Make sure your social videos have a clear focus and that they can convey the message you are sending to your audience. Be yourself and show them what is truly important to you. If it is important to you and you know how to show it, it will become important for them too.
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