Social media has become an essential platform for businesses in introducing their brands, products, and services to a greater audience. With social media, businesses can reach out beyond their geographical location and target a wider audience, who can then get in touch with the business to inquire about their offerings.
One of the best ways to get more people on social media is by investing in a video marketing strategy. Videos allow you to showcase your product or service and connect with your customers on an emotional level. They create engagement and lead people straight back to your website, where they can learn more about what it is you have to offer and even make a purchase if so inclined.
An excellent social media video should leave your viewers wanting more, and one way for this to happen is by successfully turning them into leads. This means that when someone watches a video from your company, people will be prompted to do something that leads them closer to using your products or services.
That’s why you need to care about how you make social media videos as part of your marketing campaigns. If you can convince enough people to become your customers with a single video, you can expect a surge of potential leads that you can nurture further.
In order to achieve your marketing goals using this strategy, you should know what works and what doesn’t. So, here are six tips to outperform your social media videos in your business.
1. Know your goals
Every plan needs a goal. Without it, you can’t say that you’re working on something worthwhile.
So, when you produce and release a video on one of your social media channels, always ask yourself: What do I want to happen as a result of this video?
You can then make lists to do and navigate them thoroughly so you will achieve that goal. Make sure that the goal is inclined with your businesses’ bigger picture. For example, if you want to drive more sales, make sure to use the type of video content on the bottom of the sales funnel, like testimonials and demo videos.
On the other hand, if you aim for greater exposure or want more people to know about your business, you can use explainer videos and tutorial videos instead. Pointing out what you want to achieve will make it easier to create a strategic plan ahead.
2. Understand your target audience
Your marketing videos aren’t for everyone. That goes the same with your products or services, since not everyone uses your products. You only make products for a specific market that needs them.
That’s why it’s crucial to know who your market is and who will benefit the most from your products. For example, if your service is designed for gamers, you should rearticulate the language to fit them. Do not use professional tones when approaching this type of audience simply because it’s not their nature, and doing so will only confuse them.
Instead, you can incorporate a fun yet witty narration in your social media videos when promoting a new launch. Understanding your audience’s behavioral patterns and communication language makes it easier for you to connect with them.
3. Demonstrate your products/services
Instead of telling people how great your business or product is, you need to show them by demonstrating how it works instead. For example, if you sell beauty products, show your potential customers how it looks on their faces and let them take a look at themselves in the mirror while using it. This way, they get a better understanding of what your product does and why they should buy it.
Taking advantage of problem-solution videos is also helpful, especially when introducing new products to the existing ones. The examples mentioned above are just common types out of many marketing video templates that you can play around with depending on what you want to achieve at the end of the day.
It is important to keep in mind that your videos should be original and engaging with a clear objective in mind. You don’t have to make them go viral or become the next big thing on social media, but you do want them to appeal to the needs of your target market and encourage them to take action.
4. Focus on creating interesting messages
You can’t expect people to watch your videos if they are boring and aren’t entertaining. People lose interest fast when they don’t feel entertained, so think of an interesting storyline or subject matter that will compel them to at least try what you’re offering in the first place.
Video messages play a significant role in retaining viewers to continue watching. Without a meaningful storyline, people will be forced to click away and move on.
Whether your video is meant for the internet, TV, or social media, learn to infuse some humor into your content. People will smile and laugh more when you put in a little bit of comedy in the mix. It makes any shared material stand out from the rest, and it is also proven to be effective in engaging people nowadays.
5. Provide valuable information
For videos to work online, they need to offer valuable information specific to your niche market or industry. Just like with any digital marketing efforts, if you don’t give what people want — even short clips — nobody will bother paying attention, so start by providing valuable tips or other insights about your product.
6. Make platform-based content
Social media channels are designed differently. For example, YouTube is common for longer video content that covers almost every niche you can point out. On the other hand, Twitter is popular for sharing a short clip containing memes or funny content that may be short, but very comical. So, before creating your videos, know the social media platform you want to use first.
Social media is an important medium for businesses to leverage their marketing strategy. Social media video marketing can increase viewership and engagement, as well as lead conversions. If you want to make your social media videos work for you, know the platform you want to use first, make sure you have a call-to-action on all your video marketing materials, and direct viewers towards a conversion goal.
The following is an infographic about social media platforms that you can use to promote your products or services.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).