According to HubSpot, 67% of marketers agree that publishing marketing videos on social media has produced the highest ROI. No wonder why people put so much work into developing an online video marketing strategy.
As technology and trends are changing, social media marketing strategies are also in need of constant modification. A successful social media video marketing strategy can help your business thrive. Before laying out the techniques, you need to decide what kind of videos you are going to make for your brand. To make sure your audience can connect with your brand’s image and engage with it, you need to decide what kind of video is right for you.
What Kind of Video Should You Create?
There are a variety of video formats to choose from, including brand videos, testimonial videos, instructional videos, and many more. So, select the format that suits your brand’s marketing goals.
For example, you can go for commercial videos when you want to portray your company’s best aspects with a dynamic scene and imagery. On the other hand, explainer videos should be your best option if you want to educate your audience about your brand, products, or services. Simply put, there are various types of video content we can integrate into social media marketing. We’re not limited to TV-style ads or perfectly polished educational videos anymore.
7 Ways To Create Social Media Video Marketing Strategy
Want to refine your social media marketing strategy? This may be the perfect time to make it happen. We have got you covered whether you’re completely new to social media marketing or want to double-check your goals.
1. Set A Target
A solid social media strategy always starts with a goal. Outlining your video marketing goals is the first step to building a successful video strategy.
Videos can easily fit into each of the three stages of a marketing funnel: brand awareness, engagement, and conversion. So plan your video content strategy with these stages in mind. For example, in the awareness stage, videos should draw viewers and introduce your company to the target market.
Following that, the audience is now considering how they will address the problem they are facing. So they would do some research, seek advice, read product reviews, and look for affordable solutions. Once you’ve provided the solution, present the proof of customer satisfaction and prove why your product or service should be chosen over your competition. You can go for other specific goals like increasing sales, increasing website traffic, and many more.
2. Define Your Audience
Keep in mind that the platform you use for video advertising relies on your target audience and the kinds of videos you make.
It will be easier for you to decide what kinds of videos to make and where to distribute them if you can pinpoint your target demographic. So, how can you figure out who your target audience is? You can find that out by creating a buyer’s persona. It’s a description of someone that depicts your target audience. Great if you already have one.
A corporation often develops one or more buyer personas while it is creating its product or service offerings. This will give a clear view of who your product or service is for, what channels they spend most of their time on, which device your audience uses to watch videos, and the purpose of your video. With all these questions answered, you can easily identify your audience and how to reach them as well.
3. Select A Suitable Platform
YouTube is the most popular video-sharing site for posting your marketing material, followed by Instagram and TikTok. Choosing the best video platform to advertise your movies is crucial.
The best social media channels to promote your films should be easy to choose since you have already identified your target audience and created user personas. If you’ve never used video on any platform, begin with the ones where you already have audiences established. Some of the most popular video distribution platforms include Facebook, Instagram, TikTok, LinkedIn, Twitter, etc.
Whether you want to reuse your videos is another thing to think about. If you can, try to select platforms that function well together. You’ll be able to share your videos on multiple platforms. Multiple videos could be created from a single filming session plus different videos might be edited together to make new ones or used for advertising. When advertising videos, think big.
4. Curate Your Videos
At the end of the day, the success of your social media marketing plan falls in the hand of your content and its quality.
Hiring an agency or production company can make your content production and post-production process a lot easier. All you have to do is give them instructions, and they will take care of all planning and approvals.
However, if you intend to handle everything in-house, you’ll need to consider all the processes for a video, which include writing and editing the script, storyboarding the video, and planning the shoot for optimal filming. Identify the place(s) you’ll film at and take natural daylight into consideration for timing.
You want to allow plenty of time for post-production, especially if your videos will be used for ads or have animation. Post-production does not mean just cutting scenes and putting them back together with background music. It also includes elements like closed captions, text overlays, call-to-action screens, and more.
5. Sticking To The Schedule
Now that you have the completed video, it’s time to schedule and promote it. A video content calendar will assist you in maintaining a fixed timetable. Additionally, it will enable you to plan your video uploads, edit videos on time, and manage all of your video ideas.
The last mistake you want to make is to upload a video or two and stop there. To maintain the interest of your target audience with regular new videos and get the optimum outcome, you must be consistent with your video production and marketing plan.
6. Measure The Campaign’s Success
You’ve developed your plan, created the videos, and shared them with your audience. Now what? You need videos that deliver results, not just views. Don’t let the sparkle of a high impression count fool you; instead, focus on the metrics that will genuinely help you achieve your video goals.
Assess KPI
When you are aware of your goals, you can choose the best key performance indicators (KPIs) to measure. For example, if you want to attract new people, you should focus on measuring metrics like views, impressions, unique users, and awareness lift. Whereas if engagement is what you’re looking for, then watch time and view-through rate are two of the most crucial metrics to measure. Focus on measuring clicks, calls, signups, and sales. Lastly, emphasize on return visits and repeat purchases when you finally manage to turn your audience into real customers.
ROI
Measuring ROI will let you know whether your video is bringing in the big bucks or not. To determine how many views your video needs to reach profitability during the attract stage, you can also monitor your true conversion rate or utilize a cost-per-view calculator. Measuring your ROI in the nurturing stage is probably the easiest, you should be tracking absolute metrics like clicks, calls, signups, and sales. A clear call to action (CTA) and possibly a direct link to your website should be included in your video. Your video will have a high click-through rate (CTR) and conversion rate if it is successful.
Analytical Platform
Use analytics reporting systems provided by each social media site to track the performance of your videos. Considering that Facebook and Instagram are now two of the most popular channels for sharing video content, you should pay close attention to the following statistics pages – Facebook Insights and Instagram Insights. You can also try Google Analytics to get the best overall picture.
7. Decide On A Budget
Creative planning and strategy are crucial, but let’s be honest. It will be impossible to achieve exactly what you want without the right budget. Make plans for the money and resources you have available. Plan what you’ll produce or shoot in-house, as well as what you might want to outsource to a production firm. Figure out where you should splurge on and where you should save.
So Let’s Get Started
A distinctive opportunity is being presented for companies like yours by the expansion of video marketing. Consumers today expect companies of all sizes and across all industries to engage with them via video as they continue to choose video over other forms of media. Video content is being prioritized by platforms, and even new gadgets like smartphones and tablets are more video-ready than ever. That means you have to take full advantage of these effective marketing strategies to be competitive.
