Video content has soared in popularity in recent years and it is not going away any time soon.
With social platforms continually looking for ways to make video content more of a focus, such as Instagram having recently rolled-out the new Instagram TV feature, if your have not yet considered adding video into your social media marketing strategy, there’s no time like the present.
But how do you go about incorporating video into your marketing strategy?
Here are our top tips:
Research and know your audience
Before you begin incorporating video into your strategy, it is important that you have done the research and that you know your audience.
By knowing who you are trying to target with your videos, you can do the research to find out what type of video content they like to see and that they engage with; this could be Q&A style, How-to-style or more informal videos, such as live streaming.
Try before you buy
Testing your videos is a great way to dip your toe into the water and discover whether or not you actually can or want to start adding video into your marketing.
Rather than investing in expensive, high-spec camera and filming equipment straight away, why not start by testing out your videos by simply filming them on a phone or tablet?
Before putting the time, effort and funding behind your videos, it is important you start by testing a few videos and monitoring their success, or even their lack of.
You can then use your findings to consider what your audience are looking for and what they like and utilise this for your future video efforts.
Consistency is key
Your first attempt at video marketing may not pan out as well as you first thought, but this can be expected. When you are introducing something new into your marketing and to your audience, it may take a while for you to get it right and for them to warm to and engage with this content.
This is where consistency is key. Stay with it, experiment with different types of videos, different filming setups etc. until you find what works for you.
Take advantage of insights and analysis tools
Social platforms such as Facebook, Instagram and Twitter offer some great analytical tools that you should really be taking advantage of, to monitor and report the success of each video you are uploading.
Set yourself Key Performance Indicators (KPIs) and monitor the relevant data to discover whether your video has met your goals and produced the desired results. For example, follower growth, Click-through rates and engagement, such as likes or comments.
Trying something new with your marketing always comes with a risk, but if you are smart, strategic and really put in the time, you are sure to see the benefits that the powerful tool of video has to offer.