Videos, streaming services, live streaming on Social Networks – Video Content is everywhere, and for a good reason. It’s approximate that people spend an average of 16 hours a week watching the video, making it a great way to grab the attention of your target audience. And it’s worth paying attention to. As many as 84% of consumers say they have been persuaded to buy a product or service by watching a brand video. In addition, almost all social platforms are adapting Stories, expanding live streaming capabilities, and creating their version of a short video production studio.
However, before you try to create big-budget branded Video Content for your social strategy, you need to have a solid plan and understand how to get the most out of this content to make it worth the investment. Here are some tips to get you started:
1. Create Video Content That Makes Sense To People Who Are Already Your Fans
Social Media Video Content is a great way to increase brand awareness and attract potential customers. If you’re developing your idea, tailor your content to the followers and fans you already have. Tell a good, intriguing, or meaningful story to them and the audience you hope to engage.
Explainer and how-to videos are the most popular type of marketing videos among brands and consumers. It’s a great way to introduce a product or service to a new audience and help existing customers solve problems or improve their experience with a product.
Great examples of such videos are shared by Whiteboard Animation Services, a subscription service specializing in creating Social Media videos for beauty, fitness, health, and other small businesses.
2. Use previous content’s success to inspire new videos
Check your Social Media data if you don’t know what Video Content your audience will likely like. See the most successful content. Which topics, themes, creative resources, or campaigns have generated the most interest? Whiteboard Animation Services, post Performance report takes the guesswork out of this process and summarises the most successful results.
In addition, use Google Analytics to see which pages and blog content are driving the most traffic to your website. Content that speaks to your audience and fascinates the most visitors and customers to your website can inspire future Video Content.
3. Before you start filming, think about what social resources you need
Any Social Media Video Content needs to think about promoting it before, during, and after launch. Before you start filming, think not only about the Video Content itself but also about the creative assets you can capture on set. Consider incorporating some of the following content into your innovative plan:
Behind-the-scenes teaser content is an excellent way to engage the audience and give them a glimpse behind the curtain of the creative process. Reliant on the style and type of video you are shooting, consider creating a mini-documentary series of short video teasers about where you are going, what you are filming, how you are setting up, etc.
Boomerangs, animation, and GIFs can express emotions through movement. If you’re filming a guest subject or your team members and want to get a little wild, ask them to show different reactions and emotions that you can then use to interact with your audience on Social Media.
Lifestyle images are an easy way to set the scene and re-create the upcoming Video Content.
The nice thing about this kind of property is that you don’t have to be a videographer or photographer to make it look good. Our mobile phones have cameras that can produce high-quality images so that you can take pictures on the film set.
After filming, add all your creative assets to the Sprout Asset Library in preparation for launch, so they’re organized and easily accessible when you’re ready to schedule content.
4. Goals, goals, goals
When developing your Video Content, your goals should always be at the forefront of your mind. It’s not enough to just want to entertain your audience. You’ve got to set measurable goals upfront so you can understand the effectiveness of your content once it’s live.
When setting your goals determine where your content falls in the marketing funnel. What do you hope to accomplish with your video?
Once you’ve determined your high-level goals, you’ll need to decide which metrics will be your key performance indicators (KPI) and set benchmarks for performance. For awareness stage content, your KPIs might be impressions, clicks, or video views. Or if you want to generate demand, for instance, consider looking at comments, shares, or click-through rates.
There’s no magic metric that means you’re right on track, but rather, a culmination of metrics that will help you measure your success.
5. Be intentional with your CTAs
Including a clear and strong call-to-action (CTA) in your video and accompanying social copy is a must. Inevitably, you’ve already thought about the action you want the viewer to take after watching. So, why not be explicit about that intent?
CTAs that drive conversion have measurable results that ladder up to your goals. The key to an effective CTA is that it’s easy to spot and intuitive for your audience, so they know what the result of their action will be. And there’s no shame in putting your CTA in more than one place, whether it’s in the video, your social copy, still frames, and more.
When determining what CTAs to select, consider the tone of your video as well. Is your video inspirational, serious, educational, or casual? Make your CTA match that tone.
6. Make your videos accessible
Accessibility is important. There are also an estimated 466 million people worldwide who are deaf or hard of hearing. That’s a vast audience, so your videos and all your Social Media activity should be accessible to everyone. Sound is an essential part of Video Content, but it’s not only people with hearing impairments who can’t hear it. Around 85% of consumers watch Video Content without sound.
Add closed captions and alternative text to all Video Content, GIFs, and animations so that everyone can enjoy them. Both YouTube and Vimeo, two of the largest video-sharing platforms on the internet, offer options to add subtitles and captions to all uploaded videos.
7. Don’t neglect SEO
In addition to being a video marketing platform, YouTube is also a powerful search engine, with more than 3 billion searches per month, making it the second-largest search engine after Google. Therefore, it is essential to consider SEO when posting videos on YouTube.
As with a website or other marketing material, you must research and include relevant keywords in the title, video description, tags, headlines, links, and CTAs. Keywords should be relevant to the purpose and message of the video and take into account what your audience is interested in and how they talk about it online. You don’t need to guess. Keyword research tools like Google Trends, Moz, and Ahrefs will tell you everything you need to know about your keyword’s search ranking, whether it’s a competitive keyword, etc.
Once you’ve identified your keywords, packaged your video, and you’re ready, use Whiteboard Animation Services Social to post your videos on YouTube and enter all the information you need.
8. Analyze video performance
Creating Video Content can take plenty of time and resources, so you need to ensure you measure the return on your investment. Put your data analyst hat on. It’s time to talk about reporting.
Setting specific, measurable goals upfront will put you in a better position when it’s time to look at the data. When analyzing your metrics, be guided by the following questions:
- What happened? Look at the metrics you’ve set as your key indicators. Did you meet or exceed your targets? Did you meet your targets? Which indicators show this?
- Why did something happen? Take a closer look at metrics outside your core indicators and identify anomalies in the data. Where are your videos’ number of views exceptionally high on any particular day? Did your video performance start strong and then drop? If you’re not sure why something happened, you may need analytics and social listening to get more qualitative data.
- What action should be taken? Once you’ve answered the preceding questions, you can devise a new strategy if necessary. Let’s say your goal is to reach 100,000 views per month, but after two weeks, you have only reached 20,000 views. Your plan could be to increase the frequency of your advertising. Or maybe you can use your brand or employee advocates and ask them to share it on their profiles. One of the most efficient ways to give your content the boost it needs to reach its target is to amplify it. Consider boosting Video Content across all social platforms if you have even a tiny budget.
The right plan of action depends on your audience, your goals, your brand, your overall marketing efforts, and more.
9. Turn your video into additional social assets
According to the research, in 2021, 54% of marketers say video is the most valuable content type for achieving social goals. But before you build more video assets for your business, it’s essential to recognize that a single video can make a significant contribution to your social strategy and overall goals.
The beauty of the video format is that it can be shared, shortened, and made into something completely new. Whether it’s a graphic quote, photos, teaser clips, or GIFs, turning the video into an additional creative asset extends the life of the video. It squeezes as much value out of a single video as possible.
These types of assets can often outlive your video story, stand on their own and be part of your long-term content strategy. For example, if your original video is a customer testimonial where the subject talks about your brand and product, these quotes are almost timeless. Turn those quotes into a graphic or short clip, and they will speak for themselves and can be reused later.
You know your target audience; you know what they value and want or need from your brand. Whether you’ve got a big budget and an entire video team, or you’re a one-person Social Media team with limited resources, you can do a lot with the videos, tools, and knowledge you already have. So let your Video Content live its best life on social networks and beyond.
Want to learn more about turning a single video into a collection of additional content assets? Just click on Whiteboard Animation Services across all social channels. Save time, analyze your performance and engage meaningfully with your followers.