Video marketing is the rising star of social media marketing. With each passing year, new innovations present new opportunities for businesses to reach customers using this medium. From video uploads to live streams to TikTok and Reels, the options are endless.
The key to being victorious with social media video marketing is to put a clear strategy in place. Here are three strategies that contribute to a larger social media video marketing strategy to focus on when exploring this opportunity.
Clarifying Goals and Metrics
Before your business dives into the what and how of developing a social media marketing strategy, you need to figure out the why. In other words, you need to explain the intentions behind your videos before you start thinking of production and publication.
There are numerous types of videos that your business can publish to connect with customers. A few common categories include:
- Promotional videos
- Behind-the-scenes videos
- Webinars and live training
- Video challenges
- Event videos
- Customer reviews and testimonials
- Live updates
With so many opportunities, how do you determine which types of videos are best for your business? By looking at the customer.
Regardless of whether your goals are conversion, boosting engagement, or customer retention, the customer is the core of your why. Take a deep dive into who your model customer is, what they want from you, and what other content they prefer to consume. These customer insights can provide direction for charting your own course with video marketing.
As a part of the clarification process, you’ll also want to identify key success metrics by which to measure how well your plan is working. These metrics could include:
- Profile views
- Website click-throughs
Create a baseline for success and set measurable goals to improve your approach.
Outlining a Process and Template
Streamlined processes are the key to any great marketing strategy, especially when dealing with the nuances of video marketing. Your process may vary slightly, depending on the platforms you plan on using. However, videos are the perfect medium for repurposing and cross-posting content, making them the ideal focus for a social media content creator.
Outline a process for how videos will be planned, recorded, edited, scheduled, and published. Create templates to guide the process, such as storyboards and content calendars. Storyboards, in particular, are a crucial tool in the social media video creation process. They don’t have to be complex or graphically designed— a simple layout with tiles for a story arc is fine.
You should also develop a process for creating ad hoc videos. Social media challenges, like the TikTok Dreams challenge, come and go seemingly overnight. Taking part in these challenges is a fantastic way to boost engagement and drive traffic to your business. However, it’s important to act fast to take part; having an ad hoc strategy for these situations can help.
You may have to tweak your process depending on the platform or changes over time. However, having a baseline standard operating procedure (SOP) for video creation is invaluable.
Perfecting the Technical Components
Small businesses of today are fortunate to live in a time where high-quality video creation technology is readily accessible. While many businesses choose to use professional video services, the majority makes do with webcams and smartphones.
Regardless of which approach you take, there should still be a level of professionalism in your content. Focus on creating high-quality videos and editing them to enhance the viewing experience.
The two principal points to focus on in video creation are light and sound. Ensure you have bright, even diffused lighting that’s free of distracting shadows or glares. Use a mic to block background noise if there will be dialogue in the video.
Add closed captioning to videos to improve your reach. Many viewers consume content in a public setting and don’t have the luxury of turning up the volume. This feature can also aid in the storytelling process for visually-driven videos, like recipes or travel videos.
Finally, ensure your video content is formatted for both desktop and mobile and fits the time limit and requirements of each platform.
Adapt as Needed
Once you have a strategy in place, you can use your success metrics to determine what’s working and what’s holding you back. As you work through the process, adapt, and make changes as needed until you find the right strategy and workflow to reach your goals.