You’ve just purchased a new flatscreen television and are setting it up for the first time. The television comes equipped with easy apps to connect to your favorite streaming channels: Netflix, Hulu, and…YouTube? Yes, YouTube can now be added to your television as a channel, and with your login credentials, your favorite content channels and subscriptions are just a click away.
Welcome to the new world of social media video. Whether you are a business-to-business company or selling directly to consumers, video has risen in prominence to the point where it is now ubiquitous. Everyone, from the local dog groomer to the largest air conditioner manufacturing company, seems to be producing videos. Should you add videos to your social media channel? And how do you get started without hiring an expensive camera crew and production team?
The State of Video for Social Media Marketing
First, a few eye-opening statistics on the state of video use in social media marketing. It’s not your imagination: video is everywhere and it is likely to increase in importance as part of the social media marketing mix over the next year.
- Video is the most underutilized social media tool, according to Sprout Social. Across three popular platforms, video comprises only 14% (Facebook), 11% (Instagram) and 5% (Twitter) of posted content.
- Yet companies say that videos work to help them acquire new customers. In fact, 93% of companies said video has helped them obtain new customers.
- Viewers retain 95% of a video’s message as compared to written content without video.
- And viewers like video. Half of the respondents to the Sprout Social survey stated they prefer video to other types of content.
It’s clear that people enjoy watching videos and remember their message. And it’s also clear that videos can work well for marketing purposes. They stand out from the constant flow of messages, especially because so few companies are taking advantage of the medium itself. If you’re wondering whether or not you should jump into using video in your social media marketing, the answer is clear: it’s worth a try.
Business-to-Business Video Can Be Effective, Too
“But,” you may be thinking, “my products aren’t interesting. I manufacture [screws] [nuts] [bolts] [fans] [filters] [lubricant oils] [insert your product here….] This is boring stuff. Nobody wants to see a video of my products!”
Many business-to-business companies with seemingly ‘boring’ products have used video effectively as a social media marketing tool. Videos need not be exciting or dramatic to capture customer interest. B2B companies may find that informative, how-to videos work well for their brand and marketing strategy. Other ideas for videos include:
- How something works – answers common questions customers have about your products
- Sneak peek – what’s coming soon to your product line
- Behind the scenes – show customers behind the scenes glimpses of your offices, manufacturing plant, warehouse, etc.
- Tips – offer tips to use your product, store your product, etc.
Getting Started with Social Media Videos
Now, here’s the reality of getting started with social media videos: it’s scary.
Yes, we said it. Scary.
It’s scary to put yourself out there and film yourself. Some people hate the way they look and sound. Still others are very uncomfortable on camera.
And that’s okay.
With the right gentle coaching, we can guide you through the process of producing video content for your social media platform. Our expert social media marketer and content marketer can help you:
- Create a video strategy for your social media channels that works with your overall digital marketing strategy
- Optimize videos around choice keywords so it is part of a multi-channel digital marketing campaign
- Develop story ideas
- Produce videos from still photos and stock footage (licensed videos from other companies)
- Work with the people on your team willing to be on camera
- Find specialized talent if you wish to hire a spokesperson
You needn’t invest in expensive equipment, but you do need the expertise to produce videos that get results. We’re here to help you achieve your business goals.
Social media videos are effective and they are underused by most companies. Videos are a great opportunity to maximize your social media presence.
So, whether you’re a local restaurant, HVAC company, or distributor of fan belts, we can help you stand out from the crowd in a positive way on social media through professionally produced videos. To speak with an expert, call us at 763-242-2454.