Lights, camera, action! Is your brand utilising video content yet?


In case you haven’t already noticed, video has officially taken throne as the king of Facebook.

According to recent studies, video content receives 1200% more shares on Facebook than articles. Plus, videos housed on Facebook are shared 157% more often than YouTube videos.

It’s not only Facebook that is adopting video; Twitter and Instagram have become increasingly video-focused, as well.

If you have access to video creation there is huge opportunity for you to leverage this content across social media.

So, how can you add video content to your social media strategy? Here are some tips to get your business thinking about video:

  1. Optimise your video content by uploading your video file directly to Facebook. Global leaders in social video like GoPro and Red Bull started posting video content to Facebook more than to YouTube in 2014. Native videos have a far greater impact within the Facebook newsfeed than embedded YouTube or Vimeo links.
  2. Drive people to your Facebook page by embedding your Facebook video on your website or blog. Just like you want to drive people from Facebook to your website, it’s also important to get people from your website interacting with your brand on a daily basis via your social media platforms. They have already expressed interest in your brand, so why not encourage them to connect and remain top of mind for future purchases or transactions.
  3. Ensure your videos are shareable. Long gone is the hype around viral videos – ‘virality’ does not translate into success. Create content that elicits audience participation. Remember, it’s not views that matter; it’s engagement.
  4. Create video out of pre-existing content. Cut together images to create lively gifs, present a blog post you have written to camera, cut up old videos to create 15 second videos for Instagram, or upload videos already on your YouTube channel.
  5. Achieve objectives through creative call to actions. Before posting, consider the goal of your video and ensure the button you choose reflects that goal. You want to find a call to action button that best describes what you would like the reader to do. You can always test these out to find which one gets the highest conversions.
  6. Keep your audience engaged with short video lengths. If they want to see or learn more, create a call to action that will take them to a longer video or more information.
  7. Share the love and expand the reach of your video by tagging featured brands or people. This is often overlooked by brands when uploading videos, but a great way to share your video with wider audiences.
  8. Put advertising budget behind your videos to increase exposure. If your business is putting time, money and energy into creating video content, it is important that it is seen by as many people as possible. Facebook and Instagram both offer great video advertising tools to help you achieve your campaign objectives.
  9. Utilise your analytics to evolve your video content strategy. Stay informed by keeping up-to-date with how your videos are tracking. It’s a great idea to monitor at which time during the video, viewers stop watching. This will give you a better understanding of how long your audience wants to stay engaged and address any key influences that may have caused viewers to stop watching.
  10. Finally, have fun and utilise all the possibilities of your video. Use one video to create a month’s worth of content – cut it up into smaller snippets, create blog posts around it, generate competitions around the video and encourage community response.

Have your say: How do you and your business use video content?

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