The difference between social video and other types of video is important: Social video is created first and foremost for social channels. What’s this mean?
What is social video?
Live social video, which happens in real time, should feel like an open conversation between your brand and your audience. No matter the approach you take, it should feel authentic. Social video can also included pre recorded video that has been edited to the channel’s unique sharing and viewing habits. The goal is to encourage engagement and sharing among your target audience.
If you or your boss have doubts about incorporating social video into your marketing strategy, then look no further than its distinct ability to connect with wide audiences and deliver a positive ROI. If your target audience is on social media, then your business should leverage video content on that platform.
Some quick social video facts:
- Companies which use videos in their marketing grow revenue 49% faster year-on-year than those which don’t (Source via Buffer)
- A significant 50% of marketers plan on using live video services such as Facebook Live and Periscope, and 50% want to learn more about live video. (Source)
- Native Facebook videos have a 135% greater organic reach compared to photos (Source)
- The majority of Twitter users (82%) watch video content on Twitter (Source)
- Snapchat video ads deliver over 2X the lift in purchase intent compared to TV, YouTube, Instagram, and Facebook video ads (Source via Buffer)
Using social video to achieve marketing goals
Because of its social nature, much of social video’s power is leveraged to fuel company branding. It’s important to note that no matter your industry or company size, showcasing company culture with video content can be an effective strategy. However, social video is not all about brand awareness — you can use it to meet marketing goals such as increasing conversions and signups.
- Customer support
Does your business get a lot requests for tutorials or questions about common help topics? Social video is a great way to meet them where they are. Try creating a YouTube channel for a video series, or even creating a one-off short video for your Instagram page.
- Sales promo or announcement
Social platforms such as Instagram are especially popular for promoting e-commerce. A short and catchy 5- to 30-second promo video is a great watch to catch people’s attention on social media. Don’t forget to add the right call to actions, tags, and links to direct viewers back to your website.
- Live stream
Live video is an increasingly popular way to provide followers with helpful information, especially if your goal is to nurture existing customers. Because real-time video is like a conversation with your audience, it helps deepen their connection with your brand.
- Customer testimonial
Again, social media is all about encouraging different conversations in consistent ways. Sharing success stories from your customers is a way to add new voices to the mix. The more types of social video you use, the more varied the stories your brand will tell.
Do you have any questions or tips about social video? Leave them in the comments below!