After creating your video, the next big challenge for video marketers is developing a content distribution strategy that yields positive results. The way people watch video varies from one social media platform to the next. On Facebook, someone may discover your video on their News Feed and watch it without the sound. On YouTube, someone may find you video from a page of search results–but they might not click on it if the thumbnail does not stand out.
How can you make sure your video succeeds on social media? Here are our tips to help you create a winning social video strategy.
Create an editorial calendar
Before you start on the production of your next video idea, consider making a list of all the video communications you need to make in the next month or few months. Having a visual overview of your strategy makes it easier to see the narrative that the strategy is taking or could take; it can give you ideas of what kind of videos you should create next. You can also identify video messages that can be timed to take advantage of the momentum created by a previous publication.
For example, if you’re a business that is ready to launch a new product, try preceding the launch with a teaser video, and following up the launch with a quick how-to or educational video that is relevant to the product you’re releasing. An editorial calendar will help keep your production organized and on schedule. Aside from providing a consistent posting schedule, it also helps maintain visual consistency.
Share teaser videos
Simply posting video to your social media platform will not be enough to achieve wide distribution. You want to build intrigue around the video post, and sharing a video teasing the publishing of the full video is an effective way of doing that. Try posting a thumbnail or an animated GIF of the video. If you plan to publish the full video exclusive to your company blog, use a call to action such as “Watch the full video on our site.”
Tips for creating teaser videos:
- Use a screenshot or animated GIF of the most visual shot in your video
- Post a 5-second clip of the video
- Instead of taking clips of the original video, create a new one centered around a call to action
Social media platforms are optimized for different kinds of content. Facebook’s algorithm gives preference to native video content such as Facebook Live video and video that has been uploaded directly to the platform (as opposed to sharing a link to a video that’s already been uploaded elsewhere). Because native video keeps users on a certain platform, it is favored by algorithms and can outperform other types of content.
If you want your marketing videos to reach as many audiences as possible, upload them directly to the platform where you will be sharing.
Do you have any social video tips that work for your business? Share them with us in the comments.