People spend much time watching videos online. Indeed, a report revealed that between 2013 and 2018, the time spent on viewing online videos increased by 32% each year. The same report predicted that the average person would spend about 100 minutes viewing online videos each day. To put this prediction in a simple perspective, that is an entire 25 days. Marketers should take note of this before they begin to plan on developing a social media video marketing strategy.
Today, there are various ways to use video in social media marketing. Marketers are not limited to educational clips or even TV-style ads as the only video strategies out there. Moreover, there are tons of various social media video strategies that can be utilized by marketers to ensure they achieve their marketing goals. This guide will help you develop an effective social media video strategy.
Set Goals for Video Marketing
There is a need to set goals before initiating a new social media video strategy. Which audience will the videos appeal to? How will the videos align with the overall marketing and business goal? What do you wish the created videos to accomplish? What is the timeline for this project?
Set a few marketing goals, especially if you are starting. For example, you can target to create brand awareness in your video marketing campaign. With this goal in mind, you will need to plan the message, video format, and the social media networks where the video will be published.
Define the Social Media Video Strategy (ToFu, MoFu, BoFu)
ToFu, MoFu, BoFu-these are abbreviations that mean “top of the funnel, middle of the funnel and bottom of the funnel.” These are crucial since they refer to different phases of the marketing funnel where buyers have different needs and, as a result, digital marketers and brands can fine-tune their video content to ensure they engage potential customers in the best way possible. Optimizing a ToFu MoFu BoFu social media video strategy for businesses is a sure way to; increase organic traffic, improve click-through rate (CTR), grow brand recognition, and increase sales or conversions!
Decide on Your Platforms
Each social channel has its own type of video that does the best. Social media sites such as TikTok and Snapchat rely on only one format, while older brands such as Facebook allow various types of video content.
Brands can opt to use social media sites that already have a considerable following. According to Statista, audiences on Snapchat, Facebook, and Instagram spend almost half of their time viewing online videos. Thus, these three picks could be your best sites to start with.
Another aspect to consider while deciding on which platforms to use is knowing what each platform offers and the video dimensions accepted by the site in context. This is very crucial since you may want to repurpose the videos later. If that is the case, choosing social channels that complement each other is the best idea.
Planning Video Calendar with Types of Video and Content Production
To begin with, marketers should have a good content production plan. Having this plan will save you money and time in the long run. This plan points out how the videos will be created and filmed. But brands have options for content production. You can plan to hire an agency that will help with planning and approvals. They can also produce videos for the business.
In the case of an in-house production unit, you will probably take care of all steps. Additionally, you will need to determine the type of videos to best suit your social media video marketing campaign. The ideal video format depends on the goals, target audience preference, and social media channels. . You can use one format or leverage different types to communicate the story to the customers. Here are the top video types that you can choose from:
Product descriptions or demos
Product launches, etc.
Schedule and Promote the Videos
When the video is completed, it should be scheduled and promoted. Upload the videos with interesting descriptions and cover images across social media platforms. The video can be split into different segments and promoted multiple times on platforms like Twitter. If it is a Livestream, it should be promoted heavily so that many viewers can join in before it premieres.
Note: One shooting session can produce multiple short clips. The clips could be used for promotion, or you can put them together to create new amazing videos.
Analyze Metrics and Video Performance
The last step in the social media video strategy is analyzing the impact of the video. It is time to take a look at the video statistics to know how they are performing. What watch time have they achieved already? How many views are on each video? Do they have like or comments already? Since each platform uses a variety of metrics, it is good to understand what they are before you jump into production.
Each social media platform has native analytics to take a look at how each video is performing. The metrics you utilize to analyze the performance of the videos should align with the goals you set earlier. For example, if you intend to create brand awareness, the video should have a call-to-action link to your website where the audience can learn more about the product.
Developing a video strategy is now easy with the help of this guide. The beginning of a successful social media video strategy is setting goals for video marketing. Also, think about how you can best utilize the ToFu, MoFu, BoFu strategy. Moreover, before creating the videos, you should decide on which channels would best suit their purpose. Make sure you plan the video calendar well. Lastly, promote the videos on each social media channel, and do not forget to look at the performance metrics. Remember, the videos should help you achieve the marketing goals. If it doesn’t, you may need to repurpose it or develop a new strategy following guidelines shared in the article.
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A perfectly crafted story empowers your brand to stand apart from the rest. At DGsaga, we expertise in creating digital experiences. DGsaga is a strategic digital consulting agency that expertises in amplifying your story on digital channels.