When you consider the power of video and social media separately you can't argue with the fact they can do wonders for your business.
Let's look at some of the facts...
Out of the 7.2 billion people on the planet there are just over 3 billion active internet users and close to 1.7 billion people with an active social media account, that's a huge potential audience to reach.
People are 70% more likely to make a purchase based on a friend’s social media updates.
People are much more interested in visual information than the standard text based information, with 40% of people responding better to visual information than plain text.
52% of marketing professionals worldwide name video as the type of content with the best ROI.
These are only a couple of facts that highlight the power of these mediums, search the internet and you'll find a ton more. The point is if they're this amazing separately thinking about how amazing they'll be if you put them together. In fact, B2B and B2C marketers name video as a top 3 most effective social media marketing tactic.
So why do they work so well together?
Communication & Engagement
Videos are a highly visual medium that allow you to deliver your message through images and sound in an engaging manner. You can use them for a whole host of reasons, to promote a product, sharing relevant information, behind the scenes tour, to tell your brand story and much more. If you want to give potential and returning customers a reason to stay on your site, or be drawn to your site, then video is ideal. Socially shared videos have high engagement rates which can result in a more lasting and meaningful impression that will stay with the viewer for longer and hopefully influence their purchasing decision making further down the line.
We've all done it, clicked like or share on a video that has caught our eye on the social sites we're part of, it's how we signal our approval. When we do this our personal networks of family and friends will be exposed to the video as a result. It's like “word of mouth” without saying anything because your like or share will lead more people to see the content thus spreading the word. This is why you need to add social share buttons to your videos to encourage people to continue leading more people to you and your brand.
With social sharing comes increased traffic because it builds links. Every time your video is shared on social media, it builds links for Google to index; this in turn assists your ratings in SEO because social media networks are considered quality sources. Videos also tend to appear much higher in a Google search rankings so you really have no reason not to be using video and social together.
Customer Loyalty & Evangelism
Create fresh video content that will keep your customers coming back time and time again. Hopefully your previous posts have lead people to like or follow your various social media pages which means they'll be more likely to see any future content posted by you. The point is you'll be creating customers who become evangelists for your brand.
So you know the reasons video and social media work so well together, but now you need to put it into action. Below on some tips about how to get the most of video on social media.
- Don't make your video too long, you want them to watch the whole video before continuing to scroll. Plus they'll be more likely to share if they watch the whole of the video which is ultimately what you want.
- Post regularly, if you want to grow an active audience for your videos on social, create a regular posting schedule. Use a social media management platform like HootSuite or SproutSocial.
- Include a call to action, direct people to your website and encourage them to share your video by including social share buttons.
- Optimise your video, YouTube is the number two search engine behind its parent search site Google. If you ensure the title, meta description and video description have keywords they will more likely appear in Google searches.
As we stated at the start these two mediums are very powerful separately so it makes sense to put them together and increase your chances of audience interaction and further brand awareness.
Remember a video doesn't have to go viral for it to make an impact. Socially optimised videos will deliver your business the traffic, engagement and loyalty you need.