I’ve previously written about how video can skyrocket a website’s homepage, as well as increasing traffic from Google . Today I want to look at how video can be used to skyrocket your social media marketing.
Put simply, social media is where your audience is. 72% of online adults use social networking, over half the UK population have a Facebook account and Twitter has over 15 million users in the UK. YouTube is also the second largest search engine, but I’ll save talking about YouTube for another day.
Social media poses an opportunity too good to miss out on – the opportunity to develop and grow lasting relationships with your organisation’s target audience.
Because so much of the customer experience lives online these days, social media allows brands to partake in a customer’s online experience outside of typical channels.
Potential customers are having conversations relevant to your organisation. If you’re not listening and engaging, chances are your competitors will be and they will be the ones to win their business.
Social media also provides the opportunity for organisations to:
- Improve understanding of customers
- Provide quality, real time customer service
- Increase website traffic
- Increase brand awareness & trust
- Gain backlinks to your website
Because social media is powerful, lots of organisations partake in social media marketing. Bad news is, that means there’s a lot of competition for attention.
Good news is, great content can help you stand out from the crowd. Video is the most powerful form of content, it provides an engaging and entertaining experience that audiences are much more willing to interact with.
According to research by Moz, of the top 50 most-shared pieces of content on social media, 48% were video, and 24% were image-based. So it’s clear that if your social media strategy doesn’t include video, your making it more difficult for yourself.
Tips For Deploying Video On Social Media
Whilst I can’t explain the best ways to deploy video on every social media channel, I wanted to look at the three main ones in the UK (this doesn’t include Google+, but this is still important for local businesses):
Recommended for YouWebcast: Sales and Marketing Alignment: 7 Steps To Implement Effective Sales Enablement
Top Tips For Facebook:
Make sure it shows under ‘videos’
You’ve spent time and effort getting your video right, so make sure you showcase it to every visitor to your Facebook page by making sure it’s loaded under videos:
Pin to top
If you’re video is particularly good at engaging visitors to your page, you might also want to consider pinning your video to the top of your page.
Using Facebook ads can be a powerful way to get your video in front of your exact target audience. For example, Storm Fitness used Facebook ads to amplify the audience of their video, receiving over 2,000 views from their target audience for under £60 (click here for the case study).
Top Tips For LinkedIn
Include it in your profile
LinkedIn allows you to display videos in your personal profile (see mine below). Make sure you add your best video content here for people who connect with you to see. This is a great way to showcase what your company does in an engaging manner
Share With Relevant Groups
LinkedIn groups are a great way to reach your audience, especially if you are a B2B organisation. You should already be active in groups which are relevant, so ask for feedback and thoughts on your video.
Top Tips For Twitter
Pin to top
Twitter recently introduced a ‘pin to top’ feature similar to Facebook’s, which allows you to pin a tweet to the top of your feed, for every visitor to your profile to view first.
Top Tips For All Social Media
Link posts to landing pages with video on
Posts you share on any social media should link through to landing pages which include your video, ensuring that clickers are immediately engaged, making them much more willing to spend time on your website getting to know your organisation.