Video marketing can take your marketing strategy to the next level. Video content can consist of personal, authentic posts that engage your audience with audio and visual storytelling. In fact, video can be an even stronger medium to attract attention to your large or small business than images or text alone.

According to recent studies, social video generates 1200% more shares than text and images combined. Another study revealed that video drives an 157% increase in organic traffic from search engine results pages (SERPS). Clearly, social media video is a productive and worthwhile endeavor to undertake.

Additionally, 50% of all video is watched on a mobile device, so optimizing your video content for mobile is key for success. So, how exactly do you make the most of the video content you create?

Suitable Topics for Social Media Video

Video advertising can come in many shapes and forms. Think of topics that are relevant to your business and would provide value to your clients, while also promoting your company. The 80/20 rule is helpful to follow; it means that 80 percent of content is informational and beneficial to your audience while 20 percent is directed at increasing sales or enticing new clients. To find out more about this rule, check out this video from Erika Taylor Montgomery, CEO of Three Girls Media.

A woman editing a video on a laptop with a camera next to her

Video Marketing doesn’t have to require expensive equipment or elaborate shoots. You can make successful social media video with your phone and free editing software.

Some great topics for video marketing include:

  1. How-to videos
  2. Client testimonials
  3. Product demonstrations
  4. Educational videos
  5. Problem-solving videos
  6. Webinars
  7. Funny/personable videos

Be creative when conceiving video topics and make sure you have a variety of post types to keep audiences interested. A combination of personable, informative and promotional videos is a good way to go.

Get to the Point

In order to get to the point in your social media videos it is important to first be clear what the goal of your video is and how you will achieve it. Planning your video can be aided by creating a SMART goal. SMART is an acronym that stands for specific, measurable, achievable, relevant and time-bound.

  • Specific: In video preparation, an example of a specific goal is “get more website traffic.”

A group of young adults in a hallway looking at the mobile devices

Social media videos are often viewed on mobile devices. Catering your video marketing to a mobile platform is essential for success.

  • Measurable: In social media video, metrics such as website analytics can measure if a video caused more people to click on the link to your landing.
  • Achievable: In this context, achievable means setting realistic expectations as to how much growth one would expect. While video content also builds brand recognition and increases engagement online, it is good to have a specific intent that is attainable when developing your video marketing.
  • Relevant: Relevancy entails being cognizant of the needs, wants and interests of your target audience. Know who you are communicating with through your video advertising and adjust your approach accordingly. Is your client base more interested in a serious, professional customer testimonial? Or, would a funny holiday video from the staff promote a sense of community that your online presence is lacking?
  • Time-bound: This means staying organized, meeting deadlines, keeping a calendar and posting social media video in a timely manner.

Post at Peak Times

There are optimal times to post on social media. Analytics reports are always coming out with the most up to date information based on collected data. These times and days of the week indicate when you can maximize viewership of social media video. For example, this article explains the best times to post in 2020.

One caveat is that each individual company’s social media has its own followers and demographics, and therefore your individual peak posting times may vary slightly. To determine this, frequently check analytics on your social media platforms to see when the best time to post social media video is for your business.

Native Content

Two hands holding an iPad with a video on the screen

Think of the formatting and context of each social media platform before creating video and plan accordingly.

Native content, or content that is made with specific platform’s formatting in mind, performs the best. For example, it’s better to create a video that is made for Facebook’s layout, instead of just linking a YouTube video to your Facebook page.

In terms of content, social media video may serve different purposes on different platforms. Ask yourself:

  1. Who is my audience on this platform?
  2. What are the technical advantages and disadvantages of this platform?
  3. What type of content are my clients seeking when they are on this platform?

Square Video Works Best for Most Social Media Platforms

Square video is optimal for video marketing on Facebook and Instagram feeds. This way, none of your content will be cut off and will play seamlessly in client’s feeds. There are resources in free editing software programs to make your videos square, such as Animoto or Adobe Spark.

Autoplay is Essential

Social media is inundated with content and any steps or additional work to reach content is going to lose a huge portion of your audience. Use the autoplay feature on Facebook so that your video advertising grabs viewer’s attention right off the bat.

Keep it Short.

Get to the point when making social media video. Skip long introductions and get right into the meat of your content. Facebook measures a video as viewed when it was watched for more than 3 seconds. Attention spans are short and content is plentiful. Make sure you know why you are creating a video and what you want to say before you get into it.

A good rule of thumb is to keep social media video to two minutes and under. Data has shown that the bulk of viewers will remain engaged until the two-minute mark.

Two hands holding a iPhone with the words video advertising

Keep social media short and concise and you will better retain users who are moving through content quickly.

However, each platform has its own specific length targets for optimal viewership:

  1. Facebook: 10–30 seconds
  2. Twitter: 45 seconds
  3. Instagram feed: 30 seconds or less
  4. Instagram Stories: 15 seconds
  5. LinkedIn: 30 seconds–5 minutes

Try to keep things short and snappy and within these time brackets to make sure your audience takes the time to watch the full video.

Use Captions

85% of Facebook video is watched without sound. Use captions and when possible, include a transcription of the video you post on your website or social media. This is crucial as:

  1. Captions increase accessibility, so that everyone can enjoy your video content.
  2. Using text on social media video will increase SEO, leading to more website traffic and organic discovery.
  3. Captions make it so those using mobile devices can watch without audio.

You can add captions manually or use free online services to caption your videos. Check out this article to learn about free resources to caption your videos once they are made.

Include a Call to Action

No video marketing is complete without giving viewers some direction at the end. Do you want your clients to visit your website? Follow you on social media? Make it clear to your customers what they should do or where they should go after they finish the video.

A simple way to do this is by using title cards that include a link or handle, which can be made using a free graphic design program such as Canva.

With some planning, quality video content is a great way to expand the reach of your business’s online presence.