Video content is more important than ever but, without a proper strategy, it will not be effective.
More consumers prefer videos about products over videos on companies—82.9% versus 48.9%, respectively.
The first step needs to be identifying who your target audience is. It might be a very small and well defined group or it could be a large demographic audience. Either way, we need to know who we are aiming for. Once the ideal demographic audience is identified, we can focus on the message that needs to be delivered to them. Having a clear target and a goal, allows us to be able to get creative and find the best approach to getting that message out to your audience.
At this point, there are basically three types of video we can create for social media. The first type is the Marketing Video. Where we try to grab and maintain the viewers attention. Marketing videos need to be engaging and visually stimulating. They must be able to communicate the message without the need for audio. Here is a great example of a marketing video that McDonald’s just did for the Big Mac.
The second type of video is the Audience Focused Video. As the name suggests, it is for your audience, the people who are interested in your products or services and want more information. audience focused videos can take many forms: They can be company profile videos, perhaps testimonials from existing clients, or a videos showcasing a specific product, service or event. Think West-jet and all the wonderful videos they create at Christmas time. These videos still need to be visual stimulating, but they also benefit from a narrative. Audience focused videos should try to build an emotional connection to your viewer. Here is one of the latest ones from West-Jet.
• 84% of consumers say they have liked a company video that has appeared in their news feed, and nearly 50% shared a video on their social media profile.
The third type of video is the Content Rich Video. This is where we provide solutions to answers and engage with viewers directly. Did you know YouTube is the 2nd Largest Search Engine with over 3 billion searches a month? More than Bing, Yahoo!, Ask and AOL combined! Knowing people are using YouTube to acquire information can be key when developing your social media strategy. For instance, if you are able to provide online help to your clients or marketplace by making a simple and to the point tutorial, not only will you build trust with your viewers. but it will also help with your SEO results and give your online presence an edge over your competition. Once again, if you can do this without the need for audio, that’s even better. A great example is all the recent cooking videos from Tasty.
To read more on this topic check out this article from Forbes. If you are in the Edmonton region and would like to learn more about our services and how we can help, contact me anytime at [email protected]