Video marketing has all the bells and whistles necessary to attract viewers: moving pictures, talking heads, catchy tunes, etc. According to forecasts, by 2023, adults will devote 80 minutes per day to watching digital video.
When planning their social media video marketing strategy, marketers should keep this in mind.
In a fortunate turn of events, video can be used in many different ways for social media advertising. We are not restricted to polished educational videos or commercials like those seen on television. Live video streaming, consumer demand for genuine products, and user-friendly editing software have made it simpler than ever to test the waters of video marketing.
Determine your video marketing objectives.
It’s important to have a plan and some objectives in mind at the outset of any marketing campaign. To what end do you hope your videos will be viewed?
It is best to start with a manageable set of objectives, so we suggest setting no more than three. The spread of the brand’s name is one example of a video marketing objective.
If you take the time to write a good script and put some imagination into your video marketing strategy, you can do much more than increase a prospect’s familiarity with your brand. It can help customers make the most of their new purchase, inform them about the brand, and provide momentum to an organization’s advocacy initiatives.
Videos can be used in each of the five stages of the marketing funnel if the strategy for promoting them on social media is designed with those stages in mind.
Consider the buyer’s journey as you think about your social media video objectives and where they might fit in. You can increase the effectiveness of your video content’s call to action by first establishing your goals and then determining the funnel stage at which your viewers are currently located.
Below is a list of five objectives that are realistic to pursue at various points along the sales funnel:
Promote brand identity; attract new clients
Most social media marketers would agree that raising brand awareness is their primary objective. Brands’ primary goals in this phase of the buyer’s journey are awareness and introduction. Video marketing on social media is an effective way to introduce your brand to new customers, share your company’s values and mission, and highlight the benefits your company provides in comparison to the competition.
Depending on the length of the video, you may only have a few moments to grab your audience’s attention; therefore, it’s important for video content intended for the awareness stage to get right to the point.
In order to ensure that your brand is at the forefront of consumers’ minds when they are ready to make a purchase, you can use techniques like eye-catching educational videos or opinionated thought leadership.
To promote their products, some companies rely heavily on online videos. It’s possible that they’ll navigate from a website’s product page to a social ad. Some people only make videos to use in social media promotion. This is especially helpful for businesses that sell directly to consumers, like Lo & Sons, because product videos are essential for getting customers to mentally visualise themselves using the product.
The below product video is a presentation by the luggage company demonstrating the versatility of their Rowledge backpack. The video is short enough to be shared in a news feed but also compelling enough to be promoted as a social ad on Facebook.
Make some noise: Make some interest
Though consumers may be familiar with your company and offerings by the time they reach the consideration phase, it is still your responsibility to stimulate interest in what you have to offer.
Using videos shared on social media platforms is just one of many options for accomplishing this. Tutorials and guides demonstrate your product in use and help the customer visualise how they might put it to use in their own life. Companies in the cosmetics, skincare, and beauty industries, such as ColourPop, have perfected the art of the “consideration stage” video.
You can count on ColourPop to promote a sale or giveaway with short and long-form social videos featuring makeup artists, influencers, and actual customers using the brand’s wares. Various visual cues, such as the finish of foundations, the intensity of eyeshadow colours, and the velvety texture of lipsticks, are on display for consumers to evaluate.