When we think about which type of content is consumed the most, the only form that comes to our mind is videos.
People and businesses have combined the power of videos and social media to deliver their messages to a larger audience. With new platforms such as TikTok, YouTube shorts, IG Reels making an entry, the stakes have just been raised.
Video content is one of the most effective ways for businesses to establish a social media presence, yet people still lack to identify its true potential. To understand the actual value, we reached out to our community about their take on video content and how they get around creating their videos for social media.
Let’s hear what our experts have to say:
Experts on the Future of Video Marketing
Anthony Mixides
Managing Director at Bond Media
Be clever with effects but don’t lose clarity:
On a daily basis, at least one billion videos were seen on TikTok. Since then, TikTok has grown in popularity, and as you can imagine, the quantity of films posted every 24 hours is enormous. It’s crucial to do something unique to stand out from the crowd, and TikTok provides plenty of effects to help. Include a green screen effect so you can add your own backdrops, or use elements from the Trending, New, Interactive, Editing, Beauty, Funny, World, or Animal categories.
There’s no right or wrong way to use categories; just make sure they’re consistent with your brand’s language and tone. Don’t strive to be cool for the purpose of being cool by using too many filters or effects. Do what works and rely on your creative team and business insiders from Generation Z to make it happen.
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Daniel Carter
Marketing Specialist at Pharmacy Online
Attract Interest
Video is an excellent technique for capturing your audience’s attention. In comparison to a lengthy-phrase, it is quite simple to eat. We’re all guilty of mindlessly browsing through our social media feeds, with only the most fascinating items earning our attention. Video enables you to be succinct and pique your audience’s interest within the first few seconds.
The secret to social media success is condensing the information into readily digestible bits of content that are long enough to hold viewers’ interest but brief enough to leave them wanting more. At the opening of the video, before consumers have a chance to scroll away, you should include clear signs of the film’s purpose.
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Geoff Cudd
Owner at Find The Best Car Price
Attract Interest
Video Content To Boost Your Social Presence:
If you want to push your social media to another level, video is an excellent approach to improve results, engage your audience, and generate leads. In fact, 90 percent of organizations claim to have used social media videos to gain new clients.
Behind-the-Scenes Videos are the type of video content that I prefer. This content provides a deeper understanding of how your business functions and who you are to your prospects and consumers.
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Kenny Kline
President and Financial Lead at Bar Bend
Reels on Instagram
As a professional, I believe that reels are an excellent approach to expanding your audience beyond your present followers. 50% of Instagram users discover reels via the explore page. You can promote your videos on the explore page to reach a completely new audience.
Reels generate 22% more attention than standard videos. These statistics come from NBA organizations that have had significant success with Insta reels. Large brands such as Nike and Louis Vuitton have also reported similar figures.
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Kevin Cook
Chief Product Owner at Track Right
Demonstrates Your Brand
As a professional, this is the most critical Instagram Reel Strategy for Follower Growth, in my opinion. Because it’s critical to demonstrate your business’s identity to your customers. Your principles, ideals, and the origins of your firm. Reels are an excellent approach to convey your message in a concise, easily shareable style. A glow-up reel is a trendy tactic right now.
This entails demonstrating your journey from where you started to where you are now in a brief time-lapse. For a brand, this may entail demonstrating the growth of your affiliate network or team. The public enjoys hearing the human side of a corporation. It has the potential to result in a greater level of engagement between you and your customer base. Reels are a far more effective medium for conveying this point than articles.
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Steve Scott
CTO at Spreadsheet Planet
Individuals & Characters
As a professional, this is the most critical Instagram Reel Strategy for Follower Growth, in my opinion. Allow your customers to meet the genuine people behind your business. Allowing customers to engage on a more personal level by allowing them to see the personalities on your team. Allow employees who are itching to get in front of a camera and shout about your firm to do so.
If you want to demonstrate more about your firm through these reels, you may do staff interviews. Additionally, you can utilize this for team-building tasks. Why not create a clip with your squad participating in a dancing challenge? Be fearless in your enjoyment, as long as your team is on board.
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Tiffany Payne
Head of Marketing at Replace Your Docs
1. Video Typically Has a Longer Shelf Life
Not only does video content generate higher interaction than other types of material, but it also tends to last longer. For example, a TikTok video can remain visible in users’ For You Pages for weeks, if not months after it is first published.
This is because video content creates more interactions and shares, ensuring that it remains in the ecosystem for a longer period of time.
2. It’s a More Personable Method of Getting Your Audience’s Attention
Consumers want to learn more about the businesses and creators they follow more than ever before, and video is one of the most efficient methods to do so. Using video material to humanize your company can help you build a stronger, more emotional connection with your community.
Additionally, it’s an excellent approach to humanize your product offering, which is a lot more relatable (and persuasive) than a series of static photographs.
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Mark Osborne
Director at Prestige Roof Lanterns
Videos about who we are
Typically, a brand consists of only a name and a logo. You must provide something more valuable to customers if you want them to feel more invested in your brand. ‘About us’ videos are effective because they do exactly what they claim to do. They convey to your customers the essence of your brand. People will not care about your brand if you stay a faceless name.
You must tell your brand’s distinctive story if you want to make an impression on your target buyers. What distinguishes you from other businesses that offer similar goods or services? What makes you think they should buy from you? Customers are more invested in your brand when they understand your company’s goal and vision statement. As a result, they begin to have more faith in you.
They will perceive you as something they can’t live without once you’ve ingrained your brand into their lives. They will buy your stuff if you effectively create a relationship with them. Bliss World, for example, does an excellent job of using social media to share various films about their cruelty-free and vegan skincare products.
They make use of:
– Videos from behind the scenes
– Close-ups of employees
– Clips for product production
– Customer testimonials
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Tyler Martin
Founder and Certified Business Coach at Think Tyler
Increase Brand Awareness:
If a picture is worth a thousand words, imagine what a video is worth. It’s one thing to be topical, but this is meaningless if the quality of your film isn’t up to par. Poor audio and video quality tarnishes the trustworthiness of your message and can quickly create unfavorable brand connections.
However, by removing background noise and low-resolution images, you may greatly improve user interaction. Because there is a lot of noise out there, it is critical that you adapt to viewers’ shrinking attention spans by offering them fewer reasons to leave.
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David Wurst
Owner and CEO at Webcitz
Conversions:
Whatever social media platform you use, you should always have a goal in mind for your video. This usually entails user action, such as driving traffic to your website, purchasing a product, or sharing your video. Your call to action serves as a virtual handshake with your audience.
They have shown interest if they have watched a video all the way through. You must then direct them to perform the desired action; anything as basic as to learn more, come here may suffice. It’s one thing to create engaging content, but it’s much more important to sweat your assets and generate conversions.
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Andrew Dale
Technical Director at CloudTech 24
Capitalize on Hot Topics:
It is critical to provide your audience with relevant content. Video offers your brand a voice and allows you to act swiftly to capitalize on breaking news, customer behavior, and any other relevant content that goes viral.
Some of the most astute brands use real-time tactics to become a part of the social discourse. Many popular hashtags (such as #WednesdayWisdom) reoccur on a weekly basis and reach a wide spectrum of consumer demographics. As a company, you want to develop campaigns that elicit conversation, and connecting your video to current trends is essential to doing so.
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Andre Flynn
Founder at Gadnets
Businesses are understanding the importance of social media presence, and rightfully so. With the right techniques, social media gets your product to be widely known. We first decided on which social media to focus on based on our target audience. Creating content that is short, informative, captivating, and relatable is important. Information like the name of the product, its use, and how it is the best choice among competitors.
TikTok is a huge platform with over a billion users, and the figures are set to rise. A fun short TikTok video can boost your brand a lot. Instagram reels have taken over the world by storm and it is only clever for businesses to try benefitting from its popularity. YouTube Shorts has functionalities like Instagram reels on YouTube. With YouTube being the biggest video streaming platform, Shorts can be very useful to businesses.
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David Rowland
Head of Digital Marketing at Eco Online
Video Content has become more and more important for businesses. The videos should be of high quality and should be engaging enough to keep the user on them. This is a very useful tool, especially in the case of video marketing. The video ranking has a higher priority than any other type of content and it has a higher chance of getting you on the first page of Google.
One thing that you may not know is that YouTube ranks videos on search engines as well. This means that if you publish a video on YouTube, your video is going to be ranked on the first page of Google irrespective of you writing any other content on your website. This is a very powerful tool for businesses and marketers. The videos should be of good length and they should be engaging enough. Also, the content should be useful to the user. So, if you are a marketer, then invest in making video content. I typically use Youtube shorts to reach my audience.
They’re usually only a few minutes long, and I can create them in under one minute. I believe that YouTube shorts are a great way to create a sense of urgency, reach out to the target audience, and make it simple for them to watch the video content.
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Kevin Daly
Marketing Manager at Zevo Health
I believe that everyone should be using video marketing. When it comes to social media presence, it works very well. People tend to spend more time on social media websites, and it’s a great way to connect with them. On Facebook, you can find a large number of your followers, and this is why your content needs to be different from others. Tiktok, on the other hand, appears to have a wider public reach.
If you are going to use it then you should make a video that speaks to people and that talks about your product, service, or topic. You should also ensure that people on your video can relate to the content. You need to create something that is relevant to your audience and their interests. Instagram reels are also great, and you can also use them on the go. The most important thing is that you need to make sure your social media presence is consistent.
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Paige Arnof-Fenn
Founder and CEO at Mavens and Moguls
I started a global branding and digital marketing firm 20 years ago and video/rich content has gained even more traction and driven social media growth in the past 2 years. In a mobile-first world, you have less time to grab people/attention spans are shorter so the video has been used more to show vs tell for maximum impact.
Video doesn’t have to be expensive, it just needs to educate/inform/entertain in a way that is timely/relevant so that people find it useful/pass it along. When video becomes viral it can reach beyond any investment made by connecting on an emotional level. Remember the ALS ice bucket challenge? Those videos cost nothing to create/post and they connected with people to raise millions of dollars for a great cause.
Video will continue to grow in importance on social media after the pandemic passes with the majority of people accessing the internet via a mobile device now. There will be more video/smart content to improve the virality and user experience, the more personalized the better. Get to the point quickly, not too long of an intro/B roll or you will lose the audience’s attention, speed matters, when your site loads it does not have to just be mobile-friendly but it better be quick too, consumers do not like to wait, under 3 seconds max.
Avoid poor production/sound quality, if it’s hard to hear/background noise is too distracting, it will not matter how great the video footage is viewers will react negatively to the content so stay focused with a clear message/purpose and call to action, know your buyer persona/audience and the problem you are solving for best results.
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Chris Mitchell
Founder and CEO at Intelus Agency
I really believe in the power of video content for social media, and I use it quite frequently on LinkedIn. For my personal LinkedIn account, I curate viral videos and share insightful business/marketing lessons that are related to the video. The results have been tremendous, with some posts reaching near 500,000 views within days of posting.
For our company’s social media presence, instead of creating videos from scratch, we repurpose our blog posts into videos to help people consume the content in a different, more concise way that doesn’t require reading the full article.
Overall, video content is a big part of our social strategy. Pro Tip: To get way more reach with LinkedIn videos, upload them natively instead of posting links to 3rd party video players like YouTube.
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Tristan Harris
Demand Generation Marketing Manager at Thrive Agency
Suppose pictures are benefited a thousand words. Videos are appealing a million.
It’s no mystery that video content represents the game when it develops social media impressions, engagement, and traffic. These metrics eventually produce results with charge generation and sales. Marketers have preached its rising value for years, and the statistics overwhelmingly demonstrate the medium.
YouTube, a video streaming medium, is the world’s second-largest search engine. Video is an excellent means to connect with your audience. Unlike a wordy paragraph, it is straightforward to consume.
Publishing a video on social media isn’t different from a conversation. You can only confer one thing at a time. Otherwise, your viewers will quickly yield interest. With your call to action in mind, your video should be revealing the story that departs viewers enjoying more.
Aside from that, constructing high-grade video content may be more time-consuming than taking a photograph, but once finished, you can utilize it to gain different audiences across multiple venues.
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Nate Blum
Creative Marketing Coordinator at Bumper
The key to success on social media is putting the right content in front of people at the right time. When ideating video content, our team keeps three things at the top of mind: what does our audience want? What news or trends can we hop onto? And, what is relevant to our niche?
Every concept is tailored to a specific platform, though we do cross-post when appropriate. After deciding on concepts that we think are feasible and will find success, we decide on the who, what, and where of production. The key is to not overdo it. TikTok audiences aren’t looking for slick, Hollywood-level production values. They want relatability. Oftentimes the smartphone in your pocket is going to be a more powerful tool than a “real” production crew. Leverage the personalities you have in-house and prioritize executing on fun, relatable and current concepts over perfect editing and effects.
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Laura Rike
Pinterest Strategist
I believe that video and SEO are both going to continue to be growing areas of trends in 2022 and beyond, with SEO extending further into social media beyond the use of hashtags. The pandemic has certainly impacted marketing, especially with the necessity for large brands to promote UGC. I think this is going to continue, with realistic campaigns as opposed to visually perfect campaigns being prevalent.
My recommendation would be to be an early adopter for the new features of any platforms you’re on, to use video – as TikTok style content is ruling, and not to sleep on Pinterest, whose Idea Pins are in the same vein as this type of content and are really doing great for us and our clients.
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Ben Bozzay
Founder at Tech Lock Down
I think something crucial about using video in your social media marketing strategies is to find one (or two) platforms that really deliver the results you’re hoping for (or surpass it). Try and find a way to optimize one or two platforms rather than just dispersing your video content everywhere. If you can do this, your followers will know exactly where to find the newest content and keep up to date with the latest developments.
Influencers know how to do this. Very few influencers are on Facebook, Twitter, Instagram, Tik Tok, and YouTube. No, they pick one platform (maybe two) and put all of their efforts into being successful on that platform.
Have you ever heard the saying ‘jack of all trades, master of none? Well, I recommend you focus on one and try to be a master of one platform.
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We would like to thank all of our contributors for sharing their thoughts with us! 🙂
