Using video helps you make connections with your social media viewers like no other format can.
In fact, video blogging and posting videos on channels like Facebook is an effective way to reach your audience. With more than 1.7 billion social media users worldwide – that’s more than one-quarter of the world’s population – you have to stay up-do-date with the latest social media trends and strategies to ensure your videos convert.
Social video is one of those trends to stay on top of. It’s up and coming and holds important benefits for you.
You can share your brand with storytelling that involves both audio and video. You can beautifully craft moving messages. When you put videos into your marketing strategy, you’ll find it’s a great way to get your message in front of your users.
Using videos may sound intimidating, but in the 21st century video is easy and inexpensive to produce. If you aren’t convinced yet, here are some statistics that may surprise you:
- 65% of executives have visited a vendor’s site after watching a video. – Forbes
- 8 Million Words is the value of one minute of video. – Dr. James McQuivey, Forrester
- The average Internet user spends 88% more time on a website with video. – Mist Media
Now that we’ve convinced you, we want to give some tips for using video on social media. Here are five ways to make videos convert on social media.
#1: Evoke Emotion
When you’re looking for your video to be social and convert, you want it to evoke emotion from the viewer. The video should reel them in.
You’ve probably even seen one of those viral, extremely social videos on Facebook. If so, think back to what attracted you. How about the latest viral video of the two dogs hugging. Have you seen it? If not, click here. This video converted big time. Why? It packed such an emotional punch, people all over are taking action.
Your video can evoke a number of emotions as long as it evokes something. Your video can be funny, sad, heartwarming, educational or controversial.
#2: Don’t Be Too Promotional
While you want your video to promote your brand, you want to do it subtly. This isn’t the place for a television commercial.
Your video may be the first experience a consumer has with your brand, so it needs to clearly show your brand’s personality minus the hard sell.
#3 Pay Attention to the SEO
To get your videos to convert, pay attention to the SEO (search engine optimization). Just think of YouTube as a giant search engine.
Add your meta data and a description of your content to your video. In each description, add your website address. Pay attention to your video’s keywords as well.
According to Shareaholic, YouTube drives the most qualified and useful referrals to websites. If you’re using YouTube in your social media mix, it’s vital to include a call to action at the end of the video to help conversions. Drive traffic to a landing page where they can take another action.
#4: Tailor Video for the Channel
Social media videos should be optimized for digital channels. In other words, videos that work on television may not work on an iPad or smartphone.
Your social video also needs to be shareable. Not only are you optimizing for Facebook or Twitter, but you are optimizing for share-ability.
When designing your videos, keep in mind the social network you are using. Video may appear differently on different social networks.
Also, each network, whether it’s Facebook, Twitter, YouTube or others, has a unique audience. Their demographics may be different, so the video you share on Instagram or SnapChat may not be the video you share on Facebook.
Or, you can edit parts of your video so they pertain specifically to your demographics on each channel.
#5: Use Video for Lead Generation
Videos can be a fantastic way to generate leads and drive customers to your landing page. If you’ve created an emotion evoking video, the next logical step is a visit to your website.
Videos are compelling, so use call-to-action buttons with them. For the first time out, you can make your call-to-action simply a share button.
Once you gauge people’s interest, you can offer other calls-to-action, such as an email sign up or click to a landing page.
We recommend launching social video with a plan. While some businesses have success with a one-off video, you’ll have more success at making videos convert on social media if you have a marketing plan for your video. This is especially true for smaller businesses with smaller social media followings.
Your goal is to reach your consumers where they are, and to that end, having a plan will lead more videos to convert on social media.
Struggling to stay active on your social media channels? Wondering how you’ll find time to create and share video? Learn more about our services and how we can help you today.
Images: University of Salford Press