You’re here because you know that videos are essential for your marketing activities, that much is obvious. But what’s harder to figure out is exactly how to build and structure your video marketing strategy. When, how often, how long, what to focus on, where…there are many questions that need to be addressed. So let’s do just that!
Timing is everything
So you’ve decided to create a video campaign. You know that video is the vehicle of our time, and now you just have to handle the execution. What you need to keep in mind is that a video campaign not one piece of content but a series of timely videos. Your brand should tell a story that your audience will follow from one video to the next. So it’s critical that you both design the story and the scheduling timeline to optimize this storytelling progression. The goal here is to ensure your viewers are actively looking forward to the next installment.
To see what time of day works best for each social media channel, check out our guide for The Best Time To Post Your Video Ads.
Less is more
Today’s world offers a vast amount of information and media at every turn. This means that viewers are bombarded with media from all angles and subsequently have pretty short attention spans. So we as publishers have to be smart about how we get our message across. When it comes to your video marketing strategy, remember that less is more. Short and exciting videos will always do better than long, more complicated ones. And thankfully, most video creation platforms allow users to create 6-15 second videos that can easily be shared on social media.
Content is King
This one should not be particularly surprising: it’s the content of your videos that will win you valuable customers. You need to offer them something new, something interesting, that they feel deserves their time and attention–and hopefully their social sharing power. So know your audience, decide what kind of content you think they’ll appreciate and what you hope they’ll get from it. Once you’ve done that, spare no effort in ensuring that your content will grab their attention with new and surprising information. And better still, include interactive features to ensure their engagement.
Use your users
Not every product or service will be able to incorporate user-generated content into its video marketing strategy, but those that can, should. Your users are by definition part of your target audience, and that means you need to listen to and value them and their input. Whether it’s by building a better platform for users to give reviews or engaging them in a social discussion, there is certainly something you can do to set the user-generated content wheels in motion. Remember, this content has already gone through a litmus test for relevance and will be more likely to provoke a response than content generated solely by your company.
We don’t need to tell you that if it isn’t on social media, it didn’t happen. And the way the trends are going, this is never more poignant than when developing your video marketing strategy. But what you do need to figure out is on which social platforms to publish. Are your audiences primarily on Facebook and Twitter, or are you also appealing to the younger Snapchat generation? Either way, make sure to keep your tone consistent across platforms in order to present a unified brand message.
A great video is a great video. But what’s a great video without a call to action? A missed opportunity, that’s what. The call to action is the handshake, the deal-closer; without it, you leave your audience feeling ready and willing with nowhere to go. Your video marketing strategy should take this into account. Ideally, you should know what your call to action will be before you begin planning the content and flow of the videos themselves. Know what action you need and do everything you can to get it.
Get all the details from our Call To Action 101.
Get on the right track
You’ve built your video marketing strategy, you’ve put huge amounts of thought into your campaign goals, its execution, and getting the angle just right. So you release it into the wild… and now what? Performance tracking.
What’s the use of creating videos based on your hypothesis of what your users want and which storytelling tools will be effective if you’re not going to test it to see if it’s true? Each campaign should teach you new lessons that can feed into the next one, and these insights will be the most precise with detailed video performance tracking.
Immerse yourself in our Facebook Video Ads Best Practices to ensure you make the most of those videos.