It’s 2020, so you probably already know the importance of incorporating video content into your social media marketing strategy. In fact, a 2019 survey by Wyzowl reveals that 87% of marketers see video as an important part of their strategies. But knowing that and implementing social media and video marketing are two very different things. Video content is a huge subject and can feel overwhelming to research, strategize, and create on your own.
When you’re planning your video, you have to keep your target audience in mind. After all, you’re creating this content for them. What type of video does your audience want to see? What message will resonate with them? There are so many different types of videos you can create for your audience that will offer them a wide range of content. As you think about your ideal audience, here are some video types to consider:
Attention spans are shorter than ever these days, especially on social media. So when you’re creating a video specifically for social media, make sure you always start off with a bang. You have to grab your audience’s attention within the first 10 seconds, or there’s a good chance you’ll lose them. For maximum views and engagement, make your videos as succinct and engaging as possible.
Your social media marketing efforts are never going to be successful if you’re not even in the same place as your audience. Figure out which social media platform(s) your audience prefers and focus your marketing efforts there. Once you pick your platforms, realize that your marketing on each platform will be a little different. Instagram, for example, is a completely different social media beast from LinkedIn.
Even if you share the same video across all of your social media accounts, that doesn’t mean you can just copy and paste the same caption every time. To make your marketing the most effective, you want to tailor the video copy to best suit each individual platform. When on Instagram and Twitter, make sure you use hashtags. On LinkedIn, a slightly longer caption is more effective, along with more professional, industry-specific language. On Facebook, try to write a story that makes your audience hit that share button.
Social media platforms like Facebook and LinkedIn always prioritize native content. Studies have shown that native videos on Facebook get 478% more shares than videos from other sources. Skip sharing your YouTube link and take the extra minute to upload your video directly to your chosen social media platform. The difference in engagement will be worth the little bit of extra effort.
An interest-piquing, eye-catching headline is one of the best ways to grab your audience’s attention. But how do you craft a headline that will have that scroll-stopping effect? When you’re brainstorming your headline, make sure you use keywords (keeping in mind your target audience and what keywords would attract them), provide value to your audience, and create a sense of urgency. A great way to enhance urgency is by adding a call-to-action to your headline, especially one that’s time-sensitive.
Now, for captions. In this day and age, adding captions is no longer just a cool option… it’s a necessity. More than 80% of social media videos are watched on mute. To ensure that your video isn’t skipped right over by people who are scrolling through social media with their sound off, you have to add subtitles.
When it comes to the length of your social media video, the best choice is going to differ from platform to platform. Every platform is basically going to have two length statistics that you have to consider: the maximum length allowed on the platform and the recommended length. Here’s a breakdown of the current length restrictions and recommendations for a few major social media platforms:
Much like length, every social media platform has its own preference on video sizing. Here’s a guide on which sizes belong on which platforms:
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