Video is already an inescapable part of marketing in 2021, and it’ll maintain its significance for years to come.
Despite countless benefits, business owners still refrain from using video content in their social media marketing mix. Video is an effective way of conveying your brand’s message and promotions to your audience, and it pairs best with social media platforms. Most of the world is active on social media in the digital era, and videos are not only easy to digest and remember but attractive for many other reasons.
Here are a few jaw-dropping statistics to prove the impact of social media video marketing:
- 94% of consumers claim that video content aided their purchase decision at least once (lemonlight)
- 72% of consumers were influenced by a product demonstration video (lemonlight)
- 98% of marketers have predicted that video content will be important for years to come (lemonlight)
- 84% of marketers claim that video content helped in lead generation (Wyzowl)
- 94% of marketers claim that video content enhanced user understanding of the products (Wyzowl)
- 93% of brands got a new customer due to social media video marketing (Animoto)
And that’s not it, the importance of video in marketing is bound to rise even further.
Our social media strategists have encapsulated the 7 steps for successful social media video marketing in this article.
So without further ado, let’s begin…
7 Stages of Social Media Video Marketing Strategy :
Building a social media video marketing strategy requires careful considerations and planning.
Let’s understand in detail.
1. Define your Goals for Social Media Video Marketing
Setting goals is the first step towards delivering successful social media video content. You need to decide what you want to accomplish by marketing videos for social media.
You can aim for different objectives like increasing brand awareness, product reveal, product promotion and so on. Setting these goals help you in better strategizing for your social media video content.
Keeping a pre-defined objective lets you have a tunnel-vision mindset to achieve the desired goals.
Also, always keep the 5 stages of funnelling at the forefront of your social media video marketing strategy. Align your objective with the stages of the marketing funnel for optimum results.
Here’s a visual representation of the marketing funnel:
Image source: SproutSocial
2. Decide the Platform for Social Media Video Marketing
Every social media platform is unique and has its pros and cons for video marketing. Some platforms facilitate various types of videos while some are dependent on a single format. The pre-defined goals for social media video marketing help you decide the type of video format required to reach the desired results.
If this is your first time diving into social media video marketing, it is ideal for you to choose the platform where your brand is already famous or has a decent number of followers/subscribers.
Platforms like Instagram, Facebook, Snapchat, TikTok and YouTube are the best options for social media video content.
Here’s a detailed description of the video types and formats available in the major social media video marketing platforms:
|Landscape & Portrait||Yes||Stories|
|Landscape & Portrait||Yes||Stories, IGTV, Reels|
|Landscape & Portrait||Yes||Stories|
If you want to post videos in an episode style format, then YouTube and Facebook are the go-to platforms because you can create playlists and albums for perfect categorization of your social media marketing video series.
3. Decide the Video Type for Social Media Video Marketing
Different types of social media video content serve different purposes. Deciding the type of video is a significant step towards successful social media video marketing.
After deciding the goals and platforms for your video, your video marketing content strategy should start taking form. This will help you decide the best-suited video type for your video marketing needs.
Just make sure that the video type supports your pre-defined objective for social media video marketing.
Here’s a list of the most preferred types of social media videos for businesses:
About Us Videos:
About Us Videos are an outstanding way of giving your viewers details about your company’s culture, goals, values, motivation and backstory. This type of video is best used to showcase your brand’s unique story and authenticity.
Here’s an example of an about us video by Communication Crafts:
Promotional videos are simple — the name pretty much explains it. You use this type of video to convey an ongoing sale or special offer or showcase a brand-new product to your consumers. Necessary information like contact or purchase details for the product should be included in the video.
Here’s an example of a promotional video by Communication Crafts for Brillare:
Product Demonstration Videos
Product demonstration videos play an important role in not just converting sales but informing your audience about your products. You demonstrate how people can use your product, offer different tips and tricks to use your product to its maximum potential, and convey your thoughts about the products to your customers.
Here’s an example of a product demo video by Communication Crafts for Eveons G:
These types of videos include funny content, cute content and even pranks. They are used specifically to entertain your consumers and create a brand voice that resonates well with your audience. This helps in retaining existing customers and attracting potential ones.
Here are two examples of entertaining videos by Communication Crafts for Brillare:
Being one of the most effective types of social media video marketing, Customer Testimonial videos help you in expanding your outreach and flaunting your success. A high-quality video with your customers praising your products or services can add extremely high value to your marketing mix.
4. Video Content Production
Carefully structure a plan for video content production for a cost-effective process of social media video marketing.
Hiring a Video Production agency will ameliorate your content production process and relieve you from a lot of work in steps 4 and 5. They’ll handle the planning, production and deployment of your social media video content while you conduct your business.
Here are a few things to keep in mind in social media video content production:
- Equipment and props
- Script editing
- Creating a storyboard for the video
- Location scouting
- Planning the shoot
- Gathering the cast for the video
- Editing footages for optimal results
- Music overlays
You’ll have to constantly tweak and improvise to create a perfect social media video content production plan. After structuring and executing an effective plan, it’s time for post-production.
Ideally, you would want to allow an ample amount of time for post-production, especially if your videos are promotional or require heavy editing.
Post-production does not mean just editing footage and compiling them to voiceover or music, it also includes text overlays, closed captions, call-to-action screens and much more. The more you film and the more time you need to polish it to perfection.
Understand what your video requires in post-production to finally deliver a video that resonates with your audience and conveys your brand’s quality through the content. Social media video content post-production includes many other components like colour grading & correction, video effects, animation, Foley recording, sound recording, sound mixing, etc.
The 5 steps of social media video content post-production:
- Logging footage: Save and label footage in detail before starting the editing process;
- Assembling footage: Every footage is gathered and assembled, placing each scene in order with the timeline. This is the initial editing process that gives a shape to your video;
- Rough cut: The video’s rough version is created after the initial editing, giving you an idea of how to further polish the video;
- Fine cut: The video is further edited, tweaked and polished with the finalised footage. Mistakes in sound, editing and timeline are carefully identified and eradicated in this step.
- Final cut: The final cut is the part where you do the final touches to your video, including colour grading & correction, visual effects, motion graphics, etc. This stage is mostly about refining your video to perfection.
6. Schedule & promote the videos
Now that your social media video content is ready to hit the market, you reach the stage of scheduling and promoting.
One of the greatest perks of video marketing is that it can be used multiple times across multiple platforms. YouTube, Instagram, Twitter, LinkedIn, TikTok, Facebook and more can be viable to integrate into your social media video marketing strategy.
Set the tags, category listing, playlist selection, privacy settings and other settings according to preferences before uploading the video. Your video need not go viral to do its job, optimum results and conversions can be gained by targeting specific sectors of your audience.
Contemplate and be creative about promoting your video through different channels. For example, attractive clips from your long video can be uploaded as an Instagram reel to entice more people towards your content.
7. Understand & analyse metrics
This is the last and most consequential step for your social media video marketing strategy- Studying insights and analysing.
For delivering the best content to your audience, you need to understand what works and what doesn’t work for your brand.
Carefully consider the following factors to consistently improve your social media video content:
- View counts
- Average watching duration
- User engagement
- User satisfaction
Every social media platform offers different metrics and insights, understand your audience and learn what they like for effective results. These analytics aid you in learning the user reactions towards your social media video content.
These analytics also provide a way to identify older videos that your audience adore, remarketing those videos can yield results without exerting any efforts whatsoever.
YouTube Video Performance:
There are many myths about social media video marketing that are holding brands back from utilising their full potential.
Regardless of popular myths, video production is easier than it seems and delivers cost-effective results. Conversion rate and ROI is generally quite high when it comes to video marketing.
You just need to follow the aforementioned 7 stages for a successful social media video marketing strategy.
Define your video marketing goals, decide the social media platform/s, decide the video type, plan video content production, understand what post-production entails, promote the finished video and track analytics. Religiously following these stages leads to meticulous perfection and maximum consumer satisfaction.
If you require further assistance with video production, feel free to contact us!
Communication Crafts has been the best video marketing & video production agency since 2006, delivering creative social media video marketing solutions for brands that have helped them successfully soar above their competition, engage their current audience and increase ROI with ease.
Whether you need to create a social media video, explainer video, about us video, product demo video, branded video, ad video, need to get higher ROI for your video marketing efforts or start completely from scratch, our social media video makers have a solution for everything.
Conquer the competition with Social Media Video Marketing!