Video is a huge part of any digital marketing strategy, and this is particularly true for social media advertising. Video has been the single strongest force in online marketing and advertising for most of this decade, and it’s only becoming more and more popular with every passing year.
At Viral Solutions, our social media marketing services include helping you optimize your use of video across all your platforms. There are a number of basic mistakes that inexperienced folks in this area might make – let’s go over a few of the most common, plus how to avoid falling into any of these traps.
Right Content, Wrong Platform
Ten or 15 years ago, when YouTube was basically the only online format for consuming video, it was easy enough to just label all such content “video content.” It was all close enough to the same thing that there was no need for further designations.
Today, this simply isn’t possible. Each of the various social media platforms uses faster internet speeds and better compression advances to forge its own identity and areas of use. Twitter, for instance, is heavy on shorter and newsy videos that will briefly engage interested users. Facebook, on the other hand, has recently attempted to challenge YouTube’s hold on longer-form video formats. Others like Snapchat are great for “in the moment” and live video streams, a good way to keep things natural and “real” for clients.
As a marketer, you have to note the benefits and drawbacks of each platform and place video accordingly. For things like demonstrations or live videos, consider Facebook. For big-picture content or things you want to link to directly from your main site, YouTube is the way to go.
The two broad areas important to video creation are production and promotion, both of which cost money. How do you determine how much of your budget to spend on each one?
In general, we recommend starting slowly here. Using only small portions of your budget, test a new campaign for several audiences, video types, and video pacing options to see what resonates with your target audience. If your audience is reacting positively to professional-quality videos, for instance, you can target more of your budget toward production.
Even if your research into promotion and production indicates that your target audiences don’t prioritize video quality too heavily, there’s still a baseline standard you should be hitting with your video content. Even the most open target audiences will begin to drift away if they’re dealing with low-quality, glitchy video material that’s simply a drag to watch.
Make sure your video is both produced at a reasonable quality and interesting to those you’re targeting. Prioritize audio – nothing turns viewers away faster than not being able to understand what they’re hearing.
For more on avoiding common social media video mistakes, or to learn about any of our marketing strategies, speak to the staff at Viral Solutions today.