Where the people go, marketers follow.
An increasing number of people are consuming online video — Youtube is the second most-visited website in the world, and the ways users can watch videos is only growing. With social video’s ever-growing popularity, one big portion of successful content marketing relies on tackling this area.
Social video has several attributes that make it not only a great medium to adapt for marketing. Marketed social video content is typically short, well-produced, specific, and above all, humorous.
Off all the different types of content, videos are the most likely to go viral. This is why social video has been lauded as an important area in which to concentrate marketing efforts.
For B2B entities, video content is still a great way to get noticed and get your message across. In order to tap into the possibilities of social video, you need to invest a portion of your marketing and PR efforts into the endeavour Social videos should be a clearly defined area of projects with consistent and timely video content just like general social media upkeep.
Indeed, for any online marketing effort or social media campaign, video should be a part of the package. With increases in technology, it may not be necessary to hire a professional videographer — in many cases, an in-house content creator could get the job done.
There are many reasons to invest in social video marketing, from statistics on video watching and views, to increased marketing and communications capabilities. Some advantages to online video marketing include:
Accessibility: With the proliferation of video sharing capabilities on a plethora of applications and platforms, it’s possible to easily capture and publicise your video content. Businesses are using apps like Vine to share video, while Instagram and now Twitter offer the option to share video content as well.
Complete messages: With social video, you can add an extra facet to the information you’re communicating. Along with tweets, posts, photography and graphics, videos form the pinnacle of the visual-social-textual information you’re getting out to your audience.
Creativity: Videos offer a near-limitless opportunity for fresh ideas, humour and entertaining. Training and demonstration videos are a good start for B2B companies, but you can definitely educate or inform your audience with a snappy or smart spot.
The Video Marketing Strategy
Social video marketing includes a basic set of suggestions for getting started. This includes researching where the businesses you are trying to reach are active, deciding what subjects and ideas to focus on, and formulating a production schedule. It’s a good idea to start up accounts on the following popular sites:
Youtube: Youtube is the undisputed king of online video. Over a billion visitors each month watch a collective six billion hours of content — that’s a huge area that you need to be present in.
Vimeo: Finishing in a close second, Vimeo is quickly becoming a popular forum for sharing higher-quality content for established brands.
Instagram: Instagram offers the ability to sponsor content in the feeds of users. Share videos and add hashtags for your industry, products, and services, to connect with interested users.
Find the sites with strong brand presences in order to figure how to best guarantee your content will be seen by other businesses. From there, it’s all about how you promote via social media. In the end, it’s always safest to take the “measure twice, cut once,” approach, and creating the perfect video marketing strategy is certainly no different.
Nick Rojas is a business consultant and writer who lives in Los Angeles and Chicago. He has consulted small and medium-sized enterprises for over twenty years. You can follow him on Twitter @NickARojas.