Why Adding Video to Your Social Media Marketing May Be Your Best Investment Yet!
Have you ever said the following to yourself when it comes to video marketing: I don’t have time to make videos because I’m too busy working on my business; I don’t know where to begin when it comes to creating quality videos; or I don’t look good on camera (or as they say, I have a face for radio)?
Allow me to take a moment to share some statistics with you, and it’s my hope by the time you finish reading this brief article that you will realize that you can’t afford to not incorporate video into your marketing strategy.
- Videos uploaded to Facebook have 10x higher reach than YouTube links
- Eighty percent of millennials use video content when researching a purchase decision
- Searches for “How To” videos grew by 70 percent on YouTube in 2015
Do I have your attention yet? Now don’t get me wrong, you can’t take away from, nor compare the value of doing a full-blown production with script writers, production assistants, and directors. However, if you don’t have video production budget, learning to do your own videos (even if you hire a contractor) will help to ensure that your business leverages this growing marketing channel. Remember, as I share with my clients, digital marketing is about being where your patients or future consumers live. You want to find a way for your brand or business to become a part of their everyday lives.
Let’s take Tasty for example. I’ve never heard of them before this video recipe for a Cheesy Buffalo Chicken Ring showed up in my Facebook newsfeed one day (Note: It appears they are they are an offshoot of Buzzfeed). But their quick videos have looped on my mobile device, while in the store, picking up the Philadelphia cream cheese, Pillsbury crescent rolls — do you see where I’m going with this? And if you have an online business, where the conversion for people who watch video is that they are 1.6x more likely to purchase your product, it’s time for you to dive in.
Be Authentic and Use Your Current Resources
Believe it or not, your loyal clients want to hear from you. The problem is that you’re so close to your business, brand, or product, that you may not realize that there are things that you take for granted, everyday activities that you do without thinking, that your audience would be interested in learning or experiencing the process. For example, if you’re a lawyer, why not take a few minutes out of your day while you are en route to the courthouse or a client meeting, to talk about some strategy or common issues that your prospects might experience. You can never go wrong with tips. There’s a reason they call the web the information highway.
You will be surprised by the difference that planning makes. Just like you would create an editorial calendar for a blog, newspaper, or social media, you want to treat your video the same way. Trust me. Try it. Planning helps to elevate any anxiety that you may have, especially if you’re just beginning to create video content for your business. The key is to control as many variables as possible. Then you give yourself some breathing room to be creative and your video becomes an asset. Spring is around the corner and you have at least 2–3 three weeks to create what I like to call snackable content. You can come up with short Instagram videos to promote a spring sale, introduce
You will be surprised by the difference that planning makes. Just like you would create an editorial calendar for a blog, newspaper, or social media, you want to treat your video the same way. Trust me. Try it. Planning helps to elevate any anxiety that you may have, especially if you’re just beginning to create video content for your business. The key is to control as many variables as possible. Then you give yourself some breathing room to be creative and your video becomes an asset. Spring is around the corner and you have at least 2–3 three weeks to create what I like to call snackable content. You can come up with short Instagram videos to promote a spring sale, introduce new product, or shoot a teaser for a special event.
Audio is Everything!
This is a paramount issue that many people ignore and it comes back to hurt them in the end. I’m confident that you have experienced this in the past few months, where you’re on a site like YouTube and find a topic that interests you, then you click to watch the video and the volume is too low, there’s feedback or white-noise, if it was recorded outside and the host is walking, the wind may be howling against the microphone, and I could go on but you know exactly what I’m talking about. When those things happen, it’s like a website that takes too long to load, or you can’t find the information that you’re looking for. Essentially, you’ve given your viewer a poor user experience. Remember, you’re creating content to build trust, authority, and hopefully lead to an ask.
Also, understand that in our multi-tasking society, that more often than not, depending upon the content, people may not actually be looking at their screen as your video plays, but they are listening, which is why if you don’t get anything else right, make sure that you have excellent audio.
I want to hear from you. Tell me, what is preventing you from using video for social media marketing?
Join me on Wednesday, March 9, 2016, for an interactive video marketing workshop at General Assembly Atlanta, where you will learn how to produce your own video content.
Register here: http://ow.ly/YLMn3