Combining video with social media for maximum impact

In this article we are combining two big topics.

Social Media and Video. These are two of the most important tools in the marketer’s toolbox.

Video increases website traffic, and online engagement. Whilst social media (when used effectively) is one of the most powerful methods of distributing your marketing content that there is.


How do you fit social videos into your marketing plan?

Social videos are an immensely powerful and diverse marketing tool, so there are many ways they can fit into your social plan.

The most obvious objective to for social videos is developing and building brand awareness. Redbull are probably the best example of this, by using video they have built up and developed a huge brand, telling the story behind the product. To such a point that Redbull is no longer about an energy drink, but about the brand; extreme sport, adventure and the exploration of human limits. This was made possible through the clever use of video.

Whilst you may not be able to create a viral video if your company make dish sponges for example, you can still create a video that is very sharable amongst prospective clients. Videos are the opportunity to add entertainment to useful information.

By adding a fun edge to your business and lifting some of the dull veil that might sit around your product or company, you can appeal to new customers, reach new audiences and create a persona that reflects human side of your business. This can be very helpful when looking for new employees, as well as customers.

Videos can help with Lead generation, customer engagement and loyalty.

A very popular kind of video is ‘how to’ videos, which are an excellent opportunity to offer great value to you customers. In 2015, North Americans watched more than 100 million hours of how-to videos on YouTube. These instructional videos include everything from recipes to home-improvement tips and tricks.

You can use videos to show people how to best use your product or, get creative and show your product in different uses. People love creative DIY hacks.

Don't forget, each social platform requires a slightly different appraoch


1.       Don’t forget your content plan

Your video marketing strategy should be just a part of your overall long term content marketing strategy.

Don’t forget to produce other forms of content, create blog posts and create a consistent delivery. Consider creating a video every week and putting it out the same day at the same time on all of the relevant social media platforms. When people get used to your video publishing schedule, you might just find yourself building a following where your audience anticipate and respond to your episodes as they would a highly rated television show.

The videos should have a common theme and style to them, and fit with your brand identity. And don’t forget to deliver a unified purpose or call to action. Be that to create more engagement, or encourage sharing and so increase brand awareness.

You will want to plan your scripts well ahead of schedule, so that there is a logic and flow to your video series.

2.       Sound out the video

Sound is hugely important when it comes t video production. A film can made or broken by it’s soundtrack.

So you don’t want to skimp out on this.

However, 85% of videos posted on Facebook are watched WITH THE SOUND TURNED OFF.

So, you have to adapt, you have to make sure that your video makes sense without sound. One way is of course to add sub-titles to the video.

3.       Native Video

You can now upload videos straight onto each social media platform. Do it.

You will save time if you just upload to YouTube and then share links across your platforms. You should definitely upload to YouTube because YouTube is such a powerful search engine (owned by Google), it will help you increase your Google ranking.

However, it helps the videos gain traction if you upload to each platform individually

Native videos get better rankings, more visibility, more views, and as such, more engagement. In fact according to a Quintly study Native videos on Facebook get 4x higher interactions. 

It’s part of the algorithm on the sites, native videos get preference because they favour the videos that keep visitors on their site.

Think about it – if you were the creator of Facebook, wouldn’t you want your users to benefit from using your platform to host videos as opposed to someone else’s?

Of course you would.

So whenever possible, keep your business videos native.

4.       Size Matters

The length of you video makes a huge difference. The longer the video goes on the more likely you are to lose your audiences interest before the call to action at the end.

The audience should be captivated within the first 30 seconds, if you don’t catch them in this time, you will likely lose their attention and lose any engagement.

Also, different platforms allow different lengths.

YouTube allows up to 15-minute long videos (although you can request permission for more with a verified account), Facebook allows up to 45 minutes (with a maximum file size of 1.75 GB), but Twitter allows only up to 140 seconds, and Instagram allows only up to 90 seconds.

One approach to work around this is to make “trailers” or “teasers” on the platforms that only allow short videos, and then direct the viewer to the full version on Facebook or YouTube.

An important point to mention at this moment, is about cross-pollinating your social media platforms. Work each platform in conjunction with the others and you’ll find, if you consider the bigger picture this will help you grow your followings and increase your online presence.

In conclusion, shorter is better.

5.       Create Valuable and Useful Content

As with any content creation, make sure your video content supplies value.

Social video is likely to get more engagement and views, but this works both ways. More views means more people will see the content, so it has to be excellent.

Your videos should have good production, be entertaining, inspiring, and/or educational.

As with all content marketing, you are not advertising your product or service, you are answering the questions that customers are asking (even if they don’t know they are asking them) in relation to your product/service.

It’s about the customer, it’s not about you.