Social Media

How To Create Social Media Video That Wins Customers

Amy Onorato 08.14.2018

What makes a winning social media video strategy?

We asked video marketing leaders to weigh in with the best practices they use to build, optimize, and promote their video projects on social media. Here are some of our favorite takeaways:

Make Sure It Makes Sense – With Or Without Sound

“If you’re making a video for social media — make sure it makes sense, even if the sound is off! Most people scroll without audio, so if your video relies on a voiceover, song, or other sound effect to deliver your main message — you may want to rethink it a bit.  Voiceovers, music, and sound effects, are all definitely key parts of a good video… but you might want to consider adding subtitles or some other visual ‘pattern interrupter’ so that you can still get them interested to stop the scroll.”

– Alycia Yerves, Owner/Creative Director, Alycia Yerves Creative

Focus On Delivering The Right Message

“Part of the planning is determining what the proper message is. Don’t get bogged down by trying to create a 15, 30 or 60-second video: focus on the right message, without waste. Always know what your video content is meant to achieve. Measuring success is not only about understanding what success is, but more so, what success is not. Likes, comments, shares are great, but are they indicators of success? Typically in the marketing world, increases in sales, upticks in revenue are the ultimate measurements, at least until someone develops a way to buy things with likes. If something great does not happen when your content is consumed, it often is a failure in planning. Wrong message, wrong target, wrong platform, wrong time.

“Social media is a noisy place, competition for attention is fierce and success does not come easy. There are no accidental winners in marketing, plan accordingly.”

– Larry Bailin, CEO, Single Throw

Add Captions And Subtitles

“Every day, people are consuming more and more video content on social media, but they’re doing this on the train, in front of the TV, at work next to their boss, and a whole host of places where they don’t want others listening in on what they’re watching. As a result, most people are consuming the majority of their video content with the sound off, and this makes subtitles invaluable. If they want to watch your video, you’re making it far easier for them to do so if they can do it with no sound, and of course there are the added (and necessary) benefits of making your content consumable for people with hearing problems and auditory processing.”

– Morgan McGregor, owner, Hyped

Include Branding And A Strong CTA

“When creating a video, it’s important to remember that it can be shared outside the context of your website or Facebook profile, so make sure your brand is present throughout the video and feature a strong CTA that will drive people to your site, blog or social channels.”

– Louisa McGrath, Content Manager, Rebrandly

A Blend Of Paid And Organic Promotion

“When we find that a video is performing well organically, we add a link to a piece of our content to it and promote it additionally through paid ads. The video clearly has some kind of viral quality that is helping it get more likes and shares organically, so we can use it as an opportunity to get it in front of more people with links to specific pieces of content to drive sign ups for our mailing list.”

– Jay Perkins, co-founder, Kettlebell Kings

Get Your Video Production Process In Order

“Social media videos are concise, and with strong pre-production organization, the filming and editing process can be as well. This allows your company to have an active voice and produce new content efficiently. The quarterly structure gives enough time to evaluate analytics and make adjustments based on what your audience responded to the best in the previous months.”

– Erica Short, production manager, Overflow Storytelling

Build A Social Media Video Series

“We’ve had luck developing episodic video around a series theme. With episodes around a series theme, we get an audience interested and showing intent around our first video. This way we can retarget them (e.g. within Facebook) with our following episodes of the series to potentially drive them down the funnel, from awareness, to consideration to conversion.”

– Robb Hecht, Adjunct Professor of Marketing, Baruch College

Remember, It’s An Ongoing Process

“Once you’re on social media, you are now responsible for everything that comes with it; keeping content fresh, responding to comments, giving back to the community by doing shoutouts, mentions, tagging others and of course, liking other content. Jumping into social media is like adopting a puppy; you can’t just announce to the world you’re now doing this and sit back; no, you need to feed it, take care of it, and often tend to its moods. It’s very exciting, though.”

Bruno Pieroni, Freelance Creative Director

What are some of your favorite social media best practices? Let us know on Twitter, Facebook, or LinkedIn!

Photo credit:  Samuel Thompson on Unsplash

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