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Video marketing offers all the bells and whistles to entice viewers, including sound, visuals, music, and other captivating components. By 2023, it is predicted that adults would watch digital video for 80 minutes every day for YouTube promotion. If marketers want to build their social media video marketing plan, they should be aware of this.
Fortunately, there are numerous ways to include video into social media marketing for YouTube promotion. We’re not just confined to polished educational videos or TV-style advertisements. It’s simpler than ever to dangle a toe in the world of video marketing thanks to the emergence of live streaming videos, a focus on brand authenticity, and easily available editing software.
To develop a YouTube promotion , ad here to our 2-step process.
- Make plans for your video marketing.
- Choose your platform (s)
1. Establish video marketing objectives
Any new marketing plan should start off with goals in mind. What do you hope your videos will achieve?
We advise only setting a few goals when you’re first starting out so you don’t get overwhelmed. Brand awareness is an illustration of a video marketing objective.
Yet your video marketing plan can accomplish more than simply increase a prospect’s awareness of your company with the correct screenplay and creativity. Additionally, it can help them through the decision-making phase of the buying process, inform customers about their recent purchase, and support a brand’s advocacy initiatives.
Videos may easily fit into each of the five stages of a traditional marketing funnel as long as you create your social media video marketing strategy to target them.
Consider where your objectives for your video marketing plan will fit into each phase of the buyer’s journey as you reflect on them, and use this information to inform your ideas for social media videos. You can also make very powerful calls to action in your video content by determining your goals and the funnel stage.
Here are five sample objectives you could complete for each level of the funnel:
Reach out to new clients.
If you’re like most social marketers, your main objective is to increase brand recognition. At the initial phase of the buyer’s journey, brands aim to draw customers in and establish a connection. Social media video marketing is a fantastic way to attract new clients by showcasing your identity, your values, the products and services your brand provides, and what sets it apart from the competition.
While making awareness-stage video content, get directly to the point since you might only have a few seconds or minutes to hold your audience’s attention.
For instance, captivating instructive videos or strong thought leadership can build trust and your brand identity so that when customers are ready to make a purchase, they think of your brand first.
Videos are frequently employed in the advertisement for some brands. They might begin on a website product page before branching off to end up in a social media advertisement. Others solely make videos for social media advertisements. This is particularly helpful for direct-to-consumer firms like Lo & Sons because they need product videos to enable customers to visualize themselves using the product.
The luggage company demonstrates how the Row ledge backpack is ideal for any situation in the product video that is embedded below. The short, relatable video can be marketed as a social commercial as well as used in Facebook as a feed post.
Think about creating demand
It’s always your responsibility to create demand for your goods and services once consumers have reached the consideration stage, even though they may already be aware of your brand and what you have to offer.
Using social media video marketing, there are various approaches to accomplish this objective. For instance, how-tos and tutorials demonstrate your product in use and make it simple for the customer to picture how they would use it themselves. Companies in the skincare, cosmetics, and beauty sectors, like ColourPop, are experts at creating videos for the consideration stage.
You can expect that ColourPop will share both short and long-form social videos of beauty artists, influencers, and actual customers using their products anytime they are running a promotion or giveaway.
Customers might notice the creaminess of lipsticks, the colour pigment of eyeshadows, the smoothness of foundations, and other visually appealing characteristics.
People can envision themselves using your product or using your services to solve problems when they can see how they work in action.
Live-action demonstrations can be substituted by animated explainer videos. Even though they might seem a little more ethereal, they nonetheless present a chance to frame the client’s issue and present your services as the answer.
Videos for the consideration stage don’t have to only highlight your goods or services, either. Before choosing to do business with a firm, customers also take into account the company’s culture and essential principles.
Consumer importance of firm alignment with personal values has increased by 74% since 2021, according to data from the Sprout Social IndexTM.
Use this consumer interest by utilising video to highlight your brand story and fundamental values. By doing this, you’ll be able to connect emotionally with your audience and increase the likelihood that they’ll choose your business over a rival.
Result: Promote conversion
Your objective is to convert prospects into customers during the decision stage. Thus, client testimonial videos can be quite helpful in demonstrating the true value and potential of your goods and services.
Although many people are already aware with Instant’s famous pressure cookers and other products, they might be pleasantly pleased to learn that the company has a close-knit Facebook community.
Videos from the brand and users are available in the Instant Pot Community. The page concentrates on what customers can make utilising Instant’s home appliances, despite the fact that there are a few product videos .
Customers may visualise how the product can assist a variety of dishes fit into their lives—or their mouths—by watching recipe videos like the one below.
This video has a strong “this could be you” sense that makes it a good decision-stage piece. Immediate isn’t simply promising you something and hoping you’ll buy it on faith; they’re also demonstrating that they’ve already earned your trust and improved your life. This is the best ways to promote your music .
Utilize this type of video content to demonstrate to prospective clients the outcomes and true advantages they stand to achieve by choosing your company.
Adoption: Informing clients
The desire to see a return on their efforts is shared by more than just marketers.Inform a prospect about how to make the most of your products and services once they become a customer and move into the adoption stage.
This type of upbeat, entertaining how-to video is perfect for websites like YouTube, Facebook, or IGTV, where viewers are eager to spend a little more time viewing and taking in the information.
You have the following choices:
Instructional video Focus on educating your audience if your products or services have a lot of bells and whistles, features based on specialized demands, or a learning curve. Customers can feel more assured and can put complexity in perspective by reading content that focuses on tricks, recommendations, optimization, or special features.
Webinars can be very powerful tools. They provide customers with the opportunity to interact with your brand in real time, ask questions, and receive the information they need.
Going live can help you reach a larger audience, but your most ardent supporters and loyal subscribers are most likely to watch. Also, according to our Index data, live is the third most interesting form of in-feed content. Instagram Live streams, as opposed to posts that appear in people’s feeds, start off Stories at the top of the interface. When you go live, your subscribers who have their apps open will also get a notification that you are broadcasting, making it simple for them to tune in and learn the latest from your business.
Promotion: Encourage evangelism
By the advocacy stage, you have satisfied clients who will promote your business and sing its praises.
The appeal of advocacy videos is that viewers never get the impression that they are being sold anything. Use social listening tools like those from Sprout Social to capitalise on genuine, organic passion for your brand and product. With Listening, you can surface user-generated content, meet the moment, and capture brand mentions from active profiles.
Not all of your fans’ advocacy videos will become viral or come from them directly. Employee advocacy content can also support employer brand objectives. Think about presenting your coworkers to demonstrate the inner workings of your business and why they enjoy working there.
2. Choose your platform(s)
There is ample room in your approach to use video because each major social media network has its own type of video.
Start using video on platforms where you already have established audiences if you have never done so.Facebook, Youtube, Instagram, Snapchat, and TikTok are the top platforms that consumers and brands expect to use most during the upcoming year, according to the Sprout Social IndexTM.
It’s a good idea to start your video marketing plan with any of these five, but I would be remiss if I didn’t highly advise you to use TikTok and YouTube first.
How and when to market videos on TikTok
Without a question, TikTok has become one of the most beloved apps on the internet as a result of its role in promoting the love of short-form video.
According to the Sprout Social IndexTM, short-form videos are 2.5 times more engaging for viewers than long-form ones. Moreover, short-form video, followed by photos and live video, is the most interesting sort of in-feed content.
Brands now have additional opportunities to be inventive with their video marketing thanks to the app’s collaborative capabilities like Duets and a nuanced culture driven by TikTok trends and TikTok sounds.
Although the app is an effective awareness-raiser, trends like #TikTokMadeMeBuyIt demonstrate that short-form video may also persuade viewers to make purchases.
How and when to market videos on YouTube
With more than 2.5 billion active users each month, YouTube continues to be one of the most widely used video platforms for consumers and advertisers.
Although having a large user base is fantastic, firms should think about YouTube marketing for other reasons as well. Videos from YouTube, one of the most well-known search engines in the world, also appear in Google’s search engine results pages (SERPs). By creating content for YouTube that focuses on frequently searched themes, marketers can use the platform to boost the visibility of their brand.
Whichever you decide, you can attain your strategy’s objectives by using YouTube video marketing to address each stage of the marketing funnel.
Forms and features of social media videos
You must comprehend what each platform offers and what video dimensions can be presented in order to select the best one for you. This is crucial since it’s preferable to pick platforms that work well together if you want to repurpose your videos.
It can be challenging to keep track of what kinds of video footage can be shared where or when you might need to do some further editing as various social media sites continue to introduce new features.
Check out the short reference guide below and our comprehensive guide to social media video standards for all the information you need to submit on each network.
- both a landscape and a portrait feed
- on Facebook (live streaming)
- Instagram Stories (disappearing content)
- both a landscape and a portrait feed
- Live broadcasting (Instagram Live)
- Facebook Stories (disappearing content)
- YouTube Reels (short-form and long-form content)
- Landscape footage
- video in portrait (may use pillarboxing on some uploads)
- Live broadcasting
- YouTube Videos (portrait, short-form video)
- video in portrait feed
- Live broadcasting
- TikTok Videos (disappearing content)
- both a landscape and a portrait feed
- video in landscape feed
- video in portrait feed
Idea Pinning (set of images, videos or text similar to Stories)
The social media content of Tasty provides excellent examples of how to adapt your videos for other platforms. It has a lot of video that has been specially created for Instagram and YouTube. The themes and series differ between platforms in addition to the different orientations. No matter whether Tasty social media page they are on, the public will always find original stuff thanks to this variety of content.