As social media continues to grow, there's a ton of buzz around the next medium that's going to dominate the timelines. These days, you can't scroll through a newsfeed without coming across dozens of videos. Brands are prioritizing video content, and for a good reason.
In this article, we'll cover the types of videos you should be creating on social media and on which social media platforms they'll perform best.
Types of video content that work well on Social Media
The term "video content" might seem a bit vague if you haven't used video as a part of your marketing strategy. There are a few types of videos that perform exceptionally well on different social media platforms.
Behind the scenes videos
Taking your followers behind the scenes will give them a more in-depth look into your brand and create transparency with your audience. These videos tend to be raw and unpolished and help to build trust more authenticity than highly produced content. Behind the scenes videos are a welcomed disruption from the curated and carefully planned aesthetics on Instagram and other platforms.
Australian boutique, Her Pony The Label wanted to produce short, documentary-style videos to entertain their audience and saw IGTV as their opening. They took their followers behind the scenes of a massive brand partnership they were working on. Their team also regularly creates candid stories about their travels and the making of their new designs.
Sunscreen and hair care company Sun Bum also used behind the scenes content to launch a new campaign.
After launching to the Australian Market, Sun Bum hit the road with their team traveling along the coasts of Australia, creating videos along the way. They showed their team setting up events around Australia to generate buzz and give followers a peek at what goes on during a Sun Bum Bum Rush tour. Sun Bum uploaded their videos to YouTube and syndicated that content to their other social media platforms including Facebook and Twitter, to extend the reach.
In both examples, the brands gave members of their team creative control to document what they were doing at the time. While the campaigns themselves were strategic, the content they produced was candid and gave viewers an authentic look at a day in the lives of an employee of their company.
Behind the scenes, content also works very as ephemeral content - meaning content that the content lives temporarily on Instagram or Facebook Stories. These videos can also perform well on LinkedIn when they go into the depth of your business or marketing practices -- something other businesses are always excited to see.
In October of 2017, Instagram Stories reported having over 300 million active daily users. It's a way for companies to build their brand story while staying active in front of their target audience. But social stories aren't exclusive to the "Stories" features on Instagram and Facebook. Like behind-the-scenes content, social storytelling is a great way to build authenticity with your audience and allow you to get creative with how you spread messaging.
Meat and Livestock Australia is one example of a company who utilizes video to cater to the interests of their target market consistently. One of their video campaigns took viewers on a search across Australia for the best spot for a summer BBQ. It wasn't sales focused or overly educational but served to entertain their audience and appeal to their interests.
They use videos like this to increase engagement because they know that staying top of mind will increase conversions and sales when the time's right to sell.
Australian activewear company, Lorna Jane, also sees the value in creating super targeted brand stories to connect with their audience of young, sporty twenty-somethings on Instagram. After a quick scroll on their newsfeed, you can tell they know their exact target audience and create Facebook and Instagram content marketed directly to their audience. They create recipe ideas, try on clothes from their new collections and team up with influencers to create content that has longevity but is also easy to consume.
Using animated explainer videos can help cut through the noise and provide some sensory excitement to viewers. These videos are helpful for businesses who offer complex products or services that they want to explain in an easier to understand capacity. They allow you to be more creative in the way you describe your offer by using eye-catching visuals and animations.
In 2009, Dropbox was a new company that very few people knew about. They invested in a short animated video for their homepage that gave a very brief look at what they offer. The video, which cost them about $50,000 at the time, produced a 10% increase of conversions from their website and ultimately helped them earn over $48,000,000 from conversions of that video alone.
Animations cost more than other types of videos because they usually involve hiring an outside production company to produce the video. Bigger corporations should leverage having a higher budget and create a few high quality animated explainers to use as marketing material.
Live videos generate some of the highest reach among any other type of video. On average, Facebook Live sessions get ten times more comments than regular videos. People also watch Live videos for up to three times longer than they do a pre-recorded video.
Over the last few years, Facebook has been actively prioritizing live video content and will likely continue to do so. Use live videos to answer follower FAQ's, broadcast an event you are holding, or do a new product or feature demo.
Tastemade connects food and travel lovers all around the world by creating content that inspires and entertains. Their main platform is their Facebook Page, which boasts over 20 million followers. The company adopted a smart Facebook Live strategy where they invite popular influencers and show users fun how-tos in real-time. One of their most popular Facebook Live events featured a barista creating beautiful latte art.
During the 51-minute live stream, they received 1.6 million views, 29,000 likes, and 91,000 comments in real-time. The moral of the story is that live streams must keep users entertained and engaged and wanting to keep watching until the end.
Video ads can take many different forms, including nearly all of the video types we previously mentioned. However, it's worth mentioning video ads in their own category because of the selling power that video has on advertising platforms like Facebook, Instagram, LinkedIn, and YouTube.
If you're serious about brand exposure and have the budget for it, video ads are a lucrative and effective way to advertise your company. Facebook's ad platform goes well beyond just ads and has robust retargeting capabilities that will find your audience based on similar interests.
When launching two new models, Renault Australia ran a comprehensive Facebook Ad campaign using video and lead ads. They reached over 6 million people and generated nearly 2,000 leads. Using Facebook Ads as their primary marketing channel for the launch, they achieved 40% conversion rates for test drives at launch. They knew their target audience and worked with their marketing team to create specific targeting campaigns for various stages.
Youtube has also made it much easier for businesses to place ads within videos. YouTube viewers are highly engaged and tend to be more intent-driven. So if you place an advertisement in a video that is relevant to your industry, then you'll know that the person viewing it is already interested in that subject matter.
Mindvalley has capitalized on the mindfulness community on YouTube and creates comprehensive ad campaigns advertising their courses and workshops on videos that relate to mindfulness, business, and mindset. They use experts in their videos and always make sure to get to the point within the first few seconds to catch the viewers attention before they hit the "skip ad" button.
Things to keep in mind when creating social media videos
Omnipresence is very tempting, but when it comes to video, remember that different platforms have different things that work well. Create videos with dimensions and sizes specific to the platform they'll live on, as well as calls to action that make sense for that channel.
A decade ago, investing in video content meant hiring high-end producers and buying expensive equipment. These days, it's as easy as pointing your smartphone and pressing a button. You don't have to stretch your budget to make videos that resonate with our audience.
But, the higher the budget you have, the more you will be able to spend on things like production value or hiring an agency to shoot and produce content. You'll also be able to spend more money on advertising, which is a major player in video marketing, as we mentioned.
Even if you have a significant budget, it's essential to create a mix of ephemeral content (stories and behind the scenes video) and hero content (highly produced and strategic content).
Creating a diversity of content will give your brand depth and expose you to audiences who consume media in different ways.
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