How to leverage this powerful brand-enhancing opportunity
It’s hard to imagine social media without videos that automatically play as you scroll by. But just three years ago, Facebook was entirely motionless - all text and photos and video icons that only played with a click or tap.
Since then, social media companies have invested heavily in becoming video publishers, accelerating the adoption of online video advertising and getting the attention of video-hungry consumers.
For social media marketers, this means acquiring a new skill. Fortunately, the tools of video publishing are at your fingertips: a serviceable camera in your pocket in the form of your smartphone and a ready platform in the form of your social media pages.
Here is what you need to know to make the most out of this amazing opportunity to tell your brand’s story.
Make it shareable
The power of social media is in amplification beyond your already opted-in audience. When you post a video that compels people to like and share it, you potentially expand your reach to your audience’s contacts and even further. But, what makes a video shareable?
Psychologists point to the emotions that video evokes.
Videos that evoke laughter, awe, and inspiration have the best chance of getting passed around social media.
People love turning their friends onto ideas that elicit these emotions. Tapping into that desire with video storytelling is a huge opportunity for businesses.
Social media companies have expanded past being platforms for pre-edited video content and into live broadcasting. Twitter’s Periscope app and Facebook Live are examples of ways to tap into live streaming for your brand.
Live streaming is quick and easy to produce when compared to publishing pre-edited video. It’s perfect for bringing events to your audience in real-time, hosting live Q&As, interviews, and product demos.
Facebook knows its users gravitate to live video, so it ranks live video high when it comes to determining what to show in your audience’s news feed.
Since you are competing for news feed space with your audience’s friends and other companies they are following, broadcasting live is an important tool for maintaining brand awareness.
To edit or not to edit?
Many social videos follow a live format, even when they are prerecorded. This is definitely the quicker and easier method of creating video content - a single shot of an employee doing a product demo or answering a question, for example, can be created, uploaded, and published quickly.
More robust and thoughtful storytelling - in the mold of a traditional television commercial - requires planning and editing.
Apple products have built-in video editing software (iMovie); YouTube also offers basic video editing for their users. Final Cut Pro is a more robust editing option.
Upload directly to social platforms
To make sure your video autoplays when your audience is scrolling through their social media feeds, load your video directly (or “native”) to the platform.
For example, sharing a link on Facebook to a video you have uploaded to YouTube will require viewers to open a new web browser window, and slow their path to your content. Loading the video native to Facebook gives immediate access, and is afforded more reach by the platform, since it keeps eyeballs from leaving!
Keep your videos under a minute in length and focus on a powerful opening with the idea that an automatically playing video will only have a few seconds to grab your viewers’ attention as they scroll through their feeds.
The popularity of social media video is accelerating, and the tools available to produce and distribute them are easy to use. Jump on board for a powerful way to tell your brand’s story and amplify brand awareness on social media.
Thanks for stopping by,
Breezy Hill Marketing is a Vermont web design agency specializing in inbound marketing, social media marketing, and building optimized and mobile responsive websites for customers throughout the United States.