Choosing an Effective Video Marketing Strategy for Social Media Platforms
Various video marketing strategies can be used for effectively engaging on social media platforms such as Instagram, Facebook and Twitter. If you’re trying to figure out what the most effective video marketing strategy is for social media platforms that you’re using, we’ve got some tips to help you out. Deciding on the most effective video marketing strategy for the social media platforms that you’re marketing on is key to the success of your campaign.
Tips for Creating a Video Marketing Strategy
Creating the right video marketing strategy for social media platforms that you’re utilizing is key. To ensure you create the right marketing strategy for social media, consider the following:
- Start by setting goals that apply to your brand.
- Know who your audience is.
- Make a list of the “Type” of videos you want to produce.
- Create video content that speaks to your target audience.
- Share videos across the top platforms.
- Plan for your analytics tracking.
Once you’ve managed to make a formal plan for your video marketing, it’s time to start planning your content. This is where it becomes incredibly important to understand exactly what platform you intend to promote your videos on because people respond different to different types of video content across different platforms.
Defining Content for the Funnel
Much of the video marketing strategy that you’re going to use is based on the content sales funnel. You need to determine where your audience is at in the funnel. Are they at a point where they are just becoming aware of your brand? Are they further down where they are deciding whether or not your brand might be suitable for them? Or are they at a point of decision making?
The primary video marketing funnel that you must focus on includes the following stages:
- Awareness – the stage in which you must help the audience understand the problem they have and begin to introduce your brand to them so that they become more aware of it.
- Consideration – the stage in which the viewer is at a point where they are considering a solution to their problem and they’re researching their options. They might be looking for product reviews, testimonials, or cost-effective options to solve their problem.
- Decision – the stage in which your audience is near a solution and looking for the right product or service for them. They might be actively reviewing your product against the competition.
Even within social media platforms, you’re going to be meeting your audience at various stages of the funnel as listed above. Your job is to define the most effective video marketing strategy for each phase or level of the funnel so that you’re properly targeting the audience in a way that will meet their needs.
Define Goals & Analytics KPIs
Once you’ve come up with the right strategy to approach your target audience with the video content that you create, it’s time to think about how you intend to define the goals and analytics that you’ll use to track those goals. This is where coming up with the KPIs that relate to your goals will come into play.
There are a wide variety of KPIs that you can use in your video marketing strategy. From monitoring views to conversion tracking, there are many different metrics to track. Consider tracking any of the following:
- Awareness lift
- Impressions
- Video views
- View-through rate
- Total watch time
- Click through rate
- Calls or leads
- Purchases
- Return visits
- Social insights
The exact metrics or KPIs that you decide to track as part of your video marketing strategy for social media will largely depend on the goals of your video content. If your goal is to generate awareness, you might track video views and awareness lift as well as impressions. Likewise, if your goal is increased conversions as the decision making stage, then your goal might be click-through-rate, calls or leads, and purchases or return visits.
Popular Videos as Part of Your Video Marketing Strategy for Social
The most popular types of video content for your video marketing strategy on social media will largely depend on the platforms you intend to post on as well as the goals you wish to achieve. To help you decide on what types of videos you might wish to create, consider the following:
- Branded Commercials
- Short Social Clips
- Explainer Videos
- Tutorial Videos
- Product Videos
- Customer Testimonial Videos
- Employee Testimonial Videos
- Informative Videos
There are endless options and ideas depending on your brand and your individual needs. As you come to terms with choosing an effective video marketing strategy for social media and what that means for your brand, it’s going to be very important to choose content that aligns well.
Want more information about defining your video marketing strategy for social media? Give Beverly Boy Productions a call. With more than two decades in the industry, our team brings forth a wide array of film production skills that are ideal for targeting audiences in any industry or market. We can’t wait to put our skills to work for the benefit of your brand!