Sharing video on social media is a fantastic way to build awareness of your products or services. But with so many social channels out there, how do you choose which ones are most appropriate for your business.
As regular readers of our blog will know, we talk a lot about where video fits in the customer journey. In broad terms, that journey starts when a potential customer becomes aware of your product or services. Once this happens, the role of your marketing, and your videos, is to lead them from becoming aware of what you offer, to evaluating it and in turn buying it.
One of the best types of video to grab people’s attention about your product or services is an elevator video (such as the Elevator 1). This is a video version of your elevator pitch. You would use this to build your brand and create an emotional connection with your audience. This is about showing what your values are and why you do what you do rather than selling your goods or services.
One company that does this brilliantly is GoPro. Their videos sell adventure and excitement. Check out their Best of 2016 video and you’ll notice that there isn’t a single reference in it to their products. In the month after the video was posted on YouTube it was viewed more than 1.6 million times.
YouTube is one of many social channels you can choose to show your videos. Each channel has different attributes and it can be difficult to determine which ones are most appropriate. Here’s our guide to help you find the best social media channels for your awareness videos.
Most businesses would be wise to consider using Facebook for their videos as Facebook loves video. As at January 2016, more than 500 million people watched Facebook videos every day (Recode). In February 2016, videos uploaded directly to Facebook generated more than 199 billion views (ReelSEO). (Up-to-date figures, when they come out, are likely to be higher still.)
People scroll through their Facebook feeds expecting to be entertained. They are open to authentic video content that makes them laugh or cry or go ‘wow’. You don’t even need expensive kit to do this. There’s nothing to stop a short video shot on a smartphone going viral, like the one of a person shovelling snow from their yard dressed in a dinosaur outfit.
You can now live stream video on Facebook using Facebook Live. These videos are watched three times longer than regular videos (Mediakix.com) and offer unlimited potential to engage directly with customers. Showing plenty of personality in Facebook Live videos is important and if you get this right you can quickly build brand awareness and loyalty.
YouTube has many plus points, one of which is the fact that it has more than one billion users. It is also the second biggest search engine in the world. People use it to watch music videos and clips of people falling over, but they also search for educational information and useful stuff about how things work. And, as it is owned by Google, a video posted on YouTube is more likely to show up in organic Google search results than one hosted elsewhere.
Another advantage is that you can use YouTube videos to drive viewer action. You can add annotations to your videos and clickable hotspots linking back to your website or ask viewers to subscribe to your YouTube channel. All these features make it a good place to spread the word about your business.
It has its downsides, though. The site is huge, so your video can easily get lost. Plus, viewers may have to watch an ad for anything from a few seconds up to 30 seconds before your video loads. You could lose them before your video starts playing.
The biggest problem though is that YouTube sucks viewers away from your website. You want people on your site so you can drive them along the customer journey using calls to action and relevant links. YouTube works well for raising awareness but less well for the videos a prospect watches when they are close to making a purchase decision (such as product videos). You probably want these on your own website rather than YouTube.
Instagram generates more than 3.5 billion likes a day and with 30% of internet users now on Instagram, you can use it to reach an enormous audience. What’s more, as the platform is owned by Facebook, with one click you can publish a Facebook video directly onto Instagram. For these reasons alone you would be crazy not to at least consider posting videos on Instagram – or at least extracts, as Instagram allows videos of up to 60 seconds only. Instagram also has a useful Stories feature that allows you to post photos and videos throughout the day that play like a slideshow. At the end of the day, the photos and videos disappear. Stories is a great feature for using either pre-made or live video promoting an event and combining them with still photos.
According to Bloomberg, Snapchat’s daily video views grew in the year to May 2016 from two billion to 10 billion. By May this year, daily views are expected to exceed 18 billion. These are impressive numbers but it doesn’t necessarily mean you should post your videos to Snapchat. It has a predominantly young demographic, with 18 to 24 year-olds making up 45% of its audience so it won’t suit all businesses (eMarketer). Another drawback is that it doesn’t use hashtags or help users by recommending people to follow. That makes it harder to build an audience or get found by people who don’t know you already.
Twitter is a good place for businesses to post videos. At the awareness stage of the customer journey, one of the best ways to spread your message is through engagement. According to Twitter, video is the most shared type of media and tweets with video are six times more likely to be retweeted that tweets with photos. Twitter has also jumped on the live video bandwagon with its Periscope app. As with Facebook, this is popular with brands that want to connect with their audience by live streaming events and launches.
LinkedIn in not particularly video friendly. It does allow certain ‘influencers’ to upload video but this feature is not available to the masses – yet. Sure, you can make posts that link to videos hosted elsewhere but not in a way that shows your video directly in people’s timelines. Watch this space, though. LinkedIn was recently acquired by Microsoft, meaning 2017 looks to be an interesting year for the business. Its only a matter of time before LinkedIn opens out video to all its users.
To discuss further how you can produce video for your social media channels, get in touch with us today.