Social media videos add a powerful punch to your marketing strategy. In fact, recent numbers suggest that videos get 41% more clicks than text and drive more engagement. But not everyone wants to be on camera. Don’t panic! You can create videos with other material that will engage your audience without you having to play a starring role.
Before you start creating social media videos, give careful thought to your business goals. What do you want to achieve? Be as specific as you can. For example, your goal might be to sell more products, gain new followers, or increase brand loyalty. Even if you want to do all of these things, choose one to focus on and develop your video to support that goal.
Decide what kind of video you want to create
Once you have your business goal in mind, you can decide what kind of social media videos you want to create. Here are some of the most popular types of video.
Testimonial videos
Testimonial videos are a fantastic way to increase your brand’s authority. If you have an especially happy customer, ask them if they would be willing say so. You’d be surprised at how willing people are to say nice things! Check out this example about the communication platform Slack.
Even if your customers don’t want to appear on camera, maintain a collection of quotes from satisfied clients that you can integrate into slideshow videos.
Tutorial videos
The objective of this style of video is to teach your viewers something new. Many tutorial videos show a person completing a task step-by-step, but it’s not the only way. You could use a series of high-quality photos that show a task at each stage of completion, along with text and voice-overs explaining each step. Do you sell a product that needs to be assembled? Show your customers how it’s done!
No assembly required? Don’t be afraid of the word tutorial. Consider a “how-to” video that shows different ways to use your product, or describes new reasons to take advantage of your services, or answers to FAQ (frequently asked questions).
Profile videos
When we hear “profile” we usually think of people, but you can use profile videos to showcase a product, a service, an experience, or even your whole company. For example, if you’re launching a new product, give people a demo of how it works. If you manufacture a product, create a video with original behind-the-scenes footage of your production process. If you’re in the travel industry, try featuring the landscape of a must-see destination. Or give your customers a new insight into your company history. Don’t have a ton of video? Use beautiful photos linked together and supplemented with sound and eye-catching text.
Animated videos
Animated videos can cost more to produce, but they’re also incredibly popular. If animation is a good fit for your company’s brand, animated videos can be a great way to share your message. Not sure where to start with animated video? Have a peek at Animaker.
No matter which type of video you choose, remember that the most successful videos tell engaging stories in a compelling way. Ask yourself: Would I want to watch this? If not, keep brainstorming!
Collect your material
Once you’ve decided what type of video you want to create, collect all the material in one place. You probably have more content than you realize! Here’s where to look.
Marketing assets
Review your existing print and digital material, including marketing brochures, catalogues, and your website. What pictures and text can be repurposed and included in a video? Your company logo, signage, product shots, and graphics are all good candidates. Do you have a library of photos that didn’t make the cut? Have a second look to see if they fit your current needs.
Social media posts
Your Facebook and Instagram stories can make great additions to your video footage. Review the videos and photos you’ve posted, and add them to your inventory. Also, keep your eyes open for photos and videos that others have posted about your company. If you like what they’ve shared, reach out and ask if you can use it.
User-generated content
Worried that you don’t have enough to work with? Ask your customers and your fans to help you! Put out a call on social media asking your fans to submit their photos or videos, or consider running a contest. Just remember to obtain their permission before using their photos or videos.
Create an outline for your video
Once you have all of your material in place, you can determine if you have any gaps to fill. Outline the message you want to convey and write out the storyline. Then, make sure you have photos or video to cover each part of the story. For instance, if you’re making an instructional video, you need to something to address each stage in the process.
This step is important because it will ensure that your story is complete. If you skip it, you risk creating a video that isn’t coherent. Fill any gaps, and then use your favorite editing tool to create your video. Looking for ideas? Check out this list from Social Media Examiner.
Don’t forget that each social media platform has its own specifications for the size, dimensions, and ratios for the best video experience. Before you start editing your videos, make sure you’re working with the most up-to-date specs.
Follow social media video best practices
No matter what kind of video you produce, keep these best practices in mind as you work on your video.
Choose length wisely: Best practices vary based on video style, but studies show that most viral videos are between 30 seconds and three minutes long, and videos longer than five minutes don’t perform as well as shorter clips.
Create a fabulous opening: Research suggests that viewers decide in less than three seconds whether or not to keep watching. Open strong.
Prepare for silence: As much as 85% of Facebook videos are watched without sound, so you need to make sure that your videos don’t rely on it. Use subtitles and other text to make sure that your fans still get your message even if they don’t have the volume turned up.
If you want more tips on how to integrate video into your social media marketing strategy, check out our post on video marketing on Facebook.
Have you developed videos without appearing on camera? Share your experience in the comments below!