Video Talk: Incorporating Video Content Into Your Social Media Strategy

Why Video Content?

For years people have been saying the next big trend on social media is video. More video content. Get in ahead of the curve and start producing video content now! What was the next trend has already arrived. It is time to start engaging our followers with video content or be left behind.

We created our June Video Content Challenge to help all of us jump-start our video content game.  It’s also a great way we can help each other as we take a 30 day (or more) adventure through the land of video. We even created our first social media video in quite some time to talk about it!JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGLWlBdzl5OV80Wm8lMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

The Numbers Say It All

85% of US Internet users watch video content on their device monthly.

Videos are the consumers favorite type of content to see from a brand they follow.

Videos engage people for a longer amount of time, meaning they stay on your post/site longer.

Video is 95% more captivating than other types of content.

54% of consumers want to see more video content on social media.

With numbers like this, it is hard to deny the need for businesses, bloggers, influencers and more to start engaging followers using video. So how do you even start? Buy an expensive camera? Hire a video production team? Maybe, the first step should be deciding on a content-based strategy. One that allows you to plan out what value video could add to some of the content you are already posting.

If you are a JRH Graphics client, I would recommend that your first step is to review the 9 Essential Posts for Businesses on Social Media and look to see what types of posts we are already doing could be enhanced by adding a video component. If you want a  free copy of the 9 Essential Posts, just click here and provide your email!

Let’s Start Creating Video Content

First, its time to jump right into making videos. We all need to move past the excuses (I don’t like the way I look on video, I don’t like the way I sound on video, I don’t know what to say about my business on video). You can choose to make excuses or you can choose to grow your business! Videos are simply a tool you now must use to grow your business.

Secondly, start videotaping everything you do! Meetings, presentations, group discussions, if you think you may potentially discuss a topic that would make great content on social media then ask the other parties if its okay to tape the meeting with the camera focused on you. You can later edit it down and use it for important sound bytes or video clips as needed. How many times have you regretted not capturing something on video? Taping everything will prevent that regret.

9 Ways to Create Brand Appropriate Video Content

1. Go Live

You represent your brand and your business every day in Live interactions with customers, over the phone and on social media. You absolutely should know your business and brand well enough to “go live” once a week. It’s an opportunity to interact with your users in some way on a topic that matters to both parties. Provide value to your customers with these live videos by helping them solve a problem or answering a question. When you are feeling good about your ability to go live, look at other opportunities like going live at an event, using the event hashtag to cross promote your business by providing added value to the discussion.

Live videos are great for announcements about your business, behind the scenes looks at your company and mini product tutorials.  Whenever possible try to go live regularly, at the same time each week and promote/provide the topic discussed in advance. This will get your viewers in the habit of looking for your live videos at a specific time. The best part about Live videos is it is okay for them to be a bit rough around the edges, so this is truly a great place to start!

2. Create Video Content That Answers Questions Your Followers Have

Do your fans and followers ask you questions about your products or services? Are you answering the same question numerous times? It is time to create videos that answer these questions. You are automatically filling a need. Your followers need answers to help them understand your product and brand. And you are investing in the success and training of those using your product/service.

If you don’t think your followers have questions, ask them! I recommend going onto Instagram stories and using the questions feature. Ask them about challenges they face daily. How do they use your product and service? What do they wish your service provided? I bet you will be able to create at least 5 videos that answer a question for your customers just from a single Instagram survey.

3. Tutorials or Product/Service Informational Videos

Do you have a product or service that you regularly need to provide one on one training for? Or maybe a service you offer solves a variety of problems for the person using it but many people don’t recognize the hidden benefits. Doesn’t that smell like a great opportunity to create some video content that is useful for your followers and has the potential to streamline your business?

The key to these types of videos is to make sure they are not too long and technical and they aren’t dry and boring. Enfuse your videos with energy and some excitement. Quirky is a great way to create interest. You want your videos to engage followers as well as provide useful information.

Say you have a service that has 5 hidden benefits other than the intended use. It is better to create 5 or 6 separate, quick paced and fun videos for sharing on social media, even if you also create a separate video that includes all 5 benefits so you that to provide as a teaching tool to those using the service.

4. Create Some Behind the Scenes Videos

Everybody loves to get a special peek to see what is behind the curtain. In my personal experience, this is the best performing type of video content. We are all a bit curious about what brands are like behind the polished facade. The key with this type of video is to allow some personality to show thru and to be a bit more casual than in other videos. However, it is important that you remember you are representing your brand and you should do so according to your standards. Some great uses of Behind the Scenes Video content include product launches, special events, highlighting a collaboration with another company, or even a day off with the boss! Just make sure the video is short, entertaining, and adds some value (like actually showing some behind the scenes stuff)!

5. Customer Service and Customer Feature Videos

Do you have regular customers that come in weekly? A customer who uses your venue or service in a unique way? Why not take a 60-second video to feature them (with their permission of course)? One of the things that make your brand unique is the customers/clients you attract and this is a great thing to feature in a video.

Tell the story of your customers. Show how you solve their problems. Highlight all these happy customers that love your business. Stories sell and the stories of your happy customers on video has an incredible power to help you build your brand. You can even ask customers to submit videos with their customer testimonials to be shared.

6. User-Generated Video Content

User-generated content is like when your best friend brings you dinner and wine because they knew you had an awful day. It is a gift from above and like winning the jackpot for several reasons 1) free content for you 2) expanded audience of the original poster 3) User-generated content connects to more people than brand generated content 4) free marketing.

Specific Rules for User Generated Content

So if you are lucky enough that a user creates a piece of video content that features your service or product this is a mega win. Watch the content closely and review the other content featured by this user before you blindly post. If the content aligns with your brand, messaging, and quality is up to standards and you wish to share it you must first ask permission from the user who created it. Also, ask if there is anyone you should give credit to when you post, and any hashtags that should be used. Do not use user-generated content and videos for promoted posts or advertisements. If you do they can legally ask for a portion of each sale that was generated from the use of the content they created.

They Created Content for You for Free- Thank Them A Lot

When you post the user-generated content make sure to thank and tag the creator in the caption and make sure you tag them in the photo/video as well. Be super nice to them and more user-generated content will follow. From them and others who saw that you shared the content and were super nice too!

7. Create Employee Focused Video Content

Do you have an employee recognition program? Or is one of your team members getting a well-deserved promotion? This is a great opportunity to create some employee focused video content that can highlight the unique culture of your business. As well as show off the accomplishments of your stellar employee. It’s a humble brag with a video component.

You could also create a day in the life series and create video content around what the day in the life of one of your brand consultants is. Follow the employee as they complete the unique tasks throughout there very interesting day.

Your employee is your greatest asset and has the potential to be an amazing storyteller and brand ambassador. Prep them well for the video but don’t overcoach them. Make sure they are aware of the expectations and the brand standards that must be represented but allow them some free reign in the creation of the video content. The business gets the final say in what is posted to the business account but you want the content to be a real team effort. If you picked the right employee to feature, have confidence that they will shine.

As a side note- don’t plan to film these features on a normal day. To keep them exciting for your followers make sure to tape them on a busy day in the life kinda day.

8. Brand Takeovers

Uh oh, who just took over your Instagram page! Don’t call the IT Specialist in just yet! Remember, you handed over Instagram to Brand B Coffee because you have worked together many times and have a similar clientele that doesn’t always shop at both locations. But your baked goods and Brand B’s coffee are a perfect match! This also means that you have control of their Instagram for the day. Well, how fun is this! Hmmmm, now what is it that you are supposed to post again?

Remember, this is a huge opportunity for each brand to introduce themselves to the other brands loyal followers and while the story and videos should remain somewhat unscripted you should have each reviewed an outline of what will be reviewed. Make sure you plan to touch on the features and benefits of each others brand and share your mutual admiration for what each does. It is important that you both talk about what your brand differentiators are, how you will be working together, and why your followers should take the time to visit both Baked Goods + Brand B Coffee.

9. Create Some Quirky, Unique or Unusual Video Content

Don’t forget that engagement is the name of the game and sometimes it takes a bit of outside the box thinking to come up with the perfect idea that will engage and become viral. It’s okay to think outside the box and create content that is outside of the box as long as it ties back to your business and brand in some way. The danger of creating videos that are too quirky is that they will remember the video but they will have no idea what the video was actually promoting or what company had paid for the ad. Great job creative, bad job branding and marketing.

Are you ready for Video Now?

We hope that the different types of videos we discussed in this post help you understand how you can create more video content within the structure of your content calendar simply by adding some video to the stories you are already telling because you are following your 9 Essential Posts for Every Business Worksheet. Start by going live and work your way into creating other video content. Video content in stories such as on Instagram, Snapchat and Facebook can be a little rough around the edges, that is expected. However, video content in your feed should be more polished and professional.

Keep in mind with all your video content that it should be short, concise and beneficial to the person watching. Break the videos down into easily digestible segments to increase retention.  Plan your videos in advance and make sure to follow an outline so you present a well-organized idea.

Now get out and start making some videos, we can’t wait to see what you come up with.

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