Video is an undeniably popular element of social media marketing. Whether or not your brand has already actively made it part of your content strategy, there’s no time like the present to try a little something new. With that in mind, here are six steps for your brand to take to try new video on social.
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Step one: Find your audience
Ideally you already know where your target audience likes to spend their time and you also have an active presence there. If you don’t, or it has been a while since you checked in on them, it could be time to make sure you’re spending your efforts in the right places.
Be sure you really understand your audience. This is vital to informing all of your social media strategy, not just the video portion of your content marketing.
Step two: Investigate your video options
Now that you know where your audience is, find out what your video options are in that place or in those places. What native options do you have vs. what other video platforms can you share from? Research probably exists around which format is more successful (it’s usually whichever is native, but there are always exceptions), but you always want to take some time to test different options for your particular audience.
Which brings us to step three.
Step three: Test and measure
Test your native video options, test some third party apps you can post finished products from, test some tried and true sources like YouTube and Vimeo. Which ones do your audience respond best to?
Be sure you’re accounting for different variables like the hashtags you’re using, the time of day you’re posting, the language you’re using (does it match your brand voice and adhere to your style guide?) and more.
If you need help measuring to see what’s working (and not working) easily, we can definitely do that!
Step four: What can you do to minimize your work?
Once you know what’s performing the best, definitely schedule your content with that in mind while still leaving some room to keep experimenting with new platform updates and third party apps that come out. The amount of room you leave for that will depend on your resources, of course.
If you have a smaller team you want to choose the video format that will work across platforms, but that you can still tweak for each place. Longer YouTube videos can be cropped and used as GIFs and you can take Boomerangs during the filming process to use as behind-the-scenes content and teasers, for example. The point is to work as smartly as possible, maximizing your resources.
Step five: See what the competition is up to.
It’s always smart to keep an eye on what the competition is up to. Are they on a platform that you’re not? Do you have the time to test it? What can you give your target audience there that they either haven’t figure out is a need yet or haven’t gotten around to filling?
Use their activity to learn about your target audience and provide value that they’re not. You can draw inspiration from their approach as well, without ever outright copying them. The same goes for prominent influencers related to your industry.
Step six: Look elsewhere for inspiration
Finally, you also want to take some time to see what cool things are brands and/or influencers outside of your industry are doing that you can draw inspiration from. Think about how you can make what they’re doing work for your brand.
You might just come up with a whole new way of reaching your target audience that your competitors never saw coming!
Not sure how to go about setting up a social listening system to encapsulate all of this? We can help. Just shoot us an email or click on the button below.