Video marketing on social media is a bit like performing in the street.
If you don’t know what you’re doing, then it’s 90% just you acting weird and people ignoring you as they walk by.
But when done right, you’ll put on something so stunning and irresistible that people will forget about their errands and their problems. You’ll captivate them, draw an adoring crowd…
…and make some good money while you’re at it!
So: how do you get people to notice your social videos, engage with them, and hopefully — convert? That’s exactly what we’re going to cover in this article.
Today, we’ll show you 4 secrets that will help you make the most of your social videos. These are tactics and strategies that most marketers don’t talk about — at least not enough! And the best part is, they aren’t tailored to any single social media site. These tips work for any social media platform, as long as it allows video content (that means all of them).
So if you want to attract more followers, more leads and ultimately — more customers for your business using social media, you’ve come to the right place. Read on!
1. Customize your content to different audiences
If your social media strategy is different for every site you’re using (and it should be!), then it stands to reason that your audiences will be different.
Some will be completely new people who aren’t looking for your brand specifically, but for a solution to a problem, or a key piece of information. Others might be loyal customers who follow you for new product announcements and deals — with an occasional fun posts thrown in.
And of course there will be folks in between: those on the fence, those who don’t plan to buy but still enjoy your content, and others.
Bottom line is, you want to know your audience, and publish the right kinds of videos for them.
Here’s an example we just completely made up:
Let’s say that you have a D2C brand that sells men’s ties. And you have a YouTube channel, an Instagram, and a Twitter account as your primary social platforms.
Your YouTube channel gets views from people who aren’t familiar with your brand. So you create some short and sweet tutorials on different tie knots, and link back to your website. For extra credit, you might even link to the product page with the specific ties you feature in those videos. Go you!
By contrast, you use your Twitter mostly for quick, responsive customer support. So you might publish thank-you videos to give some love to first-time buyers, or short explainers about your return policy, or quick little trailer videos announcing new designs and prints.
And finally your Insta is a mix of new people and loyal customers… so you switch things up! You create giveaway videos for your Stories, publish short tie-tying tutorials (try saying that five times fast!), and helpful videos on how to care for your ties. You can reblog or link to videos from influencers proudly wearing your awesome ties, and do all sorts of other fun stuff.
This is just an example, but you get how it works. There are only two steps:
Step 1. Figure out which different audiences you’re attracting, or want to attract, on each platform.
Step 2. Create social videos to match what they’re looking for. Boom!
2. Grow engagement and ROI using 3 clever “boosters”
“Social media channels have low engagement and bad ROI!” is a common complaint among marketers. And it is valid — somewhat.
Over the past 5 years, there’s been a marked decline in organic reach across different social media sites. That means, your message will reach fewer people, unless you pay to promote it…
…or unless you get clever and use different tactics to boost your engagement and, ultimately, ROI!
Here’s what you can do to make sure that as many people as possible watch and engage with your social videos:
- Use high-engagement formats. Stories and live video are a great way to reach the most active part of your audience. They’re only available for a limited time, they offer more opportunities for interaction, and there’s a lot of creative things you can do with them visually — which makes your content more attractive to your viewers.
- Do “mini-promotions” for upcoming content. Are you going to release a new video? Post about it a little bit in advance! Build the curiosity and direct your audience’s attention to where you want it. You can do this across platforms (like inviting your Twitter followers to check out your Insta story) or within a single channel (like announcing a YouTube livestream with a super-short video).
- Use “soft” scarcity and urgency. Now, a social video isn’t the same as a big-budget movie (obviously). Nobody’s going to rush to watch it before it’s gone. But you can still give your audience a little extra nudge to check them out. For example, you can keep some video content exclusive to one social channel: say, your Snapchat, or your Instagram. You can also use natural scarcity if the subject of your newest video is a contest, or a giveaway, or just a time-sensitive/limited stock promotion.
Of course, these tactics will only get you so far. In the long run, you want to focus on attracting the right people and creating extremely helpful, relevant content… but in the short run, these 3 “boosters” will help you make the most of your social media marketing videos!
3. Increase conversions with a proven story structure
All good marketing videos tell a story. Now, it doesn’t have to be a story in the traditional sense: complete with plot, characters and all that jazz.
But it does need to follow a clear structure — this one:
- Attention-grabber. The first 5 seconds of your video have one job: making people want to watch some more. There’s a literal infinity of ways you could approach your video opening — check out this post for some helpful tips.
- Introduction. What’s the idea you want to convey in this video? This is where you answer that question. Typically, you want to introduce the “conflict” of your video here — lay out the problem your customers need to solve, or make a promise about what they will learn.
- Explanation. This is the “meat” of your video, where you reveal what your viewers need to know to solve their problem or achieve their goal. If your video is on the longer side, this is also the part where you might address objections or concerns they might have.
- Result. Connect what you’re saying and showing with what your viewer wants. Show off the outcome — remind them that it’s going to be worth it!
- Call to action. And finally, give the person watching one simple action to complete. Clicking through to your website, leaving a comment, sharing the video — all these are great options.
Remember our earlier example with a made-up tie company? Let’s map a hypothetical tie-tying tutorial (still a mouthful!) onto this structure…
The attention-grabber could be anything: a beautiful shot of the finished tie-knot with a title card, a blooper or outtake from your unused footage, a fast-paced reel of ugly-looking tie knots — punctuated with distressed emoji faces… like we said, anything that’s relevant and grabs attention!
For the introduction, you can go with a straightforward promise of teaching the viewer to make a specific tie knot in under 60 seconds (or however long) and make it look perfect.
Then, in the explanation, you can take them through each step. If you have time to spare, take a few seconds to explain common mistakes or teach them a neat trick or two to make the end result look better.
Speaking of: in the result, you can just show off the finished tie knot, or put your model in a high-pressure situation — a workplace presentation, a fancy party, an award ceremony, you name it.
And for the call to action, you can do whatever you want: asking people to click through to the store, suggest a tutorial topic in the comments, or share the video with one friend whose ties always look crooked and messy.
And there’s that! Now you always have a solid structure to fall back on, no matter how short your video is.
4. Optimize your videos to the strengths of the platform
Here’s another thing you can do to get your social videos noticed — optimize them for the platform you’re using.
That’s right: just like you did with #1 when we were talking about audiences… but this time, think about the different advantages and disadvantages of each website.
For example, you will want to optimize:
- Length. The rough rule of thumb goes like this: 30 seconds for Instagram, 45s for Twitter, 1 minute for Facebook, and 2+ minutes for YouTube (according to our friends at Hubspot). This isn’t set in stone, mind you — but it is a nice jumping-off point for your marketing experiments!
- Contextual copy. For some platforms, like Twitter, you might not need much copy at all. For YouTube, you will want to put serious work into the headline and the description — for SEO and for making your content user-friendly. Make sure to use hashtag and other keywords that help your videos get discovered, too!
- Conversion and interaction tools. Twitter’s custom calls to action, YouTube’s in-video links and Cards, polls and comments in your Instagram Stories — every platform gives you different tools to interact with viewers and convert them. Know what’s available to you and use it to your advantage!
- Sound. Lots of social media sites will autoplay your videos with no sound. Which is understandable… and also inconvenient! So plan for it and make sure that viewers understand your message even without sound. Use in-video text, clear and bold visuals, and closed captions to give your social videos a leg up!
- Mobile-friendly viewing. 52% of social media users browse them on mobile (this is an average stat, so the number might be higher or lower depending on the platform). That means, you want to create your social videos with mobile users in mind. So: avoid weird aspect ratios, declutter your shots as much as possible, and use a clear color scheme.
Get a free audit of your video marketing strategy for social media
Social media isn’t just a video-friendly space — it’s a “video-first” space. If you want to use these massive platforms to grow your business, then your marketing strategy needs a strong video component.
Once you get the hang of creating engaging, high-converting social videos, you’ll be able to:
- Grow your audience on any social media site you want — and turn them into customers overtime.
- Spread your brand message far and wide, generating massive buzz without wasting your hard-earned dollars on paid promotion.
- Retain your existing customers for much longer, increasing their lifetime value and laying the foundation for future growth.
Sound like a plan? Then let’s talk!
Get a free, no-strings-attached audit of your video marketing strategy from one of our in-house experts here at The Draw Shop. We’ll sit down with you and figure out how exactly you can make the most of your social media videos.
Just click the link below, fill in your name and email, and we’ll be in touch with you to book a time!