Love it or hate it, social video is here to stay.
And judging by the numbers, consumers love it – a lot!
On Facebook alone, users watch 8 billion videos (or 100 million hours) per day. Across all social media platforms, video consumption is growing exponentially.
That means, if you’re considering adding whiteboard video to your social media marketing arsenal, now’s the time! And it today’s article, we’ll give you 6 actionable tips to get started.
Full disclosure: the first one sounds a little weird! But trust us – it’s important…
1. Assume you have no audio…
…because oftentimes you won’t!
Most social media feeds autoplay videos with no sound – which is convenient for users, but infuriating for marketers. It means you have less opportunities to grab the viewer’s attention and less time to do it. Because, unlike with a landing page, they don’t even have to close the tab or navigate away – all it takes is to scroll down!
So don’t rely on your snazzy background music or amazing narration to hook people in. Instead, do everything in your power to make your visuals sizzle, crackle, and pop from the first second! Usually you have about 10 seconds to captivate the viewer. On social media, that opportunity window can shrink to 6 or even 3 seconds – so make every moment count.
The good news is, whiteboard videos tend to stand out on social media – so all you really need is an engaging intro. Here’s a good primer on how to create the perfect opener.
2. Focus on entertainment and emotion
On social media, your whiteboard videos are constantly competing for attention. With rare exceptions, your customers don’t see them in isolation… but in a feed chock-full of distractions.
And while you don’t have to fear that someone’s elderly aunt will outshine your content with her scathing post about “the youth these days,” let’s face it – there are plenty of entertaining things your viewers could look at instead.
Make sure your social whiteboard video is one of them!
Emotional content equals shareable, engaging content. That’s why you want to create a video that makes people feel something.
- Entertain them with a humorous, ridiculous video
- Blow their mind with an insight they’ve never thought about
- Or make them curious to learn more about a topic
Some would even say that making people angry also works for boosting engagement and attracting traffic and shares. And while it does (no point denying the facts), we don’t recommend it. Let’s stay ethical and positive as much as possible!
3. Repurpose your whiteboard videos for social media
As much as we love using whiteboard video for social media, even we have to admit: stuff’s expensive. And while usually the ROI makes it worthwhile, social videos simply don’t have the same money-making potential.
So no matter how huge and profitable your business is – you shouldn’t create whiteboard and cartoon animation videos just for your social media marketing. Or your CFO might storm into your office one day and yell:
“We spent how much on social this quarter?! That’s it, I quit!”
To avoid this, try and repurpose your existing whiteboard videos for social media. You can do it in one of two ways:
- Create “social media friendly” versions of your whiteboard videos by editing them down to 30-90 seconds. Think of it as making a trailer, or a “highlight reel.”
- Take a clip from your “main” video and convert it into a social whiteboard video. It takes major scripting and animating chops to make a video that can be broken down like that without butchering the message – but some companies (like us!) can do i it for you.
Did you know your marketing video needs 10 essential elements to be high-converting? We have developed a neat checklist you can use to fail-proof all your video content before you release them to the world. Click the link right below to grab it:
4. Keep it short(er)
When people ask us how long a whiteboard video should be, we usually say, “As long as it needs to be to get your message across.” Conventional wisdom often gasps in horror at any video content over a minute long – but we don’t share that view.
Except when it comes to social media videos, that is.
If you plan to post a whiteboard video on your Facebook, Twitter, Instagram, Pinterest, or wherever, it had better be as short as you can make it without sacrificing too much of the message.
To give you a simple rule of thumb: 15 seconds is great, 30 is good, a minute is OK, and 90 seconds is pushing your luck – but acceptable.
And by the way:
We don’t mean to say that longer videos have absolutely no place on social media, under any circumstances. Sometimes they are appropriate – especially when there’s no way to cram your message into a 30-second video. But if you do post longer whiteboard videos on social media, don’t be surprised if your engagement goes down!
5. Don’t even THINK about selling
OK, we may be going a little overboard here.
You can think about selling on social media all you want. Just don’t do it.
Imagine you’re out with friends, chatting and having fun… and suddenly a stranger approaches you trying to sell something. If you’ve ever been overseas, you don’t even have to imagine it.
That intrusive, icky feeling you get when someone surprise-pitches you on something is universal. That’s how most people feel when you try to sell them on your products or services through social media. And the fact that you’re using awesome-looking whiteboard videos to do it doesn’t help. So don’t do it to your potential customers!
Of course, this raises the question: what do you do if not sell?
We’re glad you asked! You can: entertain, answer objections, teach people something new, ask questions, bust misconceptions, announce relevant news, give thanks, brag about your achievements, congratulate – you name it.
And sure, your eventual goal is to sell more of your product or service. But with social videos, you want to prioritize something else…
6. Remember: you have only two goals
Broadly speaking, you can use social video in one of two ways:
- Generating traffic and leads. You can do that by linking back to your website every time you post a whiteboard video on social media, and directing people there through a compelling call to action. For example, you could post part of a video on your socials as a teaser, and then tell them to watch the rest on your site!
- Driving engagement. More views, comments, and shares will help you get a bigger social following – which in turn will mean more potential customers down the line. Because video is about 1,200% more engaging than other types of social media content, it’s the perfect tool to grow your audience!
Of course, this is not a black-and-white choice most of the time. More often than not, your traffic and lead generation video will also boost engagement, and your engagement-focused piece will give you a bump in traffic and leads.
Still, you want to prioritize and pursue one goal with each social whiteboard video you post!
Going beyond social whiteboard video: what else can you do?
Using whiteboard video for social media is just one of the many things you could do. It’s a flexible tool that can help you tackle every business challenge: from hiring, to employee training, to sales, and more!
The problem is, there are dozens, if not hundreds of tactics and strategies you could be using. How are you supposed to decide where to invest your time, energy, and money?
It’s our job to stay on the cutting edge of video marketing – so you don’t have to!
For example, would you like to find out 10 ways a simple whiteboard video can help your company grow and prosper? Then download our free checklist to find out: