I’ve previously written about how video can skyrocket a
website’s homepage, as well as increasing traffic from Google . Today I want to
look at how video can be used to skyrocket your social media marketing.
Put simply, social media is where your audience is. 72% of
online adults use social networking, over half the UK population have a
Facebook account and Twitter has over 15 million users in the UK. YouTube is
also the second largest search engine, but I’ll save talking about YouTube for
another day.
Social media poses an opportunity too good to miss out on –
the opportunity to develop and grow lasting relationships with your organization’s
target audience.
Because so much of the customer experience lives online
these days, social media allows brands to partake in a customer’s online
experience outside of typical channels.
Potential customers are having conversations relevant to
your organization. If you’re not listening and engaging, chances are your
competitors will be and they will be the ones to win their business.
Social media also provides the opportunity for organizations
to:
Improve understanding of customers
Provide quality, real time customer service
Increase website traffic
Increase brand awareness & trust
Gain backlinks to your website
Because social media is powerful, lots of businesses partake in social media marketing. Bad news is, that means there’s a lot of
competition for attention.
Good news is, great content can help you stand out from the
crowd. Video is the most powerful form of content, it provides an engaging and
entertaining experience that audiences are much more willing to interact with.
According to research by Moz, of the top 50 most-shared
pieces of content on social media, 48% were video, and 24% were image-based. So
it’s clear that if your social media strategy doesn’t include video, your
making it more difficult for yourself.
Tips For Deploying Video On Social Media
Whilst I can’t explain the best ways to deploy video on
every social media channel, I wanted to look at the three main ones in the UK
(this doesn’t include Google+, but this is still important for local
businesses):
Top Tips For Facebook:
Make sure it shows under ‘videos’
You’ve spent time and effort getting your video right, so
make sure you showcase it to every visitor to your Facebook page by making sure
it’s loaded under videos:
Pin to top
If you’re video is particularly good at engaging visitors to
your page, you might also want to consider pinning your video to the top of
your page.
Facebook ads
Using Facebook ads can be a powerful way to get your video
in front of your exact target audience. For example, Storm Fitness used
Facebook ads to amplify the audience of their video, receiving over 2,000 views
from their target audience for under £60 (click here for the case study).
Top Tips For LinkedIn
Include it in your profile
LinkedIn allows you to display videos in your personal
profile (see mine below). Make sure you add your best video content here for
people who connect with you to see. This is a great way to showcase what your
company does in an engaging manner
Share With Relevant Groups
LinkedIn groups are a great way to reach your audience,
especially if you are a B2B organization. You should already be active in
groups which are relevant, so ask for feedback and thoughts on your video.
Top Tips For Twitter
Pin to top
Twitter recently introduced a ‘pin to top’ feature similar
to Facebook’s, which allows you to pin a tweet to the top of your feed, for
every visitor to your profile to view first.
Top Tips For All Social Media
Link posts to landing pages with video on
Posts you share on any social media should link through to
landing pages which include your video, ensuring that clickers are immediately
engaged, making them much more willing to spend time on your website getting to
know your organization.
Read more here.
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