Video is an excellent way to build a brand on social media. After analyzing more than 16 million social media posts, Buffer concluded that video gets significantly higher engagement than photos, links, and any other type of post. Animoto also surveyed over 1,000 consumers and found that 84% had liked a company video on their news feed and about half (48%) even shared the said video on their profile. Finally, according to the Online Publishers Association, 80% of Internet users recalled a video ad they'd viewed in the past 30 days, 26% of them looked for more information on the subject, and 22% visited the website mentioned in the video.
While experts agree that social videos work, trying to figure out what types to use can be daunting for content creators. Here we'll shortlist the types of videos that work best on social media platforms, plus some examples to inspire you.
Tutorial or how-to videos provide incredible value to your social media pages. Your customers benefit from having a resource that they can come back to and take action on later, while you establish your credibility in your field.When trying to come up with tutorial topics, think about what the business specializes in, and what expertise you can share with your followers. Videos that teach people something related to your product or service will also keep your brand at the top of prospective customers minds.
Here is an example of a tutorial video from Apple, known for their excellent phone cameras, on how to apply the photography rule of thirds on an iPhone.[embed]https://www.youtube.com/watch?v=W_0k-JXFaWA[/embed]
Fans love seeing what goes behind the curtains at your business. When customers follow a brand on social media, they may not know immediately what the brand's identity is. A behind-the-scenes video will make you dig down on what the business is about, and help you connect better with customers as they learn about the company's personality and culture.In the video below, Purple, a mattress manufacturer, takes the viewer on an entertaining tour of their factory while also sharing the story of their brand:[embed]https://www.youtube.com/watch?v=jZsuBAueLSc[/embed]
Interviews are a great way to engage your customers. You may want to sit down with an executive, a relevant influencer, a team member, or a customer, and prepare questions that will prompt the interviewee to tell a story that will make for an engaging video. Be sure to include B-rolls (i.e. footage to cut away to while someone speaks) that will reinforce the speaker's points.Below, Zendesk interviews their customer, Lonely Planet, on how their company uses the platform to provide customer service.
Creating video content is a time-consuming effort, and user-generated videos are a great way to get fans to help you. Start a hashtag campaign, hold contests that will gather user-generated content, collaborate with influencers, or be on the lookout for videos that customers have posted on their own.Here is an excellent customer video, with over 1.6 million views, that GoPro shared on their Instagram page:[embed]https://www.instagram.com/p/B1ZZIQNnr_y/[/embed]
According to Internet Retailer, 85% of customers are more likely to purchase a product after watching a product video. Explainers are a great way to engage your audience and inform them about what your product or service is about in a brief but succinct manner.The best explainers talk about a problem, a pain point, and how the product or service can solve that. Show them how your product can make the customer's life easier, just like this animated explainer from Dropbox.
As results have shown, video has become an essential component of any effective social media strategy. Consider using these types of social videos as you create your video content to engage the audience, build credibility as an expert on the field, and drive business.
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