As every selfie-lover knows, social media has (quite literally) taken over as a main way of communicating, gathering information, and engaging in today’s digital world. There aren’t many brands out there that haven’t jumped on the social media bandwagon, using social platforms as cost-effective ways to speed the process of finding customers, increasing brand engagement, offering direct service, and monitoring brand reputation.
Companies quickly learned they could use owned, earned, and paid social media to create, solidify, and nurture customer relationships, an integral part of customer experience. But, mundane text and stock photo posts no longer make the cut. Social video is now the key to your customers’ hearts.
Social videos are designed to be more digestible than long-form video, typically created as bite-size clips that are easily shareable across social networks. There’s a reason why YouTube has over 1 billion users, and Snapchat has over 8 billion daily users—video connects with viewers. Messages become easier to remember, more engaging, and ultimately more likely to elicit an action.
Here are 3 easy ways to include social video in your marketing strategy:
- Direct community engagement
An example of this would be a video series related to “Ask the Experts,” soliciting questions via social media channels and then having an internal product expert or thought leader answer in a 30-second video. This type of content is highly shareable, provides your followers and prospective customers with a way to receive personalized responses, and drives opportunities for further engagement by your sales team.
- Product storytelling
Because channels now auto-play in feeds with the sound off, there’s been a rise of brands utilizing creative silent-film storytelling in their marketing videos. The style is forcing marketers to focus on the human subject and tell a compelling story that elicits response, as opposed to conducting a traditional, brand-focused interview. And now, YouTube is posing a new challenge to brands–tell your story in under 6-seconds.
- Live video
Although a scary concept because of its seemingly unscripted nature, live video actually has considerable behind-the-scenes preparation. The only real difference is the ability to directly broadcast to viewers, which increases authenticity and transparency. Live video can also open the door for additional interactions with platforms, like Facebook Live and Instagram Live allowing followers to pose questions in real-time.