What are the Best Types of Video to Use on Social Media?
In the content revolution of today, video continues to be at the forefront, with 72% of businesses claiming that video has helped them increase their conversion rate. But despite that, most startups and SMBs have yet to utilize video marketing to their full advantage. Look for ways to launch your video marketing campaign or improve and refresh your existing one. When it comes to video production, lack of creativity is often a bigger issue than upfront costs. If you don’t know how to diversify your video portfolio, take a look at some of the most engaging types of video on social media today.
1. Live Streaming
Live Streaming makes it quite easy to connect with your audience, and the best thing about it is that it costs nothing. All you need is a phone with a quality camera, full battery, and a topic to discuss. These videos are most effective for product information videos, behind-the-scenes looks, Q&A, announcements, and events. To successfully utilize live vertical videos in your video marketing strategy, you can:
- Create a regular streaming schedule and live stream every week at the same time.
- Test your setup to make sure everything works properly.
- Promote live streams on all your social media profiles and pages.
- Invest in good lighting and sound.
2. Question and Answer (Q&A) Videos
Q&A session videos are excellent for opening a direct line of communication with your followers on social media. Also, they are a great source of content topics because your audience will tell you what they think is relevant and tell you what they want to discuss. You can cover anything you wish in Q&A sessions – from what your business purpose is and how you came up with the idea for your product, to what your company has coming up that they should be excited about. Also, Q&A sessions create an additional layer of transparency between you and your followers by showing them that when they have a question, they can ask you for the answer directly. It’s one of the most authentic ways to connect with your audience.
3. Informational Videos
If not appropriately produced, informational videos can come off as dry and dull. The content should be exciting and provoke people to want to share it. These videos can cover any topic, and you should aim to produce valuable content that’s likely to be shared on social media. Infuse your videos with personality, don’t make them too detailed or too long, and analyze their performance to determine the type of videos you should produce in the future. Pay attention to the comments on social media because your audience will most likely express what they would more.
Look for a way to inject some authority into your mix of funny, engaging, educational, and humorous videos. Interviewing thought leaders from your industry is also an excellent way for meeting industry peers and building relationships with them (as potential referral partners.) A good interview should feel unscripted but follow a set of guidelines. Launch an interview series, invite a different guest every week, ask them to share their thoughts, expertise, and business philosophies. By inviting well-known experts on your interview show, you’ll also get a positive brand association.
5. Company Culture Videos
If a brand offers total transparency, consumers are more likely to be loyal to it. To capitalize on that fact, you should create company culture videos. Today’s consumers like brands with personality and company culture are the incarnation of your brand personality. Even if you don’t have a fairytale company culture, like Pixar or Google, you can still share it with your viewers. Include a snapshot of a regular day at the office, short employee interviews, birthday parties, pranks, game days in the office, and other events. The purpose of these videos is to show that your brand is not just a name and a logo, but a company of people who work together to achieve things they believe in. Be sure to find and maintain a unique visual style. Keep the vertical videos for Stories and horizontal videos for Newsfeed, add relevant hashtags, text overlay, and titles.
One of the most shared videos on social media is tutorial videos because they have mass appeal. They can be broader topics that relate to your industry or audience or can refer to the products and services you offer. Tutorial videos should be short enough to be engaging and long enough to show every step. Also, they should be informational, educational, clear, and entertaining. To incorporate tutorials into your video marketing, ask your audience what tutorials they would like to watch, make the videos on point, and keep responding to messages and stay active in comments. At the end of the video, use a clear CTA.
How can brands build a robust video campaign? Well, the only way is going step by step. Choose a few types of videos to infuse in your video marketing strategy, and start creating and analyzing their performance. By producing various kinds of videos consistently, you can reach audiences from different demographics and platforms. Make sure your video content continues to grow and be more diversified, so your social media continues to attract more people.
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