Video Content Strategy: What you need to know

Videos are now the most powerful content type on social media. With Facebook and Snapchat reporting 8 billion+ and 10 billion+ daily video views respectively, and Instagram stories recently hitting 150 million daily users, it’s no surprise that people expect to see videos from all the brands and businesses they come across.

As a marketer or business owner, it is a huge opportunity to reach your customers by corporating videos into content strategy.  Find out the 5 insights suggested by Aaron Clossey, Sr. Manager of Social & Content Marketing (Vimeo), and keep these in mind when starting to build out your personalized video strategy for social.

1) Establish your video goals

Whether you’re looking to increase brand engagement, generate leads, or drive conversions via social, make sure you suss out your primary goals before concepting and creating your videos. One helpful trick is to take a look at your overall marketing roadmap: focus on your upcoming launches and campaigns, and then map platform-specific video inputs to back to them.

2) Know which channels to reach your audience

Identifying your target audience and the social platforms they spend most of their time on is key. This will help ensure you reach the right people at the right time.  Also, understand if your fans (and soon-to-be fans) spend most of their time on mobile or desktop: this will assist you in determining things like the optimal length, format, and overall makeup of your videos — specific to each social platform.

3) Cater to the strengths of different social platforms

As with all videos you create, make sure they exude authenticity and tell a story.  But there’s another crucial element all successful social videos must possess: inherent shareability.  Include a compelling thumbnail image and a hook within the first few seconds, and you’ll help to ensure your viewers stay engaged no matter the platform.

4) Extend your reach

So, how to amplify it on social? You’ll want to look at your distribution from a paid, owned, and earned media perspective to ensure you get the most from your efforts.  For paid social efforts, make sure you choose objectives that map back to your overall goal of the video.

5) Measure effectiveness

Measure, measure, measure. You will be extremely pleased when you prove out the value of your investment.  Again, this goes back to the goals you established.  Make sure you have the right tracking and measurement in place in order to prove the effectiveness of the key performance indicators (or KPIs) outlined.  After video goals are established, dial down to the primary metrics you’ll need to focus on.
(Fun fact: when it comes to assessing which content marketing types deliver the best ROI, over half of marketers say it’s video.)

How to figure out these tips? Read the full article HERE.

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