VIDEO – It’s not just for You Tube

by Belinda Lyle in Content Marketing

Visual story telling can be a powerful way to get your message out to your target audience.

Are you using video on your social media?

Video has expanded beyond YouTube. Channels such as Facebook, Instagram through newsfeeds and Instagram stories, Snapchat and Twitter is where audiences are starting to appreciate a lot more video content.

Facebook is even giving video preferential reach over text and photos.

Ten years ago, most of what we shared and consumed online was text. Now it’s photos, and soon most of it will be video. We see a world that is video first with video at the heart of all our apps and services.

– Mark Zuckerberg

Facebook Founder, Zuckerberg goes on to say that 90% of the social network’s content will be video-based by 2018.

So what does this mean?

It means you can’t ignore video as part of your content marketing strategy.

Video is the future of content marketing.

Adding video to your marketing strategy does not mean spending huge dollars.  Yes, there are times where you may need to call on the experts to produce professional video. However, in most instances, video can be taken on your smartphone.

What can I include in my video marketing?

Content marketing is more than just talking about your brand and definitely more than asking people to buy your product or use your service. It’s about people getting to know more about you so that when they come to buy or need your service, it’s your business that is front of mind.

Here are some video ideas that can get a lot of audience engagement on social media:

  1. Behind the scenes

For example, a look at your factory floor, the way a product is made is often of interest to your audience. It can subtly show attributes relating to your organisation such as quality, teamwork and safety standards.

  1. Introduce the team

People love looking at other people!

  1. Add some humour

Give an insight into your organisations culture – it’s not all work and no play!

  1. Educational / Informational / Instructional videos

Providing valuable material to your audience is the essence of content marketing. It may feel like you are giving away your intellectual property, but, two things – it proves you are an expert in your field and secondly, it’s a way for people to find you through Google and other search engines.

How To ….

5 Ways to …

  1. Go for an emotional response

You’ve seen them. Those videos with content that provoke an emotional response. The cute dog or cheeky kid.

Maybe you could do a story about the charity you support or how you made one of your clients feel after completing a job.

Tip – Don’t procrastinate too much over your initial video content.  Just pick something and run with it!


Live v’s pre-recorded video

Don’t stress about doing live video.  If you are not up to using Facebook Live, then don’t.

Just start with some pre-recorded video.

Remember, your video does not have to be a work of art. In fact, sometimes the ‘rawer’ the video, the more traction it gets.

Not everyone is comfortable talking in front of video. I have seen the most educated, outgoing social butterflies go to pieces when a camera is pointed in their direction.

Tip – Find out who in your organisation loves the camera and start rolling! 


Video Tools

Got an iphone?  Video taken on your iphone can be quickly edited using the iMovie app.

We need to assume that most people will watch video without sound when  scrolling through their newsfeed. Yes, we are going back to the silent movies.

Tip – Reach your target audience. In silence. Always add captions to your video.


Leverage your video

I preach regularly about re-purposing your content to get the maximum reach from any material you go to the effort to write. The same applies to your video. Get it out there!

Remember though, most people are NOT going to watch long versions. The length of your video does depend on the channel you use. For example, people may watch a 3 minute ‘How To’ video on You Tube but are unlikely to watch a 3 minute video when scrolling through their Facebook newsfeed.

Here’s how to leverage your video –

  1. Pop it onto You Tube
  2. Facebook – rather than as a post which will decay over time, pop it into the Facebook video section (you can even set up playlists)
  3. Instagram
  4. Instagram Stories
  5. Add it to your newsletter
  6. Embed it into your website. Your video may even form part of a blog.

Many small business owners avoid using video because it can be daunting.

Don’t be intimidated.

It’s time to get on the front foot and incorporate some simple video into your content marketing strategy.