Video and Social Media, a Match Made in Digital Marketing Heaven
For years, YouTube has dominated the video market when it comes to long-form content. After all, the Google-owned platform has an insane amount of content creators, who upload 400 hours of fresh content, each passing minute. In order to cash-in on the long-form video content market, Instagram launched Instagram TV (IGTV) recently, which allows its billion-strong users to upload videos up to 1-hour in duration.
The launch of IGTV makes perfect sense for the social media giant. The number of people watching videos longer than 20 minutes has risen considerably, while short videos have lost significant viewership. IGTV isn't the only way Facebook is vying for the lucrative eyeballs. Last year, Facebook launched a video tab in the US, which allows users to specifically flip through video content on the platform, much like YouTube. It also inked deals last year with millennial-focussed content creators, including Vox Media and BuzzFeed, for original video content.
Creating Diverse Video Content is the Key
Explainer videos on your homepage are great to educate consumers about your product. However, keep your video content diverse to increase awareness and engagement. For instance, if you are a food delivery business, making food-recipe videos is the most obvious kind of content. Mix it with ideas such as origins of different kinds of food, how food has shaped different cultures, the importance of food in religion, and so forth. Experiment with different durations, too, to see which ones fetch you the most traction.
By keeping it diverse, you tend to understand your audience better, which can be helpful for your advertising campaigns.
Use Live Streaming
In 2017, 20% of all videos on Facebook were live streams. Live videos are a great way to let your audience in on behind-the-scenes action. They are also, relatively, inexpensive to execute. Most times, your phone camera and a tripod stand will suffice.
Your video content should be relevant to your target audience as well as the platform you are posting it on. Educational content, for example, is more likely to fare better on YouTube. Similarly, emotional content is likely to get better engagement on Facebook.
Most importantly, though, it is imperative that you start. Rehashing your best-performing blog content into short videos is a good way to get comfortable with videos. It is also important to make a content calendar for videos. You have to stay consistent to drive results. Planning ahead also allows you to dedicate an entire day to shooting your videos, which helps you save on setup costs.