We can say that the world of video marketing is constantly evolving, especially with the rise of social media videos. A few years ago, companies were still skeptical towards their presence on social media, whereas now it would be hard to imagine marketing without it. Companies are now allowed to improve their brand awareness, create stronger relationships with customers, present their values to audiences. Moreover, they can sell their product or service online. This is why it is expected that the marketing and communications will move significantly to digital platforms. How can businesses use these advantages online world has created for them? Do the same rules apply to the social media marketing as they do for the conventional marketing?
They do, and they don’t. The goal is still the same: achieve a sustainable competitive advantage, but the social media marketing has one goal prior to that – inform and entertain the online community. One of the ways to do so is by creating videos. Keep in mind that people prefer social videos with a dosage of humor and relaxation. That is why they are the most popular product of online competitive marketing. However, creating videos with a more serious note is not something you should give up just like that. Think about all the video material you could include in your social media accounts: tutorials, testimonials, updates, interviews, company culture, etc. It’s up to you to set the tone!
The length of your video depends on the social network you decide to publish it on. If you want to publish a video on Facebook, the maximum length is 45 minutes, but don’t be fooled by that information because nobody will watch it until the end. Buzzsumo analyzed 100 million videos on Facebook and said that the sweet spot for video length is 60 to 90 seconds with a little warning that very short videos of below 30 seconds generated the lowest engagement on average overall. When posting videos on LinkedIn, it is best to keep the length between 30 seconds and two minutes. There’s space to communicate real value through video if you can deliver it in the right way and give your followers what they need. On Instagram, the maximum length of a video is 60 seconds.
The great thing about social media videos is that you have all the statistics you need. You are just one click away from seeing who is following you, where are they from, what are their interests, how old they are and many more. How great is that? Yes, every person on social media has access to this information, but not everyone knows what to do with it. Knowing who will watch your videos helps you to shape them in a way your audience understands them. For example, if your audience is mostly 25 – 34 years old, you will be creating content for the millennials. This means you will be creating content that is dynamic, creative, challenging and entertaining. If your audience is a little bit older than that, the content you will deliver them will need to be more serious.
This doesn’t mean that the content you provide for millennials on social media is not serious. It doesn’t mean either that the content for people in their 40s is dull. Style and the language are what makes the video appropriate for one generation and not so appropriate for another. Stick to your formula! Make sure your social videos have a clear focus and that they can convey the message you are sending. Be yourself and show them what is truly important to you. If this is important to you, it will become important to your audience as well.
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