Hopefully, you are using video to spread your company’s message; whether it be B2B or B2C. The data on how effective video content is continues to pile up, according to the CBO of YouTube in his talk at CES 2016. The youngest millennial’s are watching more digital video than TV. In fact, watching video is their top social media activity. The only things they do more than watch video are work and sleep. Video isn’t just for the millennial generation, but they are definitely the drivers of online video.
So, how do you tap into that vast well of potential by using your company video? Here are 7 tips for using video in 2016:
1. Have a Goal
More brands are being strategic about the videos they create. However, the number actually taking the time and setting a goal for their video is still small when compared to those who are spending money with a hope of return. Make 2016 the year that your company only creates videos that have a clear, measurable strategy. Video marketing strategy is the most complicated of all the social media strategies. Why? Well, it’s partly because of the cost of creating the video, but it’s also because video marketing isn’t easy. Consider this, if a tweet fails to reach its goals, your only out 144 characters. However, if your video fails to reach its goals, it could cost you tens of thousands of dollars and months of hard work.
2. Better Internal Videos
In the past, most companies would spend money on video for advertising purposes but have little to no money for internal videos. Often, the internal videos are almost painfully unwatchable. Savvy companies have found that, in order to attract top talent and keep them, internal video campaigns need the same type of creativity and investment as external content. Companies are also looking for ways to repurpose content so it can be used both internally and externally.
YouTube has placed a great importance on mobile video. This is probably because of the increase in users watching videos on their mobile devices. It should be no surprise that if you are targeting a millennial, almost half of them are watching videos solely on their mobile devices. Facebook and Instagram are also most used on mobile devices, so making sure your content is mobile-friendly is extremely important. Keep in mind that not everything that works on a big screen translates well over to a small screen.
4. Social Video Advertising
There is a great opportunity for both B2B and B2C brands with video advertising in social media. It seems like almost every social media site now allows some sort of video advertising. Brands who are not sure where to start should choose the sites where their target audience is. YouTube, Facebook, and Instagram are the some of the sites that you might want to consider first. In the past, it was hard to measure results and know that you were reaching your target audience, so advertisements were only for brand awareness. Video advertising is now more effective than ever at leading the viewer through the customer journey from awareness to purchase and beyond. Targeting a viewer that works in a small, relatively unknown industry is easier than ever now, meaning that you no longer have to pay to show your video to people who would never be able to make a purchase from you.
5. Video Campaigns Across Many Platforms
While one piece of content may not work across all social media platforms, it can be a part of the same unified campaign and, with the right strategy, can be a big win. A good example of this is John Lewis’ yearly Christmas advertisement. For the last few years, they have created a video and posted that video to YouTube. They then continued that conversation on all of their other social media platforms, going as far as creating social media accounts just for that ad and special websites and products around it.
6. Facebook Video
Facebook wants to be known as a video platform, and they have put together a robust set of tools for that purpose. Facebook video really took off in 2015, and I expect them to be making more changes this year to erode more of YouTube’s number one spot. Right now, it’s commonly known that Facebook is great for getting views quickly while YouTube is important for long term discoverability.
7. Things Change Quickly
Twitter video is still in beta, but it is definitely one to watch. YouTube typically makes notable changes every year. Social video platforms are continually changing, so make sure you make time to stay up on how you need to adjust your video marketing strategy or hire someone who understands the social media platform and video content creation to do this for you.