The statistics on video consumption are staggering. Consider the following:
- Almost 5 billion videos are watched on YouTube each day.
- By 2020, online video will make up more than 8% of all consumer internet traffic.
The data is also compelling around the use of video in your social media sales funnel. Companies that use videos in their marketing have a 27% higher click-through rate and 34% higher conversion rates than those that don’t.
The problem is that more video content has been created in the last 30 days than the amount of television content created in the last thirty years. Standing out with your video content is a challenge.
In this post, you’ll discover how to create engaging videos for social media that will get noticed and help you increase awareness, traffic, and sales for your business.
Before you Film
Much planning and preparation need to go into video content before you even pick up the camera.
This planning should include the following tactical items:
- A list of all the different shots you need to capture.
- A storyboard or detailed sequence of shots that will help guide the story including any complex shots or transitions you plan to have.
- A prop list per scene, if you intend to use props.
- B-roll footage plan: A plan for additional footage for use in editing.
Strategically speaking, you will need to understand the goal, story, voice, and concept of your video.
Videos should match the voice and tone of your brand, as well as speak to your target audience.
You will need different videos for each stage of your sales funnel as they will have different goals. For example, the goal for the top of funnel prospects is not conversion. It’s awareness. Therefore, the videos for them will be significantly different than videos for the bottom of funnel consumers.
Let’s look at the types of video content you can create for each stage of the social media sales funnel and the key metrics you could use to determine their performance.
Top of Funnel Videos
Top of funnel videos are intended to build awareness.
These can be for explaining who you are, what you stand for, or why you’re different than the competition.
Videos are great for building awareness since they increase retention of messaging.
Studies show that viewers remember 95% of a video message compared to 10 percent of a message they read.
Generally speaking, you can choose from among three different types of top of funnel videos:
Branded content videos help create an emotional connection between your audience and your brand.
Here’s a great example from Microsoft:
Explainer videos allow you to break down difficult concepts and answer questions your prospects may be struggling with.
These are particularly useful if your product or service is complex or advanced.
Typically, these videos are short and demonstrate how your product or service solves a problem.
Here’s an explainer video for Mint, the personal finance software:
Educational videos help inform your audience.
They can be more generic and communicate information about your industry, your company or a common customer problem.
Take this Volvo video, for example. It educates people on how to save fuel with any truck, whether it’s one of theirs or not.
Metrics to keep in mind
Since you are casting a wide net with this stage of the funnel and building an audience, a good success metric to monitor would be video views. The wider the population you reach, the greater the chances of conversion.
Also, keep in mind that adding video to landing pages and blog posts can also help with your SEO strategy. As long as the right keywords are used, they are properly tagged and captioned, the search engines should help your content rank higher.
Middle-of-the-funnel videos are meant for increasing interest and helping with consumer decision-making.
You want content that helps build trust and authority so that they choose you over the competition.
There are three different types of mid-funnel videos you can create:
Detailed Product or Service Demos
These videos should showcase your product or service and its unique selling point or competitive advantage.
They can illustrate the problem it solves, how it works, or address frequently asked questions.
Here’s a video of DPD Pickup demonstrating their competitive advantage compared to other couriers.
Testimonials & Case Studies
Testimonials and case studies are a great way to attract attention at the middle of the funnel.
Here’s a case study that FreshBooks created with their customer Sarah:
A behind-the-scenes video of your company can help humanize your brand and convince prospects they want to have a relationship with you.
Here’s a funny video for Zendesk that uses plenty of little facts to make the company, and its people, feel real to its audience:
Metric to keep in mind
At this stage of the sales funnel, time spent watching a video is a good indication of the value of your content. If your audience is engaged they will likely consume more content.
Bottom of Funnel Videos
At this stage of the funnel, you want to create two types of videos.
First, you need videos that boost conversions and help close deals.
Second, you should have videos for after-sales to help build customer loyalty and increase the chances of future purchases.
Nurture videos are great for follow-up and staying in touch while instructional and personalized videos can be used to convert consumers.
Instructional videos are similar to product or service videos, but they take it one step further into the details.
This should be a detailed, step-by-step guide or walk-through that reassures buyers they will have everything they need to make use of their purchase as soon as they pay for it.
Here’s a great example from Ikea. You’ll notice this type of video is much longer than the previous forms.
Personalized videos can increase conversion rates by 1.7 times.
These videos add personal touches specific to your viewer.
Take this video by Cadbury for example.
Thanks to Facebook integration, it takes the viewer’s name (George) as well as photos of him and a special person in his life (his mother), and incorporates them into a video.
Nurture videos are intended to keep in touch with a customer after purchase.
It may be a thank-you video sent directly after the sale is made, or a check-in video a few weeks after purchase.
Other nurture videos may be news about a new product or service launch or informational videos sent to help keep in touch.
These are critical since existing customers have a 60-70 profitability rate, compared to only 5-20% for new customers.
Here’s a tear-jerking thank you ad from TD Bank, showing them thanking some of their customers:
Metric to keep in mind
For conversions, your metric is as simple as monitoring the number of sign-ups or click-throughs via your call-to-action.
Each platform is designed differently and targets a different audience. Keeping each platforms community in mind is therefore important as you craft your content. Here are some tips that will help as you go through the process.
Include Subtitles. 85 percent of Facebook users watch videos with the sound off.
You need to be able to get your video message across without any audio.
Videos made for Facebook have a much greater reach than links to videos.
Facebook has a Facebook “Creator” app that helps you to create, promote and stream videos directly through their platform.
Make the first few seconds count
47 percent of the value of Facebook video occurs in the first three seconds.
The video should be one minute or less for this platform.
48% of viewers prefer live video content over pre-recorded video.
Be Mobile Friendly
People are five times more likely to watch Facebook video on their mobile device than on a desktop.
Instagram gives you the option of videos, live videos, or stories.
Keep it Short
Stories are limited to 10 seconds.
Recorded videos have a one-minute time limit, but you need to hook your audience within the first 30 seconds.
Live broadcasting can be up to an hour.
Tag your video with relevant keywords to help your audience discover it.
Adding one hashtag in the caption results in 12.6 percent more engagement.
As with Facebook, Instagram auto-plays with the sound off. Bring the subtitles here, as well.
Stories only last for 24 hours and live broadcasts disappear as soon as they’re over.
That means they’re best for engaging or awe-inspiring video, not informational content.
Instagram allows you to select video covers that appear as thumbnails in the feed.
Keep it Short
You only have 140 seconds.
The ideal length is 30 seconds to one minute, with branding included in the first five seconds.
If you want your videos to autoplay, it’s best to upload them directly to Twitter.
93% of Twitter videos are watched on a mobile phone.
Ideal video length is 10 seconds.
18:9 aspect-ratio videos perform best as most users are watching on a mobile phone, and do not turn it sideways to view.
Snapchat Takeovers give users the opportunity to take over other people’s or brand’s accounts.
This is a potential way to share your videos to new markets and audiences.
Just this year, Snapchat started providing video creators with insights into how their stories are performing.
Now you can monitor your video engagement and track how adapting video formatting and content impacts results.
YouTube is owned by Google and uses similar algorithms to rank videos. This means it’s important to use your metadata fields including your video title, description, and keyword fields.
Add your bio, tagline, and website link to the description field of every video you publish as well.
You have a greater ability to customize your video, your channel, playlists, and other variables.
High-quality videos are more important on YouTube, with videos up to 4K.
Most viral videos on YouTube are 10 times longer than most viral videos on Facebook.
Video limits are 15 minutes if you have a new or unverified account.
After that, you have no limit. However, the average length of a YouTube video that appears on the first page of search results is 14 minutes, 50 seconds.
YouTube offers a built-in caption generator to create subtitles for your video dialogue.
YouTube videos have up to 40% more views with captions/subtitles.
Use Channel Art
They can also help with branding.
5 Tips for Engagement
Here are five additional tips for creating an engaging video that you can use across any platform:
- Make People Curious. Use an engaging headline to grab attention.
- Include a Hook. Hook your audience within three seconds to keep them watching.
- Tell a Story. Use storytelling techniques to make your viewers empathetic.
- Make it Inspirational. Focus on eliciting emotions such as joy, hope, and excitement.
- Include Credibility. Use credible people, stories or examples to boost brand trust.
Making Your Social Media Sales Funnel Work for Your Business
As you can see, the bulk of the effort in creating engaging video content for your social media sales funnel begins even before you start recording. Clearly, video has the power to improve your customer journey and make your marketing more effective. If you create video for the journey using the video content types I outlined above, you’ll soon have engaging video embedded into your sales funnel in no time.
The following steps will serve as a guide to keep you on track to meeting your goals.
- Make a plan and stick to it, as we describe above.
- Determine which stage of the sales funnel you’re targeting. Then plan out your content to line up with that goal, your brand, and the platform of your choice.
- Create different videos for each stage of the sales funnel and make sure you adapt them to any platform you publish them on.
- When filming, focus on video and sound quality, and make sure you have the right tools for the job.
Once you’ve captured your video, edit it, add an intro and outro and include captions or subtitles to make it polished and ready. Then publish your video directly to the platforms of choice, with an attention-grabbing heading and description.
Have you started creating video content for your sales funnel? What is your favorite editing tool to use?