Posting video to your social media profiles can be an excellent way to generate traction for your marketing. One poll found that 51% of marketers cite video marketing as the best way to boost ROI. Despite the obvious benefits of video marketing for social media, most marketers shy away from it.
Video marketing might seem like it takes a lot of work and money. However, there are ways to make it more efficient and light on resources.
Start by choosing the right social networks for syndicating your video content. Then, simply repurpose your existing content as video, making sure that the assets you select are compatible with the tastes of the demographic that you are targeting.
Understanding the nuances of these video marketing elements is necessary to optimize your campaign and get the best ROI for the least amount of work. Let’s take a look at some of the details, starting with the tactics that work best on different social networks.
Video Marketing on the Top Social Platforms
There are several social platforms that you can use for your video marketing campaigns. YouTube is obviously at the top of the list, but you should not overlook others. You’ll be surprised by how much extra traction you can squeeze out by adding other sites into the mix.
YouTube has the potential to draw massive amounts of search engine traffic your brand. The site has the second highest SEMrush Search Rank of any website – it ranks highly on the search results for nearly 66,000,000 keywords in Google. If you optimize your videos properly, then you can get a lot of traffic.
Unfortunately, gaining an organic audience with YouTube video is a lot easier said than done. Here are some strategies that you will need to embrace to get the most out of it:
- Do your keyword research carefully. Even though YouTube has a very strong domain authority, that doesn’t mean that your videos will rank for highly competitive keywords. You should target longtail keywords that your target customers will use. This is a good strategy in general because more targeted keywords tend to have better conversion rates and attract visitors that are more likely to engage with your brand.
- Make sure that your video description is detailed. Google doesn’t yet index the visual content from video files, so you will need to provide longer descriptions to get rankings.
- Link to your videos! I can’t emphasize this enough. Building links to any digital properties play an important role in increasing rankings. Try linking to your profiles from your own site and any other digital platforms that you have. If you have domains on Tumblr, Blogspot or WordPress, then it’s a great idea to link to your videos from them. They can carry dofollow links that will help boost the rankings of your videos. Linking to your main channel is another good idea because it improves the page rank of all of your other videos too.
You will get a lot more traction from your YouTube videos if they are well optimized for SEO.
A few years ago, almost nobody would’ve considered using Twitter for video marketing. The site is known for allowing very short blurbs of text, so it seemed unfathomable that you could try to engage with visitors with longer videos there.
Seemingly out of nowhere, however, the micro-blogging platform has become a major contender in the video marketing vertical. Video views on Twitter increased by 222 times between 2015 and 2016.
While a lot more people are using Twitter for video marketing, plenty have trouble using it with traditional video marketing strategies. There are a couple of things that you need to keep in mind. First of all, your videos are going to need to be much shorter. A study from HubSpot found that the ideal video length for Twitter is 45 seconds. That is a third of the recommended length for videos on YouTube, mind you. Secondly, you need to make sure that your videos are optimized for mobile. A much larger percentage of users on Twitter access the platform through mobile devices than YouTube or even Facebook. Make sure that your videos have great visual quality on smaller screens.
Facebook is obviously the largest social networking site in the world. It is also a great platform for syndicating video content.
If you are planning on using Facebook for video marketing, you should plan on making your videos shorter. They should be half the length of videos that are posted on YouTube. Aim for 60 seconds, slightly longer than the ideal video length for Twitter. You also need to choose especially eye-grabbing visuals for your video marketing posts. It is difficult to grab and keep people’s attention without a good thumbnail.
Facebook will usually choose a random image from your video by default. If it chooses one that doesn’t grab enough attention, then you will have a hard time getting traction.
Repurposing content for video on social
Many marketers are reluctant to dedicate the time and resources to create stellar video content. Creating a video from scratch can be overwhelming.
The good news is that you can repurpose existing content instead. Here are some ways that you can go about it.
Go live with product demos
You may already be using webinars to give people a richer content experience than they can get from your eCommerce shop’s product pages.
There’s only so much you can show with text and still images. By launching new product lines or fresh seasonal collections with webinars, you can build anticipation and nurture audiences while demonstrating exactly how the products work, how they’re made, and how to get the most value out of them.
But you don’t have to think about product demo webinars as being one-and-done, single-channel affairs. Using a premium platform like ClickMeeting, you can give your webinars the chance to reach more people – both live and with replays over time. ClickMeeting supports live simul-casts to both YouTube and Facebook, and you can also integrate it with your site to offer scheduled replays.
Perhaps best of all, this content is already in video format. You might just need to edit out a few sections or add a branded logo “bumper,” and you’ve got plenty of footage to turn into short clips for social posts.
Use blog posts to create video slideshows
Take a look at your most popular blog posts. They could be a great source of content for your videos. You can take some of the key points from your blogs and make them into slideshows. Here are some things to pay attention to it:
Start by looking at list posts. List posts will be easiest to turn into slideshows. You can have a separate visual for each point on your list.
Look at the keywords your blog posts are ranking for and see which get the most traffic. This will give you a general idea of the types of topics and keywords that will get the most search volume on Google. There is a good chance that you will rank for a broader range of similar terms on YouTube since your video will be posted on a platform with much higher domain authority than your blog.
Also, make sure to look for posts with lots of images. It will be easier to create slideshows out of them. You can always add other images if this isn’t an option, but you might as well try to minimize the work.
Automate the process as much as possible. Tools like Rocketium are great for creating videos from articles automatically.
Don’t copy-paste passages from your blog post into your video description. Your content may be penalized for being duplicate. Instead, you should find the parts of the content that are most likely to help your rankings and rewrite them to be 100% unique. They should, of course, be optimized for your target keywords. Your blog posts are a goldmine of content that you can reuse for video. Choose the right ones and optimize them well.
Repackage customer support tutorials
There are a lot of different types of videos that you can promote with your social presences. Plenty of customer success teams create one-off educational clips walking individuals through use cases and processes specific to individual customers’ situations.
You can use free tools like GoVideo from Vidyard to create these, with your team members’ faces appearing as picture-in-picture frames over screen captures.
Remember, though, that if one customer reaches out to you with an issue, there are likely more people experiencing the same challenges who have not reached out to you. Repurpose these videos for mass consumption in your website’s self-service knowledge base and as posts for your various social media communities. All you need to do is fuzz out any personal details appearing in these clips, add a branded bumper, and you’re good to go.
Empowering people to do more with your products is good business, and if you use social media to keep people engaging with your brand post-purchase, these types of video posts can truly resonate.
Syndicating Repurposed Video to Social Media Can Yield Huge Results
Many social media platforms are ideal for sharing video content. Repurpose your existing content for video and try syndicating it. You may be surprised by the traction that it gets.