Video Marketing Strategy for Increasing Brand Awareness on Social Media
Through social media, brands are able to reach millions of people each day. Videos on social media platforms get more exposure and engagement than any other type of media. According to the head of Instagram himself, “video is driving an immense amount of growth online”. Internet users spend on average 7 hours a week watching videos, while 85% of them watch online videos regularly. This is why brands focus on developing a video marketing strategy to grow awareness.
Getting started with your video marketing strategy can be challenging. To help you with this process, we’re going to share how we use video to generate awareness and quality leads.
Types of social media platforms
People spend more and more of their time online. This has resulted in the popularity of different media platforms, catering to different types of people. If you’re just starting out with video marketing, it would be best to start with just one social media app or website so that you can maximize your results. The best way to decide which one to focus on is to find out where your audience spends their time.
For example, if you work in the creative field, then Instagram and Youtube would be the best platforms for you. Or if your target audience consists of young people, then you might want to consider TikTok. But if you’re targeting C-level experts, Linkedin might be the best option for your video content.
Each social media platform has its own video features. Knowing how to use them to your advantage will drastically increase the success of your video marketing strategy.
When a platform introduces a new feature, they start to heavily promote it. So if you’re one of the first to start using this feature, you increase the chances of getting a massive outreach with very little effort. Take, for example, Instagram reels, which the company introduced worldwide in 2020. Since the launch of the new feature, Instagram reports a 280% increase in engagement, which means a massive boost for brands that advertise with reels, as well.
Other types of video content you can use on Instagram are Instagram Tv, stories, carousels, and video posts. You can see the recommended sizes on the screen.
Brands have been integrating Facebook into their video marketing strategy forever. And no wonder – videos on the platform get 135% greater organic reach than image posts. Facebook favors native videos (videos uploaded directly to Facebook) than ones linked from external sources. Longer videos also perform much better on Facebook because they keep the viewer on the app. Other types of videos you can post on Facebook are stories and live. According to the statistics, the best time to post on Instagram and Facebook is in the afternoons.
Here are the recommended formats for Instagram and Facebook videos:
- Video Carousels – 1080 x 1080
- Video reels -1080×1920
- Stories – 1080×1920
- IGTV – 1080 x 1920
- Video post-1080 x 1080
- 360 videos (Facebook only)
- Monoscopic: 5120 x 2560 maximum, aspect ratio 2:1
- Stereoscopic: 5120 x 5120 maximum, aspect ratio 1:1
Posting a video on your Linkedin feed will have a much bigger outreach than a regular post or a picture. On average, videos earn three times the engagement of text posts on the platform. Video ads achieve an average click-through rate of 1.84% – higher than any other form of display ads. Unlike Facebook, where people go to kill time, LinkedIn audiences are usually busy professionals. That is why LinkedIn favors video content that is short and to the point – no longer than 10 minutes. Besides native and shared videos, you can also post LinkedIn lives.
The best time to post is during business hours – between 8 AM and 6 PM.
- Recommended Resolution: 256 × 144 to 4096 × 2304 px
If you’re in the B2C space and you target Gen Z, you simply can’t ignore TikTok. It now has over 130 million users in the US alone, and most of them are 10-19-year-olds. As a relatively new platform, Tiktok gives you massive reach and exposure so you might want to consider including it in your video marketing strategy. With videos that are only 15 to 60 seconds long, the platform caters to people with shorter attention spans. TikTok provides in-app video editing tools, as well as a massive music library, which makes creating videos easy and fast.
The best time to post on TikTok is early morning and late afternoon. Videos can only be created within the platform itself.
In the world of video-based social media, YouTube reigns supreme. Despite the growing popularity of video platforms like Twitch, none of them even comes close to YouTube’s 122 million daily active users. Brands know that no video marketing strategy can be successful without YouTube.
Putting advertising aside, you can harness the power of the second biggest search engine by creating useful video content. Make sure that you create videos that people would want to see and will find useful. To increase chances of success, optimize your videos’ SEO and upload videos that are ten or more minutes long.
- Video post – 1920 x 1080 (1080p), 2560 x 1440 (1440p) and 3840 x 2160 (2160p).
It’s clear more than ever before that no business can be marketed successfully without a solid video marketing strategy. But in order for your video content to work, you need to be willing to spend time on production, give valuable content to your audiences, and be consistent with your posting. Another vital aspect of creating videos people care about is knowing your target viewers. To help you gain insights into what will turn your audience into quality leads you can sell to, we’ve created a FREE eBook that you can download below.
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