4 Secrets to Social Video Success

4 Secrets to Social Video Success

The power of social video marketing is increasingly touted as the fastest way for brands to build engagement with customers and prospects. To give just one example: After we started producing video content for kitchenware brand Cleanblend, its Instagram followers increased by 450 percent. It’s one thing to produce a video but quite another to create one that will engage, delight and persuade your audience. Focus on engagement When you’re creating videos to be published on social media, your primary goal should be engagement. This is partly to do with the idea that online viewers have short attention spans. Someone viewing your content repeatedly is a fast track to brand loyalty, and that’s more likely to happen if the video is highly engaging and snackably short. The more consistently you do this, the more loyal your followers. Collaborate for success When you’re aiming for a consistent cadence, it’s tempting to keep input from managers or clients to a minimum. This helped cut turnaround times by 20 percent and keep our clients fully engaged with every video we produce. By focusing on engagement, keeping it short, publishing consistently and collaborating closely with your clients, you’ll ensure that your social video marketing stands out from the crowd.

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The power of social video marketing is increasingly touted as the fastest way for brands to build engagement with customers and prospects. In a recent survey, 80 percent of content marketers said videos published on Facebook, Instagram and Twitter have directly impacted their business.

This figure confirms the kind of effect I see every day when my company, Social Motion Media, creates videos for our clients. To give just one example: After we started producing video content for kitchenware brand Cleanblend, its Instagram followers increased by 450 percent.

An even more interesting statistic from that same survey is the downside to not producing video content at all: “One in four consumers lose interest in a company if it doesn’t use video.” This risk factor wasn’t something I had ever considered and it highlights the urgent need for all brands to get in the video game.

It’s one thing to produce a video but quite another to create one that will engage, delight and persuade your audience. Having good ideas is key, but there are four other important factors you should consider if you want to reap the benefits of social video.

Focus on engagement

When you’re creating videos to be published on social media, your primary goal should be engagement. You’re either appealing to people who are still in the early stages of your brand’s sales funnel or those who are already part of your community. This means fun, informative and engaging content that will drive desire to become a customer or engender…

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