Perhaps unsurprisingly, developing a new brand on the net does involve a lot of video-based marketing these days. One of the most powerful ways to express what your brand is and represents online is through internet video, as has been the case since YouTube’s launch back in 2005.
Due to the huge popularity of this phenomenon, the average person under twenty five is watching many hours of video through various social media platforms each and every day; and for your company, this can only be a good thing. Like all new ideas, it’s an opportunity.
For a start, unlike TV, social media is both available and free for all creators of content; this means that you can put out new content each and every day to keep on increasing your target audience. Here are some tips on this from us at Trent & Hanover.
Why is Facebook video special?
It is the latest major platform which is video based to appear on the net; introduced rather quietly by Facebook, it is a system which aggregates all various video based content into one area of their website and app.
This means a lot for any video marketer, as it’s both more effective and newer as a means to reach your army of followers on this specific platform.
It’s always difficult for any Facebook page owner when they see their posts reaching a mere 10% of their fanbase; videos on the other hand do much better on average at this and reach typically around 50% of your followers.
Remember that you can also tag your videos to make it easier for new fans or people to reach your content; video is thus of course a good means to connect with the 1 billion plus daily users of Facebook.
1. Only create content which counts
On a video platform, never forget that not all content is equal. Depending on the platform, different consumers will desire to see different types and forms of content.
With YouTube (which most creators of content are highly familiar with), total watch time is prioritised and long term-content most rewarded as a means of ranking different videos. And such videos, due to their length, are a reward for YouTube due to the greater number of adverts they can include.
The set of principles operated under by Facebook Video is rather different. It’s focus is on ‘video discovery’, for it allows people to scroll through videos at fast speeds on smartphone displays.
Facebook is thus ideal for short, fun videos which instantly captivate the viewer and reach the conclusion of whatever point they are making rapidly.
For this reason, it may not surprise you to discover that a running time of between one and three minutes is average for the most successful Facebook videos; some are in fact no longer than ten seconds. So keep it concise but powerful as a means of conveying your message.
2. Collaboration between brands
There’s no necessity for total independence when it comes to Facebook Video – in fact there are a lot of ways for you to collaborate with different brands.
Utilising the ‘cross-posting feature’ is a way of posting the same video across the pages of multiple brands, a highly effective means to ensure all of your pages are promoting the same content. Don’t forget also that your views from each page will further contribute to the total view count.
There’s also the factor that working with other companies is an ideal way to connect with new people. One of the best ways to kick this off is to first, find a company which is connecting with a similar demographic to your own; and then, offer to trade promotion. In short, if they post one of your videos, you can post theirs.
Always tag another brand if you are providing content which involves them. This can be achieved very simply, for example, by taking a brief selfie with another person who works for that brand; this will make it easier for Facebook to share your post with people from both different audiences.
3. Encouraging sharing
What is the most effective form of fan engagement? Sharing, naturally. Your audience will grow bigger every time they share your content with their own friend group.
Of course, every brand would wish to encourage more sharing. So how can you best go about it?
A two step approach is ideal. To begin, go around asking people to share your video(s) – writing or recording a message with the words “please do share this video” (as just an example) is often more than enough to increase the number of shares on your page.
You may need to ramp up your approach if this strategy doesn’t work. Incentivising this kind of sharing will encourage more similar behaviour; for example, a referral system which offers to fans free products if they share the most content can be highly effective.
Or, try providing in-store discounts to anyone who shares the brand page on their personal Facebook page prior to them buying.
To create real, powerful shifts and boosts in your sharing metric, use these kinds of incentives. Get more videos on Facebook in front of a larger audience through this strategy.
4. Developing a community
Unsurprisingly, building a community is an extremely powerful form of brand marketing – in fact, the most powerful. Anyone who has a strong community around what they do is going to be near invulnerable, because communities are valued above almost all other kinds of engagement; and community occurs when your fans engage in communication with one another. What you only need do is get this to happen in a manner which is logical and elegant.
There are a great many ways: getting your fans involved directly (or indirectly) in your content, holding contests, soliciting UGC (user generated content) to get your fans in the mood of feeling like a part of your business (what you do).
Obviously, there are other means such as online webinars and in-person events which can be used to get a group of fans together. It’s not always easy; not every brand can build a real community, nor is it a speedy process. But it’s worth dedicating yourself to, as it can definitely make a huge difference to your business.
5. Facebook-based Video Branding
Reaching a wider audience online is easy if you capitalise on the opportunity provided by Facebook Video; if you create content that the Facebook algorithm will spread across the board to the largest number of possible users, it can make a massive difference.
So how to conclude? Posting engaging, short form content on as many pages as possible (even if you need to ask other brands to post it!) is the most ideal way. The more content you provide, the more you’ll learn what most captures the attention of your audience.
You’ll undoubtedly see results quite quickly, perhaps even in the first couple of weeks when you’ve been going after these strategies; so make a start today, and see how much social media success you can enjoy!