According to Statista 85% of all internet users in the United States, watched online video content monthly on any of their electronic devices. The preference for video content is not just limited to entertainment purposes. Studies by HubSpot show that video extends to brands and businesses as well. 54% of consumers want to see more video content from a brand or business they support, the HubSpot 2018 report shows.
Success with video marketing has hit peak levels so, it’s not surprising to see more businesses jumping on the train and making video content a critical part of their digital marketing strategy. Social Media Examiner in their 2019 Social Media Marketing Industry Report claims that out of all the digital marketers surveyed 85% wanted to learn the best ways to create social video, making it the seventh most frequently asked question in 2019.
So, what are the best ways to create social video for your solopreneurship or startup business? I’ve got three tips, to get you in front of the camera and out to your audience.
The first step to creating videos is to research and brainstorm ideas. Check out top blog posts in your niche and market space. The posts that resonate with your target audience are great content ideas for you to produce. Tools like Google Trends and Keywords Everywhere are great for market research. These tools will show you what topics, queries, and locations are trending. Your goal here is to find topics in your niche that people are actively searching for. Once you find a topic that has active search traffic, you’re ready to move to the next step in the creation process.
The two ways that I like to plan for a video is to either write a script or create a storyboard. Both strategies encourage me to think through the entire flow of the video and help me identify important aspects that I want to touch on. Your content should provide engaging and valuable information that will allow your target audience to either solve a problem or take action.
Capture attention early. Make sure you keep your message simple, ask yourself, “What is the most important message I need to deliver in this video”.
Design your videos for sound off: according to a survey by Digiday, 85% of Facebook users reported that they play videos without sound. Add captions or text to tell your story visually. At Expert Influencer Academy we provide video wrapping services that allow us to place text above, text below and subtitles to your videos. If interested, you can check it out here.
Make it mobile. More than 50% of videos are now played on mobile devices. Square and vertical videos take up more screen size than landscape videos when a phone or tablet is held vertically. On average, top to bottom videos outperform landscape videos on Facebook, Instagram, LinkedIn and Twitter in terms of average engagement and views.
If you’re looking for how you can set your videos and content up correctly for vertical advertising, you can check out our FREE Social Media Image Size Blueprint on our website. Just sign-up and claim your copy today.
#3 Record, Edit & Share
Once you’ve researched and planned out your video idea, now comes the fun part – creating!
Thanks to modern technology, you no longer need fancy or expensive equipment for a successful video marketing campaign. The average smartphone has the capability to record in high definition (1080p) which means, you can create engaging, high-quality videos with just a few simple tools and tricks.
Free video-editing apps are available in abundance. Apps like Inshot, Microsoft Photos (Windows 10) and iMovie offer a simple interface that’s easy to use. For the more advanced editor in chief. Apps like Adobe Creative Cloud offer a robust suite of applications if you’re willing to invest some money.
After your video is created, now it’s time to share! While there are many ways to share your videos on your social media platforms, one of the best strategies you can follow is to create a reverse pyramid model that is shared natively across all the platforms. The concept of this model was made popular by marketing superstar, Gary Vaynerchuk.
“I start from one video, and then my team is able to repurpose that one piece of content into dozens of smaller pieces of content, contextual to the platforms that we distribute them to.” says Vaynerchuck. By taking your long-form content and producing a handful of “micro content” pieces, you can drive awareness back to the original long-form content piece and to your social platforms. Following this strategy, Vaynerchuck and his team have been able to produce up to 30+ pieces of content from a single video and drive over 35,000,000 total views to his business, and brand. You can check out the full strategy here.
Creating videos can be a little intimidating at first. It takes some getting used to, but the only way you get better is by actually creating videos. Some videos you can make include how-to videos, tutorial videos and customer testimonial videos. These easy to make videos should be enough to get you started.
With videos being the third most watched content type after social media posts and news, there is no better time to get started on your video marketing strategy than now!
Hopefully these tips will get you going and help get your message out there.
Do you have any tips on creating engaging social media videos? I would love to hear from you in the comments below.
Charles Watson, M.B.A., T.M.
Digital Content Strategist / Founder
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