4 Brilliant Ways to Use Video for Social Media Marketing

They say a picture is a thousand words. In the digital media marketing world:

One minute of video is equal to 1.8 million words (SMK).

Log in almost anywhere nowadays and you’ll probably find a video of some kind. Videos make up a great part of our online and social interaction because videos are one of the most effective and engaging forms of marketing. When a visitor stumbles onto your site, they’re more likely to spend up to an average of two minutes watching a single video (Video Brewery). And according to Unruly, enjoyment of video ads increase purchase intent by 97% and brand association by 139%.

There are many ways to incorporate a video into your overall online marketing strategy, whether it’s on Vine, Instagram, Facebook, Google+, or YouTube. In this post, we’re going to show you what types of videos you can create with these social platforms to increase overall reach and engagement.

1. Product Preview/Demonstration 

Best to Use: Vine, Instagram 

A product demonstration or preview is an easy way to attract visitors to any social media platform, even to your website blog! And a simple video platform such as Vine or Instagram provides you with enough time to create a presentation.

Vine creates six-second loop videos to share on your Twitter and Facebook. Tease a new product launch or show off your best features by simply recording through Vine. If you want a little bit more time to show off, consider Instagram video, which allows you about double the amount of time (15 seconds) and more opportunities to share beyond Facebook and Twitter onto places such as Tumblr, Flickr, email, and Foursquare.

It doesn’t even have to stop at products. “Behind-the-scenes” videos that show snippets of what’s going on inside the store, office, or restaurant tend to find success because they show how passionate your company and employees are. And this can help build confidence with customers.

Brands using Instagram and Vine: Target, Mini Cooper, Lowe’s, Oreo, Starbucks, Nike

2. Fan Videos/Personal Messages

Best to Use: Facebook Videos

Facebook allows users to upload up to 20 min of full-HD video goodness, perfect for sharing personal messages, short commercials, and fan videos. Don’t be afraid to get passionate when making them, either, or show your compassion and community involvement. According to this study by Dan Zarella on how to get more likes and shares on Facebook, being yourself on a video that is directly recorded via Facebook tends to do better than a “general” type of video uploaded and shared from another site such as YouTube. And fan videos do wonders for your overall Facebook engagement without requiring any work from you!

Brands using Facebook videos: Coca-Cola, Chase, Skittles

3. Showcasing an Expert or Portfolio

Interviews, Webinars, Panel Discussions 

Best to Use: Google+

Google+ Hangouts is excellent for holding expert or panel discussions on a particular topic since it allows up to 10 people with webcams to present on a single hangout session. In addition, businesses can conduct Google+ Hangouts for group interviews, webinars, and can tap into opportunities to educate and inspire. And since Google+ Hangouts are live, this opens up the floor for more humanizing and engaging interactions with your viewers in a way that’s never seen thus far. The video could be as complex as a scheduled panel discussion or as simple one representative answering FAQs. Google is married to YouTube, so videos can be easily recorded and shared later on to other social networks.

Brands using Google+ Hangout: National Geographic and Cadbury UK

Presenting a Portfolio

Best to use: Vine, Instagram 

For service businesses such as a pool builder, AEC firm, or restaurant service, it can be difficult to present a finished project in context. It just doesn’t look the same in a photo! Vine or Instagram videos can help you with sharing your latest creation in a way that is so much more powerful than a flat photo.

4. Tell a Story 

Best to Use: YouTube or Vimeo

Lastly, YouTube or Vimeo are great choices for videos, especially for videos you know you’ll use for a while, such as a main company overview or testimonial. There are some differences between the two platforms, but all-in-all, you can record video and share it or embed it anywhere you want, including websites, blogs, and social medias sites. Include a link on platform or site just about anywhere and viewers can watch directly from that platform. Try adding a company video on social media pages under “company info” or on job listings to diversify and stand out from the competition.

Our Approach to Total Web Presence from Small Screen Producer on Vimeo.

Need some more ideas for harnessing the power of video marketing? We got you covered! Download our free guide below.