If you haven’t hit the record button on your camera yet, you might want to. Wyzowl’s Video Marketing Statistics 2022 shares that a whopping 86% of businesses use video as a marketing tool. And 92% value video as a crucial part of their overall marketing strategy. In other words, if your brand hasn’t hopped on the video content bandwagon, it should — immediately, if not sooner.
But how can you even get started? What kind of video content thrives on each platform? Let’s dig in!
How to Use Video Content to Elevate Your Brand
Since every social media platform is different, we’re going to break this down a bit. Here’s how you can start to find success with video content on three platforms where this type of post does very well.
YouTube is the second-largest search engine in the world, and it’s owned by the largest: Google! This means you stand to gain a ton of traffic by leveraging YouTube. When people enter a search query here, very often, they want one of the following:
Think about which of these makes the most sense for your brand. For example:
- If you’re a dog-related retail brand, entertainment and education might be fitting.
- If your brand’s focus is working with autistic children, education and inspiration could work.
Then, you want to ask yourself this question: “What’s a common problem our target audience is having, and how can we help solve it with a video?”
Let’s say you’re that dog brand. Maybe your audience struggles with crate training their pets. You could do a video advising them on that!
You’re going to want to test short-form (less than five minutes) versus long-form (longer than five minutes) videos. You might find that one works better than the other for your viewers.
Don’t forget to write a detailed description! This is going to help you rank higher in YouTube’s search results.
Posting frequency: A video a week is sometimes the sweet spot. But if this is too much, try to stick to one or two a month. Do you have the capacity to do it more than once a week? Try it! Just remember to stay as consistent as possible. YouTube likes this.
TikTok seemed to blow up overnight, and now, nobody can get enough of it. It’s not a social media trend, either — it’s here to stay. “Our brand doesn’t belong on TikTok,” you might be saying. And we get it. However, there’s a good chance this is false. Try it! TikTok was the most downloaded app in Q1 of 2022, and its user base is aging. Gen Z loves it. Millennials love it. Even Baby Boomers are on TikTok. There’s very likely a place for your brand on this platform.
This platform caters to our minimal attention spans. Therefore, more often than not, short Toks reign supreme. Aim for 15 seconds or less. Still try to quickly solve a problem that your users are having (or entertain them).
Trending sounds can also work in your favor. The sooner you can hop on a trend, the likelier you are to gain exposure from it. Once it becomes too saturated, it’s not as effective.
Don’t forget to add a few hashtags — maybe three or four. Use a combination of larger and smaller hashtags. For example, at the time of writing this blog, #marketing has an insane 8.8B views. This means that yes, it’s very popular. But it’s also going to be super competitive and hard to be seen for. You’ll want to balance it out with something like #marketingtipsforbeginners, which has 98.2K views.
Posting frequency: TikTok is unique in that the more often you post, the better. (Quality still matters, though.) Pick a frequency you can stick to, and stay consistent. If this is one a day, great! Three a day? Awesome. One every other day? That’s cool too.
Learn more about how to use TikTok for small businesses in 2022!
IG is similar to TT, but they’re not exactly the same. Instagram users have a slightly longer attention span than TikTok users, but not nearly as long as YouTube viewers. Also, keep in mind that you can get away with a lot more controversial video content on TT than you can on IG.
One similarity? Hashtags. You can take the same approach as we outlined above.
Instagram SEO (meaning search engine optimization) is also becoming increasingly important. One thing you can do is write slightly longer, more detailed descriptions. This is going to help you show up more in people’s Discovery feeds.
Posting frequency: You definitely don’t want to post as often as you do on TikTok. Start with one a day and see what kinds of results you get.
3 Rules That Almost Always Apply
Regardless of the platform, here are a few rules of thumb to remember when it comes to using video content as part of your marketing strategy.
1. Always Provide Value
You have to give people a reason to visit your page and view your video content. This means offering them something that they need or want.
Marketing your business can’t be all about your brand. In fact, it’s mostly not about your brand — it’s about your audience, and what you can do for them.
2. Stay Consistent
It doesn’t matter if you post four videos one week if you don’t post anything at all for the rest of the month.
All of the platforms care tremendously about consistency. It’s better to post less frequently but more consistently if that’s the capacity you currently have.
3. Interact with Others
After all, it is called “social networking.” Try to respond to as many comments on your posts as you can. This tells your audience that you’re listening and you value their thoughts.
Also, designate time to engage with other content creators! Track down other videos in your niche/industry and leave a thoughtful comment on them. This is ultimately going to improve your own reach and engagement.
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