Video consistently ranks as one of the most engaging types of content on social media platforms. It’s a fantastic way to connect with your audience, build a strong brand, and drive interest in your business. But where do you start?
In this guide, we’ll break down how to harness the power of video marketing with organic content on social media. We’ll also highlight the key differences between that and paid video advertising.
Step 1: Define Your Goals
Before you start filming, get crystal clear on why you are using video. What are you hoping to accomplish? Some common goals include:
- Brand awareness: Introducing your company and values to a wider audience.
- Higher engagement: Encouraging likes, comments, and shares.
- Product/service showcases: Demonstrate how your offerings work.
- Traffic generation: Driving viewers to your website or landing pages.
Step 2: Know Your Audience
Who are you trying to reach? Consider:
- Demographics: Age, location, gender, etc.
- Interests: What are your ideal customers passionate about?
- Pain Points: What problems do they need solved?
The better you understand your audience, the more you can make videos that resonate.
Step 3: Choose Your Platforms Wisely
Social media is vast. Focus on where your target audience hangs out! Here’s a quick overview:
- Facebook: Broad audience reach, good for diverse content.
- Instagram: Visual focus, best for short, eye-catching videos (Reels especially).
- TikTok: Younger-skewing audience, great for trendy, creative content.
- YouTube: Long-form content, tutorials, and in-depth explainers.
- LinkedIn: Professionals and B2B marketing.
Step 4: Craft the Right Types of Videos
Get creative! Here are a few potent options:
- Explainer videos: Break down complex topics or products.
- Behind-the-scenes: Give a sense of your company culture.
- Testimonials: Powerful social proof featuring happy clients.
- Live videos: Interact with your audience in real-time.
- Short, entertaining clips: Grab attention and make an impact quickly.
Step 5: Focus on Quality (Within Reason)
You don’t need a Hollywood production studio. But these points matter:
- Clear audio: Crucial for people to hear what’s being said.
- Good lighting: Avoid harsh shadows or dim videos.
- Basic editing: Trim out mistakes, add text overlays if needed.
Smartphone cameras these days are incredibly capable, and there are many easy-to-use editing apps available.
Step 6: Optimize for Social Media
- Hooks! The first few seconds are key to stopping the scroll.
- Captions: Many people watch with sound off.
- Calls-to-Action: Tell people what to do (“Visit our site,” “Like and share,” etc.)
- Use Platform-Specific Features: Reels, Stories, etc., have unique tools to use.
Step 7: Post Consistently for Maximum Impact
Finding the sweet spot of frequency is vital. Too much spam, too little and you’ll disappear. Aim for:
- Facebook: 1-2 times per day.
- Instagram: 2-3 times per day (consider Stories for higher volume)
- TikTok: 5-10 times per day (this platform rewards high activity)
- YouTube: Aim for weekly, consistency is more important than volume here.
- LinkedIn: 3-5 times per week.
Organic vs. Paid Video on Social Media
- Organic: “Free” content that gets reach based on engagement signals. It’s about building long-term relationships with your following.
- Paid: Targeted video ads for highly specific audiences, with a cost attached. Great for quick wins and laser-focus on potential leads.
In Conclusion
Video marketing is an investment that pays off. Be consistent, focus on providing value to your viewers, and experiment to see what lands with your audience. You’ll build stronger brand recognition and lasting connections along the way.
Let us know if you’d like additional resources for video creation or help determining the best platforms for your business!
