It’s undeniable – video content has become the most powerful tool for capturing attention and engaging audiences across social media. But achieving substantial results takes more than just one well-made video. To make the most of this booming content format, a dedicated organic social media video strategy is essential.
One-Off Videos vs. Strategic Growth
While a single high-quality video can generate buzz, it’s unlikely to lead to long-term success. Think of organic social media video as a marathon, not a sprint. Growth and impact come from consistent effort, understanding your audience, and adapting your approach over time.
Organic vs. Paid: What’s the Difference? Time vs Money
- Organic Social Media Video: This involves publishing videos on your business profiles and relying on your existing followers, viral potential, and the platform’s algorithm for distribution. It’s a great way to build brand recognition and trust over time. But organic growth requires consistent content over time. Ideally posting 3-7 times per week, the more you can post and engage, the more the algorithms will favor you.
- Upside: Low Cost; organic social media videos are typically filmed on a smaller scale vs a big commercial campaign. Many times videos filmed on a mobile phone get more engagement than a highly produced polished video.
- Downside: Time; it takes consistent posting and engaging to build a following on social media. There’s also no predicting how fast and when your audience will grow into an engaging community that will buy from you.
- Paid Social Media Video: This uses paid advertising such as TV commercials, PPC ads, social media ads to target precise demographics, behaviors, and interests. Paid strategies are excellent for boosting your videos’ reach immediately beyond your existing followers and driving specific actions like website visits or sales. With a paid media strategy you can promote 1 good video.
- Upside: You can promote your video immediately to a large target audience. If you have a massive marketing budget you can show your video to the entire world.
- Downside: Cost, just like traditional methods of buying airtime on TV and ads in the news paper, paid video ads cost money.
Steps to Craft Your Organic Video Strategy
- Define Your Goals: What do you want your videos to achieve? Increased website traffic, stronger brand recognition, or more leads? Your goals act as your roadmap for content creation.
- Understand Your Target Audience: Who are you trying to reach? Knowing their preferences, pain points, and where they hang out online will shape the type of videos you produce.
- Choose Your Platforms Wisely: Each platform has a unique user base and favors different video formats. Tailor your videos to align with the platform’s expectations for the best chance of success.
- Diversify Your Content: Don’t just stick to sales pitches. Mix in how-to videos, company culture snippets, customer testimonials, and engaging entertainment to keep your audience coming back.
- Hook Your Viewers: Start strong! You have seconds to grab attention with visuals, bold text, or a compelling question.
- Optimize for Discovery: Include relevant keywords, write catchy titles, and strategically use hashtags to expand your video’s reach within the platform.
- Stick to a Schedule: Consistency builds trust. Create a posting calendar that you can realistically maintain.
- Engage with Your Community: Respond to comments, participate in relevant conversations, and foster meaningful connections with your followers.
- Track and Adapt: Use analytics to understand how your videos are performing. This data is invaluable for guiding refinements to your strategy.
The Power of Organic
Organic social media video is a long-term investment. While paid strategies offer a faster reach, organic builds genuine brand loyalty and a community that trusts you. Ideally, your marketing mix involves both organic and paid strategies to maximize results.
Remember, a single video is a good start, but a well-crafted organic strategy is a powerful engine for sustained business growth.
