Video is far more than just the latest social media buzz or digital trend.
fast replacing written and other static content, as the most dominant form of digital communication. This is fundamentally
changing the way we consume content on the web and social media is on the
frontline of this digital revolution.
From 360 video to live streaming, social media platforms have embraced digital video in all its forms and
there’s a simple reason for this: Users love video.
This fact hasn’t gone unnoticed by brand managers. Numerous studies
and evidence show that video consistently attracts shares and engagement
more than any other type of content on social media.
The do’s and don’ts of social media brand video
It’s worth bearing in mind some important do’s and don’ts when it comes to
creating any type of marketing video for social media.
Do provide value.
Your videos should aim to provide value above all else. If you’re not
Don’t go for the sales pitch.
People have grown wary of companies trying to sell
Do build a content calendar.
Getting real brand traction is all about being
Don’t create content on the fly.
Whilst creating content that relates to real world events
Do create tailored content.
Every social platform has its own conventions, expectations
Whilst it’s tempting to create a single brand video and put
What platform should you use?
YouTube’s audience is as huge as it is varied. Because it’s not technically
like other social platforms, you can upload all your content on YouTube,
regardless of format, and create a well-structured YouTube channel that
acts as the central hub for all your video content. A lot of YouTube
traffic you get to begin with will come from search, so it’s imperative to
do your keyword analysis and
properly optimize your videos.
You can easily embed or link to all of your YouTube videos on most social
platforms, but it can be better to upload native videos directly for better
Facebook video is all about being conversational and approachable. This is
a platform made up of largely personal networks of friends rather than
business connections, celebrity fanbases and industry influencers. As such,
your content needs to sit comfortably in people’s feeds alongside status
updates from friends and family. Anything corporate sounding is going to
fall flat, as will overly lengthy video.
It’s worth keeping in mind that Facebook video auto-plays in people’s feeds
on mute, so subtitles are a must and if you’re going to attract attention,
you must to do so quickly.
Facebook gives preferential treatment to native video (from 7.9 to 13.2
percent in organic reach
according to eMarketer) so upload native content and don’t just link to your YouTube videos.
Twitter videos should be in keeping with the platform’s pithy nature.
Twitter is about social commentary and moves very quickly, so your videos
must form part of a wider strategy that seeks to engage and take part in
these online conversations. Posting a video and forgetting about it won’t
play well. You should also be ready to respond to any response you may get
in real time.
Like Facebook, native content will auto-play and will attract on average
2.5 times as many replies and retweets as non-native content.
LinkedIn is a business oriented network and as such will play better for
B2B content. Unlike Facebook, a highly professional and corporate style can
play very well here (but still avoid any overt sales pitch). Keep your
video polished and industry-focused in order to build a sense of trust and
reliability around your brand.
LinkedIn is about creating connections that are relevant to your industry
and if you have done this well, then you may well already have the perfect
captive audience for your content.
Over half of LinkedIn users are decision makers at their respective
companies, so try to avoid sensationalist or controversial content in order
to go viral.
Evelyn Timson is the Managing Director of UK
video production agency,
Aspect Film & Video.