Looking for a way to boost your company's social media presence and engage your followers? Social media videos are the best way to go. That's because by 2028, adults are expected to spend over three and a half hours a day watching digital videos, surpassing traditional TV fo the third year.
And the best part? You don't need Hollywood-level production to succeed. Today's platforms support short, authentic videos that connect with audiences. Whether it's a quick how-to, a behind-the-scenes look, or a customer testimonial, there are endless ways to use video to grow your brand.
Here's a simple 9-step plan to get you started:
Step 1. Define your goals
First, you have to determine what you want your videos to achieve. Are you trying to increase brand awareness, drive sales, grow followers, or educate your audience? Knowing and setting clear goals helps you craft content that helps achieve your goals.
Sharon Kirk, Digital Media Director, suggests being as specific as possible with your goals. "Instead of 'I want more followers, aim for 'I want to increase engagement on Instagram by 20% in three months.'"
Step 2: Target your audience
Who are you trying to appeal to? What do they care about the most? What kind of content do they like? The more you understand yourtarget audience's interests, habits, and pain points, the better you can create videos that appeal to them.
Step 3: Choose the right platforms
Not all social media platforms are the same. Think about where your audience posts the most and what type of content is out there:
1. TikTok: Great for short, trend-setting content, typically with younger audiences.
2. Instagram and Facebook: Ideal for fun, visual content and community building among diverse groups.
3. YouTube: Perfect for longer videos, tutorials, and storytelling across multiple generations.
4. LinkedIn: Best for B2B content, industry insights, and professional stories.
Step 4: Plan your content
It's time to brainstorm what kind of videos you'll create. Different videos serve different purposes. Here are some ideas:
1. Educational: How-to guides, tips, tutorials.
2. Behind-the-scenes: Show your team, process, or company culture.
3. Product demos: Highlight features and benefits.
4. Customer stories: Share testimonials or case studies.
5. Entertaining: Challenges, trends, or funny clips.
Step 5: Keep it short and sweet (and authentic)
Today's consumer attention spans are shorter than ever ,so it may seem like a no-brainer, but your videos must capture their attention from the very first second. Whether it's 15 seconds or a few minutes, make sure your message is clear and authentic. People connect with real stories and genuine personalities.
Step 6: Keep production simple
You don't need Hollywood-level equipment. Decide on the needed equipment, write scripts, storyboard, and schedule shoots. When planning your shoot, remember that today's smartphone technology and natural light produce amazing quality. Focus on clear audio with limited outside noise, clutter-free visuals, and steady shots. Keep in mind that editing isn't just cutting clips. Add captions, overlays, calls to action, and polish your videos to make them professional.
Step 7: Promote and distribute strategically
Once your videos are ready, don't just post and forget. Share your videos at optimal times when your audience is most active Cross-promote on different channels, especially for live streams, to maximize reach. Encourage your followers to share and comment.
Step 8: Measure and analyze performance
Track your results regularly and analyze how your videos perform. Use platform analytics to see what's working:
1. Views and watch time
2. Likes, comments, engagement shares
3. Clickthrough rates
4. Conversions or sales
Step 9: Test and stay current
We all know how quickly social media trends can change. Keep testing with new formats, styles, and ideas. Stay updated on platform features and trending topics.
Creating a successful social media video marketing strategy isn't about luck. It's about following these 9 simple steps and keeping your content authentic. Once you start, your videos will be more engaging, shareable, and drive real business growth.
Need help creating or executing your social media video marketing strategy? Reach out to Sharon Kirk!
