Beginner’s Guide on Video Marketing For Social Media

Consumers spend an average of 100 minutes per day watching videos. On top of that, 86% of businesses use video content in their marketing strategies. If you haven’t gotten on the video marketing train yet, then you are already behind. Your competitors have most likely already invested in video marketing and are reaching people with videos that they never could otherwise.

Luckily, we’re here to help!

This blog post will define what video marketing is and most importantly, where to use it. Here is what you need to know about video marketing for social media.

If you prefer to have professionals handle the video marketing for you, then contact Jungle Films. Jungle Films is a video production firm in New Jersey that’s dedicated to producing extraordinary video content. Learn all about us here!

What is Video Marketing?

Video marketing refers to the practice of brands using different types of videos to promote their products or services. This type of marketing can be used across all industries, whether you are a B2B or B2C company. On the surface, the process of video marketing is simple. A brand creates video content promoting its product or services and distributes it through different marketing channels. However, video marketing is data-driven and needs to have goals in order to be successful, which is why you need a strategy.

Strategies for video marketing are largely defined by two things – your goals and the metrics that will be measured to determine success. These goals could be anything from brand awareness to lead generation and sales.

What do you want consumers to feel while watching the video?

What actions do you want them to take after the video is over?

Asking yourself questions like these will help you develop your strategy fully so that your video marketing campaign is successful.

The Different Types of Video

There are different types of videos that you can create for video marketing. Animations, live videos, corporate videos, commercials, and testimonial videos to name a few. Each type of video will have different qualities that make it more or less suitable for your video marketing strategy.

For example, an animation is usually used for explainer videos which will reach a different audience than a general commercial for brand awareness.

If you want to learn more about the process of creating each of these types of videos, check out our blog post that goes through everything you need to know about video production.

How Does Social Media Affect Video Marketing?

Social media like Facebook and Instagram has grown at an alarming rate for decades and it has managed to make itself an integral part of our everyday lives. There are 3.96 billion social media users in the world with most of them spending 95 minutes per day scrolling through images and of course, videos. Videos and social media go hand in hand, and one cannot grow without the other.

Social media has made videos commonplace and for marketers, the platforms have given them a direct line to the consumers. Not only that, but social media has also given rise to new types of videos, such as live videos and Stories. These types of videos are perfect for creating a connection with your consumers and building trust.

So, now that we’ve established that social media provides the platforms for video marketing, the next question is how do you decide which social media to use?

Deciding on a Social Media Platform

Whether you are using paid video ads or organic videos, understanding the landscape of each platform is essential to your video marketing strategy. Each platform has different demographics, expectations, and best practices which means that your social media posts should be tailored specifically for each platform. For example, a video on Facebook and Instagram will reach a different audience than a video on TikTok.

Here is a breakdown of what you should know when it comes to video marketing on social media platforms.

YouTube

YouTube is the biggest video-sharing platform in the world with over two billion monthly users worldwide. It has the largest audience for videos and provides ample opportunity for marketers to reach their target audience. YouTube may be an effective platform to use for video marketing, but YouTube is only geared towards video sharing which makes it more difficult to continue to constantly churn out content for consumers.

Even though YouTube is the most popular website to watch videos, Facebook is right behind them in scale. In fact, marketers are investing much more in using video content on Facebook because it offers more robust features that benefit video marketing.

However, YouTube is still the king of internet video and it is always beneficial to have your videos hosted on the platform.

Facebook

Facebook has done a lot over the years to make its platform more video marketing friendly. Now, users spend almost half of their time on Facebook watching videos.

Video content consumption on Facebook has increased over the years, but so has the effectiveness of paid advertising. Facebook video ads are a favorite amongst marketers because of the amount of data that Facebook gives marketers access to. The platform also has the largest and most diverse number of users which gives marketers a wide net.

Facebook is still a low-cost platform that allows marketers to learn about their target audience and how they respond to paid video ads. A survey from Small Biz Trends in 2018 revealed that users find Facebook advertisements to be relevant to what they are interested in. Although Facebook has many benefits for marketing, there are still many other social media platforms that may be beneficial as well.

Instagram

Instagram was created to be an image-sharing platform. After a while, Instagram enabled users to also share videos. Now, videos get 21% more engagement than images on the platform. The addition of videos has made Instagram an incredibly powerful tool for marketing as video content automatically stands out on Instagram among the many images.

On top of that, Instagram offers a variety of video formats for marketers to use such as Stories, carousels, live video, and traditional video posts. It is important to note that Instagram is a mobile-first social media which means that consumers are typically scrolling through their feed on their phones. Because of this, many Instagram videos have square or vertical dimensions.

All that being said, consumers on Instagram love videos. Although the platform leans more into influencer marketing, there are still plenty of opportunities for brands to connect to their audience through video content.

Twitter

Twitter is not traditionally known to be a video-sharing platform but steady year-over-year growth in daily video views shows that the platform is becoming more video marketing friendly.

The best way to use video content on Twitter is by actively engaging with your audience. Reply and like tweets, retweet other users, and be responsive to feedback. Engagement on Twitter allows consumers to feel heard and acknowledged. It can go a long way to building brand reputation as well as building an audience.

On Twitter, short videos are king. According to a Nielsen study, Twitter users are more likely to watch a 15-second video rather than a 30-second one. Keep your videos short, sweet, and to the point to make the most of this social media service. Twitter has a great presence in the United States and skews toward people aged 25 to 34, which makes it a great place to reach out to millennial US adults.

LinkedIn

Looking to connect with business professionals? Then using Linkedin is by far your best bet.

Linkedin is a social media platform that is focused on business networking and career development. The network is great for B2B video marketing and thought leadership. There are a variety of ways to use video marketing on Linkedin but the platform recommends first defining the goals of your video campaign into one of three categories – awareness, consideration, or conversion.

Linkedin provided a guide on how to use video marketing on their platform. If your goal is in the brand awareness and consideration stages, then they suggest positioning yourself as a thought leader, telling your brand story, or sharing a testimonial with your videos. If your goal is to convert prospects into consumers, then they suggest showing a demo of your product, providing a clip to a webinar, or showing a preview to an event. Those are, of course, only a few ways you can use Linkedin for video marketing. The professional network also suggests testing out everything in your video ads from the length to the copy used in the post.

Linkedin has a very different audience than many other social media platforms. The network boasts over 700 million users and two-thirds of them are 30 – 64yrs old. If your target audience is among this demographic, then using Linkedin could be very beneficial to you.

Tik Tok

It cannot be stressed enough how fast Tik Tok has grown since its launch in 2016. The social media network now has 1 billion users and has an average of 650,000 users joining every day. The network is video-focused and allows users to create 15 to 180-second videos. The app is incredibly popular with Gen Z as it’s a great way for users to get creative and share their talents with the world.

For businesses, Tik Tok is a fantastic way to reach out to young audiences. However, Tik Tok is extremely saturated with video content and it may be difficult for brands to grab attention amongst all of the noise.

The good news is marketers have not yet started investing in using Tik Tok which means now is the best time to begin creating content for the platform and revising your video marketing strategy.

Experiment With Video and Try Out Different Social Platforms

Advertisers have made the case that video is the future of digital marketing, with statistics showing a dramatic increase in video consumption and the effectiveness of video marketing on social media. However, since it’s estimated that 82% of internet traffic goes to video streaming and downloads, it’s safe to say that video marketing is not just the future of digital marketing but also the present-day engine.

Finding the right social media network for your brand is about finding where your audience is. It’s important to test out different platforms and see what works for you. The most important thing is that you’re creating video content that engages and captures the attention of your audience.

Jungle Films is a video production company in New Jersey that can handle your video marketing strategy needs for social media or otherwise. Our team is made up of seasoned social media marketing and creative professionals that will work with you to produce effective, high-quality video content.

Contact Jungle Films today!

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