The Best Way to Work Video Into Your Social Media Strategy
Picture this: you’re scrolling through Facebook before heading to bed; next thing you know, it’s 3AM and you’ve watched 20 different videos on how to make donuts in an air fryer. Why does this always seem to happen?
The simple answer is this: video is king on social media. The more complex answer is, well, a little more complex. Not to worry, I’m here to break down the importance of video content and some easy ways to start incorporating video content into your social media strategy.
First, let’s talk about the why:
The algorithms favor video.
All social platforms have an algorithm that uses data to help serve the content they believe would be most valuable to you as an individual. Platforms factors in things like:
Content you already engaged with
Pages you follow
Content your close friends/followers engage with
Searches you’ve made outside of the social platform
Platforms like Facebook and Instagram tend to favor video content and will serve it up to you more aka, you’ll see it more often when you’re scrolling. If we were talking bout a points system, the algorithm places more points on video. All the more reason to incorporate video into your strategy - rack up those points!
Video gives you a chance to showcase your brand personality.
There is a time and place for beautiful photography, meaningful quotes, infographics, and blog posts, but there’s a limit to their power. The true value of video is that it can amplify your brand voice. Whether it’s an animated list of “3 Reasons to Buy Our Product,” a How-To Video, or a video introducing you and telling your company’s story, these all build a solid foundation for what your values are beyond just listing them on your website. Peel the curtain back and give your customers an inside look at what you’re all about.
Science, baby!
Countless studies in recent years have found that people respond more favorably to video content. It is easier to consume, and they find the information more memorable.
For more information on some staggering data points, check out this resource:
Now, let’s get into the how. (I promise this isn’t as painful as you think):
Consider your story, then plan, plan, plan.
Make sure you have an outline of what your story is going to be before you start filming. This can be as simple as a bulleted list of talking points, or as complex as a full storyboard with a script.
You’ll want your video to convey meaningful comments, authentic interactions, and thoughtful sharing. The easiest way I think about it is just asking myself “Would I share this content with my friends? Would I make a comment on this post? Would I watch this entire video?” If I say no to any of these questions, it’s back to the drawing board.
Timing is everything.
Planning your story out will also help identify where you can trim some fat, and where you need to emphasize certain key ideas. Timing is key in capturing your audience. You’ll want to “set the scene” in the 1st minute of the video. Hook your audience in with your key message and leave room for engagement by the end of the video.
You don’t have to have expensive equipment.
Once you have your story mapped out and ready to go, your next step is to start filming. This step is the most fun and doesn’t have to break the bank. Here are three main things you need for a basic shoot:
Smartphone
Those little computers we carry around in our hands are pretty powerful when it comes to creating content. Most smartphones have great video capabilities and some like iPhones, even have basic video editing software (iMovie) built into the phone.
Lighting
This can be easily done by sitting in a well-lit room, where natural sunlight comes in. Start with positioning your camera away from the light and your subject toward the light. This should brighten up the picture and provide a nice, natural look. If your space isn’t getting that sunlight, you can fake it by positioning a lamp or light source in various positions to get that same kind of look. If you’re ready for the big leagues, a ring light is an easy and affordable option to take your lighting up a notch. Here’s the one that I use.
Sound
Depending on what you’re shooting, you’ll want to make sure the sound is top quality. Keep watch that your mic isn’t blocked by anything, your subject is close enough to the mic, and your subject is speaking at a volume just above a conversational level. If your business is showcasing a product that would benefit from a crisp, clear, sound, I would recommend investing in a lavaliere mic. Here are a few on Amazon.
In all of my consultations, the one thing I will always reiterate is that there is value to differentiating your content on social media. That means photos, text posts, blogs, and videos make for a well-rounded presence on social which will ultimately keep your audience engaged, informed, and entertained.
Video content doesn’t have to be complicated. As long as you plan ahead, know your story and tell it well, you’re already ahead of the game! Most importantly, have fun with it! If your first video tanks, don’t give up! Keep putting out content that you are passionate about with good intentions and it’ll all come together.
Still need help getting started? I would love to hear from you! Reach out for an initial consultation and we’ll go from there.
