Why a video campaign?
It’s becoming harder than ever to stand out on social media with congestion driving marketeers to be cut-throat competitive. Don’t be deceived by the soothing colours and chirping logos: social media are a bloody battlefield where the winners take it all and the losers end up in embarrassing and friendless suffering. To become the best you can be you need a plan, a strategy, a campaign and the best tools to convey the message. That’s where videos come in: one of the most efficient and engaging communications tools available today.
But let’s take a step back. It all starts with one question:
Why am I launching a social media campaign with video?
You can have millions of reasons of course, however as you dig deeper in the “but why” cycle you could end up somewhere along these lines:
- I want to let my audience know I exist: nothing shouts louder “Hello World” than a great video.
- I want to show off something new: whether it’s a software update, a new feature, or some completely new grounds you’re trying out. The message goes through by not only telling but showing and telling.
- I want to revamp myself: it could be part of a new business line, an overall rebrand or you just want to refresh your logo, you can have a look here to see how others rocked rebranding with videos.
- I want to make it right: Your brand took a hit, it happens. Finger-pointing over, it’s time to make it right. No one wants to read a 1000 word press release on who messed up and how sorry you are. A 1.5 minute video can tell a lot more while also helping your disappointed audience see your human side.
Or you can end up somewhere completely different of course, regardless the deeper you dig the clearer it gets what you want to accomplish, who you need to talk to and how. Once your objectives and audience are clear, you can start on figuring out what video content is best suited to deliver your message to the right people.
One size does not fit all
Ideally you would not use the same campaign for various social media. To say the least your content may be a grand hit on Vine but won’t really make much of a debut on LinkedIn. In this article we’ll highlight some key features and differences the different media have to offer. For specifics on launching the campaigns it’s best to check the latest updates of the medium.
Facebook lets you personalise and target in a way no other social medium does, when you go pro that is. It’s their business after all. You can choose from different objectives ( e.g. boosting page likes, clicks to your landing page, driving engagement) and target people at a given location, with certain behaviour and interests and of course age groups. It’s good to keep in mind that although the time limit is generous (20 min. or 1 GB whichever is larger) it’s best to cut down your product video, company presentation or news flash to around 30 - 90 seconds tops.
Twitter will push your video message to some specific targets too: you can choose location, gender, language, and top it off with some keywords you believe your target is most engaged in. Twitter will not only push but autoplay your video as well. Though bear in mind it will be on mute. According to Twitter, a video tweet generates 28% more higher interaction rates. A good thing to keep in mind when you'll tweet about your next blog post or want to communicate about a new company milestone.
YouTube: the king of video, by far no. 1 video platform out there. Obviously you need to be there, but which option do you go for? In-stream ads, are the ads played before the videos, up to 30 seconds and we would recommend you use a completely new approach and not to re-use any old ideas as the whole concept is unique within the online video universe. In-display ads are the ones that show up in the right hand column when you watch a video as a suggested video, a killer thumbnail is key. In-search ads will show up on the top of a search list to videos similar to what the user was looking for in the first place.
Vines are mostly used as part of a Facebook or Twitter campaign. If you think you can be as funny and witty as some of these companies in less than 6 seconds, why not give it a go?
If you’re in B2B you would most likely opt for LinkedIn. They offer precise professional targeting enabling you to filter audience by job title, industry, or even seniority. It's the ideal platform to share an inspiring company presentation, ew tactics for the upcoming year or short video that briefly explains your latest white paper.
Instagram has been one of the latest to introduce videos, and running campaigns also works a bit differently. One option you may consider is to target influencers – accounts of users with at least 10K followers preferably more. From then on, you start a one-on-one negotiating process on how they could help promote your business. The other option of course is running your own profile and building up your own follower base you want to engage with.
Test, test, and some more test
There isn’t one good way to do this, so prepare to make A/B testing your best friend for the next couple of months to figure out what really works and why. Change your video thumbnail or the length, play around with timings or target groups and see what works best for you.
We’d love to hear how it went!