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Video Content: How to Use It in Your SMM

All you need to know about using video content in your social media marketing.

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By Anastasija Petrevska
Content writer at Ranking Press

Let’s not repeat ourselves here: the importance of video on social is just indisputable. A quick glance at any random social media statistics data will immediately tell you that video is where the money is - and that’s for every country,  every market, and on every platform.

Video content always makes the top of social media trends at any time, and it’s only projected to grow. 

So how can marketers tap into all this potential?

If you have experience in marketing, or you’re part of an agency, we’re sure this question is at the top of your mind. You probably have a few tricks up your sleeve when it comes to video content, and you’ve probably made it your top priority in your content marketing plan for social. 

We don’t doubt any of that. 

But, what we’re here for is to give you a great, all-encompassing resource, an overview of all the important tidbits that create the foundation for successful video marketing on social. 

That, and a few extra actionable tips you possibly haven’t thought of yet.

Businesses and marketers love including video content in their marketing for a simple reason – using video content comes with powerful benefits that can help you:

  • Raise brand awareness;
  • Drive traffic and sales;
  • Get consumer attention;
  • Demonstrate your product or service ;
  • Improve social click-through-rate.

Are you on multiple social media platforms? Sign up to Amplifr to manage your accounts with a single dashboard and receive the best analytical insights and posting time suggestions.

Types of Social Media Videos You Can Use for Marketing

Now that we have the technicalities out of the way, let’s go over the major types of video content you can use in your social media endeavors. 

“About Us” (Brand) Video

If you think this is a one-trick pony and you can’t be bothered, we’d kindly ask you to rethink the decision. 

This is the type of video you typically create only once (unless you want to rebrand), and it’s designed to display your brand and its vision in the best light. If you’re dedicated to building brand awareness this is probably one of the first steps – given you design it in a way that speaks to your target market. Brand videos should be at the top of your high-level branding campaign.

Seven years ago the Dollar Shave Club created this superbly-engaging About Us video where they introduce their brand and products. Click here to see it.

Live Video

You know what can definitely give your viewers a behind-the-scenes teaser? Live. 

In-the-moment content is amazingly popular nowadays (thanks to Snapchat’s breakthrough a few years back). It’s great for organic reach on social and it’s one of the best ways to drive higher engagement rates

There are a number of ways to go about it. You can live stream video interviews or demos, or use live video to show your followers the atmosphere from a particular event, in real-time. 

You can drive your engagement rates even more just by reminding viewers to interact – comment and ask questions! 

If you want to learn more about live streaming on social and how to use it for your business, check out our Social Media Live Streaming Guide 

User-generated Videos

Any user-generated content is a good idea, period. It’s engaging, it’s fun, and it gives you an amazing opportunity to interact with your customers and make them feel valued by your brand. And when you pair those benefits with arguably the best possible medium for engagement (video, of course), you’ll have one tasty recipe for success. 

You see, the audiences of today love when they see social proof that a particular product or service actually works. 

If you’re interested in learning how you can create some amazing UGC campaigns, we strongly suggest you check out our User-generated Content guide. 

But, it definitely involves a powerful hashtag or two

Tutorials (How-to Videos)

Don’t ever think of the creation of tutorials or how-to videos as giving away your industry secrets or expertise for free. Rather, think of them as the start of a conversion funnel – something that can warm up leads and get them to return when they want industry advice time and time again. 

You can benefit from how-to videos on hot topics in two essential ways: 

  • Good search volume will ensure that you get plenty of traffic;
  • Over time, they can help your brand’s credibility and help you establish your company’s channels as a great resource for all-things-your-niche.

Use instructional videos to teach your customers (or leads) something new – or build upon their knowledge. Customers these days like to make informed purchases, and why not give them the tools for it? Take a look at this great example.

At the end of the day, these videos are multifunctional. You can use them in your marketing on social, have your sales teams help out customers with easy-to-use and easy-to-understand recorded material, or repurpose them and enrich your blog posts with informative media that give customers value, and consequently, crank up your SEO ranking. 

Video Ads

Video Ads are a great way to get the most bang out of your marketing buck. Whether it’s Facebook advertising, Instagram Advertising, or a campaign on any other social media network imaginable, video ads have proven their effectiveness time and time again. Let’s see how.

  • Video ads do amazingly well for mobile;
  • Video content is great for battling short consumer attention spans on social, as it easily draws the eye, especially considering auto-play;
  • People readily share videos, even if the particular video is an ad;
  • Videos convert – 97% of businesses using explainer videos say it helps users understand their business better (Wyzowl Survey);
  • Video content can be easily used to tell a story.

Demo Videos

Demo videos are all about showing how your product or services actually work. With this format, you can take your consumers on a journey through your software or explain all the information from the fine print of your service in a highly engaging way. You can use a demo video to unbox a newly launched product – or team up with a few influencers to have them do it for you. 

If you’re in gaming, it could mean demoing the playstyle of your game on a stream. If you’re selling watercolors, the video can be about the shades. The possibilities are endless, and if you think it might not work for your particular product or service – think again, because users gobble up any opportunity to check out a given product before they make a purchase. 

Behind-the-Scenes Videos/Event Videos

Want to build consumer trust and strengthen your brand identity?

This type of video is a great way to let customers in on your company’s “secrets”, and ultimately, give them an idea of who you are as a brand. 

 Behind-the-scenes video content can focus on:

  • Your manufacturing processes;
  • Event atmosphere;
  • Your offices and their vibe;
  • Your day-to-day operation.

Build your relationship with your customers by showing them what your brand is actually like.

Currently on Instagram there are close to 8 million posts with the #behindthescenes hashtag. Coincidence? We think not.

You can take this up a notch with an event video. If your company is hosting an event (a fundraiser, a new launch, a conference, a meet-and-greet) don’t waste it – brag about it on social. 

You can produce a highlight reel, have your dedicated marketing team (or any person on your team, really) stream or post live videos, snap the best moments for some video stories on your branded social media channel – you name it! 

Showcasing behind-the-scenes or event moments that speak to your audience can be as expensive or as affordable as you want – from highly-produced videos to in-the-moment live content taken up at a moment’s notice. What’s more, you can even brainstorm an engaging, fun hashtag and encourage attendees to do the work for you.  

Sign up to Amplifr to receive the best posting time predictions and schedule your content effectively on multiple social media accounts.

Animated Videos

If what you’re selling can’t be easily summed up in a few sentences while you’re casually chatting with someone over drinks, chances are that animated videos can do your brand real good. 

Animated videos are an amazing format for product or service concepts that are abstract, innovative, or just not that easy to grasp. The great visuals make it fun and easy to follow, and you’ll have the opportunity to actually provide value to your potential customers. 

That being said, keep in mind that animated videos might have a higher product cost than most video content formats. 

Customer Testimonials Videos

You remember how we said that social proof is key to successful marketing these days? Well, customer testimonials are its very definition. 

What selling a product or a service eventually comes down to is convincing your potential customer that what you offer has a value and that it will solve a specific problem. 

And what better way to show them than with social proof they hear directly from the mouths of satisfied customers? So, get your best brand ambassadors (your loyal customer base) on camera and let them explain how their product has helped them overcome past challenges. 

Apart from using these on social, you can also make them the highlight of your brand’s website. The only thing you need to be mindful of is to keep that air of authenticity. Customer testimonial video content should never feel curated. 

Using Social Media Video for Marketing

Plan Out Your Video Strategy

We’ll take the short-and-sweet approach here and give you an overview of the questions you need to ask yourself and your team:

  • What’s your target audience?

As with every piece of content, you need to be addressing someone. If you’re a business owner, we sure do hope you have a well-defined target market, but the target audience of a particular campaign, video or not, might be a smaller segment of your typical market.

  • What do you want to accomplish with your video campaign?

Are you trying to raise brand awareness, go viral and drive more traffic to your website or you’re just trying to convert existing leads to customers? Or maybe promote a product launch? Whatever your goal is, you should think about your end-game, that is, the action you want consumers to take after watching your video. So don’t forget that CTA!

  • What’s the budget?

Allocating the budget you’re willing to spend on a video will make it easier for you to pick the type of video that you can realistically produce. Set realistic parameters!

  • How do you measure your video’s success?

At the end of the day, you have to create a benchmark – something that will help you measure whether your video achieves its purpose. Choose your performance indicators wisely, and remember – they have to correspond with your goal.

Over and Out!

We hope that our take on the importance of video in marketing in 2019 will help you step up your game with your video campaigns this year.  If you need help maintaining a good, consistent posting schedule for your videos across your multiple social media channels, don’t forget that Amplifr can definitely lend a hand. 

In the meantime, happy video marketing!

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