3 Tips for Your Social Media Video Strategy
By Liz Bachmann
If you don’t use video in your social media, now is the time to start. Not only are videos being shared more, but 88 percent of companies who invest in video content are satisfied with their ROI.
In 2019, internet users spent six hours and 48 minutes per week watching video content, a trend projected to continue. Video streaming and downloads are expected to comprise 82 percent of internet traffic by 2022.
With video making up so much internet traffic, it is essential to start utilizing it. Websites with videos keep people on their pages longer, and videos draw more users to purchase from a brand. Adding video into your social media strategy can sound daunting, but it doesn’t have to be. Below are three ways to incorporate video into your social media strategy.
Go Live
Facebook live launched in August 2015 and became readily available to all users in April 2016. One of the first things Zuckerberg noticed about Live was users stayed on Live videos three times as long and commented ten times more than on standard videos.
In addition to Facebook, Instagram and Twitter also allow companies to stream live. LinkedIn is currently launching a live feature with a few select broadcasters. You can apply to be a part of that group, and hopefully, they will roll out the live feature for all pages soon.
Live streaming increases transparency, keeps people in the know, and is cost-effective. Not to mention the increase in viewer engagement and the ease of analytics on platforms like Instagram after you end the live stream.
Try Long-form Video
Have you ever tried to schedule a video on Facebook and noticed the platform asks you if your video is three minutes long? Facebook asks this because they organically show videos longer than three minutes to more users. However, not all videos need to be long-form, and the message should matter more than the length.
IGTV is another way to share long-form video content. If you share a video on IGTV, it must be at least 15 seconds long, but you can share up to 10 minutes. Larger and verified accounts can share up to an hour-long video.
Long-form videos generate deeper engagement and will increase the likelihood of a viewer looking up the website that shared the video.
Repurpose
One of the best parts of Live and long-form videos is their potentially long shelf-life. Live videos can be saved and reshared and long-form videos can be split and repurposed to create additional content.
Another way to repurpose content is to utilize user-generated content about your company. If someone leaves a review, ask if you can reshare it. The shelf-life of a social media post is relatively short, so you should reshare content in a variety of ways.
Using video content in your digital media strategy is a powerful way to engage with your audience. As videos continue to grow in popularity, it is vital to incorporate it into your plan. If you would like to integrate video into your strategy, you can contact us at COM 616 to develop a video-friendly digital media strategy.