If you’ve been thinking about adding more video to your marketing strategy, investing in social media video is one of the easiest places to get started. Along with being hugely popular and still growing, social media video can help your business at each phase of the marketing funnel. Plus, it’s a great way to humanize your brand.
We chatted with Wistia’s Social Media Manager, Frank Emanuele, to get his perspective on how you can set yourself up for success and set goals around social media video marketing. By asking yourself what your videos will achieve for you and what you’re trying to accomplish, you’ll be able to be more intentional about picking the social media channels where you can make the most impact.
In this post, we’ll break down everything you need to think of your social media video goals in the context of the marketing funnel.
Before we talk about social media video goals specifically, remember that any marketing goals should always be SMART goals.
Whether you’re a team of one or you have several cooks in your marketing kitchen, SMART goals give you a “North Star” to guide your work. And remember — you can always adjust your goals later if it becomes necessary.
Now, let’s look at what this acronym means and what you should consider in the context of a social media video strategy. We’ll also use our latest series Show Business as an example of how we applied SMART goals to pull off our own social media video strategy.
- Specific: Who is your audience, and where are they on social networks?
- Example: For the release of our series Show Business, we created a series of social media videos to promote the launch to marketers on Instagram.
- Measurable: How many videos? What metrics will you track?
- Example: Show Business is 20 episodes, so we created 20 short videos — one to tease each episode. The key metrics were engagement (i.e. likes, shares, comments, etc.) and impressions.
- Achievable: Does your team have the resources to produce these videos?
- Example: Yes, we have an in-house video team who was already familiar with the source material (they created it!) so we were able to partner with them to create shorter cuts for our Instagram audience.
- Relevant: Do the videos align with your brand’s longer-term goals?
- Example: Yes, the videos support a larger initiative around the launch of Show Business.
- Time-bound: What’s your timeline?
- Example: This is where planning ahead is key! We knew we wanted to drop one to two videos a week for ten weeks, and we had the raw footage months in advance. We created these social media videos about three months before the launch.
And here’s the final product, our SMART social media goal for Show Business:
As you can see, SMART goals are the best way to be intentional about your social media video strategy to ensure you’re making the biggest impact. Setting these goals for yourself or for your marketing team will also help you articulate success to managers or stakeholders so you can invest even more in social media video ideas to support your brand.