Picture this: It’s Saturday morning and you’ve already watched a video on social media before crawling out of bed. Sound familiar? If it does, you’re not alone. After all, video accounts for more than 80% of all internet traffic, and 66% of people actually prefer online video to written text — go figure! So, while scrolling through your social feeds before even brushing your teeth in the morning might not be the healthiest habit ever, it does speak to the power of video on social media.
Whether you’re just diving into the world of video marketing or you’re already a seasoned pro, these ever-evolving social media channels force us marketers to stay on our toes, following the latest trends and adapting our video creation strategy to meet the needs of our unique audiences on every channel.
In this guide, we’ll teach you some best practices for creating content for channels like Facebook, Instagram, YouTube, and more. Plus, you’ll learn how to measure success once your videos are out in the world!
Don’t have time to read the whole thing in one sitting? Bookmark the guide for when you’re feeling inspired and have some extra time on your hands.
What do peanut butter and jelly, spaghetti and meatballs, Lenny and baby carrots, and video and social media all have in common? You guessed it, they all work oh so well together.
People spend tons of time on social media these days (over two hours per day!), and video is the perfect medium for conveying information both quickly and effectively. After all, our brains are immediately hardwired to respond to visual information — it’s easier for us to understand video and remember it, which is one of the reasons why video content tends to be so successful for businesses.
As a general principle, as folks scroll through their feeds every day, they’re typically looking to fulfill one of the following desires:
- Making connections: They’re looking for a way to keep in touch with friends, meet people with shared interests, and find business contacts.
- Consuming information: They’re looking for answers to questions, news about the world, and solutions to problems.
- Being entertained: They’re looking for ways to spend time, laugh, and blow off steam.
Because social media feeds are filled with tons of photos, texts, memes, GIFs, and videos from close friends, influencers, businesses, brands, and more, it’s the perfect place to experiment and break the rules of convention. You can start to uncover what makes your audience tick and spark valuable conversations by using video across social media platforms.
“You can start to uncover what makes your audience tick and spark valuable conversations by using video across social media platforms.”
But, before you start whipping up those eye-catching videos, you should make sure your business has a solid social media video strategy in place. Getting in front of the right people at the right time will make all the difference, so let’s dig into the keys to success.
We’ve talked a lot about ways to set your social video strategy for each channel, but here’s where it really all comes together: promotion and performance. Video “promotion” means more than just posting your video on social media and waiting for the magic to happen. It’s about knowing what kinds of interactions mean the most on each platform, and how to get the greatest return on your video investment. Let’s talk numbers!
Get the biggest bang for your buck with these social video resources:
13 Ways to Promote Your Video on a Budget: You’ve spent weeks planning, filming, and editing your videos, so don’t forget the final step! Here, we walk through 13 simple and affordable ways to show your video off, from emailing your videos, to participating in niche online communities, to taking advantage of prime real estate on your social pages.
Evaluating Your Video’s Performance Across Multiple Channels: When it comes to video metrics, one size does not fit all. In all seriousness, the hardest part of understanding your video’s performance is figuring out exactly what to measure. This post will show you what metrics to pay attention to across several platforms, including website videos, Facebook, Instagram, LinkedIn, and Twitter.
Where to Share Your Social Videos if You’re a Small Business: Social media video is a great equalizer. Many small businesses beat out competitors twice their size because of their social media marketing. The secret is not to spread yourself too thin. Pick out the channels that make the most sense for your goals and then double down. We’ll show you which platforms give you the most bang for your buck.
Learning from Influencers About Growing an Audience with Video: While not everyone has the resources to invest in influencer campaigns, there are many valuable lessons you can learn from influencers about marketing yourself on social media. In this article, we discuss how to build a word-of-mouth brand.
Promoting “One, Ten, One Hundred” on Social Media — The Perks of Repurposing: If you’ve made something you’re really proud of, you should share it in as many ways and places as possible! But that doesn’t mean just posting a link and calling it a day. You need to give people opportunities to discover your content in new and exciting ways. Here we use the example of our documentary series, “One, Ten, One Hundred,” to inspire you to build related content around your best, most buzzworthy work.
Introducing Publish to Social — Share Your Wistia Videos on Facebook and YouTube: At Wistia, our core product has always been about posting videos you own, styled to fit your brand, on your own website. But we also want to make it easy to build your audience and get the views, comments, and conversions you need on the wider web. That means producing native videos for social media. Our latest product, Publish to Social, can help you do that right within Wistia!
Social media is an amplification tool for your brand, and video is the quickest, most effective way to reach the people you want to talk to. By now you should be psyched about all the informative, entertaining videos you can create and share on social media. Always remember to set some clear goals around your video, and keep in mind that most platforms don’t play by the same rules!
Start increasing your business' odds for discovery by promoting your videos and measuring your success. We hope that with these resources top of mind you’ll be able to compound the value of the content you create. So go on, get out there and make your first video for social media!