Visual content is a magnetic force in social media marketing, driving high levels of consumer engagement. In a previous post the positive social media impact of using inspiring still photography and sensational images was discussed.
But what about the power of moving pictures? On Facebook, videos are shared 12 times more than text and link posts combined. Throughout the internet, more than 4 billion hours of video are now being viewed each month. In fact, YouTube has become the second most used search engine, right behind Google. It’s no wonder you probably felt compelled to click the big purple play button in the header of this post.
Paul Shepherd, CEO, of Coup Media advises:
“Video will only work for you if it’s useful, funny, extraordinary or otherwise emotionally engaging. If you know your objectives, know your audience and deliver video content that resonates then video can be super effective especially as mobile screens become the normal way to consume content.”
An acknowledged leader in video engagement through social media is luxury brand, Christian Dior. As of the date of posting, the 198 videos uploaded to the Dior YouTube channel have garnered almost 79 million views. In addition to aspirational footage of fashion shows, product previews, behind-the-scenes documentary footage, celebrity interviews and stunning commercials with gorgeous cinematic production values, the company posts useful content for the dedicated fashionista. This instructional video provides Dior fans with a practical step-by-step guide to the secrets of creating a smoky eye using Dior cosmetics:
It’s always helpful to gain creative inspiration from companies that are social media superstars, but most marketing teams aren’t staffed to produce the depth of video content with the sleek production values that Dior consistently delivers.
The good news is that videos can be much more straightforward and still be effective in engaging the consumer on social media. Home Depot is currently registering almost 30 million YouTube views with much more down-to-earth content. “How to fix a leaky toilet” may be mundane, but it is remarkably useful content and provides value to the DIY-inspired consumer:
Consumers are not necessarily looking for the highest quality visual content. What they want are stories, told in a visual way, that educate, encourage, engage or entertain. Fortunately, this type of video content is now within reach of most real-life marketing budgets.
Big budget or modest budget, it can be the best video in the world, and yet it will be a total dud if no-one watches it. Promoting your new video is the key to getting it out to as wide an audience as possible. Tag it with the right keywords, make a text version of the script available, blog about it and promote it across multiple social media channels. Make sure it’s embeddable and thus more easily shared. Add a Facebook “Like” button, giving viewers the option to share it with their friends, and a Tweet button for Twitter sharing too, you can even pin a video to a Pinterest board.
Of course, if you’re looking for more information on video content creation you can always go to YouTube and look up how to make engaging videos for social media – you’ll undoubtedly find plenty of advice and inspiration.