With Facebook introducing updates to fight engagement bait, creating valuable content goes hand in hand with staying on top of your customer feeds. This year, all of the leading social media platforms, such as Facebook, Instagram and Twitter, are heavily focused on a video-first strategy, and it won’t be slowing down anytime soon. But if coming up with creative, share-worthy content has you at a loss for ideas, here are some video ads that can propel your business forward, letting you ramp up your video marketing strategy without racking your brain for ideas.
1. Share a company overview.
A video overview gives your audience an understanding of what makes your brand unique. Highlighting your business’s strengths can help you stand out in a sea of similar products and services. And using video to leverage what sets you apart creates brand awareness within your local community more effectively than static images or written content. In fact, video posts have 135% greater organic reach than photo posts. Here are a few ways you can share your company’s value through video:
• Repurpose written content that sets your brand apart (press coverage, blog posts, etc.) into video format for your website.
• Share staff testimonials.
• Pin your video post to the top of your Facebook and Twitter pages.
2. Make an announcement.
In 2018, communicating regularly on social media is a must for businesses of any size. Since social media is part of the daily routine for most users, your business needs a digital footprint to garner true engagement in the form of likes, comments and shares. Make sure folks are dialed in by sharing announcements effectively, and in the way your audience prefers to consume them. Not sure what to share? Here are a few suggestions:
• Share new features or a brand-new product.
• Announce special events.
• Advertise special promotions.
3. Generate familiarity with a product demo.
My company's 2015 study showed that four times as many consumers would rather watch a video about a product than read about it. In addition to providing an understanding of your product, allowing your customers to see your product in action fosters trust in your brand and increases conversion. Use these tips for your demo video:
• Keep it simple. Show your customer what your product can accomplish, and how, letting your product sell itself.
• Engage viewers with a before-and-after video that reinforces the purpose of your product or service.
4. Showcase your thought leadership.
Create videos about relevant industry updates to showcase your subject matter expertise. Buffer, for example, keeps its finger on the pulse by releasing videos explaining the latest Facebook updates. These videos allow Buffer to set itself up as the go-to source for social media info and keeps its audience coming back for more.
• For a variation on this idea, feature guest experts who are thought leaders in your field. For example, a fitness boutique could benefit from featuring a fitness expert.
• For an even faster turnaround, create a thumb-stopping text-based video with industry stats and quotes from experts.
5. Educate your audience with a how-to video.
For another effective video idea in 2018, consider Google's spike in how-to queries last year. A how-to video has two key benefits: It offers value to your customers and potential clients, while simultaneously showcasing your product in action. To get some idea of how a how-to video can have an impact, take a look at this tutorial by Peanut Blossom, a lifestyle blog and partner of Animoto, which catapulted their following by thousands. Here are some tips for tutorials:
• Take a cue from this business and show viewers how to use your product in an interesting way.
• Give tips related to your product or service. For instance, as a realtor, share a video around staging tips.
6. Send an event RSVP with video.
Creating an event RSVP for your business is an effective method of creating interest and gauging the kind of content your customers prefer. Sending an event RSVP can help you narrow down the sort of content that gets engagement specifically from your customer base. My company received several thousands of RSVPs when we shared video ads to invite folks to our annual online event and gained valuable insight. Here are some ideas to try:
• Share event teasers leading up to the event.
• Draw folks who RSVP back in with a recap.
7. Foster trust with a customer testimonial.
If your customers have ever raved about your product or service, capitalize on their reviews by sharing them in a video. There’s very little more convincing than reviews from satisfied customers -- there’s a reason it’s called the most valuable form of marketing. Here are some effective ways to share testimonials:
• Share a series of short quotes from customers.
• Include screenshots of Yelp or Google reviews validating your business.
8. Stay relevant with seasonal video.
Although they’re a great opportunity to connect, there’s no reason to limit yourself to consumer holidays. Sharing content regularly is a crucial aspect of growing your following, increasing engagement and, ultimately, conversions. Social holidays allow your company to regularly interact with your audience by staying on top of your customer feed.
• Capitalize on holidays popular on social platforms. Create promos around opportunities like friendship day or selfie day.
• Take note of trending events or hashtags and incorporate them into a seasonal video.
9. Gain credibility with Q&As.
A recent HubSpot survey revealed that 43% of customers prefer videos to static content -- and that preference extends to how you address customer questions on social media. Using video positions your business as a leader in providing thoughtful customer service and allows your brand to maintain relevance by communicating with your audience on a regular basis.
• Use online reviews to create a video addressing concerns about your product or service.
• Answer questions your business receives in a weekly or monthly video roundup.
With major social platforms prioritizing video, it is instrumental to grow your business in 2018. And with these video methods, implementing an effective video strategy is easier than you think. Take advantage of the tools at hand and start creating today.
