By 2020, online videos will make up more than 80% of all consumer internet traffic.
But if you’re looking around the social media landscape now, you’re probably noticing that video’s already taking over your newsfeeds a few years ahead of schedule.
It’s not just video sites like YouTube, either. Facebook and Instagram are focusing more on video, especially with Stories and IGTV rapidly growing in popularity.
Unsurprisingly, Twitter, Pinterest, and even LinkedIn are also developing more options for video, because it’s the way audiences expect and want to receive content.
Don’t believe me? Take a look at a few stats showing how video is taking over social media:
- ⅓ of the time spent online is devoted to watching videos, according to Social Media Today.
- Hubspot found 45% of people watch Facebook or YouTube videos for an hour or more each week.
- YouTube reports that mobile video consumption rises 100% every year.
- 82% of Twitter users watch video content on Twitter.
Those stats impact business as well.
- More than 60% of social users report watching branded videos daily, according to Animoto.
- We also found that 64% of consumers say that that watching a marketing video on Facebook has influenced a purchasing decision in the past month
- And according to Buffer, companies that market with video on social have 27% higher click-through rate and 34% higher conversion rates than those that don’t.
You get the idea.
Customers are watching video, and if you want to catch their eye with your messaging, you can’t afford to neglect video marketing for your business.
That said, marketing with video on social media can seem scary, especially when you’re a small business. You’ve got so much on your plate already, and managing your presence on social media can feel like just one more thing you have to do—and do well.
- How do you make a video that’ll reach new customers and maintain the ones you have, when you don’t have a lot of experience with video?
- How do you create a social media marketing strategy that’s agile enough to keep up with the latest advertising channels and new social platforms, like Messenger, Marketplace, and Facebook and Instagram Stories?
- How do you reach your target audience when the types of videos that pull viewers in are constantly changing?
- And most importantly, how do you start making the videos you know you need to make right away?
Well, I’m going to break it all down for you and give you the info you need to create videos for your business quickly and easily, along with some best practices that’ll help your videos stand out wherever you’re sharing them.
Then I’ll send you on your way with:
- Our ecommerce video marketing playbook
- Complete with step by step instructions
- Access to BigCommerce video templates.
Let’s dive in.
You may be asking what exactly does she mean when she says social video marketing?
Basically, social video is any video content that you create and share through social networks. Those videos can be regular posts, ads, Stories, cover videos, profile videos, or even comments on social posts.
But wherever you post the video, its purpose is often the same—to encourage your audience to engage with your business and remember it.
There are lots of different ways to foster that engagement. Take a look at a few videos your business can create to promote your brand.
1. About us videos.
Share what your business does, and more importantly, why it does it.
- What sets you apart from competitors?
- What makes your brand special?
You can give insight into the people who work for your business, highlight the unique value of your brand, or share your company’s backstory.
Can’t decide which angle to pick? Make three different videos and explore a different aspect of your story in each.
2. Product demo videos.
Great storytellers show rather than tell. So instead of telling your audience why your product is great, create a video demonstrating what it does and why it’ll make your customer’s life better.
3. Promo videos.
Let customers know when you’re hosting a sale or promotion in an eye-catching way that’ll stand out in newsfeeds.
Include all the info your audience will need, such as how they can get in touch and where they can go to purchase your products or services.
4. Customer testimonials.
Word of mouth is a powerful tool for finding a new audience for your brand.
Create a video that brings positive word of mouth straight to your viewers with videos featuring quotes from satisfied customers, or even a video highlighting a moving story from just one customer.
5. Event videos.
Help your social audience feel like they’re part of an event by sharing recaps or even creating live Stories while the event is going on.
You can even develop a Facebook Live event to create an immediate back-and-forth between your brand and your viewers.
6. How-to videos.
This type of video is a long-time favorite on YouTube, Facebook, Instagram, and Pinterest. Not to be confused with a product demo, how-to videos offer audiences education that they might be interested in even if they’ve engaged with your brand before.
Try to find topics that relate to your brand and will keep your business top of mind—say a workout routine if you run a fitness business or a recipe if you sell cookware.
We’ve done dozens of case studies at Animoto, and the most successful campaigns in each of those studies have a few things in common.
In general, brands that succeed with video tend to:
1. Know your audience.
When you’re creating and posting videos, it pays to know your target audience. Picture your ideal customer in mind when you make a video and ask yourself:
Would this customer respond to my video?
Once your video’s ready to go, use ad managing tools to home in on that client on social, searching for people who have the location, income, and interests you’re hoping to reach.
2. Run tests.
Businesses that thrive on social have one major thing in common: they keep testing their content. There’s more than one way to test your video’s performance, but an easy method to try is a simple A/B test—in other words, two variations on a video that you’ll test against each other.
For ads, I’d suggest creating a few variations of your video to see what viewers respond to.
Test out different wording or visuals to see what resonates with your audience; then change up your videos and test, test again.
Not sure what A/B test is? Check out Animoto’s blog series on the topic, and you’ll be up to speed in no time.
3. Fit their videos to their platform.
Different social networks have different audiences with different priorities, so if you’ve got longer content that features sound, it might work well on YouTube, but can fall flat on Facebook where shorter, sound-off content reigns.
If you’re not sure what works on a given platform, take a look at our Social Video Cheatsheet to learn the types of videos that do best on YouTube, Facebook, Twitter, and Instagram.
When it comes to social video marketing, you’re learning a craft rather than a science. It’ll take a little trial and error to discover what works best for your business.
But don’t give up! As you try new videos and experiment with new messaging, you’ll learn and develop a personalized strategy for your brand.
Want to see these strategies in action? BigCommerce and Animoto worked on a case study that utilized the tips I shared above. Read on to see how the techniques we’ve been discussing can have an impact on a business’s bottom line.
A family-owned-and-operated business out of California, Mountain Crest Gardens was trying to expand their social marketing efforts.
As a largely internet-based company, they rely on digital marketing to promote their products, but until recently, their digital advertising campaigns were limited to Google search and an occasional boost on Facebook.
A conversation with BigCommerce and Animoto introduced them to the world of social video marketing, and the team discovered just how easily and effectively they could launch a successful social video campaign, even with no previous experience.
Then, using a combination of BigCommerce and Animoto, Mountain Crest Gardens created their own eye-catching videos for Facebook, Instagram, and Instagram Stories.
Moving Beyond Google Searches
Mountain Crest Gardens is a succulent nursery that needed room to grow. According to Vice President, Matts Jopson, “We had been focused on more traditional acquisition channels like paid search,” but the business wanted to do more.
Using Animoto, Mountain Crest Gardens made two social-ready videos for Facebook and Instagram.
“Animoto’s video templates let us quickly and effortlessly create marketing videos with what we already had on hand,” Matts said.
For their first video, they got creative with a fun, share-worthy quote video made to drive awareness of their brand on Facebook.
The second video offered testimonials from long-time Mountain Crest customers on Instagram, encouraging the audience to click through to try the ecommerce business out for themselves.
Both were specifically created using the square format that performs best in Facebook and Instagram feeds.
With videos in hand, Mountain Crest launched their campaigns on Facebook and Instagram, relying on the BigCommerce Facebook Pixel configuration to easily track website conversion.
Mountain Crest’s Facebook campaign was a success on multiple fronts.
Configuring the Facebook Pixel in BigCommerce allowed Jopson to attribute several purchases to the campaign.
Furthermore, the cost per impression was 4X cheaper than their typical Google search campaign, with a cost per click that was 2X cheaper.
As an added bonus, Mountain Crest paid about 50% less per impression for their Instagram ad run when compared to their traditional paid search benchmarks.
Using video as a medium to market your business is no longer a “nice to have” but more of a “must have.”
As social platforms continue to mature and develop new, creative ways to showcase video, consumers’ view times will increase and there’ll be more opportunities for marketers to grab their attention in this video-first world.
Cutting through the noise and understanding how to make your video marketing efforts as effective as possible is key to taking advantage of those opportunities, which is why Animoto and BigCommerce will continue to work together to bring effective digital marketing solutions to small businesses, like yours.
Starting today, the Mountain Crest videos we showed you above are available as video templates, so that BigCommerce users can easily achieve the same success.
Jump over to our ecommerce video marketing playbook to get step-by-step instructions, access to the BigCommerce video templates, and more.
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