5 Tips for Incorporating Video into Your Social Media Strategy

In January 25, 2019
Social Media



Within today’s social media sphere, anyone with a smartphone has the ability to broadcast to a wider audience than ever before. According to a report by eMarketer, the average adult consumes over five hours of online media content, including 56 minutes of video content each day. With a smart-phone driven atmosphere and feeds saturated with visual content, it is important to approach video content with an intentional strategy. Check out these five tips for creating successful video content that will not only boost engagement, but be beneficial to your sales efforts!



1. Tell a Good Story

Human brains love storytelling. Consumers are more apt to remember a piece of marketing material, your services, or your brand if it is connected to a storyline that appeals to their emotions. Whatever emotion you evoke through your video’s story, a viewer will associate this emotion with your business or product. Creating a short, yet powerful, story is growing in importance as internet attention spans begin to shrink. Social media users on average will watch the first 8 seconds of a video before moving on if their attention is not grabbed. Be sure to use these seconds wisely! Introduce or set the stage for your video’s main point within the first 8 seconds of the video – this is the same rule as in written content, where any concept in the conclusion of the piece should be introduced in the first paragraph as well. Doing so will not only ensure your content is cohesive, but will draw your viewers in right away and encourage them to watch through the entire video. By creating fun and simple videos of a high quality, you can convey a powerful message in only a few short seconds. Lastly, be aware of the platform you are posting on and any length restrictions. Instagram has a 60-second video length limit, whereas Facebook allows up to 240 minutes of video. As you plan your video creation process, be sure to consider which platform your video is geared towards. As a general rule of thumb, shorter videos can be used universally and will appeal to the fast-moving, scrolling nature of social media.



2. Use Live Video

Why has live video become so popular all of a sudden? For one thing, it is constantly at users’ fingertips, allowing them to easily tune in from a smartphone. Additionally, users are now seeking to live vicariously through other users. In other words, social media users want to be able to experience what you and your business are experiencing, right alongside you. Live video is the perfect opportunity to take advantage of that, as you can allow your followers a glimpse into the behind-the-scenes of your business. Provide in-the-moment content that appears to be candid instead of carefully-crafted, as this will give users that authentic experience they are looking for.


Although you want your live video content to be personal and casual, it is also important to strike the balance between structured and genuine. You don’t want your content to come across as sloppy or unplanned, so even when striving for natural-feeling video it is important to create a specific strategy before going live. Write a rough script containing the key points you want to cover and the main message you want to convey – this will ensure you don’t lose your place while filming or risk your video looking unpolished or unprofessional. It’s also important to avoid focusing on sales in this kind of video – this is not the time to advertise to your followers. Instead, live video is an opportunity to engage directly with your followers, educate them on aspects of your business, and get them invested in your brand. Focus on emotionally-driven rather than sales-driven content. Utilizing live video is the perfect opportunity to directly interact with your followers, as users will typically ask questions in the live comments and stick around to watch the video for a longer period of time as they wait for their question to be answered. People come to live video to interact, so be sure you are responsive to users.



3. Show, Don’t Tell

Just as live video is trending towards authenticity and honesty, traditional video is headed in that direction as well. Let your viewers in on your business’s human side, but do so through demonstration rather than explanation. In other words, let your actions do the talking and show consumers what your business’s goals are, what you stand for, and how you are there to provide solutions for them. For example, instead of simply telling your audience that home inspections are important, create a video that demonstrates this importance – perhaps tell the story of a fictional (or real, with permission) individual that was able to keep their family safe by identifying and fixing a structural issue within their new home. In today’s digital environment, a story-central video that is rooted in emotion can achieve reach and engagements that would be difficult, if not impossible, to achieve without video content.



4. Brand your Content

Video can be one of the most effective, compelling ways to generate brand recognition, engagement, and even trust. You can unlock the power of your brand and get your branding in front of viewers in an impactful way by utilizing video. With a compelling, immersive story that considers the audience and what they would like to see, you can generate brand loyalty, increased awareness of your brand, and even trust for your brand, which is especially important in today’s online climate. In the end, although your videos will not be direct sales pitches, they will create an invested audience which will ultimately drive sales. In this way, video is a sales support tool. Be sure your viewers are exposed to your branding before the end of your video, particularly within the first few seconds, that way they are still exposed to your brand even if they don’t stick around for the whole video.



5. Include a Call-to-Action

Don’t let a video’s experience end when the video ends! Include a call-to-action in your video or provide an incentive for a viewer to take action, such as a deal or special. Whether you want customers to try your product, give you a call, or ask a question, get them engaging in some way. If a consumer has watched your video to the finish, especially in the fast-paced social media world, it shows they are clearly interested. Although “give us a call” or “shoot us an email” may work in some cases, getting more creative with your CTA can help you avoid coming across as generic. Invite viewers to join a conversation by asking a question, create a poll on your website or social media that they can vote in, offer a free trial or a free quote, or have them fill out a short form. You can even direct them to watch another video!



Between live video, which allows real-time engagement, and traditional video, which is easy to share, consumers will also be able to provide you with valuable feedback you can use to tailor future video content. Ultimately, a successful video will get consumers thinking about your brand in a meaningful way, whether that be through resonating with their emotions or encouraging them to take next steps with your business. As social media platforms continue to favor visual content, well-crafted video content has the potential to reach past your immediate network in ways that traditional content may not.



Madison Wayland

Marketing Assistant



It’s important to have a powerful online presence for your business to be successful. YPC Media has the experience and expertise to help your business become more visible online. Let YPC Media, your full service marketing partner, take the wheel so you can get back to running your business!

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