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5 Types of Video to Add to your Social Media Marketing

Do you want to refresh your social media marketing campaign? Video is a great way to engage your audience, but it can be difficult to determine where to begin. There are many different types of video that you can add to your advertising strategies—and exploring a few of these different types of video can give you a place to start.

1. Live Videos

Quite a few people are using Facebook Live video to engage their audience. Facebook Live, YouTube Live, and other streaming services make it easy to connect with your followers, though it does require that you already have a fairly significant following. Live streaming video gives you the opportunity to start a dialogue with your users.

Through live video, you can hold Q&A sessions, chat directly with your users, and share news. Live videos are often most effective for announcements, behind-the-scenes looks, and product information videos. Short, regular updates are a way to continuously engage your audience, while longer sessions can be a way to dig deep into your relationship with your followers.

Tips for adding live videos to your social media marketing:

• Always test your live videos ahead of time, to make sure all your technology works.
• With live video, lighting and sound are going to be incredibly important. Invest in the right technology.
• Advertise your live video streams on your social media account well ahead of time.
• Use scheduling tools, such as Facebook’s “premiere” tool, to make your video more visible.
• Consider live streaming at a scheduled time every week to gradually build up interest.

2. Tutorial Videos

Tutorial videos have mass appeal. Depending on your industry, there could be any number of things your customers are interested in learning about. As you may have noticed on social media, tutorial videos are among the most frequently shared. These videos can directly relate to your products and services or can be broader spectrum topics that relate to your audience and demographics.

It can be difficult to create a good tutorial video. Tutorial videos need to be clear, educational, and entertaining. They need to be long enough to show every step of the process, while also being short enough to still be engaging. Most users don’t want to watch videos that are longer than a few minutes—and the most important information really needs to appear within the first minute.

Absolut has managed to make a popular sequence of tutorial videos by creating short snippets of drink recipes. These drink recipes all revolve around Absolut Vodka while also being interesting, entertaining, and shareable. If desired, Absolut can make a virtually unlimited number of drink recipe tutorials—and these are tutorials that will always be needed and consequently will always be shared.

Tips for adding tutorial videos to your social media marketing:

• Ask your followers directly about the tutorials they are most interested in.
• Make sure to remain active in comments and when responding to messages, as many followers may have questions.
• Keep your tutorials as clear and to the point as possible, so they’re easier to follow along.
• Don’t rely too much on tools or techniques that your followers aren’t likely to have or understand.
• Have a clear call to action after your tutorials regarding the products or services featured.

3. Informational Videos

Informational videos can cover just about any topic you want. You can target the topics to your demographics or provide information regarding your products, services, and your company. When building out your initial content archive, you may want to produce informational videos on a wide variety of topics. These informational videos should have something unique, clever, or insightful about them.

When adding video to your social media, you need to concentrate on the content that is most likely to be shared. Your content has to have something valuable to make it worth the viewer’s time. Informational videos can come off as boring or dry if they aren’t produced correctly. Your content should not only be interesting to the viewer, but also provoke the viewer to want to share it.

Notarize’s popular “explainer video” needs to explain the entire premise of its application. It’s able to do this through its sense of humor and absurdity, explaining exactly what their app does without taking it too seriously. The same information could have been displayed in a much more professional tone, but that likely wouldn’t have appealed to their core demographic. Those likely to take notarization seriously are those who likely have a notary already.

Tips for adding informational videos to your social media marketing:

• Try to infuse your informational videos with personality that matches your brand identity.
• Don’t make your informational videos too long or too detailed.
• Look at which informational videos perform the best to determine the videos you’ll make in the future.
• Invest more time and money in your informational videos, as they’ll be cornerstones of your content.
• Pay attention to what people say on social media: what do they want more of?

4. Behind-the-Scenes Videos

Behind-the-Scenes videos are a great way to make your company and yourself more personable. You can highlight your day-to-day operations, your offices, your manufacturing processes, and more. You can interview employees, talk to the vendors you’re closest to, or speak with your best customers. All of these things are designed to give prospective customers a better idea of how your company works and who you are.

This type of video is primarily designed to build trust and brand identity. When followers interact with brands through the internet, they may not have a very firm sense of the brand’s identity. It is difficult to convey the personality of a brand within just a few characters on a screen. A video really gives the opportunity to dig down into what makes a brand exceptional.

A memorable Behind-the-Scenes video will build the relationship between company and customer—and if the video is entertaining or informative enough, it will also be shared. Honda Manufacturing has managed to achieve hundreds of thousands of views on its car videos, as they are well-produced, informative, and insightful. Honda’s manufacturing process is something that the ordinary person would know nothing about: consequently, it’s something they are interested in.

Tips for adding behind-the-scenes videos to your social media marketing:

• Don’t be afraid to infuse these videos with a little personality; you’re defining your brand identity, after all.
• Think about little things you do throughout the day that your customers might find interesting.
• Behind-the-Scenes manufacturing videos are often educational and informative.
• Often, you can use Behind-the-Scenes videos to show what’s truly special about a product or service.
• Consider incorporating your existing customers, vendors, or employees into a Behind-the-Scenes video.

5. User-Generated Videos

User-generated content is quickly becoming a fantastic and easy way to engage an audience. You can request content directly from your users, such as videos of them using your product. Your users can then be encouraged to tag these uploaded videos with your hashtags: this will make your tags trend. Encouraging users to tag your own account will give your account more exposure.

User-generated content is a brilliant way to develop an audience because users are very inclined to share their own content. Every time a user generates content for your marketing campaign, they will be exposing that content to all of their followers. You can offer prizes for the best content or simply encourage users with praise. Viewing the content that users generate is also an excellent way to get a feel for their personalities and what they’re interested in.

When requesting user-generated videos, the most important aspect is to directly interact with and acknowledge your audience. Your users are going through some effort to produce content for you: they need to be properly rewarded. Praise the best content, share all of the content, and make sure that all of the users involved are properly attributed. Encourage users to share content they like (not just their own), and make sure you track your own hashtags.

Tips for adding user-generated videos to your social media marketing:

• Encourage users to get creative or silly in their user-generated content.
• Make sure to properly attribute each user and thank them when using their content.
• Encourage featured users to share the videos that are posted with their friends.
• Ask other users to vote on content or to share the content they like the most.
• Consider a giveaway or contest that is linked to user-generated videos.

Key Takeaways

Building out a marketing campaign isn’t easy, but you can build the foundation of a strong video marketing campaign step-by-step. By consistently producing different types of videos, you’ll be able to create a broad spectrum marketing campaign that will bring in users from a number of different platforms and demographics. Different types of video appeal to different types of user, and over time, you may find that different types of content are more important with your audience base.

A healthy content marketing and video marketing campaign is going to have a number of different video types, ranging from the more ephemeral live videos to longer-lasting tutorials and informational videos. A healthy mix of video content is essential to making sure that your content campaign continues to grow—and your social media continues to attract followers.

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Article by Joe Forte, owner and producer at D-Mak Productions, a Scottsdale video production company specializing in producing corporate, commercial, digital and branded media content.

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