Video, King of Content
By now we are all on the same page that social media is the best way to reach your audience with the constant connections of Tweets, posting a cute photo, and blogging a few paragraphs about your brand’s latest and greatest promotion. We also know that the goal of such media is to help convey efficient, effective messages that spark engagement. While these simple steps are fairly layered and may seem complex, all roads lead to one answer - video!
Video is a great storyteller for a few reasons, but mostly because our brain is programmed to retain visual content. Research shows the average viewer remembers 95% of a message when it is watched. It’s eye catching (movement and noise) and text relies on word choice, spelling, punctuation, and limited visual cues like emojis.
Things to consider when creating your must-see content include run length of video, delivery method, and how you’ll prepare. The great part is you already have all of the equipment you need to get started - the phone in your pocket! And when you consider video can, and should be, everything, you may even already have some content ready. Include text, photos, links, and sound bites you already have which may be repurposed.
It’s key to produce video in different lengths and formats, and length is key. Statistics show that videos up to 2 minutes long receive the most engagement. Of LinkedIn members surveyed about the characteristics of video they choose to engage with, 62% replied that they were happy watching videos up to a minute long – and that included 54% who were happy watching for longer than 10 seconds.
0 - 15 seconds: quick, clear message with impact. You may consider a teaser here for a product launch or another piece of content to be released later, or even a quick clip to draw interest to a longer video.
15 - 60 seconds: focused message with a clear call to action. Perhaps it’s how your brand can solve a problem for them, or even a basic breakdown of one of your most frequently asked questions in layman's terms.
60 seconds or longer: present in depth solutions, provide thought leadership in your field, or tell stories that humanize your brand
BONUS category: live video! Even if viewed after the fact, “going live” provides an opportunity to interact with your followers.
Video length will determine the tone and subject, but always come with a plan. Create a quick script or note cards so you can relax about what you’re saying or feeling like you’re forgetting something important. Social media is about being authentic so it’s important to strike a balance of prepared and natural to basically present the best version of yourself!
Delivery of the content can honestly be done without much effort via social media. Something like a live video to kick off the week or a photo of a huge coffee for #MondayMotivation provides an instant connection to followers and does not require a plan. When it comes to strategic content, however, consider it an ongoing appointment. Deliver valuable content and deliver it consistently. While you’re pushing your videos on social media, don’t forget to include dynamic video content on your website as well. Users spend 88% more time on a website that has video.
Engagement is created when you are giving something your viewers something they want, something valuable. Your followers will respond to content that makes sense to them and is easily digestable. They style, technique, and approach of your videos (as well as all content you create) should be guided by your audience. Just like movies, no one wants to see the same storyline over and over again. Video generates 1200% more shares that both images and text.
As a medium, there is nothing else that can do what video does, and it does not require a Hollywood budget to create something that may help your brand catch fire. Take a moment to consider what your future or current member/client/user might need to hear about you today and get it going soon...because creating a hologram seem like it’s going to be a lot more complicated.