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Hit Your Marketing Goals With A Great Social Video Strategy

By Raflin Sarkisyan | November 30, 2018

You don’t need an advanced business degree to know that social video is everywhere these days. Even if you’ve never worked in marketing or read any marketing blogs, you’re probably already familiar with social video as an online consumer. At its simplest, social videos are videos that are explicitly made for sharing. Social video can refer to a wide range of content, from an individual’s live stream to multimillion-dollar Superbowl ad.

Why is it so important? Social video is where the most powerful players, the latest technology, and money all confront each other, and as a result, shape our everyday lives and the way we consume information on the internet. This collision between broadcasters, creators, and platforms has transformed the media and entertainment industries in ways we still haven’t grasped, and it will continue to do so for decades to come.

As a relatively new marketing channel, trends and best practices are constantly evolving, but one thing is clear: whether you’re in marketing, editorial, or video production, you need a clear social video strategy to succeed in the digital world. At Wildmoka, we’ve put together this short article to guide your thinking and to help you start ticking the boxes.

Understand Your Audience

Because the most successful social videos are short (under 30 seconds), knowing your audience is of critical importance. Human attention spans are shrinking every year, so you have to get their attention immediately. The rise of social video correlates with another “rise” we’ve all heard about: the rise of millennials. According to Forbes, millennials will be roughly 50% of the USA workforce in 2020 and 75% of the global workforce by 2030. Brands that ignore social video could be left out of one of the biggest market opportunities in the coming decades. Defining a social video strategy should go hand in hand with defining your audience. If you haven’t already, complete an audience profile and customer journey map.

Platforms & Objectives

According to research company Tubular Insights, the most widely used social video platforms in 2018 are:

  1. YouTube
  2. Facebook
  3. Instagram
  4. Twitter
  5. Musical.ly
  6. Verizon
  7. Twitch

In fact, YouTube is the second most-visited site in the world after Google. It is a good idea to develop a video production checklist for each platform you plan to distribute social videos.

  • Should video be vertical or square?
  • Do videos need captions?
  • Will you embed CTAs into the video, or rely on CTAs built into the platform?

Did you know that stories, the short videos that users across Facebook, Snapchat and Instagram create to document their day and share with followers, are set to surpass posts already in 2019? Businesses are using stories to have a direct conversation with their audience. For companies trying to get more millennial eyeballs on their content, stories are an excellent way to showcase your brand as approachable and real.

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