You can’t talk about social media these days without talking about video. The two go hand-in-hand, like cheese and vegemite, or a cup of tea and a Tim Tam.
Video continues to be the king of online content, and is expected to make up 80% of all internet traffic by 2019.
It’s no surprise then that brands are increasingly turning to video to stand out in the crowded social media landscape, especially now that Facebook, Twitter, Snapchat and Instagram all have integrated video functionality.
But it’s not as simple as posting your existing videos to your social media accounts. Videos for social media are different. They need to be tailor made to your social media platform. They need to be engaging, authentic and, most importantly, shareable. So, what types of videos are the most effective for social media?
Here’s our top 5:
1. Animated Infographics
Animated infographics are the perfect fit for social media. They are a simple, fun way for a business to convey information, and are often easy to follow without sound. This is important because 85% of videos on Facebook are viewed with the volume down.
Infographics are especially effective when communicating complex or dense information. Social media users won’t follow a link to your website and download a 100 page document, but they may stop scrolling for a short time to look at a thoughtful animation featuring a few convincing facts and figures,
It may be surprising to some that animated infographics can also be pretty quick and inexpensive to produce. Additionally, an animated infographic can be adapted for other uses, like printed collateral, which provides a simple way to give your campaign a consistent look and feel across the board.
2. How-to Videos
These are simple instructional videos that answer a question or solve a problem. A visual demonstration is the easiest way to learn how to do something new, whether it’s preparing your favourite recipe or figuring out how to fold down that pesky pram.
How-to videos can also cut down on customer support calls and emails, which helps save everybody time.
3. Emotional Response Video
This is sometimes a hard one to get right, but videos that stir a genuine emotional response can have a huge impact on social media, and have the potential to be shared far and wide. Whether it’s a rib tickler or a tear jerker, an emotional video can lend a human voice to your message and help people think about an issue in a new way. The trick is to be genuine and authentic.
While there is no recipe for making a viral video, a recent analysis from Buzzsumo shows that emotion is a key ingredient.
4. Live Streaming
This is a relatively new, but fast growing form of video content. Both Periscope and YouTube Live have been around for some time, and recently we've seen the emergence of Facebook live videos and Instagram’s live broadcasting.
Live streaming from events or from behind the scenes of your organisation is a great way for people to identify with your brand. As much as people want to see high quality content, sometimes it’s entirely appropriate to give your audience an unpolished and (seemingly) unrehearsed glimpse into your organisation. In this age of carefully crafted public messaging, people find it refreshing and thrilling to see something live! Assess the risks and choose your timing carefully and you have yourself a simple (and free!) way to reach to your social audience.
Recently, we’ve seen Facebook live being used to broadcast Council meetings, giving greater transparency to the decision making process and solving accessibility issues for people who can’t attend in person.
With some of these platforms, like YouTube and Facebook, the live stream will be saved to your account after the broadcast ends for anyone to view. On platforms like Periscope and Instagram, the content is removed soon or immediately after.
5. Behind the Scenes Video
Again, behind the scenes videos help to lift the curtain and lend a human face to your brand. There’s also an element of exclusivity – a chance for your audience to get a backstage pass.
A recent study from Firefly Millward Brown showed that people want their brands to be more like a friend than a company, and they want their brands to be more transparent.
A behind the scenes video is the perfect way to get more personal.
A behind the scenes video also provides an opportunity to share interesting and little-known insights about your people and processes.
No matter what type of video you choose, having some form of video content on your social media channels is a must for creating engaging content and reaching your online audience.
We always love to chat and help our clients develop ideas, so if you have a social media video in the pipeline, don’t hesitate to get in touch!