It’s no secret that video content is the name of the game when it comes to generating social media impressions, engagement and traffic. These metrics eventually yield results with lead generation and sales. Marketers have been preaching its rising value for years, and the statistics overwhelmingly affirm the medium. Here are some of the stand-out factoids from Forbes, HubSpot and Vidyard’s 2019 Video Benchmark Report:
- By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times what it was in 2017.
- 90% of customers say video helps them make buying decisions and 64% say that seeing a video makes them more likely to buy.
- Adding a video to marketing emails can boost click-through rates by 200-300%.
- Video is shared 1,200% more than links and text combined.
- A page or post with video holds the viewer for seven times as long as a page or post without video.
- YouTube, a video streaming platform, is the world’s second largest search engine.
So you’re convinced: Video is the future. I gotta do more of it. But, don’t forget: it’s important to not do video just for the sake of creating video content. Like all content marketing, offering quality content is the best thing you can do for driving your intended results. This, of course, is easier said than done.
Here are 12 solid video content ideas to bolster your social media presence:
1. How-To Videos
People learn most about a product or service by seeing it in action. In fact, how-to searches are increasing by 70% every year on YouTube. These videos aren’t difficult to produce. Start by brainstorming a frequent or common customer or client question to address. Then create a crisp and fun segment that provides an answer or solution. Here’s a fantastic example done by HubSpot that is both engaging and informative for a B2B audience.
2. New Product or Service Introduction
These videos explain and exhibit the new product. In order to be successful, these videos should show what problem is being solved and emphasize the unique features of the product. If you can’t tell the story of a new product or service in a minute or so, then you probably have something too complex to sell easily. Boil your message down to a short, informal video message and let the world see it. Here is an introductory video done by Dollar Shave Club. It’s short, humorous and the video cost less than $5000 to produce. (Apologies in advance for the raunchiness.)
3. Make the Most of Written Blog Content
Have your blog authors record short, insightful summaries of their special articles. These can be as short as 20 seconds, but generate a lot of traffic to your web page. Simply post the video onto your social channels with a strong CTA to the text. In addition to driving increased engagement, this tactic presents a great opportunity to insert and demonstrate some of your brand’s personality. Also, instead of referencing static graphics, consider embedding video snippets into the blog to expand on topics. If a picture is worth a thousand words, a one-minute video is worth a few thousand!
4. Event Lead-Ups, Updates and Recaps
If you’re holding or attending an event, generate excitement with video content. Use it as a place to give viewers a sneak peek into what it’ll be like and be sure to explicitly invite people to come. Additionally, think about creating short, newsy snippets from the events. Be sure to post on your social channels to update those who aren’t there, thus making them feel like part of the action.
While this example, a promotional video for a video marketing conference, uses footage from previous events, it’s fine to use simple, dynamic text or a selfie video providing information in a new format.
5. Go Live
Along with covering events, consider creating live video content if anything exciting is happening that concerns your business or industry. While it may be nerve-racking to lack complete control of what can be seen or heard in these situations, transparency triumphs, providing audiences with a chance to see what’s happening in real time, meanwhile reminding them that the business is also human, fun-loving and improvisational. Have a plan but don’t over-produce. Here’s a more extensive case for live video content.
6. Saying Thanks
Did you have a good fiscal year, a successful product or service launch or maybe a campaign that customers loved? There’s always a reason to say thank you. Use it as an opportunity to voice your appreciation for their business or participation in a video. Not only will your positive acknowledgment go a long way, but it could result in increased engagement from those you’re recognizing. This results in tapping into new networks and maybe even potential business referrals.
Here’s an example from the International Center for Journalists, a nonprofit organization thanking its donors. It’s not only personal, but it uses photos (not video footage) with text; this demonstrates that even organizations with smaller budgets can do a lot.
If you can get it, a video of a customer talking about why they love your product or service is worth more than just about anything else you can do from a marketing sense. Consumer testimonials are surprisingly attainable. It’s (obviously) best to ask almost immediately after a particularly positive customer experience. Don’t be afraid to ask them to take a short selfie video discussing the review. It provides a great opportunity to make the most of user-generated content that you can post on your website and channels.
8. Behind the Scenes
Give viewers a look into interesting processes or people at your company, and show your team at work. It’s hard to beat the excitement that comes across when somebody who loves their job is talking about what they do. In addition to capturing interesting footage that performs well on social media, it can double as a company culture video and eventually even serve as a recruitment tool for your business. Here’s an example from Patagonia that features several interviews and inside looks into what it’s like to work there.
9. Leverage your employees’ networks
Going along with behind-the-scenes video content, get your employees to share and engage with the posts. The best way to ensure they follow through is to have them featured in the content itself. Additionally, encourage them to create their own video content that relates to the industry or company. This will drive awareness of the brand and traffic to your website.
Here’s an example of one of Brandpoint’s employees who was featured in a Q&A style video discussing effective content marketing. It doesn’t explicitly state that he’s with the firm, but he reshares with his networks, providing insight into how the company’s employees are in the know.
Interview a company thought leader and get their views on important industry developments. This builds legitimacy for your brand and positions the company and its work as cutting edge. In the same vein, consider doing a Q&A style video with your company’s top executives or any other employee that’s up for the task.
11. Mini Case Study
Case studies make perfect middle-of-the-funnel content, but sometimes it’s hard to get somebody to read a whole one. So why not condense it down to a minute or 90 seconds of video? Be sure to give key analytics, provide a link to the complete case study for those who want to dive deeper and a strong CTA to get a viewer to contact a representative. Here’s an example of a successful video case study done by Coca-Cola. It’s entertaining and informative while maintaining incredible simplicity.
12. Animated Content
Animated content is another fun way to engage online audiences. While the success of these kinds of videos is dependent on your goals and target audience, they’re always a lighthearted and timeless platform that keeps eyeballs on your brand. There are several free resources, like animaker.com, but consider professional services for polished, strategic content. Here’s an example from Bibliate; they use an animated video to explain the value of their services.
Creating engaging video content is much easier said than done. However, its value cannot be overstated. Let Brandpoint, a full-service production company, help tell your story by means of video.
13. Instagram Video Ads and Reels
Instagram video ads are a great way to get traffic to your website, build brand awareness, promote a new product, and even engage in conversations with your target audience. The world nowadays LOVES video content. Video ads are not only engaging, but also easier for people to consume. They are short, eye-catching and to the point. With advanced targeting options and capabilities, you can be sure to reach your ideal audience through this form of advertising.
Take this Starbucks video ad, for example! It’s a short, visually interesting and product-focused ad promoting their new White Chocolate Mocha Creamer. The use of movement will catch attention as a viewer is scrolling through their feed.
Additionally, Instagram sponsored content is a great way to grow your brand and enhance your organic posts. Instagram Video Ads can work together with your organic content as a part of the PESO Model. It’s important to plan out your media strategies to make sure you have a holistic plan that involves all four media types.
With Brandpoint’s new Instagram Amplification option as a part of the Premium MAT Release, you can get premium publishers to promote your content to their fans and followers through Instagram sponsored ads. These ads drive targeted readers to your content on premium media sites or to your brand website, building credibility for your brand and getting you guaranteed engagement.
Similar to TikTok, Instagram recently dropped Instagram Reels. Reels are 15-second video clips that you can record, edit, set to music and share on your Stories, Explore Feed and Reels tab on Instagram. Reels are a great way to make short, entertaining videos for your audience and also for a broader audience, including people who don’t already follow you. Many brands are already partnering with influencers to promote their products on Reels.
Editor’s Note: This post was originally published in May 2015 and has been updated for relevancy.