Friday, November 6, 2015

7 types of video that will improve your social media marketing

By Scott Mason

Video is my favorite way of learning about a topic. Yes, I like to read, but nothing has the emotional impact of a video.

Telling stories with video increases engagement and gives people a reason to talk about you—approximately 72% of marketers plan to use more video in their social channels, according to the 2015 Social Media Marketing Industry Report. What types of videos will get the attention of your audience? Creating videos that tell stories is a powerful way to connect with your audience on an emotional level and increase engagement with your content.

In this post I will describe how best to combine video, storytelling and social media.

1. Share your customers' stories

We’re big believers in customer advocacy here at Alphabet—it’s a great way to evangelize how your product is helping to enrich your buyers’ personal or work lives.

On Airbnb‘s Facebook page, the company posts video stories about places around the world, as told by Airbnb hosts. This is a great way to produce engaging and interesting content, and create an emotional connection between your prospects and your business.

2. Tell personal stories

Gary Vaynerchuk is a great example of how to do this successfully—he is known for stories and video from his Wine Library TV days and he’s constantly innovating. He regularly posts videos on his YouTube channel that include personal stories as a way to connect with potential customers.

3. Interview interesting people

An interview or video podcast is a great way to draw out stories from industry thought leaders, customers or partners. Video interviews don’t require a big budget. Just make sure you have good questions and an engaging guest.

Someone who does this well is Michael Hyatt—he posts portions of his video podcast interviews on his Facebook page as teasers.

4. Teach viewers how to do something

The Home Depot does a great job of telling project-related stories from the customer’s point of view. In this YouTube video the company shows viewers how to install a tile backsplash.

Seeing people accomplishing their goals will inspire many of your viewers. Your videos can teach them how to do a project and highlight the tools they’ll need to gather to do the job.

5: Shoot a documentary-style video 

Another way to tell stories with video is to shoot in a documentary style. Corning, for example, created a documentary-style video that explored applications for the company’s glass in a wide range of innovative products. It has been viewed by over 25 million people on YouTube so far.

6. Create animated stories

Another option for social videos is to develop an animated story, similar to what Chipotle has been doing with its video series Back to the Start on its YouTube channel.

You could hire a video production company that specializes in animation, but there are also a number of tools you can use to create animated videos such as GoAnimate, Powtoon and MakeWebVideo.

7. Take viewers “behind the scenes” 

People love to see “how the sausage is made”.

Constant Contact often provides a look at the people behind the company. In the following example, they posted a simple video on Facebook of their Day of Service Who doesn’t want to know more about a company whose employees have fun together—and one that contributes to charity?

Okay, enough from me...

Now it’s your time to get out there and be creative with video in ways that help your business grow revenues.

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