How to use video to reach new audiences for your brand

Video is a high-performing content format, and you should tap into its power across social media platforms to get your audience introduced to your brand and hooked. With the introduction of video-focused on-platform features like IGTV and more, you must focus on a variety of platforms. These are features dedicated to allow users to add long-form videos on these social media channels, and not just on YouTube so do not restrict your video marketing efforts to YouTube only. Before you jump in, you also need to consider how you’re going to create this content! After you’ve read the information below contact us at Rightlane to help with your video marketing content and strategy, and produce videos that your brand can be proud of on your social media channels.

YouTube

Perhaps the most popular and well known video content channel. However, a common mistake made by creators is to assume that their target audience will come effortlessly over to their brand’s YouTube channel, if you just focus on creating and publishing more videos. Although a study suggests that 78% of people watch online videos every week, only a tiny fraction might be interested in what you and your brand are saying.

If that is the case, you should channel your energy into satisfying your target audience. Think of ways to bond deeply with this special slice of your specific audience and niche. It is important that you focus on your target audience because those special individuals will watch your online videos to learn more about your product. 

This further stresses the fact that you shouldn’t target the general audience, as not everyone who’s seeing a video online is doing so to find out more about a product. You need to focus on certain specific segments of the audience that are relevant to your brand, and don’t focus all of your video content on YouTube!

Twitter

Twitter is a powerful networking tool, but there are limits to what you can do with video content. In terms of uploading videos, the task comes with a set of technical rules that stem from the platform’s principle of sharing short-form content.

You can’t just record endless footage and share it as it is. So take a look at the rules here and keep them in mind next time you plan a visually rich tweet.

Although these constraints are in place, Twitter is still a vital channel for your video content. Stats from Twitter themselves show that videos spread like no other content type out there because it’s content that people like to engage with. On Twitter, video is the most shared media type. In fact, Tweets with videos are 6x more likely to be Retweeted than Tweets with photos and 3x more than Tweets with GIFs.


Facebook

Pictures stay in your head – and moving pictures even more so. Use videos on Facebook to communicate your message to your audience at regular intervals.

Often, it is not immediately obvious who originally made a given post when a user scrolls quite arbitrarily through his newsfeed.

But if you brand your video content on Facebook (for example with a watermark in the top corner), you make it easier for people to find the video again later, and you create a discreet but effective link to your brand. This will significantly increase your chances of generating interaction with your Facebook page.

If you also want to do live broadcasts, it makes sense to show the company logo in the background or to wear a branded shirt. Because if your content entertains the user, they should also know that it comes from you.


TikTok

TikTok calls itself the “destination for short-form mobile videos.” In some ways it’s a bite-size version of YouTube, with videos ranging between five and 60 seconds in length. Creators have access to an assortment of filters and effects, as well as a massive music library.

Before you use TikTok for your brand message, you need to consider whether your product or service is suitable for the platform and the audience. TikTok thrives on short, viral videos and this format may not be suitable, or enough time to get your message across.


Having said that, you could focus on creating adjacent content to your product. For example if you are a nutrition company, creating fitness content has a high chance of being shared and providing visibility for your brand and product. You could team up with influencers to promote products. TikTok even provides lists of potential creators to brands.

Length of your videos

You also need to consider the length of your video and our friends over at Don’t Panic have created a great guide on optimizing the length of your videos for each channel, check it out.

Finally, having a good video marketing strategy for social media truly does matter. Not only does it help attract more people to your brand, but it helps to keep them engaged for longer periods of time, which is your ultimate goal. Check out a recent blog post we published on the 6 ways to increase digital engagement & stimulation online.

Contact us at Rightlane to help with your video marketing content and strategy, and produce videos that your brand can be proud of on your social media channels.

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