Have you heard that 72 percent of customers prefer to learn about a product or service via a video?
Is your business meeting this need?
You’ve heard it time and again just how important video is on social media. It attracts user attention, encourages engagement and so much more. But what strategies and platforms are the most beneficial when it comes to achieving this?
That’s where we come in! Keep reading as we walk you through our recommended platforms for small business video marketing and how to best utilize them to suit your business.
Let’s talk about the beast in the room, and its name is TikTok. You’ve probably heard plenty about this platform, but the most important thing you need to know as a small business is that this is a great way to stay relevant and ahead of trends.
There are plenty of great opportunities to display products, services or simply your business’s personality through this video platform.
When it comes to creating content on TikTok, make sure the trends you partake in are representative of your brand or give you the opportunity to display all that your business can offer. Don’t jump on any trend just because it’s popular. Doing so could present your business in an unflattering light (as if you are more focused on gaining popularity than being properly represented as a brand).
TikTok is a great platform for your business to use video in a conversational and approachable manner. Rather than being seen as yet another over-produced advertisement for your business, TikTok allows you to approach social media and video content in a casual way.
From a technical standpoint, remember that TikTok provides users a maximum of 60 seconds of video content. So, keep it condensed, straightforward and entertaining. You only have a minute to impress!
Not interested in being the face of your TikTok page? Consider harnessing the power of influencers. We have more details on their impact and how they can benefit your business so click here to read more.
Now, come on. You knew YouTube would show up on this list! Naturally, this video-sharing website is a great outlet for posting your local business’s video content. But not every type of video content is conducive to this platform.
Let’s break down some of the most popular videos on YouTube that your business can utilize to grow exposure, build credibility and create a following.
Keep in mind that with YouTube, quality content is always great but just because it might not be the most amazing production doesn’t mean it won’t have value. So, make sure you put effort into the content on this platform but don’t overwhelm yourself with creating perfection.
As for the specific content that is worth putting your energy and time into for the platform, how-to's, behind-the-scenes, testimonials and product videos can give your page the edge it needs to influence a consumer to choose your business over your competitor. Consider YouTube a collection of in-depth information for your customers.
While the reach that YouTube has is beyond only specific populations of customers, Gen Z is a significant consumer of videos on this platform. Make sure to learn more about this side of your customer base and the influence that YouTube has over them by reading this blog.
Say a potential customer has already found your business on social media but is looking to watch your process in action or to hear a testimonial from a current customer, you want your YouTube page to speak to these needs! Don’t be concerned with trends like those on TikTok but rather, building credibility.
Did you know that half of the time that Instagram users spend on the platform is used to view videos? Are you currently taking advantage of the popularity of video on Instagram?
If not, we have you covered with a few insights that you can take into consideration and strategize for your business’s content creation.
In addition to the exposure that video gets on this platform, the engagement rates are 50 percent higher than static photos.
So, let’s take a look at your video options within Instagram. The platform offers stories, IGTV and now, Reels!
When it comes to putting out quick and simple videos, Instagram Stories are a suitable format. They allow for 15-second videos and they can be used to promote videos that can be found in your feed!
Aside from these short-form videos, your general Instagram feed is equipped for 60-second videos which are generally quick and appeal, again, to short attention spans. With Instagram’s new Reels feature, you can continue this effort and with so many eyes on this TikTok-esque feature, it’s a great way to grow your exposure.
How about when it comes to your long-form videos? Again, Instagram offers users the option to promote the video post in their feed and once it has reached its 60 second maximum, users will be prompted to move to the platform’s IGTV feature.
IGTV is the perfect place to house these longer videos whether they are Q&As, product videos, behind-the-scenes and more. With this option at your fingertips, you can push out videos that are up to 10 minutes long, making Instagram a great place for a variety of video content!
So, generally speaking, don't feel limited when it comes to video content on Instagram. The most important aspect to keep in mind is which feature within the platform is best suited to the content you are posting. Is it short and conversational? Give stories a try! How about long and informational? IGTV is the perfect fit.
It's important that you stay up-to-date on all the changes that are being made to Instagram, nearly on a daily basis, so head over to one of our recent blogs to stay in the loop.
So, where do you plan on sharing your business’s video content? Have you evaluated your position and personality as a brand? Does your current video sharing strategy support and improve your social media status?
These are all important questions you must evaluate in strategizing your video content when it comes to creation, as well as posting.
If you need a little more convincing when it comes to the importance of video sharing on social media, make sure to tune into this podcast.
In the meantime, head over to our blog to read more about all the growing trends, updates and news in the digital marketing world.
Anne Karasarides, Content Contributor
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