We often hear from organizations that don’t know how to get started with social media or they don’t know how to keep up with trends. Social media, like many aspects of your marketing or communications strategy, needs to be nourished so you can serve your audience and remain relevant. While it’s a time-consuming part of your communications plan, you are investing in your brand with the opportunity to see results and reach your audience.
Video isn’t a new trend, but it has an elevated value in our social media-driven world. Instagram Reels and Tik Toks are where consumers are, so that’s where you need to be. According to Statista, the average U.S. adult spends more than 50 minutes per day engaging with mobile video content. Right now, there are many formats brands can use to share videos on different platforms, e.g., Facebook Stories, Facebook Live, Instagram Reels, Instagram Stories, Instagram Live, Tik Toks, Live Tik Toks and general posts.
It can be daunting if you don’t know where to start. Here are some steps to walk you through the process.
Define your goals.
What are your social media goals? Are those goals in line with your business and communications goals? Think about why you want to be on social media and who you are trying to reach. This will help build your social media strategy.
To decide which platforms you’re on, determine where your audience is. If you don’t know where your audience is, do some research to learn where they’re spending their time online. Conducting an audit on industry competitors can also help determine which platforms are highest engaged and worth investing in.
Outline your video content.
Content is king in the marcomm world so use what is already available to you. Did you just create a webinar for your audience? Pull a clip and share that. How about a video testimonial from a customer? Utilize your team and the resources around you to drive the content on your social feeds.
When it comes to video, our recommendation is to focus on one to two videos a week. The first one should be you or your brand showcasing your expertise in your industry or market. The goal is to establish your brand as the go-to on a topic or in the industry (thought leadership) so people click ‘follow’ and keep coming back to your videos (or engage long enough so the algorithm forces them to see more of your content). Depending on your brand and your audience, the second could focus on your team, a product, a service, or a recreation of a viral video with popular audio.
Create the video content.
Pre-production should be considered if you need to prepare people or products. When it comes to shooting, hold your camera steady. If possible, use a tripod to keep the video steady. Be sure to shoot vertically — this is the preferred sizing for most platforms. Make sure you have good lighting (natural light can do wonders) and don’t shoot into a bright light. If you’re shooting outside, try doing it early in the day or close to sunset.
When it comes to editing, many platforms make it easy to edit with an edit feature in the app so you string your video together easily and add music if needed.
Don’t forget to track your results, including engagement, reach and new followers. It will help guide future content and you’ll know what resonated most with your audience.
Remember, social media, their platforms and algorithms are ever-changing, so don’t get too attached to any method and be willing to adjust your strategy.