Social media platforms like Twitter and Facebook have begun to realize how important and valuable videos are to their communities.
That’s why they, and almost every other major social site, have implemented methods and tools to make posting videos on their platforms easier, faster, and more appealing.
Now, brands and businesses on social sites like Facebook are posting video content directly to the site rather than going through YouTube first.
So, what does that mean for you? It means you need to start thinking about designing your video production plan with social media sites, specifically, in mind, and there are some things you need to remember.
Remember where you are and who’s watching.
A Facebook newsfeed or Twitter page is not a company website. You or the video production company you’re working with must remember how and where your videos will be viewed.
They will likely be surrounded by posts from the user’s family and friends. They may appear next to a friend’s status update, a photo from a recent family party, or a close friend’s tweet.
The point is, if you fail to keep this in mind early on in the process and design a generic commercial or corporate video production, it will likely fail to connect on these platforms. You need to stand out yes, but on these sites, you need to fit in first.
On any social media platform, you also need to grab the viewer’s attention fast. There’s too much else to check out, too many other options out there for them to sit around and wait for your video to get interesting or informative.
Also, many sites now use the auto-play feature, which means the video plays automatically when you scroll over it but often will remain silent until the viewer clicks on it.
So, when social media is the channel of choice, you need to use all available video production services to grab attention fast, and to ensure the finished product can do so from a purely visual standpoint.
Keep your videos current and accurate, and keep timing in mind.
Timing is everything; just ask Twitter, or that Alex from Target kid. Nowadays, the right post on a social site at the right moment can put your name, or your brand name, on the map…on everyone’s map…instantaneously.
That’s why it’s important to keep a close eye on everything related to your industry, your company, your interests and, most importantly, the interests of the various members of the audience you’re trying to reach.
Take advantage of any hype or buzz, whether an industry event, an emerging new technology, etc. Ride every wave you can.
The point is, the timing of your video posts and, of course, keeping the information within them current and accurate, is critical to success on social sites.
Make your video productions personal and exclusive to these sites.
It’s also integral to be personal to reach the various social media communities as well. They come here to socialize or casually browse. They don’t come to these sites to be bombarded with endless sales pitches.
So, be personal and authentic, spontaneous even when appropriate. Bring them closer to your personal side, or behind the scenes of your business. Just try and make your business and the people behind it seem real and relatable.
Also, when it makes sense and is authentic, don’t be afraid to create emotional videos. Social media users tend to be naturally drawn to that kind of content.
Lastly, it’s important to design parts of your video production plan for social media use specifically. These audiences need to feel that they’re getting exclusive content. Give them a reason to stay, to come back, to move forward, and/or to follow you. You shouldn’t just design one commercial video production to use on your company site and every social site as well.
Get to know the audience, include CTAs, and achieve the highest quality you can.
From there, you need to treat video productions intended for use on Facebook and other social media sites the same as any other.
That means, as always, you or the video production company you’re working with needs to take the time to get to know your audience. You need to get an idea of their interests, likes, dislikes, common problems, common questions, etc.
Then, of course, you should include calls-to-action whenever appropriate. Invite people to come to your company site or to follow you. The point is, keep them moving forward.
Lastly, you should have the same concerns about production quality that you’d have with any other kind of video production.
Just because you’re posting these on social sites where many users throw up amateur video content all the time, that doesn’t mean your video doesn’t represent your business and brand.
Even if you’re just posting a short personal video associated with your company, you still need to be organized and creative.
The bottom line is, the feelings and impressions they take away from your video will be the ones they associate with your business and brand, no matter where they saw the video.
Do what it takes to connect with these audiences, and you won’t regret it.
The truth is, any business owner or marketer would be silly if they didn’t want to reach social media users. There’s just too many of them, from every walk of life, for it not to now be considered a central part of any marketing strategy.
Just remember where you are when you set out to create video productions intended for social media use, and it’s not your company homepage.
Keep your video content current and accurate, and think about the timing of your posts. From there, it’s all about being relatable and authentic, and creating videos for these sites and their audiences exclusively.
Then, as always, you need to get to know your audience to know what kinds of videos they’ll find worth their while, include CTAs, achieve the highest level of production quality possible, and think creatively when it comes to your concept.
If you manage to do all that, your videos will stand a very good chance of catching on with social media members. And if they catch on with these communities, the sky is truly the limit.
About KVibe Productions: We’re a full-service film & video production company. Whether it’s a web promo video, a commercial or corporate video production, a music video, a feature film, or any other video project, KVibe will guide you every step of the way, from development through distribution.