How to Integrate Video into your Social Media Marketing

September 05, 2011

How to Integrate Video into your Social Media Marketing

It’s no surprise that video is a becoming a huge part of social networking sites. If you’re just starting out using social media platforms for marketing, however, the various aspects of creating and marketing a video can be intimidating. Here are some tips on how to write, produce, and distribute your video and get results.

Creating Content

There are so many different ways to generate content that it can get completely overwhelming. Product demonstrations, interviews, facility tours, customer surveys… there are thousands of great suggestions on the Internet. How do you choose what’s right for your business? To start, try to think of your video the way you would other traditional marketing tools, such as a print ad. You plan your print ad content so that it fits into your long-term advertising goals, right? You will want to plan for your video in the same way. What are you trying to say to your customers? What tangible results do you want (such as selling 200 products or getting 100 email newsletter sign-ups)? How will this video tie into your other marketing efforts?

Once you’ve answered these questions you can start thinking about the presentation. With social media, the important thing is to remember you want the viewer to feel compelled to share it with others. Will a demonstration of your product excite people and make them want to show friends and family, too? Humor can also be a great motivation for sharing a video. Remember to use humor thoughtfully, however. You’re representing your company and product – you don’t want to appear foolish or unreliable. Not sure if your video crosses the line? Schedule an informal screening with customers and get their feedback.

Shooting the Video

Thankfully, it’s pretty easy to shoot a video these days. There’s no need to hire a professional crew. Any good home video recorder will be just fine. If you’re new to video, take time to play around with the camera and get the feel of what looks good. Shoot inside and outside, play with the audio, and review what you did to see what works. Bright natural light is often best for video, but sometimes that may not be possible. If you keep trying and are not getting the results you hoped for, consult the video camera manual for ways to adjust the camera settings.

One more note: make sure your audio is crystal clear. There’s nothing more irritating than scratchy or mumbled audio. If your camera isn’t getting the job done, use a microphone. Shoot several takes of everything. When shooting the initial footage, don’t worry about the final product; just make sure you have a lot of video to use.

Once you get the shooting done, you can edit your video. It sounds scary, but it’s actually not difficult. There are free video editors available on the Internet. The two most common are Microsoft Movie Maker (Windows) and Apple iMovie (Mac). They are very easy to use and will let you cut and splice your video, add text, and perform a lot of other cool editing effects. Again, don’t overdo it. It doesn’t need to be perfect, just clear and interesting.

Distribution

Now that you’ve created a great video, what’s next? Obviously, you want people to see it. YouTube is a great place to post it – it’s free and very popular. You can tag your video with keywords, too, which will help people find it. Another big plus with YouTube is that it’s owned by Google, which means you’ll get and added SEO boost. Facebook is clearly a great social media outlet as well. If you don’t already have a Facebook business page, it’s time to get one! (To have Triple Moons Design create a customized Facebook page for you, click here.)

There are Facebook apps such as YouTube Video and Involver that will help you get your video online. Involver actually has a lot of great free apps to help you with your video marketing through Facebook. The apps are free, but you’re allowed only two per Facebook account.

Don’t stop at YouTube and Facebook, though! There are plenty of other places to show your video, such as websites like Yahoo! Videos, Vimeo, and more. Be creative — if you’re an expert in your field, would your product demonstration video be interesting to another website? For example, a video showing how bamboo flooring is made may be interesting to a website devoted to promoting renewable resources. Think about what your customer might be viewing on the Internet when they’re not on Facebook or YouTube and see if you can submit your video to those websites.

You can even hire a company to market and distribute your videos, the same way you would hire an independent media consultant to manage more traditional advertising pieces. It would be well worth your time to explore all the possibilities. As with any marketing attempt, the power of the message combined with the number of impressions is what converts to sales.