Using Video to Enhance Social Media Engagement

Social media is a leading marketing tool for businesses today as social networks continue to attract billions of audiences. With over 2 billion users on Facebook, 1.5 million on YouTube, and 700 million on Instagram, social media has expanded its reach beyond what anyone could have predicted. It is why companies are spending a considerable chunk of their marketing budgets on social media campaigns. However, not every social strategy works out.

Lack of engagement is a huge challenge for marketers. When you have millions invested in Facebook, Twitter, and LinkedIn advertising without seeing any interaction from customers, it can be demoralizing, not to mention expensive. Enterprises must employ creative tactics and use the necessary tools to connect with audiences better. Businesses have discovered the power of video in communicating messages effectively, but not every advertiser knows how to capitalize. How can your company approach video to generate positive ROI for your social media marketing?

Video Posts on Social Media

When video was just a new tool for connecting with social media users, enterprises would attach a link to a particular post, which meant that users had to navigate to a different page to view the video. However, video posts have changed that. Companies can upload videos with text directly on social media, making it easier for audiences to access them. With this option, users can play video without leaving the page they are on. Video posts are said to have more organic reach than linking out to another website. These posts go a long way in increasing the quality of your content. Besides tweets and Facebook posts, you can add video to your blog and website material.

Video Captions

Not every social media user can or wants to use the audio on your videos. Imagine a Twitter user viewing your latest video from the office. With video captioning, such an individual can still receive the message without getting into trouble or disturbing others. Video captioning services cater to the hard of hearing audience. If your videos don’t have captions, it means you lose the interaction of this market, which can affect the performance of a social media campaign.

Another reason captions are vital to your social media video is that they improve clarity when dealing with bad sound. Video captions can also help reach a global audience without worrying about heavily accented speakers who may not be clear enough to non-native speakers.

Elicit Reaction

The point of posting videos on social media is to have audiences talking about them and to achieve that your content must draw out the right reactions. Certain sites give users a few choices. Facebook, for instance, has sad, angry, wow, love and haha in its reaction satchel. On Twitter, users can retweet your video post, quote it, or favorite it. Marketers can include different prompts to encourage viewers to respond.

Using emojis in your video post, for instance, gives your audience a clue as to how you feel about that particular content and are hoping they do too. Another way is to ask for reactions directly. You can tell audiences to favorite or comment on your video posts as part of a competition to boost engagement. Asking users to leave reviews also help a great deal.

Videos on social media have to entertain and educate in equal measure. Audiences are getting smarter, and that means your marketing content has to do more than just sell a brand. Understand what your market needs and provide it in the form of video. Communicate a story without too much sales language. Give audiences something they can use for their decision-making like “how-to tips.” Social media for most people is a way to unwind, so humor is one effective selling tactic. Be funny while promoting your brand. Appeal to the psyche of your audience, and they will react in return. With proper engagement, your social media investment will be worth it.

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Comment by Nina Porter on September 25, 2017 at 3:33pm

Nice article! I like it!!!!!

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