Tag Archive for: video marketing

These Social Media Trends Boost Relationship Marketing

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Last year changed a lot of things including social media. Current trends in video use, e-commerce and social listening have potential to enhance relationship marketing impact.

Social media will continue to  play a role in how brands interact with their audience, share content and break into new markets.

More Opportunities for Video Content

Video content online gets attention. TikTok, Instagram Reels, and YouTube are all demonstrating that video can connect brands with their audience. A recent report by Zenith Media predicts that the average person will watch 100 minutes of video daily in 2021.

Marketers should make use of the power of short videos, live streaming, and Instagram stories to define their company’s voice, put a human face on thought leadership, and create compelling content. Video content makes connections and generates engagement. It is an essential relationship marketing tool today and will continue to increase in importance.

Let Listening Be Your Guide

It is not enough to post content on social. You need to listen and let the information you learn guide your efforts.

Listening, or paying attention to what others are saying and doing online, lets you know what people are interested in, how audiences are reacting to messages, and to address customer needs.

Listening and engaging with content from others lets marketers add their voice to important content. This solidifies relationship online as being a two-way exchange and expands the brand audience beyond followers.

E-commerce Presents Opportunities

E-commerce is flourishing on digital platforms. People are doing more and more of their buying online and brands that offer that experience are poised to meet their needs. Create all-in-one experiences where people can learn about what you offer and make a purchase.

How to Use YouTube for Marketing

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YouTube is known as a video platform. It is certainly the free and easy place to house videos. However, it is increasingly gaining importance as a social network. Why? YouTube is the second–most-visited website and has the second highest volume of online searches. Those stats alone are worthy of the attention of any marketer.

YouTube has over 2 billion monthly active users. They watch a lot of content, and spend more time there than with video on other social channels.

Pew Research Center found that 73% of  U.S. adults say they use YouTube, 90% of 18- to 24-year olds. The only other social media platform that approaches YouTube in terms of its reach among Americans is Facebook, which was used by 69% of U.S. adults as of early 2019.

Google data shows that 68% of people use YouTube to answer questions.

Think Quality Over Quantity

YouTube is different from other social media platforms because it isn’t a content feed. As a content library, people are able to access information easily that was posted weeks, months or years ago.

Videos that offer valuable content have the opportunity to rank in search and be viewed for a much longer period that Facebook or Twitter. YouTube marketing requires a quality over quantity strategy. Create content that will be interesting for a longer period.

To post a video for sustained access:

  • Reduce the number of uploads into one or two high-quality videos
  • Use effective thumbnail images
  • Optimize content for search

Capitalize on Relationship Marketing

YouTube is a great place to build your brand – the look and feel, the tone and the voice. Users will be able to see the body of your work in one place. You have a great opportunity to establish a lasting impression.

Use videos to establish your subject matter expertise. Create value in your brand for your target market. Using a visual platform to accomplish these goals will increase brand recognition. Use the platform to build trust in your brand over time, and be less focused on short-term marketing metrics.

Focus on Your Niche

YouTube recommends additional videos to users based on what they watch. YouTube promotes videos to only some of your subscribers first, then to more of your subscribers, then to non-subscribers whom YouTube has identified as having similar viewing behavior as your subscribers.

If your market is clear, YouTube will do the work of finding new people for you. This won’t work if your messaging – and therefore your target viewer – is too broad or not clear.

Have a clear value proposition and consistently deliver on that. This doesn’t mean that you should never try something new or get stuck in a rut. The key is to have a focused message.

Monitor Metrics

YouTube Studio offers metrics that will help you gauge the impact of your effort there.

  • Click-Through Rate, how many people click to watch your video
  • View Velocity, how fast your video gets views once you make it public
  • Average View Duration, over 50% is ideal
  • Watch time, how much time people spend watching your videos overall

 

5 Easy LinkedIn Video Ideas

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Just about every time I check my LinkedIn feed, I am greeted with a video by employee benefits expert Jim White. I met Jim through the Loudoun Chamber and he sure knows how to network!

I met him over coffee the other day and he shared that the videos really help him get attention on LinkedIn. Jim believes anyone can have an effective video strategy on LinkedIn.

We all should. LinkedIn has made video content a priority, rolling out a range of new features and tools to cater to increased on-platform video consumption. LinkedIn video generates 20 times more shares than other types of content on the platform.

Best practices for video marketing on LinkedIn resemble the best practices for Facebook: 80% of video content is watched with sound-off, and 57% is viewed on mobile. That means that optimizing for sound-off mobile viewing by using text and mobile-friendly formats are best practices.

You may be asking yourself what you can share in Linkedin video. Here are five great ideas:

  1. Industry Insight: Share what’s happening in your industry, reinforcing your expertise and giving others great content to share.
  2. News: Share news that is trending in your industry. To be effective here, fast is better than polished. Yesterday’s news is not so interesting.
  3. Event Recap: Share key takeaways from an event. Your thoughtful summary of the event could help someone who couldn’t attend or who wants to share some takeaway from the experience.
  4. Company Intro: Show your company story visually. Introduce the people, the products, and your location.
  5. New Launch Promo: When a new product or service is launched, tell the story behind it and the importance of that offering. So much more effective than a press release!

No matter what you choose as the content from you video, be sure to tag people in your video posts. This helps expose you to their networks in addition to your own. And, pick relevant hashtags. LinkedIn’s suggestions aren’t always the best options – you want about three highly relevant tags to help your video be seen by the right people.