Tips for Great Grassroots Video

Most social platforms support video. Many allow you to “go live” with video. Other allow you to upload or link something you have recorded. Either way, video is a great option for your digital marketing, because live videos get attention.

Not every video is eye-worthy. Here are some things to consider as you prepare for your live (or recorded) video.

Research for models.

Before you jump in, take a look at what others have done. Watch a few live videos and decide what you like and what works well. Your competitors and other brands that target the same or similar audiences can be a great source of inspiration.

Have a message that your audience cares about.

Your live videos must add value to your audience. Know what your intention for the video is and what you want your audience to get from it. This will help focus what you say and do on the video.

Have a plan.

Have an outline of what you will share, talk about or demonstrate in your video. Plan for visuals and props. Decide who will be part of the video and make sure everyone has an outline to follow.

With an outline, you’ll feel more comfortable about what’s coming next, enabling you to concentrate on simply following the defined steps.

Tell a story.

Make sure you tell a story with a beginning, middle and end. Stories are most likely to capture attention. The format also helps everyone to understand your message.

Think Mobile When Creating Facebook Video

Your digital marketing should include video. Period.

Video content generates the most user response. Research done by Buzzsumo indicates that videos on Facebook are more likely to reach and engage audiences than any other post type.

Here are key things to think about as you create video.

1. Design your video for mobile.

According to eMarketer, more than 75% of worldwide video viewing happens on mobile devices. So, think mobile as you create your video.

Make sure the video is equally effective whether people view it with sound on or off. Use square or vertical ratio, because it fits with how most people hold their mobile devices. Make sure that a strong brand message and identity features early in the video.

Facebook research has found:

  • Ads created for mobile first stand out on Facebook and Instagram and perform better across a range of different metrics.
  • Having the brand present in the first seconds of the video ad increases recall.
  • There’s no formula for creativity, but creative video has the best impact.

2. Tie your video to measurable business goals.

Setting a goal to get views doesn’t measure success. Measuring duration alone doesn’t account for the fact that mobile video consumption is often fast, frequent and on the go. You need to define measures that consider how well your video campaigns meet brand and sales goals.

Americans Use YouTube – a Lot!

Did you know that 73% of Americans report that they use YouTube? Pew Internet gathered that statistic and then did further research to find out exactly what people do on YouTube.

A Pew analysis of videos suggested by YouTube’s recommendation engine, finds that users are directed toward progressively longer and more popular content.

  • About half of YouTube users say the platform is very important for helping them figure out how to do things they’ve never done before.
  • One-in-five YouTube users (13% of the total US adult population!) say it is very important for helping them understand events that are happening in the world.
  • 81% of all parents with children age 11 or younger say they never let their child watch videos on YouTube.

The site’s recommendations play an important part in users’ watching habits. “Up next” videos are selected by the site’s algorithm and appear alongside or below the video viewers are currently watching. A whopping 81% of YouTube users say they at least occasionally watch the videos suggested by the platform’s recommendation algorithm.

As with other online algorithms, just how it works is not stated publicly. Assume that how you tag your video plays a role in how it comes up in the “up next” section.

The Pew study is a must read if you spend any time posting videos to YouTube.