As social media marketing becomes an integral element for every business, figuring out what works best on these platforms is essential to maximize impact. With video being projected to claim 82 percent of all web traffic by 2021, no wonder social media platforms have jumped the bandwagon. Here are some statistics that confirms the dominance of video content on major social media channels:
- One billion hours of video viewed on YouTube every day
- Over 500 million people are watching video on Facebook daily
- Time spent watching video on Instagram is up more than 80% year over year
- Videos are six times more likely to be retweeted on Twitter than photos, and three times more likely to receive retweets than GIFs
- Snapchat has 10 billion daily video views
Here’s how video marketing can boost your social media marketing plan for events:
1. Broadcast live and get more attention
Using the ‘Facebook Live’ feature, you can broadcast videos to your audience in real-time. Apart from Facebook, social media platforms like YouTube, Instagram, Twitter, and Periscope also provide the live video feature. You can rope in your event’s performing artists and use this feature for promotion in the run-up to the event.
According to Facebook, users spend 3x more time watching live videos than videos that aren’t broadcast in real-time. Your Facebook followers automatically opt-in to get notifications when you are “going live” which further increases visibility. Once your live broadcast is complete, you can upload the video to your timeline for those users who missed it. This feature is also helpful to give a sneak peek of your event to potential attendees who might show interest at a later point in time.
2. Grab attention early and sell tickets quickly
It’s important to grab the attention of your audience within the first 10 seconds or less, failing which they’ll stop watching your videos and move on. Within the first few seconds, you must convey the purpose of the video to your viewers and also offer some interesting information about your event, like early-bird discounts, and offer for meet-n-greet with artists, etc. You should capture interest during the first or second frame of the video before users have a chance to scroll away.
3. Optimize for search to garner more views
As you would have noticed, most social media platforms have inbuilt search options wherein you can search using terms such as hashtags. Consequently, make sure that your videos are SEO optimized to get noticed in the search engines of these platforms as well as external search engines. To make sure your videos are optimized, add proper headline and description to your video posts. Also, add relevant hashtags on Twitter and Instagram to boost search results. On YouTube, apart from the title and description you can add keyword tags to your videos.
4. Keep clear call-to-action in your videos
A call-to-action is an invitation to your viewers to take action which is why you should end your videos with a bang. Video content marketing needs to garner certain user actions, whether it is getting them to visit your event, share your video, or purchase an event ticket. The most effective place to add a call-to-action in your video is at the end. While creating videos, you must define a proper flow viz. ‘Introduction – Content – Call-to-action’. Keeping call-to-action at the end helps to motivate them to take your desired action.
5. Take your audience behind the scenes
The reason your audience follow you on social media is to know you better and get glimpses of how you run your business. When you do the latter, they connect with your brand. Once they get connected to your brand, it improves brand loyalty which is vital to growing your business.
So, showing videos such as behind-the-scenes, artists performing rehearsals, or the crew setting up the event – can garner interest and brand familiarity as well as engage your audience.
6. Capitalize on trending topics and hashtags to boost engagement
Like all other posts on social media, you need to leverage trending hashtags and topics while posting your videos. Capitalizing on these can help you connect with your audience regularly and eventually lead to fulfilling 3 content-goals. Delivering content that interests your audience, increase engagement level, and boost the number of views for your videos.
7. Run video ads to a targeted audience
You can run video ads to a targeted audience, including relevant users whom you haven’t already connected with on social media and get them excited about your upcoming events. Marketing videos on Facebook, Instagram, and Twitter all have ad options that focus on increasing views and engagement.
If you want to be sure about your video ad campaign, make sure your YouTube marketing is on point. If you get good engagement and views after posting a video on your page, you are more likely to get better results when you turn that video into a video ad campaign. It will eventually help you save a lot of money, which you can otherwise use to promote your event on other channels.
To sum up
After having implemented the above elements if you do not check the performance of your videos, all efforts go in vain. Monitor video analytics components such as the number of views, reach, average view completion rate, average view duration, etc. – to keep a tab on the effectiveness of your videos.
To sum up, video marketing stands out as one of the most in-demand forms of marketing currently. If you aren’t including videos in your social media mix right now, you are incurring a lost opportunity.
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