As social media becomes an integral element for most organization’s marketing plans, figuring out what works best on these platform 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
Looking at all that data, make sure to step up on your video driven content if you aren’t doing it already. Here’s how you can leverage video marketing to boost social media engagement for your 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. From viewing the number of users watching your video to addressing user comments, you can do it all in real time. As an example, 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. Live videos, on an average, has higher engagement and views than regular videos. 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 recording to your timeline so that users who missed it, can watch later. This feature is also helpful to give a sneak peek of your event to potential attendees who might show interest at a latter point of 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. This forces you to be concise and get right to the point. 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, an 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
Like all other online content, your social media posts and videos should be optimized for search engines. As you would have noticed, most social media platforms have inbuilt search options wherein you can search using terms such as hashtags. Consequently, you must make sure that your videos are 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, which makes it easier for your audience to find your content.
4. Keep clear call-to-action in your videos
A call-to-action is an invitation to your viewers to take certain action and which is why you should end your videos with a bang. Videos need to garner certain user actions, whether it is getting them to visit your event, share your video, purchase event ticket, or making them come for a meet-n-greet with an artist or crew. In order for your audience to get a clear idea of what you want to convey through the video, you should always keep clear call-to-action in your videos.
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 grow your business.
So, showing videos such as behind-the-scenes during or just before the show, artists performing rehearsals, or the crew setting up the event – can provide sneak peek so as to 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. Trending topics can include popular hashtags as well. Capitalizing on these current trends can help you connect with your audience regularly and more effectively. It will eventually lead to fulfill 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. Facebook, Instagram, and Twitter all have ad options that focus on increasing video views and engagement.
If you want to be sure about your video ad campaign, make sure your videos are appealing to your current audience. 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. It is important to monitor video analytics components such as 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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