Videos are everywhere.
We’ve spent more time than ever this past year parked on our couches, flipping through Netflix and Amazon Prime and our Instagram Feeds, sometimes simultaneously. During work hours, we’ve facilitated meetings through Zoom and if we’re the overachieving kind, we’ve woken up early to fit in a quick workout we found on YouTube. If we have kids, we may even have been forced to participate in their TikTok challenges.
If even one of these things is true for you, are you also making sure videos are incorporated into your business’ social media strategy?
Each year, this topic continues to be included on industry lists of trends to look out for. This year, those industry experts are finally right. It’s not just because our viewing habits have changed. There are more kinds of video formats available for users to create social media content today than ever before.
The rapid rate of innovation in technology has something to do with this, but mostly it’s because the social media platforms themselves continue to compete with each other for user attention. More often than not, this results in Facebook, Instagram, and YouTube incorporating the products of emerging social platforms into their own, making those newer platforms all but irrelevant. (Remember Vine? I actually just had to look that up because I couldn’t remember that platform’s name, despite it being hugely popular in 2015. In the process, I also found this amazing video that shows how quickly the social media landscape changes.)
Anyway, when the big guns start swallowing the little guys by adding new features to their platforms, they prioritize them in our feeds so more people will use them. All of this to say, a lot of that is happening right now and you need to be using video to engage with your customers on social media. Features like Reels, TikTok videos, Live videos and Stories are prioritized by the algorithms, which means more views, brand awareness, engagement and interest in your content and product or service for you.
So what are the different kinds of video content and how should you be using them?
1. Ephemeral Content
Big word for a video that doesn’t last very long. We first saw videos that disappeared after 24 hours on Snapchat. While some are still loyal to the platform, Instagram launched Stories in 2016 and most people never looked back. Instagram Stories (now on Facebook as well) were first seen as a “nice thing to have” in addition to your regular feed posts, but now there are plenty of users who have made this their primary way of communicating with their followers.
It validates that what people are looking for on social media is authentic, approachable content they can engage with in the moment, especially when it comes from a business. Stories are great for showing behind the scenes footage and speaking directly to your customers, whether it’s to make an announcement or you’re just hopping on to chat, take questions, or share a short tidbit about your day.
While they disappear after 24 hours, Instagram’s Highlights feature lets you keep Stories for longer while also making timely information easy for your customers and followers to access quickly right from your profile.
If videos are new to you, Stories are a great place to start to get even more personal with your community.
2. Live Streaming Videos
Live streaming videos on social media are definitely having a moment. If you’ve got a gamer in the family, you’ve probably heard of Amazon’s Twitch, which has around 127,000 live broadcasts (and over 1 million people viewing them!) streaming simultaneously at any given time.
More importantly for a business, Facebook, Instagram, YouTube, Twitter, and even LinkedIn have prioritized Live videos on their platforms this past year. This type of video content is increasingly becoming a favorite wherever your audience is. Going Live is another way to directly speak with your customers and get them engaged with your brand and whatever you’re doing. Even more than Stories though, it allows followers to engage in realtime, becoming a part of the content itself.
We’ve helped facilitate everything from simple Q&A sessions to recipe How-Tos and full band concerts (taking live requests!) for Live streams on Instagram and Facebook. Get some ideas for your next one in our How To Go Live on Facebook and Instagram here.
3. Short Form Videos
Pioneered by the aforementioned Vine, short form videos are a series of clips that are combined to make short, fun and engaging videos.
They’re perfect for our ever decreasing attention spans.
Right now, everybody is talking about TikTok videos and Instagram’s less than a year-old version, Reels. TikTok has exploded the past few years and is a great place to experiment with these kinds of videos. Since it’s still relatively new, there’s still a huge potential for organic reach. If you’ve ever wanted to go viral overnight, your best shot at it is over on TikTok (but beware the burden of responsibility that comes with millions of eyes on you, ha!). Still, I'd caution you not to put all your eggs in the TikTok basket.
My gut says use TikTok for play (for now) and when you’re comfortable with how it works, start spending time making Reels on Instagram. Here’s one we just did for a client featuring their Queen of Tortillas making them fresh one day.
4. Traditional Videos
Explainer / How Tos, Behind The Scenes, Announcements, etc.
If you’re not quite ready to dive into the world of Live videos or invest the time to learn how to create short form content videos like Reels, that's understandable. It’s a lot.
A good old fashioned traditional video is still a great way to engage your audience, show your face, and mix up your content.
The options for what to show your customers through a video are endless. Whether you’re explaining how to do or make something, making an announcement, giving a tour of your building, introducing your team or showcasing your product or service, sharing it in the form of a video helps your content reach more people and shows them things about your business in a different and more personal way.
