Within three years, video will represent 82 percent of all IP traffic. In other words, words alone won’t be enough. Successful content strategy will depend on the effective deployment of video, especially on visual-first channels like Facebook and Instagram.
Producing all those videos at scale is going to be problematic for some firms, leaving the path wide open for enthusiastic market disruptors. Here are a few best practices to help you get better results with video:
Video is much better format than blogs for mobile users, which is how the majority of people access the web now. It also makes it easier for you to pack in more information per second than text-based content or static images. However, for the majority of companies, it doesn’t make sense to invest in a big budget video. This is not about producing the most visually stunning video but connecting with your audience on a personal level. Your other options are to bring in a third-party video service at a reasonable rate or assign a team to put together smaller, more personal videos.
Surprisingly, brands are posting more videos to Facebook over YouTube. Best practices suggest that you should be posting a video to Facebook at least once per week. Clearly, you can’t make that kind of schedule by planning out long, elaborate, big budget videos. You will need to scale up your posting frequency with shooting videos that are straight-forward, require small budget and little editing.
You won’t know until you try. Another benefit of creating moving content inexpensively and frequently is that you can experiment more and learn faster. Don’t be shy about trying out different formats, such as interviews, phone-based videos, comedy, animation, how-to, etc. Analyze the reception and fine-tune your work. Your audience will appreciate the variety. Here’s a seriously funny HR video that shows the fun side of the Salmat Finance team. Finance professionals are often associated with being boring, so this really stands out.
Authenticity is what matters most in social networks. Your followers want to connect with something that they can believe in. Don’t stress about the quality as much as the emotional quality. On social media, viewers are looking to make connections. Make sure the videos aren’t so over-produced that they lose the ring of truth. Always come back to that fact that busy viewers need something that is easy to digest visually and doesn’t rely too much on dialog. Take a look at this video shot with direct simplicity about women in tech from the ExxonMobil careers Facebook page.
The way to make your video pay for itself over and over again is by giving your followers something to share. It could be inspirational, entertaining or informative, but keep it short and punchy.
The future of content is video. Concentrate your efforts on producing videos that are simple enough to scale up quickly, short enough to share easily and frequent enough that your followers can come back to your page often to find new visual stories. That’s how brands are already establishing a growing roster of fans in an increasingly crowded marketplace for talent.