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  • Writer's pictureMacauley Clifton


Video content is enormous, and you could be missing out on not taking advantage of it within your Marketing Strategy.

2020 has seen a considerable rise in the popularity of video content. Tiktok, Instagram Reels are on the rise, and how we consume our content has changed massively. It is estimated that the average person spends 16 hours per week watching videos online - this presents a massive window to get your audience and target audience watching your content.

It's not as easy as creating a video and posting it, so we are going to give you a few tips on how to incorporate video content into your strategy successfully!

1. Start With People That are Already Your Followers.

Video content can be massive for generating new brand awareness and attracting new potential customers. When you are in the starting out phase of video content, create with your current followers in mind to tell a story that will be helpful to them and hopeful it might hook a few of your target audience along the way.

Example: How-to videos are the most popular in this, a video with the idea of explaining to your current customers on how-to-use your product can also be a great way of introducing a product to a new audience whilst also being informative to existing customers.

2. Set Out Your Goals.

When planning and developing your content, before beginning, you should lay out your goals. What do you want to accomplish with the video? What section of your funnel does it fall into it?

By having these goals set out at the start, you can shape your content around these. Without having the purpose set out initially, it will be hard to get your message across of what/where you want your viewers to go. For example, if you had the goal of achieving sales or traffic from the video, you can include graphics or sound that tells the audience to click through to your site etc.

It will also give clear metrics that you can measure against. If you have the goal of increasing brand awareness, you may look at 'Reach' or 'video views' to determine how successful it was. If your goal was to increase sales and demand, you might look at the click-through rate to determine how successful it was.

3. Don't be Afraid To Be Direct.

With this, we mean being clear with what you want your audience to do after watching your video. Within planning, you would have set out what/where you want your audience to do/go, so why not be direct and tell your audience exactly what you want them to do. This could be directing them to click the link in the copy and go through to your website. Suppose you had the plan of maximum reach/impressions then calling them out to share or repost your video.

4. Look At The Results.

The creating of video content can be a long process, so it's vital that we are looking and measuring the return on that investment.

If you have followed one of the tips above and set out your goals before creating your content, you will know what your ultimate goal for the video is. As you've got the objective, you can now gather and look at some metrics to use as your Key Performance Indicators (KPIs)

When we've decided what metrics are best to be used as the KPIs, we can ask ourselves:

- Did these meet or exceed the goal?

Once we've established that we can delve a little deeper:

- Were your impressions exceptionally high on a specific day, by a particular audience etc

Now we've looked into the results a little deeper we can plan for the future and see whats worked well with the previous content and replicate. If you noticed that you had loads of views, but that hasn't transpired to traffic to your site, you could tailor the next video to be more assertive on the CTA and then measure the effects on this.

It is crucial to be continually reviewing your content, seeing what has worked well and delving into details to find out why - then this can be used to sculpt future content to perform even better.

_____ Video content can be a huge way of increasing your companies brand awareness and also get across more information in the same space when compared to an image.

By applying these tips, you would have the basis for a great video content strategy that can be built up to be a huge asset to your social strategy!

_____ At Mac Marketing we assist companies in improving their social media by utilising strategic social ads, social media management and content creation!

For more information, visit our website or get in contact below!

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