There are many reasons to start implementing video on your social channels. One big reason is that the social channels themselves are prioritizing and rewarding video posts through their algorithms. Brands are turning to video because they see much more value per dollar on digital video than almost any other advertising tactic. Many brands are intimidated by video and rely on experienced influencer partners to create amazing campaigns. If you’re not making video you might be missing out on both social views and brand opportunities.
But video seems hard, right?
The good news is that you don’t have to dive in right away. You can try a few low-effort, low-risk experiments to learn what video content approach will work for you.
Here are some ways to dip your toe into a video strategy:
Propose a low-pressure video scenario.
If you are hesitant because you believe that testing video has to mean lots of time and expensive equipment, here are some easy ways to adjust your expectations and alleviate some fear by just getting started:
Add Instagram stories into your regular mix. This is the ultimate way to dip a toe into video without the terrifying prospect of your video living forever in the digital universe. It disappears after 24 hours.
Start with something casual… it’s just a first date after all. Perhaps live streaming from an event or a behind-the-scenes look at one of your photo shoots would be a low-ante way to introduce the video conversation without the effort required for a more formal video shoot.
Consider 360-degree videos for Facebook or YouTube to provide an immersive experience of an event or just show off your studio space.
If you can drive engagement on one of these relatively easy video tests, you then have some evidence that your audience would be interested in a bigger video project and some confidence to try one.
One great way to both drive engagement and determine what kinds of videos your audience likes is to just straight-up ask them.
Including CTAs (calls to action) in your videos can help you understand what is working and what you should ditch. Just like every other piece of content you create, your videos should strive to create value for your community while also helping you learn about your audience. Including spoken CTAs in your videos and in the caption text helps drive viewers to take a specific action. Test timing of your CTA based on your view duration-- you may have better success including your CTA toward the beginning of your video if people are dropping off before the end.
Try out some of these CTAs to see which gets the best reaction from your audience:
Good Ol’ “Like and Subscribe” -- a straightforward classic.
Direct them to the next video they might enjoy: “Want to see more videos of kittens? Of course, you do. Check below for links to my top 3 kitten videos.”
Send them to a larger piece of content that is related to the video topic: “If you’re interested in roller skates, out the feature-length documentary I’m making called ‘A Complete History of Wheeled Shoes.’”
Prompt them with a question to inspire commenting: “How do you take your coffee? Tell me in the comments.”
Encourage them to get in touch with you another way: “Shoot me an email if you’ve got questions I didn’t cover in this video.”
Ask them to follow you on other social channels and let them know why and how: “Follow me on Instagram @socksabouttown for pictures of the most dapper socks I’ve seen around town.”
See, video isn’t that scary.
Let me know how your first stab at video went. Have more questions about video? What about good advice for others trying to get started? Leave it in the comments below or shoot us an email.
Creative Community Director at Snapfluence.
There is often a pen stuck in my hair.