Let me give you a set of images. What comes to mind when you look at them.
Did any of these words come to your mind – Peace, non-violence, revolutionary.
Now, look at another image. Let’s see what you get.
Master chef, aggressive, successful. I hope I got at least one of them right.
So what did we do here? I gave you two images and mapped the words you associate with them. That’s exactly what brands do for companies or products.
Brand gives companies, products, and people a distinct identity. Brands are a symbol that people associate with. People associate Google with innovation and technology. They associate Sony with electronics and entertainment. It is important to build the right brand so that people experience the values associated with the brand when they come in contact with their products.
When you start online or promoting online, you need to create a brand for yourself. It’s not easy and can’t be done in a day. It takes years of consistent communication to build that trust with your users. This article will list out how you can create your brand on social media using videos. But before you go out there, let’s discuss a few things that you will need before you start.
What Do You Need To Get Started?
Identify Your Niche
You cannot create content for everyone to consume. If you are targeting everyone, you target no one. Every brand carries an image with them What do you want to be known for? Identify the space you’re comfortable with. Take Gary Vaynerchuk for example. He doesn’t talk much about digital marketing how-tos and specific techniques. He talks more about working hard, being inspired to create something. Neal Patel and Rand Fishkin are known for their videos where they are specific about how to implement strategies effectively.
Identifying your niche helps you to stand out. Once your content starts getting traction, you’ll see that your readers will identify with you better.
Now that you have identified your niche, it is time to create a plan. Work on different problems associated with your audience. understand how those problems impact their business or personal life. Get at least 50 topics to start with. These topics have to answer the popular problems in your niche.
How do you get these topics? Check Quora. Quora is your question bank. Search for your keyword in Quora to understand the questions your audience is asking. Google loves content which answers questions. Pick the questions that have the most traction and create your video content around it.
Another way to identify topics is to use the Keyword Everywhere chrome extension. It is a cool extension that shows you all the related keywords. With this extension, getting started with your keywords is a breeze. Use the keywords that have good volume to get started. If you have long tail keywords there, make sure you include them in your plan. If your content focuses on that, chances are your video will be ranked higher.
Now that you have the topics and the plan ready, you have to focus on the distribution of your content. The most important here is to figure out the frequency at which you will be publishing content. Will you be able to publish videos once a week or once a day? Your followers deserve to know. Get that right.
Understand which medium works for you. Figure out where the discussions about your domain are happening. Plan and create videos for that. The duration is what counts. Cut the videos according to the platform they are going t be published in.
Get The Right Tools
When it comes to videos, you need the right set of tools to get started. You need tools to create, edit, host, and share videos. Once these videos are promoted you need analytics to track their performance too. Decide what type of videos you are going to start off with. If you are starting off with simple videos where you speak into the camera, you need good screen-capture tools. once you are done with it, you need to edit these videos to get the final cut. Check out on Capterra some of the best video editing tools. Once you are done with that, you need to host these videos and get analytics of their performance. Video management tools like Hippo Video can give you the complete picture.
Now that we have understood what’s required to get started, let’s figure out how to promote your brand using videos.
Best Practices to Promote Your Brand Using Videos on Social Media
The length of the videos matter
Size does matter. The smaller it is, the better. People are always on the move. The need to be entertained is constant. According to the New York Times, Facebook has 50 minutes of your time each day. This time is spent scouting for content to quench their thirst for being entertained. They do look at videos that make them laugh, smile or educate them. Short videos work on Facebook. People do get turned off if the length of the video is high. The drops happen really fast after a minute. Longer videos work on Youtube though. Users expect the videos to be a little more descriptive there.
Figure out the videos that you are going to create to make your brand stand out. If the videos are entertaining around a particular topic or subject matter, make sure you use Facebook and Instagram to distribute it. Keep the runtime under a minute. If you are creating educational videos, how to videos and explainer videos, use YouTube. The length of the video is not a concern as long as your content delivers value.
Live video sessions
Never meet your heroes is an old adage. It’s from an era when communication was limited. People now want to know their heroes. They want to understand the people who have inspired them in real life. Live videos are a great way to connect with your followers directly. Your followers get to feel your brand first hand. It helps to establish a deep and long lasting connection.
Imagine someone asking you a question and you answer them during your live session. That’s an experience your followers will never forget. Grab every chance to connect with the audience live. You can do live video sessions through any platform now. Facebook, Instagram, Twitter, and Youtube all have live video features.
When you scroll through your Facebook news feed, you see it is populated with videos nowadays. If you have the ‘Autoplay feature’ on, the video starts playing automatically. When this happens the video plays without sound. If you click on the player, it takes you to your video news feed where the sound is available. Research says that 85% of the videos watched are without sound. For a video to be counted as watched, it has to be played for at least 3 seconds. It makes perfect sense for you to add text cues and subtitles so that your audience gets the message.
If you look at the best times to post on social, you see that usually the afternoon time is what works. This time is calculated based on the amount of engagement your content gets. The afternoon is when people take their lunch breaks. It is during this time that they enjoy their daily dose of social media. It goes without saying that many folks won’t have their headphones while having lunch. They won’t be able to use their mobile loudspeakers as they will be in the presence of other people. During this time, they will need to understand your videos if they decide to watch it. Subtitles are the ideal tool to get through to your followers.
Why are you creating and promoting your content? You are creating content to leave your mark. When you create a video, people get to know you. If they like your work or your message, they will spend more time on your content. Guide them accordingly. Tell them what they need to do next. Ask them to click the CTAs to learn more about you. Videos are just the start and don’t stop there. CTAs help you nudge your viewers in a particular direction. It is also necessary to know that you can create CTAs in YouTube. If you are promoting ads through Facebook, you can add CTAs. Native organic videos on Facebook don’t have the CTA function. Don’t let that stop you. Create an Outro or an End card for your videos. Add the URL for the landing page there so that your audience knows where to go next.
A thumbnail will increase the CTR and act as a preview of what’s in store for the viewer. Think of it like a movie poster. It gives the details about the movie and increases the appeal of the movie. Publishers need to invest time designing thumbnails. It is important to market your content with the right thumbnail. Add interesting captions to make your viewers click your video.
Imagine yourself searching for organic breakfast recipes. Look at the example. The publisher has understood that the users are looking for quick recipes. That caption, ‘5-minute breakfast ideas’ within the thumbnail itself does half the job. Look at the difference in the number of views. Use thumbnails to increase the impact of your videos.
Don’t just upload videos on YouTube and share them across social media. Upload your videos to each platform separately and then promote. Facebook promotes its native videos more than just YouTube links. The reason being that they want their user to remain on their platform. Its how they make their money.
According to Forbes, Facebook native video get 10X the shares that YouTube links get on its platform. Imagine the impressions your video would get if you start uploading content on native platforms. If you are just starting out to build your online presence, do not discount this strategy.
Let me know if you have used any of these strategies lately. You can let me know in the comments below and I will give reply directly. If you have used a different strategy to build your brand using videos on social, let’s discuss that out and I will add that in this article too.