Video needs to be an essential component of your social media strategy. So why aren’t more brands embracing social media video content? When it comes to video and social there are definitely challenges ranging from quality to consistency. This week at #SproutChat, we discussed common challenges for creating video and community members shared solutions for producing more effective video content.
Equip Your Team With the Proper Tools
Reliable tools are instrumental to the entire video creation process. To ensure success, do your research and invest your time and financial resources into the software that best fits your team’s needs, objectives and goals. However, remember that software can’t turn everything into something. So make sure you’re complementing your tools with a talented team, detailed storyboards and thought out distribution plans.
@SproutSocial A1: On a budget? Don't discount your phone! You can use it to capture quality footage, edit and post. #SproutChat
— Katie Burton (@KatieBurton_) February 22, 2017
A1 I would using the phone you have works perfectly and focus on downloading some apps for the editing. #sproutchat http://pic.twitter.com/CGYxZ3dNfC
— Tony Stephan (@OmnipoTony) February 22, 2017
A1: Smartphones can be great video tools in the right hands #SproutChat http://pic.twitter.com/TQXhP2cD0a
— Mallie Rust (@malliefe2o3) February 22, 2017
A1 a tripod is a good investment for phone video #sproutchat
— David Pepper (@thedavepepper) February 22, 2017
A1 I like creating short fun video's using @Snapchat! So far it's been well within budget! #sproutchat
— Christopher T. Burns (@burnzie333) February 22, 2017
A1.
It's not so much about
the camera BUT
the eye the behind it!!! #SproutChat#Photography#Video
— Gabriela Cardoza (@CardozaGab) February 22, 2017
Subtitles for the Win
When people are consuming social media on desktops or mobile, they don’t usually turn the sound on right away. Adding subtitles to your video ensures viewers know what’s going on in your video content. Just be careful not to include so many subtitles that viewers can’t read fast enough.
A2: No. I avoid them if the video itself already has text because it can become unreadable when text overlaps. #sproutchat
— Sarah Romero (@iHeartDates) February 22, 2017
A2: Now with FB going audio on, not as much. If the dialogue is quick, it also hurts the vid quality trying to read that fast #SproutChat
— Jeff Higgins (@AnnaMariaSocial) February 22, 2017
A2: For the most part they are a good idea since many don't click the audio on. #sproutchat
— Brad Lovett (@Brad_Lovett) February 22, 2017
A2c: bothering the people around me and I'm more likely to watch other videos because they have subtitles #sproutchat
— Rachel Sprouse (@SprouseRachel) February 22, 2017
A2.
You never know what special accommodations your audience might need!!!
Not matter the platform.
You never know. #SproutChat— Gabriela Cardoza (@CardozaGab) February 22, 2017
Not mandatory but they help, so rhey should always be considered in the editing process #SproutChat https://t.co/BGTIS5pd40
— Vishal Rose👾 (@Vishal_Rose) February 22, 2017
Consider the Distribution Channel
Users expect different experiences on different social networks. Create video content that aligns with these habits. A good rule of thumb is–short, sweet and compelling.
A3 your audience/community will tell you what they want if you listen 🙂 #sproutchat
— David Pepper (@thedavepepper) February 22, 2017
A3 strong visual storytelling works on all platforms run times will vary 🙂 #sproutchat
— David Pepper (@thedavepepper) February 22, 2017
A3) Yes of course! Keep the core content but vary length – short videos are better-suited for Twitter. #SproutChat
— Alex Bourgeois 🇫🇷 (@wakanouka) February 22, 2017
A3: There should be consistency in brand voice in videos on different channels, but vid should be tailored to specific channel. #sproutchat
— Jessica Lynn (@JessTheWriter33) February 22, 2017
A3: Split opinions here! But I think most the time you only need small variations to tailor to different interactions. #SproutChat
— Venture Icon Media (@VentureIcon) February 22, 2017
Use Raw Footage when it’s a Good Fit
In the era of live social video, not all video content should be highly polished and produced. When it comes to user-generated content, emphasizing an individual perspective, SnapChat or Instagram Stories, raw content goes along way.
@SproutSocial A4: I think produced is necessary! @Chubbies does a great job for produced raw video! Live video is always raw #SproutChat
— Sid says (@Sidneytoldme) February 22, 2017
@SproutSocial A4. If you want to build trust with your audience, then raw video is o.k. and later you can edit portions of video #sproutchat
— Cheval John (@chevd80) February 22, 2017
A4) Depends what's the objective – from experience raw videos are more relatable, and therefore reap more engagement! #SproutChat
— Alex Bourgeois 🇫🇷 (@wakanouka) February 22, 2017
A4: BTS content is SO important for social but there is a time and place for both #SproutChat
— iMEDIA Conference (@iMEDIA_yeg) February 22, 2017
A4: I lean towards polished videos, but it depends on the content/message you're trying to market #sproutchat
— Rachel Sprouse (@SprouseRachel) February 22, 2017
Facebook Live is great for showcasing raw footage. Sometimes it's nice to capture the moment as it is #SproutChat http://pic.twitter.com/z6mUCnjj85
— Franco (@FrancoPRGroup) February 22, 2017
A4 #1 rule Don't be boring. Ever. raw or fully cooked. #sproutchat
— David Pepper (@thedavepepper) February 22, 2017
Know Which Metrics Translate to Success
Measuring success with video is key. Knowing which metrics translate to success is crucial for your marketing strategy to succeed.
https://twitter.com/mettermedia/status/834503915852926976
A5: What % of viewers watched 100% of your video. This one always makes us giddy (or cry…LOL!) #SproutChat
— iMEDIA Conference (@iMEDIA_yeg) February 22, 2017
A5 – completion and conversion #SproutChat
— Jennifer Longworth (@JoysOfMercy) February 22, 2017
A5: For Facebook I love being able to see exactly when and where we loose our viewers in a video 5sec in? 15? Etc #sproutchat
— Breonna Bergstrom (@bmbergstrom161) February 22, 2017
A5: How many people finished the video? Made it through the key content? Subscribed? And, most importantly took action! #SproutChat https://t.co/0A6xUHTpDF
— Tim Mohler (@TimothyMohler) February 22, 2017
A5: (1/2) For Facebook and YouTube, the length of time the video is watched. #sproutchat
— Sarah Romero (@iHeartDates) February 22, 2017
A5: (2/2) I'll take 100 people watching for 30 seconds over 1 million people watching for 3 seconds. #sproutchat
— Sarah Romero (@iHeartDates) February 22, 2017
A5 Feedback is also a good metric if you are posting video from a Cust Svc standpoint if promoting a new product or service #sproutchat http://pic.twitter.com/Cej3H58nVi
— Christopher T. Burns (@burnzie333) February 22, 2017
Join us next week to discuss social media listening vs. monitoring. In the meantime, stay in touch with fellow industry experts in our #SproutChat community.
This post #SproutChat Recap: Creating Compelling Video Content originally appeared on Sprout Social.
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